Your digital strategy is becoming more and more important as each day passes. If you are pouring endless amounts of cash into traditional advertising like television and newspaper with one hand and keeping a strangling grip on video pre-roll, remarketing and pay-per-click with the other you are doing your profit margins a disservice.
If you were able to pull yourself away from the Olympics, you may have noticed another sort of gymnastic landing: NASA’s Curiosity rover touching down on Mars. More than 3.2 million people streamed the landing via Ustream alone. Nielsen ratings for the night place CNN, MSNBC and FOX combined at under 1.6 million viewers. That means that there were at least two people streaming the landing online for every one watching on television.
You might be asking yourself what a NASA rover landing has to do with your car dealership. It’s not the landing itself- It’s how it was consumed. More than twice the amount of people used the Internet to watch instead of television. Keep in mind that the 3.2 million figure is only for Ustream so it’s likely that even more people were watching from their computer monitors, smartphones and tablets.
So the question must be asked: why aren’t you putting more effort into advertising to a larger audience on the Internet? Options like video remarketing & pay-per-click ads in search engines and video pre-roll are fantastic ways to reach a growing audience that seems to prefer Internet to television at a 2:1 ratio or better.
If you take one sentence away from here, let it be this one: With digital advertising such as PPC, video pre-roll and remarketing, you can spend less to reach a larger audience that is closer to completing your objective.
By John Fraze
PCG Digital Marketing