Shoppers are more likely to search for specific car brands, while those doing early research focus on more generic terms. Advertisers should generate awareness about their brand early on, when prospective buyers are more receptive to learning about the available options.
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
Automotive Shopping Moments on Smartphone
> Which car is best moments
> Is it right for me moments
> Can I afford it moments
> Where should I buy it moments
> Am I getting a deal moments
Our mobile-first world creates tremendous growth opportunities for marketers, and those who are evolving their approach to measurement to account for this new behavior are seeing the greatest results. We looked at the three core beliefs about measurement shared by leading marketers.
For growth-driven marketers, measurement isn’t an afterthought. It’s one of the key reasons they’re succeeding and growing in an ever-changing, mobile-first world. By evolving their approach to focus on business objectives first, use available tools and resources to bridge the gaps, and test bigger questions, they’re learning more quickly what really drives value.
It’s worth asking how you can take your own step forward on this journey. Do your KPIs accurately reflect your top business objectives? Do you know where you can and can’t attribute the impact of mobile on your business? And, how can you bridge those gaps? Have you experimented to find new business value from mobile?
Leading marketers don’t have a secret tool or a perfect KPI, but they do have the mindset to recognize the new opportunities and challenges brought on by mobile, and the flexibility to rethink measurement for growth.
As the automotive industry undergoes transformational change, old assumptions about consumer habits are being challenged. Looking at the latest automotive industry data and recent Google Consumer Survey results, here are the three most pronounced shifts.
The three trends are:
1) People who use car-sharing also buy cars
2) Consumer behavior us changing – and video is leading the drive
3) Bold brands think digital first
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.
We surveyed consumers about streaming content and the evaluated their reaction to a video on the KBB streaming channel.
Survey Dates: February 11th – 18th, 2016 (n=119)
Chat Dates: February 25th (n=10)
It’s recommended to launch the KBB channel beyond
Roku, as most consumers do not own one, and would
A large proportion of consumers stream content to not purchase one in order to watch the channel.
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