Car Dealer Test Drive Promotion with Complimentary Retailers · 2015-08-17 · presentation video – with graphics, images, and text properly structured and creatively presented

5/28/2013

Portland, Oregon Test Market Jon Nigbor, President, Media272, Inc. 800.272.7222

MEDIA272 CAR DEALER TEST DRIVE PROMOTION WITH

COMPLIMENTARY RETAILERS

Confidential and Propriety, Copyright Media 272, Inc. 2013, 800.272.7222 Page 1

Lets Go Test Drive Video Results and Industry Findings Table of Contents Executive Overview Page 2 Why “Lets Go Test Drive” 3 Viewer Demographics (Oregon Only) 4 Playback Locations – Cumulative Total for all Videos 5 Traffic Sources – Cumulative Total for all Videos 6 Length of Time Videos Watched – Audience Retention

Average over all Videos 7 Why Does Online Video Work So Well? 8 Search Term Data by Video Dennis 7 Dees YouTube Channel Views 9 Search Terms prospects use to find Lets Go Test Drive

Dennis 7 Dees video and Views [Dennis 7 Dees YouTube Channel] 10

Search Terms prospects use to find Lets Go Test Drive Dennis 7 Dees video and Views [Lets Go Test Drive’s YouTube Channel] 11

YouTube Search Success Keyword Search: “2013 Toyota 4Runner Oregon” Lets Go Test Drive provides 3

rd Organic Position 12

Search Terms Prospects Use and Views Beaverton Toyota FJ Cruiser at Uptown Market [Lets Go Test Drive Channel] 13

YouTube Search Success Keyword Search: “2013 Toyota FJ Cruiser Oregon” Lets Go Test Drive provides 2

nd Organic Position 14

Search Terms Prospects Use and Views Beaverton Toyota Tundra at SK Northwest [Lets Go Test Drive Channel] 15

YouTube Search Success Keyword Search: “2013 Toyota Tundra Oregon” Lets Go Test Drive provides 1

st Organic Position 16

Search Terms Prospects Use and Views Wilsonville Toyota Sienna at Cat Adoption Team [Lets Go Test Drive Channel] 17

YouTube Search Success Keyword Search: “2013 Toyota Sienna Oregon” Lets Go Test Drive provides 1st Organic Position 18

Google Search Success Keyword Search: “2013 Toyota Sienna Oregon” Lets Go Test Drive provides 5th and 6th Organic Positions 19

Search Terms Prospects Use and Views Beaverton Toyota Tacoma at Parr Lumber [Lets Go Test Drive Channel] 20

YouTube Search Success Keyword Search: “2013 Toyota Tacoma Oregon” Lets Go Test Drive provides 2nd Organic Position 21

Google’s New Rules for Search (The Significance of Video) 22 How About Increasing Sales? (Conversions Lead to Sales) 23 Conclusions 24


Executive Overview

Lets Go Test Drive Objective

Generate leads for 2 dealerships

Lets Go Test Drive Strategy

Partner with local businesses to have them test drive dealership vehicles. Video test drive experience. Have partner businesses broadcast video to their fan base and encourage them to register for a contest. Registrants become leads for dealerships.

Target Market Males 25-44

Results 816 New Contacts and Leads

57% Conversion Rate (neither dealer entered leads in CRM – sales activity unknown)

5 Videos 1st Launched: September 14, 2012 5th Launched: May 15, 2013

1420 Views in Oregon 720 Male 35-44 yrs old 50.7% 74 Male 25-34 yrs old 5.2%

1:49 Average View Time (38.5% of entire video) 550% higher than industry standardi

Longest Watched Video: Tacoma at 2:34 56.7%

Shortest Watched Video: 4Runner at 1:34 32.2%

Lets Go Test Drive videos reached the target demographic. Viewers watched Lets Go Test Drive videos long enough to be positively influenced and provide their contact information.

