How to Convert Car Shoppers to Buyers with Video

BLOG

How to Convert Car Shoppers to Buyers with Video

September 18, 2017

Auto dealerships have a long tradition of being experts in nurturing prospective buyers. It’s a high-touch process, with face-to-face time between seller and buyer: the seller guides the process, and follows-up with the right ideas and offers. 

automotive-industrys-digital.jpg

Dealers bring those high-touch customer service traditions to the digital sphere by using search, social and advertising to contribute to their prospects’ data gathering – and drive that research to the front door or website of the dealership. Smart dealers understand that most shoppers arrive to their lot or online store knowledgeable and with a plan.

Online video – YouTube in particular – is key to nurturing those buyers. According to one study, almost half of consumers go to dealership websites as a result of watching online video, and 42% head straight for the inventory page. Here are some things to keep in mind when creating a video plan for your dealership.

shoppers-search-inventory.jpg

Auto buyers use video for research, so be there

According to the TNS Media Consumption Report, 69% of people who used YouTube while buying a car were influenced by it. A media plan that includes video is absolutely necessary – display, search and social alone will not go far enough.

TIP: Nurture with personalized video ads that speak to the target’s place in the sales funnel. 

Boosting video boosts everything

A strategic video plan has a ripple effect: it boosts search, increases views and subscribers to your channel, and it improves your overall website searchability. An investment in video is an investment in the entire marketing plan. And the industry is taking notice: according to eMarketer, video ads will account for 18% of the automotive industry’s digital spend in 2017.

TIP: When budgeting, consider not only your KPIs, but how the entire digital marketing ecosystem operates together and how efforts build.

Leverage your local power

Consumers are willing to travel further to purchase a car for the right reasons. For example, a 2012 study by AutoTrader revealed 45% of buyers live within a 10 mile radius of a dealership, and 20% live more than 30 miles away. “Local” can mean many different geographies – DMA, zip codes, or something else.

TIP: Know where the locals are who matter to you – and target them with personalized location info.

Video holds sway over auto decision making. But the key is to make those videos connect with the correct target audience. Performance video enables that connective tissue – fueling the front-end of the buy with precise audience targeting to ensure you capture the person at the proper time in their sales process, with the best message.

For Retail, the Secret is Location, Location, Location

BLOG

For Retail, the Secret is Location, Location, Location

August 14, 2017

DMAs, Zip Code, Zip Code+ 4

Shoppers move effortlessly between online shopping and in-store experiences, so it’s necessary for retailers to scale their marketing to achieve success across the board. It doesn’t matter if the retailer is a department store, an online powerhouse, or a Main Street boutique: retail business starts at the local level.

Shopping experiences are always local, whether if they’re online or in-store. Think about it:

  • We buy what we can access – whether that means popping into the local bakery or ordering specialty baking equipment online.
  • The product needs to be placed into your hand in your home or place of business.

Locality goes deeper than physical location. Successful retail business is rooted in its nuanced ability to speak in the context of the person’s “real life” – not only where they live, but also where they are in the purchase cycle. It’s a basic concept, but one that can be lost in the potential anonymity of digital advertising. It isn’t as simple as geotargeting – truly impactful local ad campaigns know how to speak the language of the audience they wish to reach and how to leverage location data.

Here’s how retailers can use video to successfully drive retail business – online and in-store:

Use video to drive in-store visits

Google reports that three in four consumers who find local information in search results helpful are more likely to visit stores1. 71% of in-store shoppers who use smartphones for online research say their device has become more important to their in-store experience2. The Takeaway – online product research is bolstering the consumer in-store experience. Performance Video strategy has the power to deliver video ads to targeted audiences while they’re conducting this research, and to use messaging that is within the context of both their purchase search and daily life. Set a KPI for your performance video campaign related to in-store visits.

Deliver offers, messages and content that is relevant to the person’s place in the purchase cycle

Modern Commerce Focused on Extreme Personalization” was a subheadline on CMO.com recently about the next round of retail disruption. In one survey, Google reported that 85% of respondents indicated they are more likely to shop in places that deliver personalized coupons and exclusive offers in-store1. The Takeaway – We’ve said it before on the Sightly blog – personalization is a basic expectation from consumers. If you want to target them effectively, you must deliver content that is just for them. A key to that is contextually relevant ads, true to their geography and the customer’s purchase path.

Geotarget beyond the zip code

Increase effectiveness by using Performance Video ads to geotarget not only by location such as a zip code or DMA, but also by personalizing creative for the consumer based on their behavior and device. The Takeaway – It’s not enough to target a zip code. Add layers of depth to pinpoint the shopper you want, and who wants you.

