11 US AIR TV-Online-Mobile

8/3/2019 11 US AIR TV-Online-Mobile

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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.

TV, Online, and Mobile:How to Influence the Car Purchase

Jody Stidham | Global Practice Director, Urban Science

Dane Holewinski | Director of Marketing, Greystripe, a division of ValueClick

Scot McLernon| Chief Revenue Officer, YuMe


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Lead Insights

Jody Stidham

Global Practice Director


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Volume: Quantity vs. Quality?

Close Rates: Brand vs. Dealer?

Dealer Response: Beat the clock vs. Better response?

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Lead volume is increasing

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2011UrbanScience

20.5% Increase


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A positive correlation: retail sales and lead volume

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2011UrbanScience


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What is a good BRAND close rate?

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2011UrbanScience

Thereisstillroomforimprovement.

11.8% Average


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What is a good DEALER close rate?

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2011UrbanScience

Improving

13dealers

to

the

average

results

in

33%

more

sales!

National Average = 5.5%


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Dealer Close Rate Effectiveness

9

2011UrbanScience

AfairwaytobenchmarkDealers.


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Dealers are improving lead response

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2011UrbanScience

ResponseRate

Respo

nseTime

+20%

2hours


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How are dealers responding to leads?

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2011UrbanScience

Phoneisbecomingpopularagain!


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Lead scoring improves Dealer close rates

2011UrbanScience

4%

24%% Change


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Volume: Quantity vs. Quality?

Close Rates: Brand vs. Dealer?

Dealer Response: Beat the clock vs. Better response?

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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.14

Lead Insights

Jody Stidham

[email protected]


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Greystripe Auto Insights Report

Dane Holewinski

Director of MarketingGreystripe


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Did You Know?

5-7 Millionnew cars will be purchased by

US iPhone and Androidusers in 2011

5-7 Millionnew cars will be purchased by

US iPhone and Androidusers in 2011

78%of these will use their

iPhone or Android in theauto purchase process

78%of these will use their

iPhone or Android in theauto purchase process

Source: eMarketer & Greystripe Auto Insights Report
http://www.greystripe.com/wp-content/uploads/2011/09/Greystripe-AIR-0411-MobileAuto.pdfhttp://www.greystripe.com/wp-content/uploads/2011/09/Greystripe-AIR-0411-MobileAuto.pdf


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Agenda

About Greystripe

Research Methodology

Research Results

Mobile Auto Case Studies

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Who is Greystripe?

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GREYSTRIPE AUTOMOTIVE CLIENTS


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Research Methodology

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During Q4 2010 & Q1 2011Greystripe surveyed

851 U.S. iPhone andAndroid users

recruited through mobile ads inGreystripes network

During Q4 2010 & Q1 2011Greystripe surveyed

851 U.S. iPhone andAndroid users

recruited through mobile ads inGreystripes network


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Research Results

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Roughly half (5-7 million) of the 12-

13 million new cars sold in 2011will be purchased by iPhone and

Android users

Roughly half (5-7 million) of the 12-

13 million new cars sold in 2011will be purchased by iPhone and

Android users

iPhone and Android users are3 times more likely to buy a new

car this year than the US adultpopulation

iPhone and Android users are3 times more likely to buy a new

car this year than the US adultpopulation

Source: Greystripe Auto Insights Report, US Census Bureau & MarketingForecast.com
http://www.greystripe.com/wp-content/uploads/2011/09/Greystripe-AIR-0411-MobileAuto.pdfhttp://www.census.gov/compendia/statab/cats/population.htmlhttp://www.marketingforecast.com/archives/10337http://www.marketingforecast.com/archives/10337http://www.census.gov/compendia/statab/cats/population.htmlhttp://www.greystripe.com/wp-content/uploads/2011/09/Greystripe-AIR-0411-MobileAuto.pdf


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Research Results

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Source: Greystripe Auto Insights Report

Mobile is a critical part of the auto buying processfor the majority of iPhone and Android users

What role will mobile have in your car purchase? (select all that apply)


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Research Results

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Most buyers are open to both American and foreign brands

What kind of car are you considering buying?

