Dealers in the United States continue to invest more resources in video for advertising—particularly during the second quarter of the year compared to Q1 2021 and Q2 2020, according to PureCars.
Based on its digital advertising data, Q2 video views for dealerships jumped 29% compared with Q1, and increased 226% versus Q2 2020. Furthermore, clicks on videos increased 117% compared with Q2 of last year.
“The move to OTT-driven streaming video content will be a significant advantage to advertisers in the form of addressable and more personalized TV advertising, which allows for real-time unique targeting of custom, complex audiences,” said Jeremy Anspach, CEO of PureCars.
OTT stands for an “over-the-top” media service.
Adding to his previous comment, Anspach said dealers and their agency partners “can realize much more detailed measurement and performance tracking in comparison to traditional index-based TV advertising media buying.”
Company data shows that dealership spending on video advertising increased 39% in Q2 compared with Q1, and jumped 305% versus Q2 2020.