In summary, the retail shopping experience may be going through a disruption, but consumers themselves remain grounded in their towns. Brick-and-mortar stores have as much to gain from targeted performance video ads as e-tailers. Jump start your strategy with a primer on performance video. 

  1. Think with Google
  2. Think with Google

Mobile Video: Get Your Growth Engine in Gear

BLOG

Mobile Video: Get Your Growth Engine in Gear

August 07, 2017

consumer spend on mobile.jpg

Back in 2012, consumers spent 1 hour, 28 minutes a day with their mobile device, according to eMarketer. In 2017, that figure is three hours, 15 minutes. Consumers check their smartphone more than 9 billion times per day and increasingly do so while engaged in other activities, such as watching television. One study shows 89 percent of consumers reporting simultaneous use of the TV and smartphone.  

A century of advertising norms around American viewing culture have been upended by mobile devices. Still, mobile usage has been a strong complement to other media. The genre represents a massive opportunity for marketers and broadcasters alike. The key is in leveraging performance video. Here’s how.

Adjust to the culture of mobile viewing

Millennials and GenZers are adopting new patterns of viewing. 95% of GenZ watches YouTube and 50% say they can’t live without it. When they do watch TV, they tend to binge watch. A recent Deloitte study showed that 40% of Millennials and GenZers binge watch weekly. Such bingeing often occurs on ad-free subscription services like Netflix.

The culture of mobile viewing is also the culture of on-demand content. The same principle of on-demand applies to ads, too. Through delivering consumers ads they wish to see, you increase relevancy. And relevancy is a key aspect of the culture of mobile viewing.

GenZ Watches.jpg

Turn mobile best practices into an ad growth engine 

Mobile viewing provides a more personalized, customized experience for the user. This is the key opportunity to tap into, because personalization is increasingly considered a basic expectation of viewers.

Performance video ads unlock this personalization power. And, in doing so, boost consideration and brand awareness by 57% and 65%, respectively. Combined with precision targeting, performance ads can help advertisers turn mobile viewing into a growth engine.

Mobile best practices

Viewability and delivering short ads (skippable, and 6-second non-skippable bumper ads) are crucial to success in mobile. Additionally, mobile ads must become much better at cross-screen or simul-screen advertising than is currently the case.

Increasingly, people are not differentiating between devices when it comes watching videos. They seek the on-demand content they wish to have, when they wish to have it. Ads must deliver cross-platform, and be relevant, in order to be successful.

Google is Moving Away From Last Click Attribution. Here’s Our Take.

BLOG

Google is Moving Away From Last Click Attribution. Here’s Our Take.

July 23, 2017

What prompts a consumer to buy or take some other desired action? For the past several years, the industry has responded by pointing to the last ad or interaction a consumer had before the purchase. Even if she saw several Burger King banners, a billboard, or listened to a radio ad, it was the last touchpoint – perhaps that personalized video – that got all the credit.

Obviously, this is a flawed approach to attribution, but connecting the dots between every consumer touchpoint prior to a purchase has proved too daunting. Enter “Multi-Touch Attribution,” an analytics practice that accounts for all consumer touchpoints leading up to the purchase. While MTA has been around a long time, Google recently shined a spotlight on it when it announced Google Attribution.

So, what does this fresh focus on MTA mean for Performance Video? Everything and nothing, at the same time. Everything – because MTA is vital to ROI measurement and marketing strategy. Nothing – because Performance Video has never been about the “last click.” Here are some things to keep in mind in the MTA world:

The full-funnel approach is more important than ever.

Plan campaigns for the whole funnel, with messaging and locality targeted to the desired audience whatever their place in the funnel. Full-funnel targeting is a marquee benefit of performance video. In an MTA world, all touch points throughout the funnel are germane to effectiveness and ROI.

Better attribution means better ROI.

The most tangible effect of MTA will be an accurate accounting of video advertising influence. While the last video ad seen before a purchase will no longer get 100% of the credit, the stats will even out when the second video ad out of five gets 20% of the credit. The upshot will be that video budgets will either increase or decrease based on their performance in an MTA system. 

Think outside the screen.

The medium means less than the campaign success it delivers. And if it is bringing the right content to the right targeting audience at the same time, it plays its part in the customer journey. It’s no longer about performance video versus radio ads, for example – the emphasis is on the right message, at the right time, to the right person.

The devil is in the details.

MTA even at its most basic is still a very complex process. Ensuring your Performance Video campaign is armed – at the onset – with clearly established goals and KPIs is key to correct evaluation of the total marketing effort.

MTA will challenge silos.

Most established marketing departments are siloed by function— including social media, CRM and mobile. As a result, each often compete against each other for budgets. With MTA though, the incentive to compete will be lower since the data will show how much of a role each discipline plays in influencing consumers. The result will be a challenge to the silo system and a focus on making each unit work together. For instance, data might show that a banner followed by email is much more effective than either on its own, leading to more cooperation between the two units.

