Automotive Trends in Video. Mountain View August 10, 2017

Transcription

1 Automotive Trends in Video Mountain View August 10, 2017

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3 Automotive Trends in Video Mountain View August 10, 2017

4 Team Introductions Kevin Lao Partner Enablement, Americas Google Responsible for the education of Google's products, sales, and strategy to the North America Premier SMB Partners. Joined Google in July 2011 B.A. from Wayne State University (Detroit, MI) Favorite YouTuber: Casey Neistat

5 Confidential + Proprietary

6 Two areas fueling increase in digital research time

7 Video Audio 5:18 2:39 Leisure, Fitness, Community, & Other Activities 2:39 Work & Education 6:04 2:08 Cooking & Shopping 1:27 1:17 7:06 Sleep :22 :19 Reading Social Media Personal & Household Care Eating & Drinking Gaming

8 Video Audio 5:18 2:39 Leisure, Fitness, Community, & Other Activities There are only 2 activities that Americans do more than watch video: sleep and work Cooking & Shopping 2:39 Work & Education 6:04 2:08 1:27 1:17 7:06 Sleep :22 :19 Reading Social Media Personal & Household Care Eating & Drinking Gaming

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11 Some new truths

12 Behavior changes

13 Behavior changes

14 Behavior changes

15 Proprietary + Confidential

16 Reach was scarce and attention plentiful Now reach is plentiful and attention scarce

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18 Proprietary + Confidential 1.5 Billion

19 Viewer engagement on YouTube continues to grow Proprietary + Confidential 1.5 Billion people are logged in and coming to YouTube every single month. The average amount of time those users spend is growing too; users spend over an hour a day watching YouTube on mobile. Sources: YouTube Internal Data, Global, Jan-June 2017; YouTube Internal Data, Global, May 2017.

20 Online viewership has exploded over the last few years Average Time Spent Per Day (hours:mins) Video Video 5:45 4:38 4:10 100% 4:03 Online video growth (Y/Y) Online TV 2012 TV Online 2016 emarketer

21 % Change Average time spent per day watching TV Source: Nielsen Local Watch Report 0% -5% -10% -15% -20% -25% Dallas Houston Sacramento Atlanta Orlando Miami Los Angeles

22 Proprietary + Confidential HALF By 2025, of viewers under the age of 32 will not subscribe to a paid TV service.

23 Proprietary + Confidential YouTube is the video destination for auto shoppers >4M In-market auto video views on YouTube everyday +220% Y/Y growth of time spent watching auto videos

24 Proprietary + Confidential 86% of automotive video views on YouTube occurs on non-official brand content

25 Online Video Drives Brand Consideration Proprietary + Confidential Online video #1 ad format to increase consideration of a vehicle Online video ads also cited as... #1 ad to drive discovery of new vehicles #1 ad to influence which vehicle to purchase

26 And Action! Top Post-Video Actions By Auto Purchasers Proprietary + Confidential

27 Proprietary + Confidential What content matters most to vehicle shoppers? 29% 29% 33% Vehicle Walkarounds Highlights of vehicle features/options Vehicle test drive 28% Vehicle Safety Tests 26% Consumer Reviews

28 What can you do today?

29 Beyond the TV advertisement: Content must be on demand and brands are invited into their homes.

30 Capture attention with the power of sight, sound, and motion

31 Proprietary + Confidential YouTube Director for Business app Free video-creation app that lets you create high-quality video for your business Fast: Ready-to-go templates designed for businesses like yours Free: Produce polished videos quickly without spending a dime Easy: No video editing experience required

32 Proprietary + Confidential YouTube is the second largest search engine

33 Proprietary + Confidential

34 Proprietary + Confidential Measurement Metrics that Matter: Viewability Pay only for views or actions Before the YouTube video loads, your ad plays At 5 second mark, viewer has option to skip the ad You are only charged if viewer watches a full 30 seconds or if they take action from your ad

35 your CTA here your ad here

36 Proprietary + Confidential Bumper Ads. Good Things Come in Small Packages. In a mobile-first world, advertisers are challenged to make an impact despite small screens and short attention spans. Bumper Ads are a powerful 6 second format, surprising users with their brevity and delighting advertisers with high impact brand building. *available to buy in both AdWords & DBM *click on video area to play Bumper Ad

