In online video campaigns, simply repurposing a TV spot for the digital audience can be an inefficient exercise when trying to influence potential buyers.
So the TriHonda Dealers took a more targeted approach in a Tier 2 digital video blitz covering New York, New Jersey and Connecticut.
Hoping to generate traffic for its 61 stores, the association called on Eyeview, a digital advertising firm that can send personalized videos to individual shoppers based on a variety of details it picks up from data providers. These include their locations, what cars they own, websites they've been to and whether they're in the market for a vehicle. The result is a customized ad that speaks more directly to viewers who are ready to buy.
For the TriHonda campaign, which took place in the fourth quarter of 2015, Eyeview created 8,800 video variations that compared Honda vehicles such as the CR-V and Accord with competing models. A graphic overlayed on a CR-V video, for example, could show in-market consumers a horsepower comparison with a Ford Escape.