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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 SE...
Growth of online video
Google Cross Platform Consumer Study
90% of all media Interactions are screen based
90%
screens

10%

television, tablet, ...
Media consumption is higher for video

Video

(+1,000%)

1,095 Hours

Print

107 Hours

Sources: 2012 Veronis Suhler Steve...
Growth of online video
90
%
video
Projected percent of all internet traffic by the end of 2014

55%
video
current percent ...
Google Automotive Shopper Study
Usefulness of advertisements seen or heard
How useful were each of the following types of ...
Google Dealer Full Funnel Brand Engagement Study
Auto buyers who would watch Online videos the
next time they buy….

3 4
o...
Part 1
12 month Video Pre-Roll Strategy & Results
The Goal
To increase website traffic and exposure to
in-market auto buyers
Traditional TV vs. Pre-Roll

Traditional TV

Only about 2% are in market
The Basic Strategy

Specific targeting

Popular website networks

Focus on CTR

2X
Click Through Rate
Behavior DATA segments

TARGETING

Used demographics, psychographics, behavioral segments, and in-market car
buyers.
Examp...
In Market but not shopping for a vehicle

online shopping
The Internet

90 days | 396 hours online

news

current events
s...
Behavioral Demographic Targeting
•
•
•
•
•
•
•

Miami market TV pma
30 second direct response click-able video
Played on 1...
Plan Summary : Miami

Rick Case Honda: 9/01/2012 – 8/31/2013

FLIGHT

IMPRESSIONS

Start Date:

End Date:

Elapsed Days:

...
Plan Summary : Miami

Rick Case Honda: 9/01/2012 – 8/31/2013

FLIGHT

IMPRESSIONS

Start Date:

End Date:

Elapsed Days:

...
Plan Summary : Miami

Rick Case Honda: 9/01/2012 – 8/31/2013

FLIGHT

IMPRESSIONS

Start Date:

End Date:

Elapsed Days:

...
Plan Summary : Miami

Rick Case Honda: 9/01/2012 – 8/31/2013

FLIGHT

IMPRESSIONS

Start Date:

End Date:

Elapsed Days:

...
Plan Summary : Miami

Rick Case Honda: 9/01/2012 – 8/31/2013

FLIGHT

IMPRESSIONS

Start Date:

End Date:

Elapsed Days:

...
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 Hon...
Why go after Toyota?
Google Constant Consideration Brand Case Study
Average local monthly miami searches:

8,100

9,900

18,000
Informational videos
Informational videos were created highlighting specific Honda model feature
Advantages over similar s...
Videos indexed for local Toyota buyer search phrases

Toyota
PPC Ads

Rick Case Honda
Video
**Top organic listings**
3rd p...
Brand conquest – Google Case Study / Rick Case
Honda

before

9

after

62

Toyota trades
monthly

Toyota trades
monthly

...
You Have Questions? We Have Answers?
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AJ LeBlanc – 12 Month Dealer Case Study for Video SEO And Video PreRoll

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Transcript of "AJ LeBlanc – 12 Month Dealer Case Study for Video SEO And Video PreRoll"

