PureCarsTV to Revolutionize Automotive Marketing

Auto Tech Outlook | Wednesday, November 11, 2020

Jeremy Anspach

PureCars launches PureCarsTV, a programmatic OTT buying solution exclusively for automotive advertisers.

FREMONT, CA: PureCars, a renowned provider of digital marketing and advertising insights for automotive dealers, releases PureCarsTV, a programmatic OTT buying solution developed exclusively for automotive advertisers.

With PureCars’ OTT digital advertising services, automotive dealers can broadcast OTT ads to their locally targeted audiences using data-driven programmatic ad purchasing methods. OTT advertising for dealers is important today for optimized advertising personalization and should be a cornerstone of every dealer’s demand generation strategy. With PureCarsTV, local dealers can offer a specific ad to an in-market consumer or household. Instead of running the same ad for all viewers, dealers can run many ad spots to people depending on their purchase intent and any number of household demographics. While watching similar programs, customers will be shown different dealership ads that correspond to their likes, interests, ages, and incomes.

Today’s online ecosystem provides an ideal medium for the delivery and consumption of video advertising formats. Unlike television, the internet better delivers content and is a far more granular and targeted environment for advertisements' delivery. CTV has become vital for dealers and agency partners looking for a complete-funnel solution to use audience reach and offer local car shoppers messages. Industry shows that CTV households are expected to grow 82 percent by 2023, and cord-cutter and cord-never households will increase to 44 percent of the population during the same period.

Through PureCarsTV, dealers can lower than $35 CPM and ensure impressions are only provided to their target audience, which helps avoid wasted ad dollars associated with wide scale broadcast or cable television buys. A well-structured broadcast buy would conservatively range from $7-$20+ CPM, whether the audience is in the market to purchase or not.

As dealerships experience margin erosion, they must explore opportunities to optimize historically wasteful traditional media channels. Consumer migration to internet-powered TVs and CTV devices shows a unique opportunity for dealers and agency partners to reach potential car shoppers. The potential to reach people through a growing medium at a low price point while taking the value of the great data segmentation for personalization provides several benefits for dealerships today.

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