Lets Go Test Drive videos remain on-line and continue to garner views from the target demographic as they conduct research about vehicles the videos showcase.

The first Lets Go Test Drive video experiences the lowest viewer retention whereas the most recent experiences the highest viewer retention.


Why Lets Go Test Drive? It’s extraordinarily difficult to reach a prospective customer and influence their behavior. An average of 3 in 10 ads are never even watched.ii “Greater integration between delivery of content and the ability to deliver campaigns in a multi-platform fashion remains a challenge, but the companies who facilitate this form of platform agnostic strategy will enhance value to marketers. As the bridge between traditional and digital platforms, online video will play an important leading role in how these integration strategies materialize. “iii “Nothing sells like video. Period. Online video improves search engine ranking, engages consumers and increases sales. That’s why the majority of online retailers now use video as the key component of their online marketing. They understand that video – unlike any other medium – moves consumers in dramatic ways. The bean counters have also embraced online video because of the positive return on investment generated by video”iv. The Nielsen Company. IAB Online Video Study, February 2013

Online video ads score higher impact than TV ads. Metrics are o general recall o brand recall o message recall o ad likeability

Reallocating Dollars To Online Builds Higher Quality, More Effective Reach at a Lower Cost Lets Go Test Drive starts a conversation about a car dealership’s vehicle. It creates an experiential event for a car dealer with his/her target demographic. The results in this report demonstrate Lets Go Test Drive creates a legitimate social conversation prospective dealership customers watch to learn about the dealership and the subject vehicle. Prospective dealership customers feel the need to conduct on-line research and as this report shows those same people want to watch Lets Go Test Drive videos. Lets Go Test Drive brings two complimentary businesses and groups of people together for them to cross market each other. The event is captured on video so the conversation can be edited to deliver a brand value message that can be repeated an infinite number of times. The video becomes an invaluable marketing asset for both of the two businesses. They are both empowered to broadcast the video and boost its views. Lets Go Test Drive videos become a digital form of word of mouth advertising.


Viewer Demographics (Oregon Only) As seen in the following graph, Let’s Go Test Drive effectively reaches its target demographic


Playback Location, Traffic Sources and Length of Time Video Watched Consumer demand and viewing of video is growing, with more time spent on more devices. Overall video consumption is up year on year by about 3.7%, assisted by viewing of streaming video on PCs, connected TVs and mobile devices. According to the latest comScore research, on average, 183 million Americans view 215 videos each month online. Mobile's big boost is also being driven by video, with Cisco forecasting that by 2016, two-thirds of mobile traffic will be viewing video.v Lets Go Test Drive experienced very high viewership from mobile devices. View time actually increases from 1:36 to 2:04 when watched on a mobile device. So, Lets Go Test Drive benefits as mobile traffic builds.

Playback Locations – Cumulative Total for all Videos


Traffic Sources – Cumulative Total for all Videos

The longest view time of 2:43 occurs from an embedded player on other websites. We assume these views occur on our landing page. If true, the landing page encourages additional consideration for watching the video and Beaverton Toyota. Lets Go Test Drive videos provide viewers an educational and informative resource. According to Nielsen’s February 2013 study,” Digital Video and TV Advertising Viewing Budget Share Shift and Effectiveness” the average on-line video commercial is watched for 0:20. Our average view time of 1:49 is 550% higher than industry standards.


Length of Time Videos Watched – Audience Retention Average over all Videos

Gross Program Results:

9,849 Total Views 17,677 Total Minutes Watched

The Nielsen Company. IAB Online Video Study, February 2013

Online Video Ads Outperform TV Ads on All Measured Effectiveness Metrics

Across Several Ad Verticals, Short Form Online Video Ads Are More Memorable Than TV Ads

Across Genres, the Ad’s Message is More Memorable in Online Video Ads Than TV Ads Every time a new video was posted or “launched”, viewership also spiked. All of the above graphs show five spikes that match each video’s launch date.


