Drew Ament believes in the power of video pre-roll, those ads before YouTube videos, to sell vehicles.

Pre-roll ads typically cost a fraction of other advertising, including a dealer favorite, paying for click-throughs onGoogle searches, said Mr. Ament, digital marketing manager at Sands Chevrolet Glendale and Sands Chevrolet Surprise near Phoenix.

And when targeted appropriately, pre-roll ads can bring buyers to a store, he said.

“They are good at keeping consumers engaged,” Mr. Ament said.

Video watching by car shoppers is on the rise, according to Google, which owns the world’s largest online video portal, YouTube.

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