Carmercial

A Carmercial is a type of visual and audio advertisement (i.e. video) utilized by automobile dealerships in order to promote their products using sight, sound, and motion. The intended purpose of Carmercials is typically to increase sales volume, and therefore revenue for car dealerships, by attracting potential customers who might otherwise not have heard of said dealership. These advertisements are typically found on television (i.e. Television Advertisement) and the internet via Video Search Engines. Also, according to Google’s 2011 Automotive Shopping Behavior Study, the most useful ad format, above all other formats (digital and traditional), that connects dealerships to their prospective buyers is video. A lot goes into producing Carmercials due to brands' demands and commercial policies, each car company has its own specified standards. For example Audi commercials require a different font, text size, color schemes,and running footage than Honda commercials.
Production process
Modern Carmercial production involves the use of various specialized computer programs, such as Final Cut Pro 7, Photoshop, Motion 4, and QuickTime Pro 7. Through the use of these photo and video editing programs, Carmercial producers use many different video frames that are put into multiple different sequences in order to maximize variation. The purpose of varying sequences is to be able to produce multiple Carmercials using the same content in order to achieve the highest placement on internet search engines. Carmercials are specifically tailored to be on the first page of an internet search (i.e. "used Honda" or "new Acura"). From an automotive marketing standpoint it is crucial to have advertisements on the first page of online search engines because the internet is the most used and most influential shopping source among both new and used car buyers. In fact, the Polk 2011 Automotive Buyer Study shows that car buyers actually spend more time researching their prospective vehicle online than they do in the actual dealership. Less than half of a century later the first television advertisement was aired on July 1, 1941 in the form of a 10 second commercial for watchmaker Bulova, and by the late 1950s television carmercials had become increasingly popular. As technology progressed, and the computer became a quintessential part of modern life, online advertising became more and more popular.
Online advertising
Online advertising has proven to be very beneficial due to its lack of limitations such as geography and time. Furthermore online advertising has become a large modern industry, with Jupiter Research predicting $34.5 billion in online advertising spending in 2012. Marketing on the internet is especially relevant to the automobile industry and car dealers in specific because it is estimated that an average of 11.25 hours is spent researching online before even stepping into the dealership, also the majority of this time is spent on 3rd Party websites, not dealer websites.<ref name="polk"/>
Online S.E.O. marketing
Search Engine Optimization is the process of improving a web pages visibility on online search engines, without having to pay said search engine. Due to the fact that the largest research resource for car buyers is the internet<ref name="polk" /> this has become a useful marketing strategy for car dealers.<ref name="AS" />

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