Source: Greystripe Auto Insights Report

C St d


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Campaign Objective:

Increase awareness and purchase

intent for the Buick LaCrosse

Campaign Highlights:

Average interaction time of 2 minutes

42 seconds for those who engagedwith the ad

3.9% CTR

21% lift in brand awareness

33% lift in purchase intent 29% lift in likelihood to recommend

Case StudyBuick LaCrosseBuick LaCrosse comScore Case Study

Source: comScore

Case Study
http://www.greystripe.com/wp-content/uploads/2010/11/GreystripeCS-Buick-Final.pdfhttp://www.greystripe.com/wp-content/uploads/2010/11/GreystripeCS-Buick-Final.pdf


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Campaign Objective:


intent for Kia Soul


23.3% interaction rate


150% lift in purchase intent

120% lift likelihood to recommend

Case StudyKia SoulKia Soul comScore Case Study

Source: comScore
http://www.greystripe.com/wp-content/uploads/2010/03/GreystripeCS-AutoManufacturer.pdfhttp://www.greystripe.com/wp-content/uploads/2010/03/GreystripeCS-AutoManufacturer.pdf


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Key Takeaways

Mobile Marketing is no longer optional

iPhone & Android dominate 50+% of new cars to be purchased by iPhone &Android usersand GROWING fast!

Auto buyers use mobile throughout the purchaseprocess

Mobile advertising has been proven to drive valuefor auto brands

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Thank you

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For full report:

www.greystripe.com/aboutgreystripe/reports/

For case studies:

www.greystripe.com/advertisers/advertisercasestudies/
http://www.greystripe.com/aboutgreystripe/reports/http://www.greystripe.com/advertisers/advertisercasestudies/http://www.greystripe.com/advertisers/advertisercasestudies/http://www.greystripe.com/aboutgreystripe/reports/


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Case Study


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Campaign Objective:


intent for Kia Soul


23.3% of users interacted with the

Immersion ad 3.2% CTR for the Flash ad

2.6% CTR for the Static ads


150% lift in purchase intent 120% lift likelihood to recommend

Case StudyKia SoulKia Soul comScore Case Study

Source: comScore

Case Study
http://www.greystripe.com/wp-content/uploads/2010/03/GreystripeCS-AutoManufacturer.pdfhttp://www.greystripe.com/wp-content/uploads/2010/03/GreystripeCS-AutoManufacturer.pdf


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Campaign Objective:


intent for the Buick LaCrosse


Average interaction time of 2 minutes

42 seconds for those who engagedwith the ad

3.9% CTR


33% lift in purchase intent

29% lift in likelihood to recommend

Case StudyBuick LaCrosseBuick LaCrosse comScore Case Study

Source: comScore
http://www.greystripe.com/wp-content/uploads/2010/11/GreystripeCS-Buick-Final.pdfhttp://www.greystripe.com/wp-content/uploads/2010/11/GreystripeCS-Buick-Final.pdf


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Advertising Attention In the Wild

Scot McLernon

Chief Revenue OfficerYuMe


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Content present on multiple media extends reach

W18-54 Total Reach TV + Online = 59.6 MM

Exclusive online reach: 1.7MM

14.9 MMInternet

57.9 MMTV

B d ll i ith t b th TV


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Brand recall scores increase with exposure to both a TVad and online ad

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Source: Nielsen 06.12.10 07.11.10, A18+. Exposure based on 30-day window.

Brand Recall by Type of Ad Exposure

62%TV Ad Only

82%TV Ad + Online Ad


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Finding #2:TV has 3x drop in attention from content to ad

Fi di 3


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Finding #3:

Online video ads +18.3% more attention than TV 63% of TV impressions were ignored.

DVR fast forwarding is estimated to lead to 2% ad skipping


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Finding #4: Online ads have 1.8x

the aided recall and 1.5x the unaided recall


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Thank You!

Scot McLernon

CRO, YuMe

[email protected]

Download the Whitepaper: http://bit.ly/yume_ipg

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mailto:[email protected]:[email protected]

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11 US AIR TV-Online-Mobile