IAB Event: Automotive Seminar

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With Motor Vehicles now the largest category for online advertising spend (general display) in 2012*, it was no wonder the IAB Automotive Seminar on 26 Feb was jam-packed! The delegate list read like a rather impressive car showroom with brands such as Audi, Ferrari, Lexus, Maserati, Mercedes Benz and VW in the audience.

The morning seminar included insights from TMS, Audi & Holler Sydney, InMobi & MediaMotive, on topics such as the new consumer and path to purchase, using innovation to connect with the new, hyper-informed and technologically connected consumer and how to make measurement meaningful. We also revealed the findings of a brand new research by InMobi on how Australian consumers are using their smartphones when buying a new car.

Key themes covered by all speakers included understanding and listening to your consumers, especially in the way they consume media on multiple devices and at different stages of the purchase patch; importance of mobile as an auto information seeking medium; simplifying measurement and ensuring you are measuring the right things; and using innovation and creativity to compete in the extremely competitive automotive sector.

* PwC - IAB Online Advertising Expenditure Report – December 2012

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  • As there are many new faces in the room….
  • Zen to Z case study: http://www.iabaustralia.com.au/-/media/IAB/Resources/CS%20Case%20Study/Round%206-4.ashxZen to Z video:http://vimeo.com/34998170Lexus case study:http://www.adweek.com/news/technology/lexus-nabs-100k-video-views-facebook-10-minutes-146726
  • http://www.youtube.com/user/mercedesbenzuk/youdriveMercedes-Benz Multi Screen Ad Experiment - UKIn Oct 2012, Mercedes-Benz tapped into the tweeting trend by allowing people to decide the storyline of its ads for the new A-Class car. At the end of the first 60-second TV spot, which launched during a break in The X Factor, it invited viewers to choose what happened next via Twitter using the hashtag #youdrive. The selected ending was then added to the first ad and aired the next day during the same programme.
  • Terrain SUV mobile ads:http://www.mediapost.com/publications/article/193384/mobile-ads-trump-tv-to-promote-terrain-suv.html#axzz2Kq09hGeYNissan Juke Nismo mobile game:http://econsultancy.com/au/blog/61962-how-nissan-used-a-mobile-game-to-launch-the-new-juke-nismo?utm_medium=email&utm_source=daily_pulse
  • With Connected Car in-car systems, the car is becoming a media platform:http://www.emarketer.com/Article/In-Vehicle-Connectivity-Takes-Front-Seat-Among-Automakers/1009665
  • Encourage entries for both and attendance for inspiration (CS).
  • How we can help you make the most of the key trends.
  • Is dramatically changing behaviour and its adoption and integration into our lifestyles is happening at a velocity that is hard to anticipate. Nevertheless, it has provided us with unique ways of connecting with consumers whilst simultaneously providing consumers with tools to avoid our messages.
  • With more media, accessible through more devices we are having to deal with an increasingly distracted consumer. Couple this with the multitude of touch points we have to both entertain and inform. Brands are finding it engage genuinely. Forcing us to be more inventive, empathetic and innovative with the way we connect.
  • We need to truly understand the multitude of roles that devices and technology plays in peoples lives and then execute a holistic communications strategy against it. One that includes reach, depth and relationship touch points. Taking into account the strengths and function of particular devices and media.
  • Approx 63 automotive brands in Australia.Population of 22 million, of which xxx are of driving age.Australians bought 1.1 million new cars last year. That’s 1 car for every xx people.
  • 1 in 5 automotive searches are done on a mobile device. Frequently we find, at the actual dealership where a potential customer can haggle for pricing.
  • In the top five performing centres in the UK for sales in August 2012. Audi City has seen a 58% rise in car sales versus the more conventional Audi retail space which originally stood in its place, of which 94% have been new customers. The dealership has been pulling in over 1,000 visitors each week.
  • In the top five performing centres in the UK for sales in August 2012. Audi City has seen a 58% rise in car sales versus the more conventional Audi retail space which originally stood in its place, of which 94% have been new customers. The dealership has been pulling in over 1,000 visitors each week.
  • In the top five performing centres in the UK for sales in August 2012. Audi City has seen a 58% rise in car sales versus the more conventional Audi retail space which originally stood in its place, of which 94% have been new customers. The dealership has been pulling in over 1,000 visitors each week.