One Person’s View is Another Person’s Viewability

BLOG

One Person’s View is Another Person’s Viewability

July 23, 2017

70 percent media agency.jpg

Google “viewability” for a quick recap of the ongoing drama related to the word. It’s been asked to explain itself more times than a certain world leader’s press secretary.

The viewability metric has been part of the brand safety discussion, had its ability to provide measurement for mobile apps questioned, and has its ownership ping-ponged between publisher and industry daily. All this, despite being formally defined by the Media Rating Council (MRC) some three years ago.

Here’s the thing – viewability is important. Millions of dollars of media decisions rely on this metric. So what’s a media planner to do? How do we rise above the drama? While we at Sightly can’t comment on the whole case for viewability, we can go deep and give you our thoughts on one of its applications: helping Performance Video campaigns achieve viewability goals via YouTube TrueView. Here are some ideas.

  1. Focus on Your Goals: The MRC standard for what qualifies as a view is that at least 50% of the video ad must be on someone’s screen for a minimum of two consecutive seconds. YouTube counts a view when a video plays for about 30 seconds. The point is: different entities still define it differently, so what you need to do is focus on yourself and your brand. It depends on your content and what you’re trying to accomplish. Some general rules of thumb: ensure a third-party is verifying your views (at Sightly, we use MOAT). And make sure that your message matches your audience and goal. Performance Video campaigns deliver ads to people that they WANT to see, so viewability is achieved naturally.
  1. Be Cross Platform: There is much discussion about proper application and auditing of viewability for mobile apps. But let’s take this topic broader: your video campaign must be relevant to the device it is being viewed on. This opens up a wide area of opportunity – particularly on the local level, where you can pinpoint a consumer and use the makeup of their geography to truly narrowcast relevant ads. Targeting for the right device = better viewability.
  1. Stay On Top of the Industry: The viewability conversation is long from over, and it’s bigger than Sightly’s focus on performance video. Be part of it, and make sure you know how different platforms are applying different metrics, and how the larger ecosystem is taking and applying the data. This is necessary for your campaign’s success – and yours.

As we said before, millions of dollars of media buys are informed with viewability data. Cisco says that Internet video will be 79% of all global internet traffic by 2020. Now is the time to make viewability the rock star measurement we know it can be.

70 percent media agency.jpg

How Performance Video Both Follows and Breaks Daypart Norms

BLOG

How Performance Video Both Follows and Breaks Daypart Norms

July 23, 2017

Daypart (n): The time segments that divide the TV day for ad scheduling purposes. These segments generally reflect a television station’s programming patterns. Comparison of audience estimates between dayparts may indicate differences in size and composition of available audience. – The TVB

The daypart has been around as long as television, and provides buyers and sellers with essential data to inform their content and audience targeting. Daypart consideration likely helped spawn some of advertising’s earliest media planning innovations, like using soap operas to target household products to women in the 1960s. At a certain point in time, people knew the time of day by the daypart – morning news, afternoon soaps, evening news, prime time, late night.

We all know what’s happened since then – a little thing called “the Internet” disrupted the ebb and flow of the daypart. While it continues to be an essential, critical and important part of television programming ad sales, daypart in the digital video world has more of a morphed definition.

Sightly tackled this concept recently in our Day in the Life of Performance Video infographic. Here is what we found:

People have an internal media clock, but it’s bigger than daypart alone

People use their devices to consume content throughout the day in different ways. The type of device can vary – for example, computer usage might be consistent throughout the afternoon business hours – but smartphones are still used in the overnight.

TIP: Know how to target by device throughout the 24-hour day 

Performance video adds fuel to the daypart-driven plan

Dayparts are essential to video planning, and, depending on your KPI, you need to honor them. But performance video helps you extend a daypart-driven plan more deeply through getting into the in-betweens and cracks of rigid network programming. It doesn’t adhere to “early morning” or “prime time” – but consumers do apply some of these norms to their video viewing.

TIP: You need both. Don’t disregard the daypart, it still applies to how people view video.

All the time is targeting time

All dayparts – and the times between and within those dayparts – have value. It just depends on what you want to accomplish, and the KPIs you establish. They key is to connect your brand to the right environment – a targeted audience, a specific device, a relevant time. Building those surroundings and hitting the audience with a message right for them is more important than daypart alone.

TIP: Connect brands with the targeted audiences they seek at the moment they’re interested.

No matter the tech innovation or new media platform, some of televisions most storied basics are still incredibly germane to how advertisers succeed today: by connecting the right person at the right moment with the right message. Our toolbox to do this has expanded, but the principles are the same.