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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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
Lead Insights
Jody Stidham
Global Practice Director
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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.
Lead volume is increasing
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2011UrbanScience
20.5% Increase
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
A positive correlation: retail sales and lead volume
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2011UrbanScience
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
What is a good BRAND close rate?
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2011UrbanScience
Thereisstillroomforimprovement.
11.8% Average
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
Dealer Close Rate Effectiveness
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2011UrbanScience
AfairwaytobenchmarkDealers.
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
Dealers are improving lead response
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2011UrbanScience
ResponseRate
Respo
nseTime
+20%
2hours
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
How are dealers responding to leads?
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2011UrbanScience
Phoneisbecomingpopularagain!
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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Lead scoring improves Dealer close rates
2011UrbanScience
4%
24%% Change
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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
jlstidham@urbanscience.com
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
Greystripe Auto Insights Report
Dane Holewinski
Director of MarketingGreystripe
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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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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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
Agenda
About Greystripe
Research Methodology
Research Results
Mobile Auto Case Studies
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
Who is Greystripe?
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GREYSTRIPE AUTOMOTIVE CLIENTS
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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)
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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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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
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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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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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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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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Campaign Objective:
Increase awareness and purchase
intent for Kia Soul
Campaign Highlights:
23.3% interaction rate
107% lift in brand awareness
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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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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Case Study
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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Campaign Objective:
Increase awareness and purchase
intent for Kia Soul
Campaign Highlights:
23.3% of users interacted with the
Immersion ad 3.2% CTR for the Flash ad
2.6% CTR for the Static ads
107% lift in brand awareness
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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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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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
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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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
Advertising Attention In the Wild
Scot McLernon
Chief Revenue OfficerYuMe
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
2011 YuMe. All rights reserved
Finding #1:
Online video content gets +8.5% more attention
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
2011 YuMe. All rights reserved
Finding #2:TV has 3x drop in attention from content to ad
Fi di 3
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
2011 YuMe. All rights reserved
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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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
2011 YuMe. All rights reserved
Finding #4: Online ads have 1.8x
the aided recall and 1.5x the unaided recall
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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.
Thank You!
Scot McLernon
CRO, YuMe
smclernon@yume.com
Download the Whitepaper: http://bit.ly/yume_ipg
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mailto:smclernon@yume.commailto:smclernon@yume.com
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