  • F-Cell,Hrdrogen Fuel Cell, 0 emissions.
  • Investing heavily in: Alternate revenue streamsComplimentary businessesOverall transportation solutionsValue add services for it’s customersUnban technologyUrban infrastructure
  • If you can measure it, doesn’t mean it should direct your attention.
  • Video View throughs bought on audience premium, targeting, etcClick throughs volume bought on CPC, qualification sacrificed for costTest drives (qualified) are more expensive than clicks or views, require premium context of car classifieds retail environment.
  • One behaviour that is natural in one channel, may not be in another.i.e. Brand-website dealer locator v Carsales lead v Google dealer searchIt is difficult, without a full comprehensive media attribution program, to get a full-view of campaign measurement beyond clicks/impressions and your own website.Vital to work with media partners, who should know their audience better than an advertiser, to jointly analyse data on how their audience behaved before, during and after the advertiser campaign.Aggregating this data, though a bit messy, is critical to having a full-view of the audience and how their behaviour changes in response to your advertising.
  • One behaviour that is natural in one channel, may not be in another.i.e. Brand-website dealer locator v Carsales lead v Google dealer searchIt is difficult, without a full comprehensive media attribution program, to get a full-view of campaign measurement beyond clicks/impressions and your own website.Vital to work with media partners, who should know their audience better than an advertiser, to jointly analyse data on how their audience behaved before, during and after the advertiser campaign.Aggregating this data, though a bit messy, is critical to having a full-view of the audience and how their behaviour changes in response to your advertising.
  • Recent analysis of Carsales’ January new car enquiries showed new car buyers, on average, make only 2 dealer enquiries in a 28 day period.
  • Most agencies, marketers, use some form of buying funnel – though these are becoming less and less linear over time.This is an example, used for illustrative purposes only. Each brand/advertiser should customise this to their specific attributes and competitive environment.
  • Most agencies, marketers, use some form of buying funnel – though these are becoming less and less linear over time.This is an example, used for illustrative purposes only. Each brand/advertiser should customise this to their specific attributes and competitive environment.
  • Most important for all OEM businesses is selling cars, however, with one exception in the past 12 months (Suburu BRZ) – OEMs do not sell cars to consumers, they sell them to dealers.OEM advertising needs to assist, support, incentivise its dealers who are the point of purchase and make the final sale with the end consumer.You can lead a horse to water..
  • Key to getting a full view, or attribution model, is to get as much data from media partners as possible, in addition to your own data.Here are some examples and case studies.
  • The brand studied here, has a high-level of consideration coming off the back of its editorial reviews, however, conversion to trial drops to same level of the average Carsales buyer.This post-campaign analysis shows impact on OEM brand consideration, and gaps in converting to dealer leads.
  • Most agencies, marketers, use some form of buying funnel – though these are becoming less and less linear over time.This is an example, used for illustrative purposes only. Each brand/advertiser should customise this to their specific attributes and competitive environment.
  • How we can help you make the most of the key trends.
  • IAB Event: Automotive Seminar

    1. 1. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdIntroduction
    2. 2. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdWho We Are• The Interactive Advertising Bureau (IAB) Limited is the peak trade association foronline and mobile advertising in Australia.• Our main objective is to increase the share of advertising and marketing dollarsthat interactive media captures in the marketplace.• Our membership consists of media owners, agencies and advertisers.• We work with our members and the broader advertising and marketing industry toassist marketers to identify how best to employ online as part of their marketingstrategy.• We are one of over 40 IABs around the world.
