I don't know what a car seat warmer is capable of or what temperature control it has (if any). The human body has it's own temperature regulation by circulating blood around to move heat around, and shed it or retain it at the skin, so if the seat warmer is low enough wattage it would not need any temperature control. But the battery can't do this, so whatever parts of it are next to the warmer will get warm (or hot) and the rest of it will not change temperature at all or will do so slowly over time as heat conducts to the rest of the battery from the warm / hot parts.
Anything that only contacts part of the battery will have the same issue, though if it has temperature monitoring you can install on or in the battery, then with it's control you can at least set it to not overheat it.
As long as the temperature never gets too high for the battery itself, and you have time to wait for the battery to all reach the right temperature, then it wont' matter if the heat only starts on one part of the battery.
The reason I recommended the terrarium / reptile heating pads is they are tough rubber, flat, and thin (a few mm), and come in various sizes, so can be placed on all sides of a battery. They all run off regular wall AC voltage, so they can be used with those temperature controlled power strips (since they don't ahve temperature controls of their own) if necessary.
Even if you can't insulate the pack, they'll still be a more consistent solution than something that just covers the battery area.
BTW, they also make battery warmers for car starter batteries; these are typically similar to the other pads, and are meant to be left plugged in and on to keep the battery warm and unfrozen in bad weather. They may work for your purpose too.