Key Learnings from Think Auto 2020
“Consumer” expectations of a “Simplistic” buying experience
of car buyers would consider buying their next car online.
of GenZ bought via a website or an app compared to 2.7% for gen pop
72%
of those who watched an online video completed at least one follow-up action
of Online Canadians 18+
Source: Kantar, Google Gearshift Study, CA, 2020, Comscore Video Metrix, Total Videos, Canada, YOUTUBE.COM, Persons 18+, March 2020
of car buyers relied on “online research” across 6 different online touch points.
The top four sources of online research
auto buyers say that YouTube helped to change/reinforce brand perceptions.
auto buyers were influenced by YouTube to make a purchase.
Goal: Mercedes Benz Dealers wanted to reach consumers in-market to buy a used car by leveraging inventory data.
Intervention: Google created a customised solution leveraging lead form ads & Mercedes Benz Inventory feed to show tailored creatives.
Impact: Mercedes Benz dealers saw 50% cheaper high quality leads on Google Vs other digital platforms.
Goal: “Keep The Lights On” through digital in Q2 while maintaining a full funnel media strategy. In Q3, return (with caution) to a more balanced media mix.
Interventions: A working team called “ANTHROPOS” across FCA, Google and partner agencies to make the most informed marketing decisions, backed by real-time data from Google on consumer behavior through search.
Impact:
YouTube Reaches
of the millennials are very certain about buying their next car online.
of millennials reported that they had first discovered the vehicle they purchased “online”. 74% of Gen pop first discovered their vehicle “online”
Google Search
YouTube
Brand Websites
Dealer Websites
6%
88%
90%
79%
63%
58%
57%
94%
people watched YouTube
ON THEIR TV SCREENS in Canada, in March 20202
10MM
Over