The Automotive Industry: Using Internet Video to Truly Make Cars Go Vroom!

10 Jun

The automotive industry, whose websites generally combine appealing product images with additional information to reel in customers, is heavily involved in the use of Internet video.  Internet video has become a critical ingredient in the success of both car companies and dealerships.   Auto trader estimates that nearly a quarter of automotive dealers are now using video on their websites to promote their automobiles.[1] According to CarGurus, potential car buyers spend substantially more time viewing Internet video and images than examining other car specifications, increasing the importance of automotive dealers to display video content that truly pops.[2] Those in the automotive industry simply cannot afford to exclude visually appealing website content that oftentimes is the deciding factor in the purchase of an automobile.   Suzuki Motor Corp, Porsche (which launches three to six product-specific sites a year that include heavy use of internet video) and BMW (who produced a series of short films featuring top Hollywood stars) utilize internet video, which Porsche VP of Marketing, David Pryor, believes allows for an “emotional connection with our consumers.” (2) There seems to truly be no better alternative to television commercials than Internet video when attempting to display the true speed, shape and size of an automobile.

[1] Halliday, Jean. “Car dealers learning art of viral video.” Advertising Age 29 Sept. 2008: 3-4.

[2] Repsher, Grant W. “Streaming video almost an imperative.” Automotive News 4 Feb. 2008: 28-31


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