  1. 1. 12 Month Case Study Video Pre-Roll & Video SEO Conquest Rick Case Honda AJ LeBlanc, Managing partner Page: 40
  2. 2. Workshop Overview • Quick Review – Growth of Online Video • Part 1 – Video Pre-Roll Strategy & Results • Part 2 – Video SEO Conquest Strategy & Results • Questions
  3. 3. Growth of online video
  4. 4. Google Cross Platform Consumer Study 90% of all media Interactions are screen based 90% screens 10% television, tablet, smart phone, computer no screens radio, newspaper, magazine On average we spend 4.4 hours of our leisure time in front of screens
  5. 5. Media consumption is higher for video Video (+1,000%) 1,095 Hours Print 107 Hours Sources: 2012 Veronis Suhler Stevenson & U.S. Department of Labor's Bureau of Labor Statistics
  6. 6. Growth of online video 90 % video Projected percent of all internet traffic by the end of 2014 55% video current percent of all internet traffic Average amount of online video watched each month by US consumers… 22 hours 22 hours = 299 videos 84 of 299 unique videos are ads = 28% ad exposure rate
  7. 7. 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) 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% 0% 10% 20% 30% 40% 50%
  8. 8. Google Dealer Full Funnel Brand Engagement Study Auto buyers who would watch Online videos the next time they buy…. 3 4 out of
  9. 9. Part 1 12 month Video Pre-Roll Strategy & Results
  10. 10. The Goal To increase website traffic and exposure to in-market auto buyers
  11. 11. Traditional TV vs. Pre-Roll Traditional TV Only about 2% are in market
  12. 12. The Basic Strategy Specific targeting Popular website networks Focus on CTR 2X Click Through Rate
  13. 13. Behavior DATA segments TARGETING 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
  14. 14. In Market but not shopping for a vehicle online shopping The Internet 90 days | 396 hours online news current events sports facebook finance fitness banking self improvement comedy gossip recipes health 97.3% Time Spent Shopping for a Car 30 days 132 hours online 11 hours On average we spend 4.4 hours of our leisure time in front of screens each day 2.7%
  15. 15. 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
  16. 16. 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: REACH/FREQUENCY CAMPAIGN OBJECTIVES Undup. Reach 411,744 total / 34,312 monthly 178,935,896 Avg Frequency CTR Completion % 11.0 1.41% 83% UNDUPLICATED AVE REACH CAMPAIGN DELIVERY ANALYSIS IMPS DELIVERED 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% 50,761 total clicks CAMPAIGN QUARTILEY ANALYSIS 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%
  17. 17. 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: REACH/FREQUENCY CAMPAIGN OBJECTIVES Undup. Reach 411,744 total / 34,312 monthly 178,935,896 Avg Frequency CTR Completion % 11.0 1.41% 83% UNDUPLICATED AVE REACH FREQUENCY CAMPAIGN DELIVERY ANALYSIS IMPS DELIVERED Undup. Reach TARGET: A18+ MIAMI AUTO INTENDERS Plan Total: Avg monthly Freq. 3,600,000 3,600,000 CTR 411,744 11.0 1.41% 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 411,744 total / 34,312 monthly 11.0 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%
  18. 18. 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: REACH/FREQUENCY CAMPAIGN OBJECTIVES Undup. Reach 411,744 total / 34,312 monthly 178,935,896 Delivered Imps Avg Frequency CTR Completion % 11.0 1.41% 83% UNDUPLICATED AVE REACH FREQUENCY CTR CAMPAIGN DELIVERY ANALYSIS IMPS DELIVERED 3,600,000 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% 50,761 total clicks CAMPAIGN QUARTILEY ANALYSIS 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%
  19. 19. 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: REACH/FREQUENCY CAMPAIGN OBJECTIVES Undup. Reach 411,744 total / 34,312 monthly 178,935,896 Avg Frequency CTR Completion % 11.0 1.41% 83% UNDUPLICATED AVE REACH FREQUENCY CTR 411,744 11.0 1.41% 411,744 11.0 1.41% CAMPAIGN DELIVERY ANALYSIS IMPS DELIVERED TARGET: A18+ MIAMI AUTO INTENDERS 3,600,000 Plan Total: 3,600,000 CTR 50,761 total clicks CAMPAIGN QUARTILEY ANALYSIS 1.41% 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%
  20. 20. Plan Summary : Miami Rick Case Honda: 9/01/2012 – 8/31/2013 FLIGHT IMPRESSIONS Start Date: End Date: Elapsed Days: Days Remaining: Contracted Imps 09/01/2012 8/31/2013 365 0 3,600,000 PLAN METRICS Undup. Reach 411,744 total / 34,312 monthly 12 months total = 50,761 clicks 3,600,000 Broadband Video Universe: Final results: REACH/FREQUENCY Delivered Imps 178,935,896 Avg monthly total = 4,231 clicks CAMPAIGN OBJECTIVES Avg Frequency CTR Completion % 11.0 1.41% 83% Effective CPC = $1.42 per click CAMPAIGN DELIVERY ANALYSIS IMPS DELIVERED UNDUPLICATED AVE REACH 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% 50,761 total clicks CAMPAIGN QUARTILEY ANALYSIS 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%
  21. 21. Part 2 12 month Video SEO Conquest Strategy & Results
  22. 22. 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
  23. 23. Why go after Toyota? Google Constant Consideration Brand Case Study
  24. 24. Average local monthly miami searches: 8,100 9,900 18,000
  25. 25. Informational videos Informational 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.
  26. 26. Videos indexed for local Toyota buyer search phrases Toyota PPC Ads Rick Case Honda Video **Top organic listings** 3rd party Website listing Lehman Toyota Website listing Kendall Toyota Website listing Toyota PPC Ads
  27. 27. Brand conquest – Google Case Study / Rick Case Honda before 9 after 62 Toyota trades monthly Toyota trades monthly September 2011 To August 2012 September 2012 To August 2013 688% monthly increase
  28. 28. You Have Questions? We Have Answers?
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