Upload
sean-bradley
View
150
Download
3
Embed Size (px)
DESCRIPTION
AJ LeBlanc – 12 Month Dealer Case Study for Video SEO And Video PreRoll
Citation preview
12 Month Case Study Video Pre-Roll & Video SEO Conquest
Rick Case Honda
AJ LeBlanc, Managing partner
Page: 40
Workshop Overview• Quick Review – Growth of Online Video• Part 1 – Video Pre-Roll Strategy & Results• Part 2 – Video SEO Conquest Strategy &
Results• Questions
Growth of online video
On average we spend
of our leisure time in front of screens4.4 hours
screenstelevision, tablet, smart phone, computer
90%
no screensradio, newspaper, magazine
10%
Google Cross Platform Consumer Study
90% of all media Interactions are screen based
(+1,000%)1,095 HoursVideo
107 HoursPrint
Media consumption is higher for video
Sources: 2012 Veronis Suhler Stevenson & U.S. Department of Labor's Bureau of Labor Statistics
22 hours
Average amount of online video watched each month by US consumers…
84 of 299 unique videos are ads = 28% ad exposure rate
22 hours = 299 videos
videocurrent percent of all internet traffic
55%
videoProjected percent of all internet traffic by the end of 2014
90%
Growth of online video
online video ad - 52%
sponsored/paid search engine listing - 49%
newspaper ad - 45%
email ad - 41%
radio ad - 40%
tv ad - 40%
online website ad - 37%
magazine ad - 36%
billboard or outdoor ad - 28%
10% 20% 30% 40% 50%0%
Google Automotive Shopper Study
Usefulness of advertisements seen or heard
How useful were each of the following types of advertisements in helping you decide whether to purchase a car/truck? Please select the one response that best applies to each type of advertisement. Base: New purchasers that selected ads in MI1 (n=942)
3out of 4
Google Dealer Full Funnel Brand Engagement Study
Auto buyers who would watch Online videos the next time they buy….
Part 1 12 month Video Pre-Roll Strategy &
Results
The GoalTo increase website traffic and exposure to in-market auto buyers
Traditional TV
Only about 2% are in market
Traditional TV vs. Pre-Roll
Specific targetingPopular website networks
Focus on CTR
2XClick Through Rate
The Basic Strategy
Used demographics, psychographics, behavioral segments, and in-market car buyers.Examples of targeting included:
in-market for new car by car type
auto enthusiasts
consumers with auto loan < 2 years
currently owns specifics make/model
geographic hot-spots for make/model
competitive conquesting
in-market by budget level
TAR
GE
TIN
GBehavior DATA segments
The Internet 90 days | 396 hours online
30 days 132 hours online
On average we spend 4.4 hours of our leisure time in front of screens each day
11 hoursTime Spent Shopping for a Car 2.7%
news current events fitness comedy gossip
sports facebook banking recipes
finance self improvement health
97.3%
online shopping
In Market but not shopping for a vehicle
Behavioral Demographic Targeting• Miami market TV pma• 30 second direct response click-able video• Played on 100+ popular content sites each month• 12 month duration• Men & Women 18yrs+• Auto intenders• Non-skippable ads
Plan Summary : Miami Rick Case Honda: 9/01/2012 – 8/31/2013
FLIGHT IMPRESSIONS
Start Date: End Date: Elapsed Days: Days Remaining: Contracted Imps Delivered Imps
09/01/2012 8/31/2013 365 0 3,600,000 3,600,000
PLAN METRICS Broadband Video Universe: 178,935,896
REACH/FREQUENCY CAMPAIGN OBJECTIVES
Undup. Reach Avg Frequency CTR Completion %
411,744 total / 34,312 monthly 11.0 1.41% 83%
CAMPAIGN DELIVERY ANALYSIS
IMPS DELIVEREDUNDUPLICATED
REACH
AVE
FREQUENCY CTR
TARGET: A18+ MIAMI AUTO INTENDERS 3,600,000 411,744 11.0 1.41%
Plan Total: 3,600,000 411,744 11.0 1.41%
CAMPAIGN QUARTILEY ANALYSIS
TOTAL CLICKS:
50,761 total clicks
4,230 avg clicks per month
$1.42 per click
25% 50% 75% COMPLETED % COMPLETES COMPLETION %
RICK CASE:18+ MIAMI AUTO INT. 91% 84% 79% 75% 2,988,002 83%
Total: 91% 84% 79% 75% 2,988,002 83%
Plan Summary : Miami Rick Case Honda: 9/01/2012 – 8/31/2013
FLIGHT IMPRESSIONS
Start Date: End Date: Elapsed Days: Days Remaining: Contracted Imps Delivered Imps
09/01/2012 8/31/2013 365 0 3,600,000 3,600,000
PLAN METRICS Broadband Video Universe: 178,935,896
REACH/FREQUENCY CAMPAIGN OBJECTIVES
Undup. Reach Avg Frequency CTR Completion %