    3. 3. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdWhat We DoCOUNCILSREGULATORYAFFAIRSRESEARCH PUBLICATIONS AWARDSEVENTS MOBILE WWWEDUCATION& TRAININGADVOCACY
    4. 4. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdOur Market - OnlineAdvertising ExpenditurePwC - IAB Online Advertising Expenditure Report – December 2012$236$388$620$1,001$1,346$1,710$1,871$2,331$2,827$3,343$0$500$1,000$1,500$2,000$2,500$3,000$3,500$4,000Jan-03 Jan-04 Jan-05 Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-12MillionsTotal Market $ Expenditure by 12 months to 31st December 2012
    5. 5. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdOur Market OutlookSource: PwC Outlook Australian Entertainment & Media 2012-2016
    6. 6. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdAuto - #1 Category for General DisplayAdvertisingPwC - IAB Online Advertising Expenditure Report – December 201211.0%3.6%3.1%4.1%4.7%5.6%6.1%9.3%6.4%8.1%8.2%14.1%15.9%11.9%2.5%3.4%3.5%4.6%5.3%6.9%7.1%7.1%8.3%8.4%12.5%18.7%OtherInsuranceMediaGovernmentHealth, Beauty, PharmaceuticalsTravel/AccommodationRetailComputers & CommunicationsFMCGEntertainment & LeisureReal EstateFinanceMotor Vehicles2012 2011Advertising Expenditure By Industry - General Digital Display
    7. 7. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdGrowth of VideoPwC - IAB Online Advertising Expenditure Report – December 2012$14.5$18.4 $18.5 $17.8 $18.8$22.9$20.7$28.5March Qtr2011June Qtr 2011 Sept Qtr 2011 Dec Qtr 2011 March Qtr2012June Qtr 2012 Sept Qtr 2012 Dec Qtr 2012Video Advertising Revenue by Quarter to 31st Dec 2012
    8. 8. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdEmbracing Video & Rich Mediahttp://www.adweek.com/news/technology/lexus-nabs-100k-video-views-facebook-10-minutes-146726http://www.iabaustralia.com.au/-/media/IAB/Resources/CS%20Case%20Study/Round%206-4.ashxhttp://vimeo.com/34998170
    9. 9. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdMulti-Screen• The IAB and Pollinate have partnered to conduct a majorconsumer research study measuring and evaluating the day today behaviour of Australian consumers across devices - TV, PC,laptop, tablet & smart phone.• Findings reveal:• 52% of people are using two devices simultaneously at leastonce a day• 48% of smart phone owners check their phone immediatelyafter waking and last thing before going to bed• Join us on 6 March to find out more!
    10. 10. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdMulti-Screenhttp://www.youtube.com/user/mercedesbenzuk/youdriveMercedes-Benz Multi Screen Ad Experiment – UKIn Oct 2012, Mercedes-Benz tapped into the tweeting trend by allowing people todecide the storyline of its ads for the new A-Class car. At the end of the first 60-secondTV spot, which launched during a break in The X Factor, it invited viewers to choosewhat happened next via Twitter using the hashtag #youdrive. The selected ending wasthen added to the first ad and aired the next day during the same programme.
    11. 11. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdMobilePwC - IAB Online Advertising Expenditure Report – December 2012$4.3$5.6$7.5$9.5$13.0$17.6$21.9$33.8March Qtr 2011June Qtr 2011Sept Qtr 2011 Dec Qtr 2011March Qtr 2012June Qtr 2012Sept Qtr 2012 Dec Qtr 2012Mobile Advertising Revenue by Quarter to 31 Dec 2012
    12. 12. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdAutomotive sector starting to embrace mobilehttp://www.mediapost.com/publications/article/193384/mobile-ads-trump-tv-to-promote-terrain-suv.html#axzz2Kq09hGeYhttp://econsultancy.com/au/blog/61962-how-nissan-used-a-mobile-game-to-launch-the-new-juke-nismo?utm_medium=email&utm_source=daily_pulse
    13. 13. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdCar brands – the new media owners?http://www.emarketer.com/Article/In-Vehicle-Connectivity-Takes-Front-Seat-Among-Automakers/1009665
    14. 14. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdHow we can help
    15. 15. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdCreativity – Our AwardsIAB Australia Awards• The online advertising industrys pre-eminent annualawards for creativity and effectiveness in Australia• 14 categories• Awards Ceremony for over 600 people on 11 July• Entries open on 5 MarchIAB Creative Showcase• A bi-monthly competition celebrating cutting-edgecreativity and innovation• Winners announced at bi-monthly luncheons, nextluncheon 9 April• creativeshowcase.net.au
    16. 16. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdEducation - IAB Training Courses• Highly practical, objective, short & intensive courses held in small groupenvironment. All courses feature the latest IAB research, standards, guidelines &best practices and local case studies.• Delivered in partnership with The Knowledge Engineers, the leading global digitaltraining provider.• 2013 Courses:• Digital Fundamentals (2 days) – Feb & July• Mobile Fundamentals (1 day) – Apr & Aug• Display Advertising & Video (1 day) – Mar & Aug• Measurement & Evaluation (1 day) – Jun & Nov• Integrated Strategy (1 day) – Jun & Oct• Digital Media Sales (2 days) – May & SepBooking open now at: www.iabaustralia.com.au/training
    17. 17. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdHonorary Membership• The IAB offers a free Honorary Membership program for advertisers• Membership is company wide• It gives you access to:• our online resources, including case studies, research pieces etc• discounted or free tickets to our events• discounted rates for training courses and much more• All we need is the contact details of 3 employees• We will set everything up for you in 24h• To join – please talk to Caroline
    18. 18. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdSummary & Key Dates1. Multi-Screeno IAB Multi-Screen Briefing – 6 Marcho IAB Training: Integrated Strategy – 19 June2. Mobileo IAB Research – End of Marcho IAB Training: Mobile Fundamentals – 17 Aprilo IAB Event: Mobile – 19 March3. Creativityo IAB Awards – entries open 5 March, Ceremony 11 Julyo Creative Showcase – 9 Aprilo IAB Training: Display Advertising & Rich Media – 14 Marcho Subscribe to the IABrief, our montly newsletter to stay up-to-date!
