Having used television advertising to build top-of-mind awareness among local consumers, Gerald Auto Group in the Chicago market, consisting of five dealerships, sought to continue building that brand online. Knowing that most consumers watch television and shop online, the company recognized the opportunity to interact with customers where they already were.
Comcast Spotlight was able to marry Gerald’s television and online marketing to bolster the company’s brand. Both television and online advertising for Gerald Automotive were focused on specific zones within the Chicago market. Customized television advertising schedules were created for each franchise, and in-banner video advertising on Xfinity.com extended the reach of their commercials with the added flexibility of being frequently updated to incorporate elements from the company’s website. Gerald automotive knew that having seen their commercials on television, consumers would feel comfortable interacting with the company’s online advertising as well.
- Increased third-party referral rates to dealership’s Dealer.com- and Cobalt-hosted sites.
- More than 1,840 views of in-banner video content in one month.
- 2.85% engagement rate.