The traditional dealership-first model has given way to a hybrid automotive journey that marketers must evolve with to meet these increased expectations.

The automotive industry is at a turning point. Consumers now expect a smooth and convenient shopping experience that has a mixed blend of tools with the reassurance of in-person service. The traditional dealership-first model has given way to a hybrid automotive journey that marketers must evolve with to meet these increased expectations.

Today's buyers are in control. Up to 60% of car shoppers start their journey online — comparing models, watching reviews and exploring configuration options long before stepping onto a showroom floor. The pandemic accelerated this behaviour, normalising virtual consultations as well as the ease of gaining information at a click of a button through online research.

So what is the challenge? Car brands must grab buyer attention online and make it easy to take the next step at the dealership.

Digital Tools That are Driving this Shift

Some OEMs are already paving the way with digital experiences including interactive virtual showrooms, 360° experiences and digital-first sales models. Dealerships are adapting too, embracing everything from self-service kiosks to fully integrated online booking. And it's working. According to Google, 70% of auto shoppers say online video played a role in their decision-making process and influenced their decision.

Structuring Your Marketing Strategy Around a 'Hybrid' Auto Shopping Experience

Marketers must design campaigns that guide buyers across digital and physical touchpoints. Leveraging four fundamentals when designing and planning your next campaign for this new hybrid shopping journey can unlock ways to connect the dots. Consider the following planning framework:

  • audience
  • environment
  • experience, and
  • outcomes.

Audience (Targeting the Right People)

Use CTV and interactive video to connect with car shoppers in a way that matches where they are in their buying journey. The signals we pick up, like recent searches for specific models, visits to dealer sites or time spent comparing features tell us if someone's just starting to research, narrowing down options, or ready to purchase. This means the message they see can feel relevant and helpful, whether it's introducing a new model or prompting a test drive.

Environment (Relying on the 'Right' Inventory)

Focus on premium streaming platforms and high-quality video content where viewers are highly engaged. These environments offer a clutter free space and full screen attention, making them ideal for showcasing automotive features and storytelling. Reaching shoppers in these moments when they're relaxed, focused and receptive helps drive stronger brand recall and consideration as they move closer to a purchase.

Experience (Creative That Will Amplify a Standard Video Ad and Enhance CX)

Standard video ads can inform, but interactive video transforms. In today's dynamic buying landscape, static content won't do enough to hold attention or drive action. Interactive formats allow users to engage with content on their terms: comparing trims, accessing spec sheets, scheduling test drives or locating nearby dealerships — all within the ad unit itself. These environments are keeping the target audience interested in one single environment.

For automotive brands, this is more than a creative choice. It bridges the gap between inspiration, creativity and action, giving users control over their path while still keeping them inside the brands' ecosystem.

Additionally, these formats are mobile and CTV friendly, meaning shoppers can interact in-home or on the go. This builds familiarity with the brand early on and drives progression through the funnel.

Key enhancements:

  • Dynamic overlays that personalise content based on the viewer's behaviour or location.
  • Real-time inventory integrations to show available models nearby.
  • Click-to-configure journeys where users can build their dream car directly in the ad.

Outcomes (Measurement)

In this hybrid environment, impressions and clicks only scratch the surface. What truly matters is how effectively an ad drives meaningful action and intent, which means that you must track influence.

That's where interactive ad formats shine: they generate first-party behavioural data that can track high-value signals across the buyer journey. This lets marketers understand how far a consumer is from a decision and what might nudge them forward.

Examples of Outcomes:

  • Engaged Actions: Did a viewer interact with key modules (e.g., trim comparison, feature exploration)?
  • Lead Generation: Did they fill out a test drive form or request a callback?
  • Dealer Engagement: Did they use the ad to book a dealership visit or view local stock?
  • Post-Ad Interaction: Was there lift in branded search, site visits or awareness of the model on offer?
  • Attributed Sales: Was there a lift in sales based on the buyers behaviour across these innovative formats?

The Road Ahead

This isn't just a trend, it's a digital transformation. Brands that thrive will be those who build seamless, flexible and engaging paths from an online environment to a physical one. By integrating smart targeting, immersive creative and clear measurement, marketers can not only meet customers where they are but lead them where they want to go.

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*Image courtesy of contributor