Why Does Online Video Work So Well?

We’re a video nation. From the early days of television to MTV to DVDs and now, to online video. Most people watch some form of video online. As Marshall McLuhan said, the medium is the message. And video is the medium. We’re receptive to video. It engages us on a visceral level. Compared to text, online video delivers twice as much of the message. Online users generally read only half the text on a page and usually less than one hundred words. By comparison, the average person will watch sixty seconds of video which delivers twice the content; the equivalent of about 200 words of written text.vi Additionally, at the same time we absorb the audio we also take in the visuals. A corporate or presentation video – with graphics, images, and text properly structured and creatively presented – can greatly increase the amount of message delivered and received in that same sixty seconds of viewing. This process of capturing the audience is known as “User Engagement.” It is the heart of why video works so well online. Users are drawn into the presentation; they are engaged. The Nielsen Company. IAB Online Video Study, February 2013

Online video ads score higher impact than TV ads. Metrics are o general recall o brand recall o message recall o ad likeability

Reallocating Dollars To Online Builds Higher Quality, More Effective Reach at a Lower Cost “Current progress on social search suggests it will become a much bigger theme in the 2013 search market. 1 in 8 ads across the web are socially enabled as brands become more social. As brands deepened their investments in connecting with customers on social platforms, a greater number of ad impressions were “socially-enabled”

vii

Let’s Go Test Drive’s strong audience retention numbers of 550% above the 20 second norm confirm iSpeakvideo and comScore’s findings. Test results vary, but it appears most users will click-off in as little as ten seconds if the video isn’t relevant. The relevance of the message can usually be determined by one factor. Does the video answer my question? Almost all Internet use today is driven by that single question; Will I find what I’m looking for here?

viii

It’s also interesting to note that Lets Go Test Drive’s retention numbers are consistently above the 20 second norm by a considerable amount and trend upwards.

Video views for entire, U.S., Dec-2012ix

182 Million Total Unique Viewers

213 Videos per Viewer

19.2 Hours per Viewer

38.7 Billion videos

75 Million Average Daily Unique Viewers


Search Term Data by Video

Lets Go Test Drive’s videos are posted to both YouTube and Vimeo. During posting search terms are carefully considered so people find Lets Go Test Drive videos when they search for vehicles featured in one of the videos. After identifying important search terms keyword descriptors are added to YouTube and Vimeo’s VSEO indexing. As a result, Lets Go Test Drive videos frequently appear in prospective car buyers YouTube search results as one of the top 10 options listed. Media272 recognizes that YouTube drives the lion’s share of video viewing activity so we spend a considerable amount of time insuring Lets Go Test Drive videos are very relevant to YouTube search. “In 2012, more than 450 billion U.S. content video views occurred via a desktop computer, representing an all-time high and an increase of 7 percent over 2011. Google Sites – primarily driven by YouTube.com – once again delivers the highest volume of video streaming activity with more than 188 billion videos during the year, representing 42 percent of the market. Despite online video’s high CPMs, brands have found these ad units to be particularly effective components in their marketing mix and are willing to pay for their performance

x.

Dennis 7 Dees YouTube Channel – This is extraordinarily significant.

24.6x Beaverton Toyota video views are 24.6x greater than the average views for Dennis 7 Dee’s own videos. 1393 views vs. 56.67 (average views)

63% of their total video views are for Beaverton Toyota’s commercial

Their fans are very curious to watch a Beaverton Toyota commercial

Organic search drives traffic to their channel and Beaverton Toyota’s video independent from the Lets Go Test Drive channel


Search Terms prospects use to find Lets Go Test Drive Dennis 7 Dees video and Views

[Dennis 7 Dees YouTube Channel]

Lets Go Test Drive videos also appear in the Recommended Videos column on the right which is very valuable real estate!