    19. 19. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdHow to connect with anincreasingly advertising averse,hyper informed andtechnologically connectedconsumer through innovationHelenLuong,MarketingCommunicationsManager,Audi&GualBarwell,SeniorCreativeStrategist,Holler
    20. 20. © Copyright 2012 Holler Sydney. All Rights ReservedIAB – Automotive SeminarFebruary 26th 2013
    21. 21. © Copyright 2012 Holler Sydney. All Rights Reservedagenda1. Introduction2. Consumer snapshot3. What are the challengesi. Increasing competitionii. Compressing innovation cycleiii.Hyper informed consumer4. Innovation driving effectivenessi. Value creation through brandii. Contextualising innovationiii.Beyond the purchase5. Things to take away6. Thanks
    22. 22. © Copyright 2012 Holler Sydney. All Rights Reserved1. Introduction
    23. 23. © Copyright 2012 Holler Sydney. All Rights Reservedhi,we’rehŏlərWe’re a digital creative agency.Holler was set up with a simple ethos: workhard, be honest and keep it creative.We focus on developing content that peopleactively seek out and want to view - notadvertising which people traditionally look toavoid.We create advocates, not ads.
    24. 24. © Copyright 2012 Holler Sydney. All Rights Reservedhi,we’reAudiSince 2004, the Audi brand has more thantripled its sales and continues to launchexciting and sophisticated new models eachyear to a receptive Australian public.We have three brand values:SophisticatedSportyProgressiveVorsprung durch Technik is our brand ethos andwhat drives us.
    25. 25. © Copyright 2012 Holler Sydney. All Rights Reserved2. Consumer snapshot
    26. 26. © Copyright 2012 Holler Sydney. All Rights ReservedtechnologyisdisruptingpeoplesbehaviourIs dramatically changing behaviour and its adoption and integration into our lifestyles is happening at a velocity thatis hard to anticipate. Nevertheless, it has provided us with unique ways of connecting with consumers whilstsimultaneously providing consumers with tools to avoid our messages.
    27. 27. © Copyright 2012 Holler Sydney. All Rights ReservedmakingithardertogetmessagestocutthroughWith more media, accessible through more devices we are having to deal with an increasingly distractedconsumer. Couple this with the multitude of touch points consumers have to both entertain and inform themselves.This has forced brands to be more inventive, empathetic and innovative with the way they connect.
    28. 28. © Copyright 2012 Holler Sydney. All Rights Reservedin-turnforcinguscompetewiththeALLcontentWe need to better understand the role that technology and media play in peoples lives. Developing holistic communicationsstrategies against these insights. Strategies that include reach, depth and relationship touch points. The standard of whichneeds to compete with the broadcast messaging and brand communications vying for the same pool of attention.
    29. 29. © Copyright 2012 Holler Sydney. All Rights Reserved3. What are the challenges?
    30. 30. © Copyright 2012 Holler Sydney. All Rights ReservedincreasinglycompetitiveApprox 63 automotive brands in Australia. Population of 22 million, of which 16mil are of driving age. Australiansbought 1.1 million new cars last year.
