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

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Lead Insights

Jody Stidham Global Practice Director

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

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?

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Lead volume is increasing

20.5% Increase

2011UrbanScience
2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

A positive correlation: retail sales and lead volume

2011UrbanScience
2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

What is a good BRAND close rate?

Thereisstillroomforimprovement.

11.8% Average

2011UrbanScience
2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

What is a good DEALER close rate?

Improving13dealerstotheaverageresultsin33%moresales!

National Average = 5.5%

2011UrbanScience
2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Dealer Close Rate Effectiveness

AfairwaytobenchmarkDealers.

2011UrbanScience
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Dealers are improving lead response

e seRat spon

Re

+20%
ime T

2hours
2011UrbanScience
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Re

nse s po

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How are dealers responding to leads?

Phoneisbecomingpopularagain!

2011UrbanScience
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Lead scoring improves Dealer close rates

% Change

24%

4%

2011UrbanScience
2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

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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 Insights

Jody Stidham jlstidham@urbanscience.com

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. 14 Rights Reserved. All

Greystripe Auto Insights Report

Dane Holewinski Director of Marketing Greystripe

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Did You Know?

5-7 Million
new cars will be purchased by US iPhone and Android users in 2011

78%
of these will use their iPhone or Android in the auto purchase process

Source: eMarketer & Greystripe Auto Insights Report

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Agenda
About Greystripe Research Methodology Research Results Mobile Auto Case Studies

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Who is Greystripe?

GREYSTRIPE AUTOMOTIVE CLIENTS

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Research Methodology

During Q4 2010 & Q1 2011 Greystripe surveyed

851 U.S. iPhone and Android users

recruited through mobile ads in Greystripes network

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2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Research Results

Roughly half (5-7 million) of the 1213 million new cars sold in 2011 will be purchased by iPhone and Android users

iPhone and Android users are 3 times more likely to buy a new car this year than the US adult population

Source: Greystripe Auto Insights Report, US Census Bureau & MarketingForecast.com

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2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Research Results
Mobile is a critical part of the auto buying process for the majority of iPhone and Android users
What role will mobile have in your car purchase? (select all that apply)

Source: Greystripe Auto Insights Report

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2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Research Results

Most buyers are open to both American and foreign brands

What kind of car are you considering buying?

Source: Greystripe Auto Insights Report

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2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Buick

Case Study Buick LaCrosse LaCrosse comScore

Case Study

Campaign Objective:
Increase awareness and purchase intent for the Buick LaCrosse

Campaign Highlights:
Average interaction time of 2 minutes 42 seconds for those who engaged with the ad 3.9% CTR 21% lift in brand awareness 33% lift in purchase intent 29% lift in likelihood to recommend

Source: comScore
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2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Kia Soul

Case Study Kia Soul comScore

Case Study

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

Source: comScore
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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 purchase

process

Mobile advertising has been proven to drive value

for auto brands

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2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Thank you

For full report:

www.greystripe.com/aboutgreystripe/reports/

For case studies:

www.greystripe.com/advertisers/advertisercasestudies/

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27

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Kia Soul

Case Study Kia Soul comScore

Case Study

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

Source: comScore
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2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Buick

Case Study Buick LaCrosse LaCrosse comScore

Case Study

Campaign Objective:
Increase awareness and purchase intent for the Buick LaCrosse

Campaign Highlights:
Average interaction time of 2 minutes 42 seconds for those who engaged with the ad 3.9% CTR 21% lift in brand awareness 33% lift in purchase intent 29% lift in likelihood to recommend

Source: comScore
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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 Officer YuMe

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 MM
Internet

57.9 MM
TV
2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Brand recall scores increase with exposure to both a TV ad and online ad

Brand Recall by Type of Ad Exposure

82%
TV Ad + Online Ad

62%
TV Ad Only

Source: Nielsen 06.12.10 07.11.10, A18+. Exposure based on 30-day window.

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2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Finding #1:
Online video content gets +8.5% more attention

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

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

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

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

2011 YuMe. All rights reserved

Thank You!

Scot McLernon CRO, YuMe smclernon@yume.com Download the Whitepaper: http://bit.ly/yume_ipg

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. 38 Rights Reserved. All