Search Terms prospects use to find Lets Go Test Drive Dennis 7 Dees video and Views

[Lets Go Test Drive’s YouTube Channel]



YouTube Search Success Keyword Search: “2013 Toyota 4Runner Oregon”

Lets Go Test Drive provides 3rd Organic Position


Search Terms Prospects Use and Views of Beaverton Toyota FJ Cruiser at Uptown Market

[Lets Go Test Drive Channel]


YouTube Search Success Keyword Search: “2013 Toyota FJ Cruiser Oregon”

Lets Go Test Drive provides 2nd Organic Position


Search Terms Prospects Use and Views of Beaverton Toyota Tundra at SK Northwest




YouTube Search Success Keyword Search: “2013 Toyota Tundra Oregon”

Lets Go Test Drive provides 1st Organic Position


Search Terms Prospects Use and Views of Wilsonville Toyota Sienna at Cat Adoption Team




YouTube Search Success Keyword Search: “2013 Toyota Sienna Oregon”

Lets Go Test Drive provides 1st Organic Position



Google Search Success Keyword Search: “2013 Toyota Sienna Oregon”

Lets Go Test Drive provides 5th and 6th Organic Positions


Search Terms Prospects Use and Views of Beaverton Toyota Tacoma at Parr Lumber


Lets Go Test Drive videos also appear in the Recommended Videos column on the right which is very valuable real estate! Parrcabinet.com’s home page image roll is also generating views. How many retailers would feature another retailer on their home page?


YouTube Search Success Keyword Search: “2013 Toyota Tacoma Oregon”

Lets Go Test Drive provides 2nd Organic Position


Google’s New Rules for Searchxi In the first quarter of 2012 Google adopted a new idiom for defining the content on a webpage. This is one of the most important changes in search indexing and search marketing since Google began indexing video in 2007. This new schema changes dramatically the world of search. It works simultaneously to breakdown each page into its individual content items, while also giving broader context to the content of the page and the website as a whole. The new schema allows search engines to more specifically target content for searchers. Understanding and deploying this new markup language is critical to your search success. Why is this so critical? Because this new markup language is how the search engines will index the Internet going forward. If your website does not utilize this new language you will likely be left behind as competitors, who embrace the new schema, leap ahead of you in search rankings. The new schema has also been adopted by Microsoft and Yahoo, as well as, Google. Together these search engines represent nearly 100% of the search market. An important element of the new search language is the “video object.” This important tag allows search specialists to identify individual videos for indexing by the search engines. Together with other important video search engine optimization (VSEO) techniques you can insure that your website content and your videos are indexed properly by the search engines.

The Search Power of Video Video is now included in the general search results returned by most search engines. When users search a particular topic video clips will be included in the search results along with the usual text results. The video is represented by a small image or thumbnail representing the video. Videos appear in search results only if they have been indexed for that particular topic. While millions of video clips are “indexed” relatively few are indexed properly. For example, you might have video clips on your website and they may be indexed by the search engines. However, if they are not properly indexed the search engines won’t know the topic or subject of the video clip and the video won’t appear in the search results for your particular search terms or keywords. Higher Ranking, More Clicks The more users select your website from the organic search results the greater likelihood your site’s ranking will improve. Video can be a valuable tool in increasing your rank among the search engines for the important keywords that define your business. Your website and online videos can only be displayed by Google and the other search engines after they have been indexed. If your videos are not indexed or indexed improperly the videos won’t show up in search results.


How About Increasing Sales?xii So, you’ve used video online to increase your search ranking and drive more users to your site. Once they arrived to your site, they are pleasantly surprised to find a high quality, relevant video that played on their tablet or smartphone. You have their attention. Now you have a shot at making the sale. And video can help increase conversions up to 400%. Seriously? Video can increase conversions up to 400%? Seriously.

