How brands are learning to use digital video to drive profitable sales
Major Findings
1) Digital Video Will Become a Key Revenue Generator for Marketers
2) Marketers’ Perceptions of Digital Video Are Shifting
3) Evidence Shows Strong Potential for Digital Video to Drive ROI
4) Measurement Providers Share Key Digital Video Success Drivers
Throughout the day in hundreds of micro-moments, people count on their mobile devices for information and inspiration. These I-want-to-know, I-want-to-go, I-want-to-buy, and I-want-to-do moments are big opportunities for your brand to win people over and influence their purchases and preferences. Explore this collection to understand the basics of what micro-moments are, why they matter, and how to think about winning four critical types.
Overview: Significant volume of Toyota shopping activity, KBB.com Expert and Compare cars are key for Toyota shoppers, 26% Higher activity on Lexus new car pricing pages than competitive set, over 7.2M Toyota trade-in reports generated, driving qualified shoppers to Toyota, Toyota sponsorships drive more lower funnel activities, more Lexus content researched during RX homepage takeover, homepage takeover increases engagement.
Toyota Core 4 Insights:
A. The pace of growth is slowing
B. Income growth has been stagnant since the late ’90s
C. U.S. consumer confidence gains have stalled, foreshadowing a sales plateau
D. Consumer vehicle purchasing power is on the decline
E. Incentive spending is rising to sustain the record sales pace
F. Subprime is now accounting for a higher portion of the mix
G. Opportunity for non-lux OEMs to ‘turn the tides’ back if economy does stall out
H. RAV4 share of compact SUV has grown slightly
I. Cross-shopping review for Camry XS, Corolla XS, RAV4, Prius XS
J. Everything except Prius has increased in loyalty over past 2 years
K. Camry is being priced near the segment average
L. Corolla is priced below segment average – created an opportunity to translate consumers to higher trims / Affordability opportunity
M. RAV4 vs. compact SUV pricing curves
N. Prius is priced below other alternative fuel vehicles… / leads its competitive set in perceptions in nearly every category
O. Camry perceptions are very high
P. RAV4 does not lead any factor, but above average on all
NADA Conference Update COX Automotive
Media topics include: Cars.com, CarGurus, TrueCar, eBay Motors
Software topics include: Pearl Technology, NCC (National Credit Center), and AutoAlert and DealerFX
NADA Conference Update COX Automotive
Media topic insights include: Edmunds.com, Black Book, CarFax, and DRIVIN
Software topic insights include: CDK Global, DealersLink
Observed Trends: Sourcing Solutions, vendors of note are:
1) Consumer-to-Dealer (Trade-In) Cars.com, Edmunds.com, Carphoria, eAutoAppraise, Auction Simplified “Broadcast Appraisal”
2) Dealer-to-Dealer (trade Networks): Auction Simplified, DealerCue, and Dealer Market Exchange
1) Global Internet Trends
2) Global Macro Trends
3) Advertising / Commerce + Brand Trends
4) Re-Imagining Communication – Video / Image / Messaging
5) Re-Imagining Human-Computer Interfaces – Voice / Transportation
6) China = Internet Leader on Many Metrics
(Provided by Hillhouse Capital)
7) Public / Private Company Data
8) Data as a Platform / Data Privacy
Future of Automotive Retailing
Topics covered include:
1) The future of personal mobility – analyzes the extent to which autonomous vehicle technologies become pervasive – focused on personal owned vehicles & shared mobility
2) Preparing for the future of mobility – capabilities in the future states of mobility
The most immediate and pressing challenge for automakers and dealers comes from the rise of pay-per-use transportation, which when mature could undermine a century-old business model built on selling cars to individuals and families.
Toyota Highlander Accelerator Key Takeaways:
Higher Engagement Rate on Highlander Accelerator (0.70%) than Benchmark (0.56%)
Strong video engagement; 65% Completed Video plays
Strong CTR on Mobile Compare & Consider Entry (CTR = 0.37%) and Landing Page (CTR = 2.00%)
Campaign increased top-of-mind awareness for Toyota Highlander
Highlander lifted mid-size utility vehicle traffic 3pts higher during the campaign period, compared to the pre-Accelerator period
Highlander share of traffic increased amongst all Toyota hub models and its competitive set
Based on cross-shopping, Highlander redesign has helped better define the competitive set in the eyes of the consumer