    31. 31. © Copyright 2012 Holler Sydney. All Rights ReservedacceleratingrateofchangeandcompressinginnovationcycleThings are changing at an increasingly rapid pace. The issue for car manufacturers is globalisation has eroded theability to capture wealth from standing on the innovation soap box. With incremental innovations flowing from thepremium and luxury end of the market to the commoditised end of the market increasingly quickly.
    32. 32. © Copyright 2012 Holler Sydney. All Rights Reservedhyperinformedandincreasinglydemandingconsumer1 in 5 automotive searches are done on a mobile device. Frequently we find, at the actual dealership where theinformation is in the customer’s hands.
    33. 33. © Copyright 2012 Holler Sydney. All Rights Reserved4: Innovation drivingeffectiveness
    34. 34. © Copyright 2012 Holler Sydney. All Rights Reservedincreased competition
    35. 35. © Copyright 2012 Holler Sydney. All Rights Reservedincreased competitionsolution:value creation throughemotional connection andsocial credibility
    36. 36. © Copyright 2012 Holler Sydney. All Rights Reserved
    37. 37. © Copyright 2012 Holler Sydney. All Rights ReservedcreatingsocialcredibilityIncentivising participation and amplification is key to driving credibility around your ATL and digital advertising.
    38. 38. © Copyright 2012 Holler Sydney. All Rights Reserved
    39. 39. © Copyright 2012 Holler Sydney. All Rights ReservedmultiscreenbehavioursHarnessing existing digital behaviours to increase ROI for your communications. Ensuring cut through and dwelltime throughout your communications executions.
    40. 40. © Copyright 2012 Holler Sydney. All Rights Reservedcompressing innovation cycle
    41. 41. © Copyright 2012 Holler Sydney. All Rights Reservedcompressing innovation cyclesolution:demonstrate innovation, withinnovation
    42. 42. © Copyright 2012 Holler Sydney. All Rights ReservedAudiCityReinventing through technology the traditional dealership and retail touch-points. Bringing the Audi experience towhere people are – urbanised centres.
    43. 43. © Copyright 2012 Holler Sydney. All Rights ReservedAudiCityReinventing through technology the traditional dealership and retail touch-points. Bringing the Audi experience towhere people are – urbanised centres.
    44. 44. © Copyright 2012 Holler Sydney. All Rights ReservedAudiCityReinventing through technology the traditional dealership and retail touch-points. Bringing the Audi experience towhere people are – urbanised centres.
    45. 45. © Copyright 2012 Holler Sydney. All Rights ReservedMercedes–InvisibleCarAn innovative, inventive way of presenting a product development in a unique, creative way. The communicationcuts through due to its originality, the messaging is clear due to the strength and nature of the execution.
    46. 46. © Copyright 2012 Holler Sydney. All Rights Reservedhyper informed consumer
    47. 47. © Copyright 2012 Holler Sydney. All Rights Reservedhyper informed consumersolution:the vehicle is the product, therelationship is a service
    48. 48. © Copyright 2012 Holler Sydney. All Rights ReservedBMWiMobilityServicesInvesting heavily in:• Alternate revenue streams• Complimentary businesses• Overall transportation solutions• Value add services for it’s customers• Urban technology• Urban infrastructure
    49. 49. © Copyright 2012 Holler Sydney. All Rights ReservedAudi – my car tracker
    50. 50. © Copyright 2012 Holler Sydney. All Rights ReservedAudi – my car tracker
    51. 51. © Copyright 2012 Holler Sydney. All Rights Reserved5. Things to take away
    52. 52. © Copyright 2012 Holler Sydney. All Rights ReservedBrands need to practice what they preachThink beyond the carCustomers are your strongest asset – Listen, learn and adaptThe most valuable asset you have is the customer thatrepurchases.Urbanisation is inevitable, manufacturers need to be thinkingabout the changing nature of automotive retail touch pointsthings to take away
    53. 53. © Copyright 2012 Holler Sydney. All Rights Reserved6. Thanks
    54. 54. © Copyright 2012 Holler Sydney. All Rights Reservedlets chatHelen LuongMarketing Communications ManagerAudi AustraliaHelen.luong@audi.com.au-----Gual BarwellSenior Creative StrategistOffice +61 2 9469 5901Mobile +61 410 927 617Suite 5, 30 Boronia StreetRedfern NSW 2016gual.barwell@hollersydney.com.au
    55. 55. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdData overload and how tomake measurementmeaningfulSamGranleese,Strategy& Insights Manager, MediaMotive
    56. 56. MakingMeasurementMeaningful
    57. 57. • Track progress = Is everything going to plan?• Analyse = Why isn’t it going to plan?Fix the problem.• Gain insight = Give me a better understanding;something I don’t already know.• Plan for the future = Let’s do it better next time.Let’s refine our strategy.Why do we measure media and advertising?
