If you are in the business of selling and marketing cars, you may have heard of Phyron, a radically new way of automating the creation and distribution of car ads. Effectively relieving carmakers and dealers around the world from all manual handling. Using video and AI, the result is mind-boggling, too.
The solution has proven to be truly universal, equally appreciated by car manufacturers and dealers everywhere. Even so, it takes time and a great mix of technical, marketing, and management skills to roll out a solution like that around the world.
From Europe to Oceania
Says Mattias Kellquist, co-founder in charge of business development at Phyron Software:
“Growing fast across Europe we have now established a subsidiary in North America. Under the surface, our digital infrastructure is also reaching across the continent and into remote regions of the world, such as South Africa and Oceania”.
In 2019 the Swedish SaaS company Phyron launched a solution for automated creation and distribution of video ads. The solution found immediate traction with car dealers in the Nordic region, and soon thereafter in the UK and Germany. Right now (April 2022) customers in more than a dozen countries are running the system, and to date Phyron videos have been viewed by potential buyers a stunning 230 million times.
The automated handling of so many unique, high-resolution videos in real-time requires loads of bandwidth and clever software. To meet the highest performance expectations, the company’s servers must also be strategically placed near the users, ultimately forming a global advertising delivery machine.
Across all cultural boundaries
“Personally, I am more involved in the human infrastructure”, says Mattias Kellquist. “The car manufacturers and dealers that we work with in different parts of the world have different organizational and cultural approaches, which makes our work even more interesting and challenging.”
Some are more technically advanced than others, for sure. But there are also differences in terms of business cultures to observe and respect. Not to mention consumer preferences and campaign strategies, for example between the Nordics, UK, Southern Europe, and North America. Mattias Kellquist again:
“In Europe, dealers tend to be much more dependent on the auto classifieds whilst in the US this is not the case. US dealers allocate much more of their marketing budgets to Google, YouTube and Facebook. That requires a certain skill set, and creates a high demand for quality content of images and videos. Regardless of region, we’ve got a couple of very interesting years ahead of us, exploring markets with different demands and opportunities.”
+46 70 71 66 933
mattias.kellquist@phyron.com
