Autobytel Partners With Videology To Bring Auto Consumer Data To Video Advertisers

Videology, a provider of converged TV and video advertising, on Thursday announced a partnership to bring Autobytel’s automotive buyer-intent data to video advertisers. The partnership will enable marketers working with Videology to have access to Autobytel’s anonymized first-party data about consumers currently in the market to buy a new vehicle.

That data is sourced from about eight million consumers who visit Autobytel properties every month. Autobytel offers consumers original online automotive content to help them make informed car-buying decisions.

For auto marketers, knowledge of where a consumer is in the vehicle purchase cycle is crucial to formulating an ad strategy. There’s a very different approach for effectively communicating with consumers who will buy a car in the next five years vs. the next five weeks. Videology said that knowing someone is in-market to buy a vehicle -- and just as importantly, knowing their preference for brands, price points, and features -- enables marketers to tailor specific lower-funnel messages aimed at driving someone to a dealer lot.

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According to J.D. Power’s 2015 New Autoshopper Study, eight in ten new-vehicle Internet shoppers visit a third-party site for automotive information. According to IHS Automotive, a provider of market insights and measurement solutions based on Polk data, consumers submitting leads via the Autobytel network accounted for over 2.5 million new retail sales from 2011 to 2015. That’s an average of roughly 4% of all U.S. Light Vehicle New Retail Sales.  During this same timeframe, consumers submitting leads via the Autobytel network accounted for an average of approximately 2% of used car sales.

“Auto marketer have always relied heavily on video for their upper-funnel branding strategy. While those upper-funnel tactics remain important, new data, such as this buyer-intent data from Autobytel, gives us the ability to home in on lower-funnel tactics that result in immediate sales,” Scott Ferber, founder and CEO, Videology, told Real-Time Daily via email.

“Showing an ad to someone already in the market for a new vehicle creates a better experience for them, and increased ROI for the advertiser. This kind of solution is especially useful for the dealership-level clients focused on increasing foot traffic from the local community,” Ferber explained.

“We can now create an experience that’s more relevant for consumers and more beneficial for advertisers,” stated Matías de Tezanos, chief strategy officer of Autobytel Inc. “By partnering with Videology, we’re expanding that offering to one of the fastest growing and most important advertising channels: video.”

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