37 Google Confidential and Proprietary

38 :15 :30 2:17 product or logo appears at :06; present for 33% of runtime product or logo appears at :11; present for 30% of runtime product or logo appears at 1:17; present for 9% of runtime

39 Shorter length = less skippable Balance story & length Detail will pull viewers in for full 2min :15 :30 2:17 product or logo appears at :06; present for 33% of runtime product or logo appears at :11; present for 30% of runtime product or logo appears at 1:17; present for 9% of runtime

40 LONGER CUTS WERE WATCHED MORE

41 :15 DROVE SIGNIFICANTLY MORE AD RECALL

42 CONCLUSION: EDIT VIDEO LENGTH FOR BRAND GOALS Video Length Brand Metrics :15 AD RECALL BRAND AWARENESS (with brand in first 5 seconds) :30+ BRAND CONSIDERATION BRAND FAVORABILITY :60+ BRAND FAVORABILITY PURCHASE INTENT

43 Proprietary + Confidential Audi extends reach and brand results of TrueView campaign with Bumper Ads TrueView in-stream Bumper Ad Goal: Maximize the reach and awareness of the Audi Q-series campaign Approach: Audi created 6 catchy Bumper Ads that each captured a core element of the Q-series TrueView flight creative. Ran Bumper Ads in tandem with TrueView campaign Demo and affinity targeting Results: 16M impressions at a low CPM 141.7% lift in ad recall among target age group At Audi, we aim to follow our core value Vorsprung durch Technik (advantage through technology) in everything we do. In digital media we want to be the most progressive advertiser within our vertical. Bumper Ads were the perfect innovative format to extend our TrueView campaign and drive awareness. - Silke Miksche, Director Marketing Communications Germany, AUDI AG *Click video screens to play ads

44 Target the right users in the right context Location Day parts Focus your advertising on the areas where you ll find the right customers: ability to hone in on markets based on region, city, DMA or zip code Schedule ads or modify bids based on time of day or day of week Content Place ads on videos related to your keyword theme or topic Audience Reach users interested in your product or service based on custom affinities, remarketing, similar audiences, or customer match

45 What can you learn?

46 YouTube offers the best opportunity for a viewer to see and hear an ad 93% Viewability (industry avg is just 66%) 95% Audibility

47 Keep consistent with TV buys AdWords Data YT Analytics Reach Impact on Brand GRPs Ad Recall CPMs Brand Awareness CPP Consideration Unique Reach Favorability Frequency Search Lift Decision Intent Unique to YouTube Brand lift studies

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49 When it all comes together, what can you achieve?

50 Be seen in a less cluttered environment: Ad Load & Frequency are lower on YouTube 1 minute / hour* *Google Internal Data **Source: WSJ, Feb minutes / hour**

51 Achieve incremental reach at the DMA level 20% spend shift adds +8pp incremental reach across the top DMAs 59.5% TV-only reach 59.5% audience reach 67.4% combined reach 47.6% 37.8% audience reach audience reach Source: Local Extrareach Lite, Q Basis: ~2.000 Automotive campaigns, target audience A25-54; Top 25 DMAs; YouTube plan based on Standard InStream incl. Demo targeting

52 Proprietary + Confidential Bumpers drive incremental Reach. Based on over 400 campaigns that leveraged both TrueView & Bumpers, Bumpers increased unique reach of TrueView campaigns by 78% on average. 78% more reach TrueView alone Bumpers + TrueView Source: Google Unique Reach Data, Global July 2016 (18 advertisers who spent at least $25,000 on both formats in July 2016 across 404 campaigns ).

53 Achieve +53% lift Landing Page Visits Expressions of Interest Key Performance Indicators

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55 Proprietary + Confidential Building Engagement Through Video - Key Takeaways & Action Items Do you have a public YouTube channel for your dealership? Create a public YouTube channel for your dealership! Don t have assets?--try YouTube Director for free! Create and upload useful videos such as, walkarounds, virtual test-drives, and reviews for auto shoppers Post these videos to your website, social media channels and your YouTube channel. Use them in lead handling! Run a TrueView test by shifting a small piece of your TV budget to measure against reach and frequency Target in-market auto shoppers across the funnel with Affinity Targeting and In-Market Audiences Create Remarketing Lists based off of your YouTube viewers and specifics actions they ve taken with your site

56 Thank you! Mountain View August 10, 2016