Tremor Video, BSSP And MINI USA Reveal Mobile Is The First Screen For Auto Shoppers

Tremor Video,

, marketing agency BSSP, and MINI USA, today announced the results from a collaborative study that found mobile devices are the first place consumers turn to when looking for information related to an auto purchase. The study was initiated by BSSP, MINI's long-time agency partner, who sought out Tremor Video to help identify trends between mobile video usage and the auto shopping process. The full results will be presented at J.D. Power Automotive Marketing Roundtable in Las Vegas today. “At MINI we understand the importance of consumer input on the auto shopping process and have even gone so far as to include our owners and their motoring experiences in our online and social marketing,” said Brian DeAngelo, Brand Communications Manager, MINI USA. “We know that video consumption, specifically on mobile devices, is growing rapidly and we're producing content that brings to life the excitement of motoring in a MINI before a customer even steps foot in the dealership. The insights from this research is clearly telling us that we need continue to develop and source mobile-ready content that is relevant to our customers throughout the shopping process.” Among the findings: During focus groups and in-home visits from Los Angeles to Kansas City to New York City, we consistently observed and heard from people that their mobile device is the most important screen in their lives. Mobile video is consumed throughout the entire auto shopping process. Both the behavioral and attitudinal data show 1 in 10 auto shoppers watched video on their smartphones at the dealership. Nearly half of consumers said video ads are an important source in the discovery phase of the automotive purchase process, the majority of whom said mobile video is the most important type of video (57%). Dealers and video ads are most important in the forming opinion and final decision stages. 61% of consumers only go to the dealership when they are ready to make the final purchase because they feel more prepared from their online research, including mobile video viewing. In fact, nearly all consumers who visited a dealer said a manufacturer video influenced their decision making process. Five Takeaways for Marketers: 1. Mobile is the first screen auto shoppers turn to. It's the most important source for brand discovery and connection, which means marketers need to develop assets, mobile video content and ads, specifically for these devices. 2. Mobile video moves the buyer through the funnel. Mobile video drives brand awareness, consideration, and purchase intent so there should be fresh content available to shoppers in every step of their process. 3. Mobile video brings the dealership to the driver. Auto shoppers want a “dealer-on-demand”—meaning they want the same information the dealer provided in the past, but they want it on their own terms and through video. This means OEMs and dealers need to stay ahead of consumers and reach them wherever they are. 4. Mobile consumers expect a variety of content on demand. A variety of auto video content and ads are consumed throughout the process. Consumers still want to receive content from brands which can have a significant impact on their decisions. 5. Mobile videos ads work best when they're short and interactive. Consumers want 10 second mobile video ads that include interactive elements where they can learn more about a vehicle. “Today's ever maturing digital marketing and vast smartphone penetration and mainstream mobile video consumption of 6.3 hours per week has created a ‘dealer-on-demand' mentality, with mobile devices doing the heavy lifting,” said Doron Wesly, Head of Market Strategy at Tremor Video. “The breath of information available online from manufacturers and dealers means more qualified buyers are showing up at the dealer to make their final purchase. People are no longer spending entire days wandering from dealer to dealer, but instead go in knowing exactly what they want, with access to information, in sight, sound, motion and interaction right in the palm of their hand.” "The growth of mobile device ownership continues to rise along with people's desire to consume content in video form. Understanding the intersection of these two trends strongly supports our ability to create meaningful content for MINI. As we look for new ways to deliver strong results to MINI's marketing, finding partners like Tremor Video who can bring value and insight to the evolving media and marketing landscape is critical," said Lenny Karpel, Sr Strategist at BSSP, MINI's long-time agency. Methodology The study, designed and executed in partnership with BSSP, was a comprehensive analysis of behavioral and attitudinal data that was completed between April and June of 2014. The behavioral analysis, conducted by Luth Research, identified mobile video viewing patterns of potential auto shoppers. The attitudinal phase, conducted by Frank N. Magid Associates, expanded upon the behavioral analysis with in-depth focus groups in Los Angeles, Kansas City and New York, as well as in-home ethnographies, which was then validated using a nationally representative survey of 1,500 adults, 18-54 years old who watch online video one or more times per week. To view the associated infographic and presentation visit trmr.us/autoresearch2014.