The Three Types of Conversions You Must Have First, let’s define “conversions.” Most people, even professionals in the ecommerce industry, use the term “sale” and “conversion” interchangeably. That’s wrong or at least imprecise. Think of sales as a process with required steps. Conversions are the individual steps in the sales process. You have to move through these steps in order to achieve the end goal, the sale. These steps are represented by three types of conversions. All conversions fall into one of these three types: Brand Conversion, Lead Conversion, and Transaction Conversion. To be a true conversion the event must 1) be a measurable event (beyond a page load) and 2) include the exchange of something of value. For example, just having someone visit your website would not be a conversion. (This would be similar to an advertising “impression” and it may be useful but it is not a conversion.) If someone visits your site and downloads your price sheet, for example, we consider this a Brand Conversion. The user has executed a measurable step (the download). They have given up their time (the value) to consider your price sheet. They are exposed to your brand in a meaningful way. Taking this one step further. If the visitor gives you their email address or other contact information in exchange for the download, they have executed a Lead Conversion. You now have something of greater value (their contact information) in exchange for you price sheet. If, after viewing your price sheet, the user completes a purchase – exchanging money for your product or service – a Transaction Conversion has occurred. The holy grail of conversions. To be successful your website should present all three types of conversions. Each one is an important part of the sales process. Video used properly will support and dramatically increase the results of each type of conversion. This is the real power of online video: to increase conversions throughout the process. Limiting video to just the homepage, for example, misses the real leverage that video adds to the ecommerce process. With video used throughout the conversion process you can achieve dramatic results, yes, even increases of 400%.


YouTube Market Analysis There are 10 car dealerships within the immediate area of the test. The following is a summary of their average number of video views on YouTube: Beaverton Toyota 1941 Average number of video views Beaverton Honda 106 Beaverton Kia 105 Herzog Meier (VW, Volvo, Mazda) 63 Wilsonville Toyota 40 Beaverton Hyundai 9 Royal Moore (Toyota, Mazda, Buick) 0.5 Carr Chevrolet Just set-up Channel Broadway Toyota Inactive Channel Beaverton Ford No Channel Dennis 7 Dees 57

Partner Retailer showcased earlier in this white paper for comparison.

Lets Go Test Drive’s video accounted for 63% of their 2,228 total views.

They have a total of 15 videos showcasing their landscaping and gardening expertise.

It’s impressive their fans watch the Lets Go Test Drive Video 24.6x more often than their own industry videos.

Conclusions:

Few dealerships recognize the importance of YouTube as the second most used search engine

Of those dealerships who recognize YouTube, few have videos that are meaningful to their target market

Most dealership YouTube postings are of their commercials and unprofessional salesperson walk-arounds. They have very little prospective customer relevance.

Lets Go Test Drive videos reach a dealership’s demographic more effectively than any other video. Lets Go Test Drive videos influence prospects to consider the dealership more effectively than any other video!


Endnote References

i Average time video commercial watched is 0:20, Nielsen Digital Video and TV Advertising Viewing IAB Online Video Study, February 2013 ii comScore February 2013, US Digital Future in Focus, page 7

iii comScore February 2013, US Digital Future in Focus, page 41

iv Ispeakvideo White Paper, March 15, 2012, page 1

v http://adage.com/article/digitalnext/forget-year-mobile-year-video/241462/

vi iSpeakvideo, White Paper, March 15, 2012, page 5

vii comScore, February 2013, US Digital Future in Focus, page 21

viii iSpeakvideo, White Paper, March 15, 2012, page 6

ix comScore, February 2013, US Digital Future in Focus, page 23

x comScore, February 2013, US Digital Future in Focus, page 25

xi IspeakVideo, White Paper, March 15, 2012, Page 7

xii IspeakVideo, White Paper, March 15, 2012, Page 9

http://adage.com/article/digitalnext/forget-year-mobile-year-video/241462/

Documents

Car Dealer Test Drive Promotion with Complimentary Retailers · 2015-08-17 · presentation video – with graphics, images, and text properly structured and creatively presented