Over time, the internet has changed the way consumers shop and at the same time short, online videos have revolutionized the way companies advertise. These short videos have become the recipe for success among automakers. Car companies such as Toyota, Chevrolet, and Volkswagen have leveraged the internet to spread the word about their newest models. For example, this year several automakers released their Super Bowl ads onto the Internet ahead of their debut during the big game.
Japanese automaker Toyota recently turned to five-second clips to promote its RAV4 model. According to data form comScore, in America alone, 37 billion videos and 11 billion video commercials were viewed online in October by 183 million Internet viewers. Also, earlier this year to promote its new Prius c model, Toyota turned to YouTube.com for help.
There are several advantage with advertising online through video content, one of the major ones being that it is the perfect way for companies to target their young consumers while others enjoy the fact that they are able to experiment with out-of-the-box ads. Rather than traditional television channels, other automakers have leveraged online content streaming sources such as Hulu.com to advertise on.
With portable media devices such as smartphones and tablets becoming more popular, users on the go can still get their television fix in without having to sit on the couch and watch T.V. Now companies are finding it more advantageous to advertise through those online streaming sources rather than regular television. Aired during the 2011 Super Bowl, Volkswagen’s Passat commercial gained over 55 million views on YouTube this year. As a result, Honda has shifted a majority of its advertising budget from television to online media.
“It’s now a foundational element of our plans so that most of the time when we go to the market there is some type of an online video element,” said Dionne Colvin, national manager of media planning at Toyota. “A few years ago, there weren’t as many opportunities for online video form out perspective.”