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PureCars Releases OTT Advertising

CTV has become critical for dealers and agency partners looking for a complete-funnel solution to leverage audience reach and deliver messages to local car shoppers. Photo: PureCars

PureCars announced the release of PureCarsTV.

PureCarsTV is a programmatic OTT buying solution built exclusively for automotive advertisers, which is available in Canada (figures noted here are from the United States).

OTT (Over The Top) Video refers to any video delivered to the end-user without the assistance of broadcast airwaves, or a set-top cable or satellite TV box. OTT audiences are inclusive of SmartTVs from a multitude of manufacturers, and Connected TV Devices including Amazon FireTV, Google Chromecast, Roku, Apple TV, etc., and is also inclusive of other online delivered videos on Video platforms like YouTube, Vimeo, Facebook, and Instagram.

Today’s online ecosystem offers an ideal medium for the delivery and consumption of video advertising formats. The internet is universal in how it delivers content and is a far more granular and targeted environment for the delivery of advertising messages. CTV has become critical for dealers and agency partners looking for a complete-funnel solution to leverage audience reach and deliver messages to local car shoppers. Industry estimates show that CTV households are expected to grow 82% by 2023.

OTT Digital Ad Services

Through PureCars’ OTT digital advertising services, automotive dealers can broadcast OTT ads to their locally targeted audiences using data-driven programmatic ad purchasing methods. With PureCarsTV, local dealers can deliver a specific ad to a particular in-market shopper or household. Instead of running the same ad for all viewers of a TV show, dealers can run a variety of ad spots to different people depending on their purchase intent, behavioural markers, and any number of household demographics or characteristics. While watching similar programs, consumers will be shown different dealership ads that better correspond to their likes, interests, age, level of income, etc.

Through PureCarsTV, dealers can ensure those impressions are only delivered to their target audience, which helps eliminate wasted ad dollars commonly associated with wide-scale broadcast or cable television buys.

As dealerships experience ongoing margin erosion, it’s important for them to explore opportunities to optimize historically wasteful traditional media channels. Currently, 49% of all video ad impressions today are through OTT channels, and the lower CPMs mean dealers can reach in-market shoppers with more frequency, and less wasted dollars in their finite ad budget. To accurately compare traditional to digital, advertisers must apply calculations to the amount of in-market shoppers that are reached by each campaign type.

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