    58. 58. If you can measure it..
    59. 59. Intermediaries increasing.. even more to measureSource: Terence Kawaja LUMA Partners.
    60. 60. Focus on behaviour, not activity, being measureda CTR of0.50%99.5%not clicked
    61. 61. The tactics to optimise audience reach, are different to efficient cost-per-clicktraffic, which are different to volume of test-drives.Rarely, can all be achieved with single tactic. Most contradict each other.Many actions require contradictory media tactics≠ ≠
    62. 62. One behaviour that is natural in one channel may not be in another.For example: ‘Consideration’Brochure Download + New Car Listings Views + Uplift in ReviewsData needs context of media partners
    63. 63. One behaviour that is natural in one channel may not be in another.For example: ‘Trial’OEM dealer locator + Carsales lead + Google dealer searchData needs context of media partners
    64. 64. New car buyers average only 2 dealer enquiries.Test drives are declining.. used for validationSource: Carsales Internal 2013, average over 28 day range.
    65. 65. SimplifyingMeasurement
    66. 66. Awareness Consideration Trial / LeadSale /RepurchaseLoyalty /AdvocacySimple Buying Journey Framework1. Group measurement into buying journey stages above.2. Prioritise (weight) these stages to form a summary score.3. Focus benchmarking, and KPIs, around these grouped buying stages, rather than anyindividual measurement – which will normalise the results and show trends clearly.
    67. 67. Awareness Consideration Trial / LeadSale /RepurchaseLoyalty /AdvocacyReach initial 2,600,000potential audience ininternet, radio andTV.Video view-throughswith potentialaudienceReach of in-marketbuyers on comparisonsitesSimple Buying Journey FrameworkEXAMPLES OF MEASUREMENT
    68. 68. Awareness Consideration Trial / LeadSale /RepurchaseLoyalty /AdvocacyReach initial 2,600,000potential audience ininternet, radio andTV.Video view-throughswith potentialaudienceReach of in-marketbuyers on comparisonsitesNew visits to websiteIncrease in classifiedlistings searches, increasedealer classifieds stock50% increase in views ofeditorial review content.Brochure downloadsIncrease in non-brand /navigation clicks inGoogleSimple Buying Journey FrameworkEXAMPLES OF MEASUREMENT
    69. 69. Awareness Consideration Trial / LeadSale /RepurchaseLoyalty /AdvocacyReach initial 2,600,000potential audience ininternet, radio andTV.Video view-throughswith potentialaudienceReach of in-marketbuyers on comparisonsitesNew visits to websiteIncrease in classifiedlistings searches, increasedealer classifieds stock50% increase in views ofeditorial review content.Brochure downloadsIncrease in non-brand /navigation clicks inGoogleIncrease test drives byX% on PCP.Increase dealer newleads from classifieds X%Increase in Google dealersearch queries abovetrend.Simple Buying Journey FrameworkEXAMPLES OF MEASUREMENT
    70. 70. Awareness Consideration Trial / LeadSale /RepurchaseLoyalty /AdvocacyReach initial 2,600,000potential audience ininternet, radio andTV.Video view-throughswith potentialaudienceReach of in-marketbuyers on comparisonsitesNew visits to websiteIncrease in classifiedlistings searches, increasedealer classifieds stock50% increase in views ofeditorial review content.Brochure downloadsIncrease in non-brand /navigation clicks inGoogleSell ____ units in March-April (VFACTS).Research to show 50%repurchase rate withinfamilies who previouslyowned brand.Increase test drives byX% on PCP.Increase dealer newleads from classifieds X%Increase in Google dealersearch queries abovetrend.Simple Buying Journey FrameworkEXAMPLES OF MEASUREMENT
    71. 71. Awareness Consideration Trial / LeadSale /RepurchaseLoyalty /AdvocacyReach initial 2,600,000potential audience ininternet, radio andTV.Video view-throughswith potentialaudienceReach of in-marketbuyers on comparisonsitesNew visits to websiteIncrease in classifiedlistings searches, increasedealer classifieds stock50% increase in views ofeditorial review content.Brochure downloadsIncrease in non-brand /navigation clicks inGoogleIncrease organic sharesof brand content inFacebookIncrease volume ofsocial media discussionby 300% with 90%neutral/ positivereactionsSell ____ units in March-April (VFACTS).Research to show 50%repurchase rate withinfamilies who previouslyowned brand.Increase test drives byX% on PCP.Increase dealer newleads from classifieds X%Increase in Google dealersearch queries abovetrend.Simple Buying Journey FrameworkEXAMPLES OF MEASUREMENT
