MIAMI — You may find yourself deciding between two cars, or cans of beans or a hotel chains this week. But when did your judgements about the brands involved really begin?
Earlier than you might think, according to one ad-tech exec helping brands capitalise on targeted video and TV ads.
In fact, in a world increasingly dominated by super-planned, hyper-targeted digital video ads, Scott Ferber believes conventional TV has a role in helping build early brand affinity in teenagers.
“When I’m 12 years old, there needs to be an aspiration created in my mind for the luxury vehicle that I intend to purchase when I’m capable of affording it,” the Videology CEO says in this panel interview with Beet.TV.
“To target a teenager with this type of sight-sound-motion creative can develop an aspiration for me to want to be a Lexus owner, for example, or Infiniti, or whatever luxury vehicle we’re talking about.
“(It’s) huge opportunity. We don’t want to let that go because, by the time I’m 40 and I actually have the money to buy … if you’re trying to convince me Infiniti over Lexus, it’s actually too late. I’ve already developed my aspirational desires much earlier.”
Ferber’s company recently revved up a new partnership with car info and listings publisher Autobytel, leveraging its audience data to target TV and video ads.
In the auto industry, a lot of consumer research is now carried out online, but purchase mostly still takes place on the forecourt, and customers’ early interest can still be swayed by luscious TV ads.
Ferber says it’s the same with soft drinks – your preference for Coke or Pepsi is moulded between the ages of 12 and 15.
“To create the awareness for something like the Lexus and the desire to say ‘This is the brand to which I aspire to buy when I can afford it one day’, age and gender is actually a great way to do it,” he adds.
This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.
This interview was conducted by Matt Spiegel, MD of MediaLink.
