Selling with Stories – Creating
emotional engagement in automotive videos

Actionable reporting for effective auto video campaigns
Marketing campaign reports serve two important functions – They demonstrate the results of campaign activities, and equally important, they provide actionable information so managers can improve and optimize their programs. Without this feedback campaigns are left to make the same mistakes year after year.
As an example, UnityWorks! Media video reports help dealers track their program’s performance and provide the actionable information required to make improvements for optimal results. Program managers take the following four steps to assess their results:

1.   Video Results Mix - The pie-chart in the upper right corner provides an at-a-glance comparison of the relative performance of website, third party sites, and YouTube video-view generation. Managers look for an even mix. If one element isn’t performing as well, they look for opportunities to improve results on that specific site (e.g. if the dealer website is under-performing, make sure video links are clearly visible).
     
2. Plays per Video - Dividing the number of plays by the number of videos results in the average plays per video (PPV). As a guideline, campaign managers strive for 4-7 PPV . Certainly the size of market and relative competition impact the expected number of video plays.
    
3. Pre-owned Vehicles Section - The pre-owned Vehicles section of the report includes the videos and views from the dealer website and from third party sites. Making note of which vehicles (make, model, and year) have the most views, which vehicles sold, and the number of “days linked” for the sold vehicles gives campaign managers insight into a vehicle’s marketability and the program’s effectiveness. A good target for inventory turns is 45-60 days.
    
4. Review YouTube Section – Campaign managers make note of the differences in the type of vehicle popular on YouTube compared to the Pre-owned Vehicles section. Often YouTube does a good job of merchandising the off-brand cars that aren’t searched as often on the dealer website and has average inventory turns (days linked) that are shorter for the YouTube video vehicles compared with the other merchandising sites.

A well balanced video merchandising program results in increased stickiness for your website, more click-throughs from third-party sites, and better search engine optimization (SEO) thanks to YouTube videos. Close attention to video campaign reports help to track these results, and identify areas that can be improved, assuring the greatest value from your video merchandising.