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Joining the YouTube Revolution
PHIL SURAVP SALESUNITYWORKS MEDIAMINNEAPOLIS, [email protected]
NADA2016
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#NADA2016
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The views and opinions presented in this educational program and any accompanying handout material are those of the speakers, and do not necessarily represent the views or opinions of NADA. The speakers are not NADA representatives, and their presence on the program is not a NADA endorsement or sponsorship of the speaker or the speaker’s company, product, or services.Nothing that is presented during this educational program is intended as legal advice, and this program may not address all federal, state, or local regulatory or other legal issues raised by the subject matter it addresses. The purpose of the program is to help dealers improve the effectiveness of their business practices. The information presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their dealerships, nor is it intended to encourage concerted action among competitors or any other action on the part of dealers that would in any manner fix or stabilize the price or any element of the price of any good or service.
Reaching the Market in 2016
Two-thirds of smartphone owners use their phones to learn more about something they saw in a TV commercial.
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#NADA2016
Objective 1 Google’s metrics tied to the new car sales cycle
Objective 2 Pre-roll video advertising
Objective 3
Impact of video on your website
Video with your email campaigns
Personalized video responses
Video for service and parts
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#NADA2016
72%Of car buyers are open to different brand consideration
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#NADA2016
16 HRS 42 MINS
12 HRS 30 MINS - ONLINE4HRS 12 MINS - OFFLINE
24 Researchtouch POINTS
3.1MONTHS
PURCHASE
Purchase Funnel
Research Phase to Purchase-Sales Funnel
24 average touchpoints, 19 are digital
Searched on Google test drove
a vehiclelocated a
dealer from mobile
Inquired family, friends
colleagues
Visited a brand’s social
page
Visited OEM website
searched on mobile
watched video on YouTube
visited dealer website
Built-and-priced on OEM site
Looked at photos
visited a dealership
loan calculator on 3rd party site
search dealer inventory on
Tier 2
influenced by online ad
Saw a TV ad
watched video
ad
read consumer reviews
read professional
review
used mobile on lot
requested a quote online
clicked display
ad
used model comparison
tool
visited newspaper
sitefilled out a form
browsed newspaper
ads
Shoppers visit 4.6 dealer sites on average
You need to win online before winning sales offline
56% of buyers test drive only 1 vehicle or less
Test drive shifted to online video
+220%YoY growth in time spent watching auto videos
#NADA2016
70%Purchase the specific model selected after research
Physical Visits-1.2 dealerships
2014
20xincrease in online video use for vehicle shopping research in 4 years
2010
64%
3%
54%watch 30 mins or more
Percentage of shoppers using video content during online research
Video researchers well represent all ages
28%22%
44%45%
VideoResearchers
Total NewPurchasers
55+
35-54
25-34
18-2416% 12%
21% 12% AGES
64% 64%80% 85% 80%
Total NewPurchaser
Crossover/SUV Luxury Hybrid Vehicle cost$40K+
Video researchers tend to buy more expensive vehicles
64%
85%78%
Total NewPurchaser
BrandSwitchers
First timebuyers
and they are likely to be new to your brand
Mobile continues to influence shopper behavior
90% of users start an activity on one device and finish on another
65% of online decisions begin on mobile
Smile states have the highest share of in-market mobile queries
[Index of in-market queries coming from a mobile device]
51%National Average
Mobile Search Share
Pre-roll Advertising
“Learn more about vehicles I hadn’t previously considered”
23%
25%
25%
25%
27%
28%
30%
30%
30%
33%
36%
43%
Outdoor ad
Email ad
Radio ad
Tablet ad
Brochure
Newspaper ad
Magazine ad
TV ad
Search ad
Mobile ad
Website ad
Online video ad
Pre-roll Advertising-driving brand Awareness
Actions After Viewing Pre-roll
31%
32%
35%
41%
55%
Talked to friends, family…
Used my mobile device to…
Searched a dealership's…
Visited a dealership
Used my computer to find…
Top 5 Actions after watching videos73%Answered they were able to
narrow down options by watching videos
Video helps shoppers narrow down their consideration set
Brand vs Competitor Videos Prior To Purchase (YouTube)
9% 21%50%
91% 79%50%
3 Months Prior 2 Months Prior 1 Month Prior
CompetitorBrandBrandPurchased
3 months prior 2 months prior 1 months prior
TrueView$6,000 Spend $6,000
One 30-second spot =~180,000 impressions DMA Reach ~300,000 impressions
At any given time less than 1% of US adults are in-market for a
vehicle
= 1,800 Targeted Impressions
ImpactfulReach Thru Targeting
70,000 Completed Views
= 3,000 Clicks to website
