The conference’s second presenter was François Haguel, Media Agency Lead at Google since 2013.
François Haguel shared industry best practices in terms of video advertising, as well as a few head-spinning statistics that got the audience thinking seriously about their online video platforms and the socio-demographic customer they are targeting.
High television production costs — combined with the fact that Millennials spend less time, if any, watching traditional TV — means online video advertising has become a key feature of a dealer’s advertising toolkit, valuable in that it is a measurable and profitable means to promote your brand.
One of the conference’s attendees ended the session with an excellent interpretation of Haguel’s presentation. “The way I understand it, car manufacturers’ videos sell a dream; dealers’ videos make that dream a reality.”
That’s the essence of good marketing: Advertise the vehicles your customers want to drive.
Car manufacturers are also seeing the potential in this type of media: BWM Films, Volvo’s ‘most epic of splits’ or Mercedes-Benz’s trailers. Dealerships have everything to gain with online video: it’s efficient, engaging and low cost. Haguel offered the audience a few words of encouragement: “All you need is a smart phone and a CRM to effectively engage your target market.”