Leveraging Data-Informed Video for Unprecedented Marketing ROI
The misconception that video is only useful for top-of-funnel awareness is outdated. Today, savvy dealers are using data-driven video to reach customers at every point of their shopping journey, maximizing ROI like never before. This exclusive webinar, featuring experts from C-4 Analytics and Effectv (Comcast Advertising), breaks down how to leverage advanced video technology for automotive marketing success.
The key to winning is simple: stop chasing content and start focusing on the viewer.
The Problem: Fragmented, Unmeasurable Video
Despite significant investment, many dealers struggle with video campaigns due to core issues:
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Lack of Standard Measurement: It's difficult to get a holistic view of performance when campaigns are spread across multiple, uncoordinated channels.
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Audience Duplication: Campaigns often waste budget by serving the same ads over and over to the same households, leading to brand annoyance.
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Cookie Dependence: Many current strategies rely on third-party cookies, which are rapidly disappearing, leaving future campaigns unsustainable.
The Solution: A Data-Driven, Holistic Strategy
The partnership between C-4 Analytics and Effectv solves these issues by combining the power of live TV with the precision of digital.
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Audience First: The strategy is built on household-level data—not cookies. This allows for precise targeting of in-market shoppers based on their name, address, and purchase intent (using data from sources like Polk and Nielsen).
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Access to Premium Inventory: You gain access to a massive audience, including the 25% of viewers who consume content through the highly valuable, yet often unreached, set-top box video on demand (VOD) inventory.
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De-Duplicated Delivery: The system ensures your ads are delivered to unique households, solving the problem of over-frequency and wasted impressions. You get a clear picture of reach and frequency across streaming and live platforms.
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Standardized Measurement: The partnership closes the loop, allowing you to track how your video spend impacts website traffic, leads, and sales across all your digital channels, providing an unprecedented level of attribution and proof of ROI.
This data-informed, holistic strategy allows dealers to execute sophisticated streaming campaigns that are tightly aligned with their digital goals, ensuring that every dollar spent is delivering measurable value to the bottom line.
Watch the Full Webinar
For a deeper dive into these topics and to hear directly from Kevin Bacon, Digital Director, Automotive Strategy at Effectv, Caroline Allie, AVP, Media Strategy, and Greg Rothman, AD, Media Strategy at C-4 Analytics, watch the full webinar below.