Joining the YouTube Revolution

Transcription

1 Joining the YouTube Revolution Your photo here PHIL SURA VP SALES UNITYWORKS MEDIA MINNEAPOLIS, MINNESOTA NADA2016

2 2 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. #NADA2016

3 . Reaching the Market in 2016 Two-thirds of smartphone owners use their phones to learn more about something they saw in a TV commercial.

4 4 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 campaigns Personalized video responses Video for service and parts #NADA2016

5 5 72% Of car buyers are open to different brand consideration #NADA2016

6 Research Phase to Purchase-Sales Funnel Purchase Funnel 3.1 MONTHS 16 HRS 42 MINS 12 HRS 30 MINS - ONLINE 4HRS 12 MINS - OFFLINE 24 Research touch POINTS PURCHASE #NADA2016

7 Searched on Google Visited OEM website Looked at photos browsed newspaper ads watched video on YouTube influenced by online ad Visited a watche brand s social d video page ad Inquired family, friends colleagues loan calculator on 3rd party site searched on mobile Built-andpriced on OEM site professional review visited dealer website Saw a TV ad read search dealer inventory on Tier 2 located a dealer from mobile requested a quote online clicked display ad visited newspaper sitefilled out a form used model comparison tool read consumer reviews used mobile on lot test drove a vehicle visited a dealership 24 average touchpoints, 19 are digital

8 You need to win online before winning sales offline Shoppers visit 4.6 dealer sites on average 56% of buyers test drive only 1 vehicle or less

9 Test drive shifted to online video +220% YoY growth in time spent watching auto videos

10 70% Purchase the specific model selected after research Physical Visits- 1.2 dealerships #NADA2016

11 Percentage of shoppers using video content during online research 64% 20x 54% 3% watch 30 mins or more increase in online video use for vehicle shopping research in 4 years

12 Video researchers well represent all ages 21% 12% AGES 44% 45% % Video Researchers 22% 16% 12% Total New Purchasers

13 Video researchers tend to buy more expensive vehicles 64% 64% 80% 85% 80% Total New Purchaser Crossover/SUV Luxury Hybrid Vehicle cost $40K+ and they are likely to be new to your brand 85% 78% 64% Total New Purchaser Brand Switchers First time buyers

14 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

15 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

16 Pre-roll Advertising

17 Pre-roll Advertising-driving brand Awareness Learn more about vehicles I hadn t previously considered Online video ad Website ad Mobile ad Search ad TV ad Magazine ad Newspaper ad Brochure Tablet ad Radio ad ad Outdoor ad 33% 30% 30% 30% 28% 27% 25% 25% 25% 23% 36% 43%

18 Actions After Viewing Pre-roll 73 % Top 5 Actions after watching videos Answered they were able to narrow down options by watching videos Used my computer to find Visited a dealership Searched a dealership's Used my mobile device to Talked to friends, family 41% 35% 32% 31% 55%

19 Video helps shoppers narrow down their consideration set Brand vs Competitor Videos Prior To Purchase (YouTube) prior 91% 9% 79% 21% 50% 50% 3 months prior 2 months prior 1 months 3 Months Prior 2 Months Prior 1 Month Prior Competitor Brand Brand Purchased

20 Augment Broadcast with Effective Reach Extension TrueVie $6,000 Spend $6,000 w Regional Sports TV Network: MLB game One 30-second spot = ~180,000 impressions At any given time less than 1% of US adults are in-market for a vehicle DMA Reach Impactful Reach Thru Targeting DoubleClick ~300,000 impressions 70,000 Completed Views = 1,800 Targeted Impressions = 3,000 Clicks to website

21 #NADA2016

22 FEATURE/BENEFIT PRE-ROLL #NADA2016

23 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

24 Behavioral Based & Geo Targeted Campaigns Your Brand and models Conquest Brands and Models Segment Models Sedans SUVs Trucks Compact Service Remarketing Website

25 Average Results Investment $1,000 50K-55K Partial Views $12-$16 CPM $0.10-$0.14 CPV 535 Clicks to MVP/Website $3.00 CPC

26 Key metrics #NADA2016

27 Proprietary + Confidential Google Search Lift in Active DMAS Fiat 500X Search Lift +15.7% 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 Control DMAs In Flight DMAs Source: Google Downstream Search Analysis Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

28 Case Study Benchmark CDJR PRE-ROLL RESULTS TOTAL BUDGET (INCLUDES PRODUCTION OF PRE- SPOT) PARTIAL VIEWS AUTOMOTIVE INTENDERS (5 COMPLETED VIEWS (ALL 30 SECONDS) Benchmark CDJR $1,995 73,001 19,071 CLICK THROUGHS TO WEBSITE 664 COST PER CLICK $3.00 COST PER COMPLETED VIEW $0.10 Month JAN-JUL RAM TRUCKS SOLD Trucks Sold AVERAGE AUG 35 NEW TRUCKS SOLD

29 Case Study Motor Mile AVG MONTHLY PRE-ROLL RESULTS TOTAL BUDGET (INCLUDES PRODUCTION OF ROLL SPOT) PARTIAL VIEWS AUTOMOTIVE INTENDERS (5 SECONDS) COMPLETED VIEWS (ALL 30 SECONDS) $2,000 80,000 18,400 CLICK THROUGHS TO 680 COST PER CLICK $3.01 COST PER COMPLETED VIEW $0.11

30 Video content on your website

31 Video Content Consumers are Searching 36% Vehicle test drive 29% Highlights of vehicle options/features 28% Vehicle safety tests 26% Consumer testimonials 26% (Walk around) walk through of the vehicle 21% Professional automotive reviews 17% Vehicle financing information 17% Vehicle comparison video 14% Advertisement

32 Video Player on Your Website #NADA2016

33 Virtual Test Drives

34 Virtual Test Drives

35 Customer Testimonial Dealer Introduction

36 Customer Testimonial Dealer Introduction

37 Full Motion Video of Your Inventory

38 Full Motion Video of Your Inventory

39 Video for Lead Responses

40 Adding Video with Responses to Lead Inquiries

41 Adding Video with Responses to Lead Inquiries #NADA2016

42 Adding Video Introductions

43 Adding Video Introductions

44 Adding Video with Campaigns

45 Adding Video with Campaigns

46 Video for Service-Parts

47 Drivers are increasingly using digital sources Sources Used to Gather Info on Service Centers online in person offline 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?

48 Video drives action for service and parts 25% performed a search 34% Went to a retailer that sells parts/accessories 37% Purchased parts/accessories after watching online videos Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013

49 Where Are Parts & Service Shoppers Consuming Video? Top sources used to watch parts and service videos while researching 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) Facebook Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013

50 Drivers Are Seeking Help & Info Through Service Videos 49% DIY Videos 34% Product videos 30% Professiona l review videos 13% Racing or sports videos 22% TV ads online 29% Customer testimonials & reviews Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013

51 Service Pre-roll Campaign

52 Service Pre-roll Campaign

53 Service Educational Videos

54

55 Grand Prize Winner: Nathan Balli Green Label Studios: Open Call Mountain Dew

56 Grand Prize Winner: Nathan Balli Green Label Studios: Open Call Mountain Dew

57 What Should I do Next? Get involved with pre-roll-sales and service. Develop a strategy to include video with your next 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.

58 58 Questions #NADA2016

59 Joining the YouTube Revolution Your photo here PHIL SURA VP SALES UNITYWORKS MEDIA MINNEAPOLIS, MINNESOTA 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.