    72. 72. Awareness Consideration Trial / LeadSale /RepurchaseLoyalty /AdvocacyReach initial 2,600,000potential audience ininternet, radio andTV.Video view-throughswith potentialaudienceReach of in-marketbuyers on comparisonsitesNew visits to websiteIncrease in classifiedlistings searches, increasedealer classifieds stock50% increase in views ofeditorial review content.Brochure downloadsIncrease in non-brand /navigation clicks inGoogleIncrease organic sharesof brand content inFacebookIncrease volume ofsocial media discussionby 300% with 90%neutral/ positivereactionsSell ____ units in March-April (VFACTS).Research to show 50%repurchase rate withinfamilies who previouslyowned brand.Increase test drives byX% on PCP.Increase dealer newleads from classifieds X%Increase in Google dealersearch queries abovetrend.Simple Buying Journey FrameworkEXAMPLES OF MEASUREMENT+70% +30% SCORE / WEIGHTING
    73. 73. Examples of mediapartner datato help measure.
    74. 74. SCase Study: Intent Attribution HOLDENSource:
    75. 75. Peugeot – correlation of brand considerationDaily views of new 4008s on Carsales peaked with corresponding brand campaign inCarsales.Source: Carsales Internal,2012.Daily views of new 4008 details pages
    76. 76. Holden – Attribution of consideration and trialModel consideration attributed only to those exposed to advertising:• Over 50% increase in new car lead share on PCP, from those reached• New car search share also increased significantly on prior period, from those reached.Source: Carsales Internal 2013, sale period only, filtered by State’s corresponding dates
    77. 77. Brand XAll CarSales Details Page LeadStock SearchBrand XReviews Details Page LeadStock SearchBrand impact of editorial on sales funnelSource: Carsales Internal 2013, 28 day date range.2%204% 3.2%22%122% 3.8%
    78. 78. Dealer experience impact on brand and salesSource:Quantity / Quality of PhotosAverage Response TimesAverage Number of Cars withCommentsAverage Number ofEnquiriesClosing Ratios
    79. 79. Things toremember
    80. 80. • Track progress = Is everything going to plan?• Analyse = Why isn’t it going to plan?Fix the problem.• Gain insight = Give me a better understanding;something I don’t already know.• Plan for the future = Let’s do it better next time.Let’s refine our strategy.Staying focused with measurement
    81. 81. Awareness Consideration Trial / LeadSale /RepurchaseLoyalty /AdvocacySimple Buying Journey Framework1. Group measurement into buying journey stages above.2. Prioritise (weight) these stages to form a summaryy score.3. Focus benchmarking, and KPIs, around these grouped buying stages, rather than anyindividual measurement – which will normalise the results and show trends clearly.
    82. 82. Feedback, questions, ideas? I’d love to chat.Sam GranleeseStrategy & Insights Manager03 9093 8624sam.granleese@mediamotive.com.au@granleesesamgranleese (Skype)Thanks
    83. 83. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdQ & A
    84. 84. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdSummary & Key Dates1. Multi-Screeno IAB Multi-Screen Briefing – 6 Marcho IAB Training: Integrated Strategy – 19 June2. Mobileo IAB Research – End of Marcho IAB Training: Mobile Fundamentals – 17 Aprilo IAB Event: Mobile – 19 March3. Creativityo IAB Awards – entries open 5 March, Ceremony 11 Julyo Creative Showcase – 9 Aprilo IAB Training: Display Advertising & Rich Media – 14 Marcho Subscribe to the IABrief, our montly newsletter to stay up-to-date!
    85. 85. February 2013IAB Automotive Seminar© 2013 IAB Australia Pty LtdThank you to our sponsor & hosts:

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