411,744 total / 34,312 monthly 11.0 1.41% 83%
CAMPAIGN DELIVERY ANALYSIS
IMPS DELIVEREDUNDUPLICATED
REACH
AVE
FREQUENCY CTR
TARGET: A18+ MIAMI AUTO INTENDERS 3,600,000 411,744 11.0 1.41%
Plan Total: 3,600,000 411,744 11.0 1.41%
CAMPAIGN QUARTILEY ANALYSIS
TOTAL CLICKS:
50,761 total clicks
4,230 avg clicks per month
$1.42 per click
25% 50% 75% COMPLETED % COMPLETES COMPLETION %
RICK CASE:18+ MIAMI AUTO INT. 91% 84% 79% 75% 2,988,002 83%
Total: 91% 84% 79% 75% 2,988,002 83%
Undup. Reach
411,744 total / 34,312 monthly
Avg monthlyFreq. 11.0
Plan Summary : Miami Rick Case Honda: 9/01/2012 – 8/31/2013
FLIGHT IMPRESSIONS
Start Date: End Date: Elapsed Days: Days Remaining: Contracted Imps Delivered Imps
09/01/2012 8/31/2013 365 0 3,600,000 3,600,000
PLAN METRICS Broadband Video Universe: 178,935,896
REACH/FREQUENCY CAMPAIGN OBJECTIVES
Undup. Reach Avg Frequency CTR Completion %
411,744 total / 34,312 monthly 11.0 1.41% 83%
CAMPAIGN DELIVERY ANALYSIS
IMPS DELIVEREDUNDUPLICATED
REACH
AVE
FREQUENCY CTR
TARGET: A18+ MIAMI AUTO INTENDERS 3,600,000 411,744 11.0 1.41%
Plan Total: 3,600,000 411,744 11.0 1.41%
CAMPAIGN QUARTILEY ANALYSIS
TOTAL CLICKS:
50,761 total clicks
4,230 avg clicks per month
$1.42 per click
25% 50% 75% COMPLETED % COMPLETES COMPLETION %
RICK CASE:18+ MIAMI AUTO INT. 91% 84% 79% 75% 2,988,002 83%
Total: 91% 84% 79% 75% 2,988,002 83%
Delivered Imps
3,600,000
Plan Summary : Miami Rick Case Honda: 9/01/2012 – 8/31/2013
FLIGHT IMPRESSIONS
Start Date: End Date: Elapsed Days: Days Remaining: Contracted Imps Delivered Imps
09/01/2012 8/31/2013 365 0 3,600,000 3,600,000
PLAN METRICS Broadband Video Universe: 178,935,896
REACH/FREQUENCY CAMPAIGN OBJECTIVES
Undup. Reach Avg Frequency CTR Completion %
411,744 total / 34,312 monthly 11.0 1.41% 83%
CAMPAIGN DELIVERY ANALYSIS
IMPS DELIVEREDUNDUPLICATED
REACH
AVE
FREQUENCY CTR
TARGET: A18+ MIAMI AUTO INTENDERS 3,600,000 411,744 11.0 1.41%
Plan Total: 3,600,000 411,744 11.0 1.41%
CAMPAIGN QUARTILEY ANALYSIS
TOTAL CLICKS:
50,761 total clicks
4,230 avg clicks per month
$1.42 per click
25% 50% 75% COMPLETED % COMPLETES COMPLETION %
RICK CASE:18+ MIAMI AUTO INT. 91% 84% 79% 75% 2,988,002 83%
Total: 91% 84% 79% 75% 2,988,002 83%
CTR
1.41%
Plan Summary : Miami Rick Case Honda: 9/01/2012 – 8/31/2013
FLIGHT IMPRESSIONS
Start Date: End Date: Elapsed Days: Days Remaining: Contracted Imps Delivered Imps
09/01/2012 8/31/2013 365 0 3,600,000 3,600,000
PLAN METRICS Broadband Video Universe: 178,935,896
REACH/FREQUENCY CAMPAIGN OBJECTIVES
Undup. Reach Avg Frequency CTR Completion %
411,744 total / 34,312 monthly 11.0 1.41% 83%
CAMPAIGN DELIVERY ANALYSIS
IMPS DELIVEREDUNDUPLICATED
REACH
AVE
FREQUENCY CTR
TARGET: A18+ MIAMI AUTO INTENDERS 3,600,000 411,744 11.0 1.41%
Plan Total: 3,600,000 411,744 11.0 1.41%
CAMPAIGN QUARTILEY ANALYSIS
TOTAL CLICKS:
50,761 total clicks
4,230 avg clicks per month
$1.42 per click
25% 50% 75% COMPLETED % COMPLETES COMPLETION %
RICK CASE:18+ MIAMI AUTO INT. 91% 84% 79% 75% 2,988,002 83%
Total: 91% 84% 79% 75% 2,988,002 83%
Final results:
12 months total = 50,761 clicks
Avg monthly total = 4,231 clicks
Effective CPC = $1.42 per click
Part 2 12 month Video SEO Conquest Strategy & Results
The Goals
• To increase local market share over Toyota
• To increase local buyers awareness of the advantages of Honda vs. Toyota products
• To increase local buyers awareness of the Rick Case Honda value proposition
Why go after Toyota? Google Constant Consideration Brand Case Study
Average local monthly miami searches:
8,100 9,900
18,000
Informational videosInformational videos were created highlighting specific Honda model feature Advantages over similar same class Toyota models, uploaded to popular video sites, and were keyword tagged for consumer comparison searches.
Videos indexed for local Toyota buyer search phrases
Toyota PPC Ads
Toyota PPC Ads
Kendall ToyotaWebsite listing
Lehman ToyotaWebsite listing
3rd partyWebsite listing
Rick Case Honda Video**Top organic listings**
Brand conquest – Google Case Study / Rick Case Honda
Toyota trades monthly
9September 2011ToAugust 2012
before
Toyota trades monthly
62September 2012ToAugust 2013
after
monthly increase
688%
You Have Questions? We Have Answers?