NAILED IT: DMNews spends a few minutes with Sarah Pate, president and CEO of AdMission Corp
Q: As a provider of classified ad-buying technology, how did upgrades to your online ad platform address what wasn't working for your automotive clients?
A: When we upgraded our site to allow custom tailoring of ads, direct search, inventory data importing and ad templates, the onus was on auto dealers to have their assets inventoried in a useful way. If they did not, they would get to the point of ad creation and then wait months to get the inventory into the ad. Another upgrade was to keep increasing the relevancy of ad units. No matter how fancy they are, it really comes down to how effective they are, so a lot of the new enhancements go back to ease of use and increasing the dynamic aspect of the ad.
Q: How did you use the upgrades to work with car dealerships?
A: We have an inventory of what dealers have on the lot, so we can dynamically populate the content of an ad, which makes customer engagement so much higher. We can refresh the inventory daily from the database, so that's what available today on the lot, and we put in a search box so the consumer can search and make the ad even more relevant.
Q: What made you see a need for AdMission's service in the auto market?
A: One of the major hurdles for auto advertisers is really leveraging display ads. Historically, the way a big dealership does its ad spend is a really nice mix of newspaper classifieds, lead generation, buying space on AutoTrader.com and a nice mix offline, including direct mail for increased direct response. When you look at advertising spend online, they're only doing SEM or only lead generation, which are important, but display advertising online is inaccessible because 100% branding requires a big spend. When those dollars migrate online, we fill that gap that is a complement to SEM and lead generation. If you do display and other forms of direct response, it's going to increase the effectiveness of both.
Q: What results have you seen?
A: For local dealer Mini of Concord, we showcased a new car to get people more excited about the model and to get presales going as well. It was a three-month campaign, and the dealer ended up selling out the model and signed us up for a second quarter.