What it was pre-pandemic
- Brand marketers gaining market share
- Fierce competition at the bottom of the funnel w price payment
- OTT and CTV were in early stages
What happened during the pandemic through mid-year 2022
- No incentives, low inventory, stores closed = nothing for price payment to talk about
- Everyone’s only option was brand
- Many canceled traditional video spends
- Inventory shortage meant consumers worked to find the vehicle
- Many stopped marketing altogether
What is happening now
- Incentives and inventory coming back
- Objections rising in the sales process
- Dealers are realizing they need to get back in the game and are possibly behind their competitors who already have
What happens when you stop spending on content and placements
- Market share drops
- Consumers lose familiarity
- Have to ‘break the wheels free’ again
What is the progressive mindset to do that
- Strategy: Concept of multi-screen
- Strategy: ‘Always On’ Mentality
- Strategy: Brand or Brand/Transaction Mix creative output
