The road to a test drive

From brand to dealer one plan, regional budgets

An automotive planning approach that brings brand campaigns and dealers’ regional needs into one plan and measures test drive and service appointment requests.

Two layers of automotive advertising

Automotive advertising usually runs on two layers. At brand level, there are model launches and awareness campaigns, while dealers look for test drive, sales and service customers in their own regions. When these two layers are planned separately, messages can clash and budget can be spent twice on the same audience.

Buying a car is a long, research-driven decision. Buyers compare models, watch videos, read reviews and finally visit a dealer. After-sales service, on the other hand, is a regular and predictable need.

AdSport handles brand and dealer budgets within the same plan, but split by region.

Key channels in automotive

• Video ads

  Video is the best-suited format for showing a car’s design, interior and driving experience. During model launches and the research stage of the decision process, it gives buyers detailed information.

• Search ads

  People searching for a model name, a dealer or a service center are close to buying or booking. Search campaigns limited to the dealer’s region work well for collecting test drive and service appointment requests.

• DOOH and outdoor

  Digital screens in shopping malls, city centers and on main roads provide visibility during model launches. Because screen content can change by time and location, messages tailored to dealer regions can be planned.

• Regional social ads

  These are used to tell people near the dealer about test drive events, service campaigns or new model announcements. The regional budget is set aside according to each dealer’s own goal.

Which businesses it’s for

For automotive businesses working with dealers or service points in several regions that want to see brand and dealer budgets together and measure test drive and service requests.

• Distributors and brands

  Brands running nationwide model launches can plan the national campaign on a calendar aligned with dealer regions.

• Dealer groups

  Dealer groups operating showrooms in several cities can use a separate budget and a separate measurement definition for each location.

• Authorized service centers

  Service centers running periodic maintenance and seasonal service campaigns can focus on existing customers and vehicle owners in their area.

• Used cars and rentals

  Businesses selling used cars or renting vehicles can build a focused plan that collects demand through search and regional social ads.

How an automotive plan is built

• Brand and dealer goals

  The national campaign goal and each dealer’s regional goals go into the brief. Results such as test drives, sales and service appointments are defined separately.

• Regional budget allocation

  The total budget is split between the brand campaign and dealer regions. The weighting of video, search, social and DOOH channels is suggested separately for each region.

• Creative and claims check

  Model visuals and copy are prepared according to brand rules. Statements involving price, financing and campaign terms are checked for consistency with the actual terms.

• Dealer-level tracking

  Incoming requests are tracked by dealer and channel. Budget recommendations are updated based on regional results, and every change stays within the limits and approval threshold you set.

Measurement from test drive to service

At the center of automotive measurement are test drive requests, dealer visits and service appointments. When these results are tracked by dealer, you can compare which region gets results from which channel.

Channels such as video and DOOH often build interest rather than generate direct requests. This contribution is assessed with indicators such as view rate, reach and searches for the model name during the campaign period, and estimated values are noted separately.

Metrics we track: Test drive requests · Service appointments · CPL · Video views · Reach · CPM

Status on AdSport

The organization, brand and team foundation that will reflect your dealer and regional structure is live today. Channel connections and DOOH booking are on the roadmap.

Let’s discuss a plan for your network

Share your regions and goals, and we’ll show you in a demo how brand and dealer budgets are managed in one plan.