DoubleClickRegional Sports TV Network: MLB game
Augment Broadcast with Effective Reach Extension
#NADA2016
#NADA2016
FEATURE/BENEFIT PRE-ROLL
Pre-roll Campaigns-Key Points:
• Platform - DoubleClick or TrueView
• Theme - music, pace, offer or feature focused, humor, experiential
• Targeting the proper audience
• Metrics including completed views, click throughs to website and post view activity
• Destination for click throughs
Behavioral Based & Geo Targeted CampaignsYour Brand and models Conquest Brands and ModelsSegment Models• Sedans• SUVs• Trucks• Compact• ServiceRemarketing• Website
50K-55K Partial Views$12-$16 CPM
$0.10-$0.14 CPV
535 Clicks to MVP/Website$3.00 CPC
Average Results Investment $1,000
#NADA2016
Key metrics
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Source: Google Downstream Search Analysis
+15.7%
Control DMAs In Flight DMAs
Fiat 500X Search Lift
Google Search Lift in Active DMAS
• Search Lift Analysis for Fiat Dealers
• Sept – Oct Results; campaign runs through Nov
• Fiat Dealers participated with complete coverage (19 DMAs) for 2016 Fiat 500X campaign
Case Study – Benchmark CDJR
PRE-ROLL RESULTSBenchmark
CDJRTOTAL BUDGET
(INCLUDES PRODUCTION OF PRE-SPOT)
$1,995
PARTIAL VIEWSAUTOMOTIVE INTENDERS (5 73,001
COMPLETED VIEWS(ALL 30 SECONDS) 19,071
CLICK THROUGHS TO WEBSITE 664
COST PER CLICK $3.00
COST PER COMPLETED VIEW $0.10
RAM TRUCKS SOLDMonth Trucks Sold
JAN-JUL 20-25AVERAGE
AUG 35 NEWTRUCKS SOLD
AVG MONTHLY PRE-ROLL RESULTSTOTAL BUDGET
(INCLUDES PRODUCTION OF ROLL SPOT)
$2,000
PARTIAL VIEWSAUTOMOTIVE INTENDERS (5
SECONDS)80,000
COMPLETED VIEWS(ALL 30 SECONDS) 18,400
CLICK THROUGHS TO 680COST PER CLICK $3.01
COST PER COMPLETED VIEW $0.11
Case Study – Motor Mile
Video content on your website
Video Content Consumers are Searching
36%Vehicle test drive
26%Consumer
testimonials
26%(Walk around)
walk through of the vehicle
29%Highlights of vehicle
options/features
28%Vehicle safety tests
21%Professional
automotive reviews17%
Vehicle comparison video14%Advertisement
17%Vehicle financing
information
#NADA2016
Video Player on Your Website
Virtual Test Drives
Virtual Test Drives
Customer Testimonial – Dealer Introduction
Customer Testimonial – Dealer Introduction
Full Motion Video of Your Inventory
Full Motion Video of Your Inventory
Video for Lead Responses
Adding Video with Responses to Lead Inquiries
#NADA2016
Adding Video with Responses to Lead Inquiries
Adding Video Introductions
Adding Video Introductions
Adding Video with Email Campaigns
Adding Video with Email Campaigns
Video for Service-Parts
Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, all ages, N=1500, RT1. Which of the following sources, if any, did you use to gather information service centers using these types of devices? and RT2. Besides the Internet, which of the following sources, if any, did you use to gather information on the service center you selected?
Drivers are increasingly using digital sources
online
in person
offline
Sources Used to Gather Info on Service Centers
Purchased parts/accessories after watching online videos
37%Went to a retailer that sells parts/accessories
34%
performed a search
25%
Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
Video drives action for service and parts
Top sources used to watch parts and service videos while researching
Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
Where Are Parts & Service Shoppers Consuming Video?
55%
31%28%
25%22%
YouTube Auto parts retailer (e.g.Autozone.com,Pepboys.com)
General retail site (e.g.Amazon.com,Sears.com)
Auto part brand website(Weathertech.com,
ACDelco.com)
49%DIY Videos
29%Customer
testimonials & reviews
13%Racing or
sports videos
30%Professiona
l review videos
34%Product videos
22%TV ads online
Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
Drivers Are Seeking Help & Info Through Service Videos
Service Pre-roll Campaign
Service Pre-roll Campaign
Service Educational Videos
Grand Prize Winner: Nathan Balli | Green Label Studios: Open Call | Mountain Dew
Grand Prize Winner: Nathan Balli| Green Label Studios: Open Call | Mountain Dew
What Should I do Next? • Get involved with pre-roll-sales and service.
• Develop a strategy to include video with your next email campaign. Compare the results.
• Develop a strategy for adding video with responses tied to incoming leads-showcase either your value proposition or the actual unit.
• Develop a strategy to showcase certain models with full motion video.
• Develop a video strategy for your service team.
• Create testimonial and Do it Yourself Service videos.
• Add video content to your YouTube Channel.
• Don’t be afraid to test new concepts with new themes.
#NADA2016
Questions
58
Joining the YouTube Revolution
PHIL SURAVP SALESUNITYWORKS MEDIAMINNEAPOLIS, [email protected]
Your photo here
Please visit the NADA Pavilion in the Expo Hall for information on accessing electronic versions of
this presentation and the accompanying handout
materials, and to order the workshop video recording.
