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?