T1-T3 Research Study - OEM Solutions

Transcription

T1-T3 Research Study
Maximizing the Autotrader
Advertising Experience
® 2015 Cox Automotive, Inc. Proprietary & Confidential.
Autotrader aimed to prove that its Multi Tier ad experience
generates the most impact
Quantify advertising value for…
Research Questions
• How do ad placements impact…
o
Vehicle purchase consideration and dealership
visitation intent?
o
Brand & Dealer recall, perceptions of vehicles and
dealerships, and motivation to take action?
• What impact does incentivized messaging have on
consumers’ response to advertising?
x
2
3
Speaking to a relevant audience
Toyota Camry
Respondent Qualifications n=2,103:
•
Ford Fusion
In-market for a new sedan or truck within the next 12 months
(70%/30% split)
•
Actively searching for next vehicle
•
Considering a qualifying vehicle for purchase/lease
•
Aware of/have visited an automotive resource site
•
Age 18-64
•
59% Male / 41% Female
•
Not employed in sensitive industry
•
Primary / joint decision maker
•
Currently have a driver’s license
Chevrolet Malibu
Honda Accord
Toyota Tundra
Ford F-150
Chevrolet Silverado
Dodge Ram
Qualifying
Vehicles
Consumers evaluated various combinations of Tier advertising
within the website experience
Endemic
Tier 1
Usually filled with an ad
from the VEHICLE
MANUFACTURER
(e.g. Toyota)
Tier 2
from the REGIONAL
NETWORK
OF DEALERS
(e.g. Southern California
Toyota dealers)
Tier 3
from the LOCAL DEALER
(e.g. Miller Toyota)
Regular Messaging
Incentive Messaging
4
Consumers answered pre-exposure questions, were exposed to the
website experience, then answered post-exposure questions
Ad Experience
Pre Exposure
to Advertising
Tier 1/2/3 Cell
Post Exposure
to Advertising
• Likelihood to consider
buying
• Likelihood to consider
buying
• Likelihood to visit
dealer
• Likelihood to visit
dealer
• Call to action
• Call to action
• Vehicle/Dealer
perceptions
• Vehicle/Dealer
perceptions
• Brand familiarity
• Make/Model recall
• Dealer awareness
• Dealer recall
N=350
5
6
The Power of a Multi Tier Ad Experience on Autotrader
Does a three tier buy work better than two or one?
7
CREATING VALUE FOR
OEMS
purchasing vehicle
%
%
%
%
Endemic
T1
T1 + T3
T1 + T2
T1 + T2 + T3
Base: Total N=2103. Discrete Choice Model: Optimized Comparisons of the Monadic Placements (SRP).
Includes Regular and Incentive. DCM1: Which of the two web pages makes you most likely to consider
[MAKE/MODEL] for your next vehicle purchase or lease?`
DEALERSHIP
Layout that makes you most likely to consider
8
OEM
A Multi Tier ad experience has the most influence on vehicle purchase
consideration
Multi Tier – T1+T2+T3
%
%
%
motivating because the ads…
Are more
appealing
together
Stand out more
Give more information
about where to buy
Base: Chose T1/2/3 layout at FC1. N=632
FC3. Please tell us why you chose this webpage.
DEALERSHIP
ad experience is more
OEM
9
A Multi Tier experience drives vehicle make and model awareness
85%AB
79%
Correct
unprompted
recall for…
78%A
79%
73%
71%
TIER
TIER
TIER
TIER
TIER
TIER
Single Tier – T1 or T2 or T3
Double Tier – T1+T3 or T2+T3
®®
2015
Cox
Automotive,
Inc.
&&
Confidential.
2015
Cox
Automotive,
Inc.Proprietary
Proprietary
Confidential.
Base: 3 Tiers N=350; 2 Tiers (Net) N=701; 1 Tier (Net) N=1052.
A/B/C Significantly difference at 90% confidence interval.
AD3. Using the space below, please list the vehicle that was featured in the advertising on the webpage.
OEM
Featured Vehicle Model
(ex: Camry)
DEALERSHIP
Featured Vehicle Make
(ex: Toyota)
10
Pre/Post Lift
Agree completely that the
featured vehicle…
Double Tier – T1+T3 or T2+T3
Single Tier – T1 or T2 or T3
+9%

+13%
High performance vehicle
+15%
Newest models available
+40%
Stylish
+17%
Base: 3 Tiers N=350; 2 Tiers (Net) N=701; 1 Tier (Net) N=1052.
 Significant PRE/POST lift at 90% confidence interval
PRE2/POST2 (Top Box): Based on the automotive resource site web
pages, please rate how much you agree that each statement describes [MAKE/MODEL].
DEALERSHIP
Vehicle Perceptions
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OEM
Perceptions of style, availability, and performance increase with greater tier
exposure
Creating Value for OEMs: Recap
•A Multi Tier ad experience influences purchase consideration 3x
more than endemic ads
•A Multi Tier ad experience is more appealing and more noticeable
than a Single or Double Tier ad experience
•A Multi Tier experience generates the highest lift in make/model
recall – significantly more than a Double or Single Tier experience
•OEMs enjoy a unique boost in perceptions of style, availability, and
performance with a Multi Tier ad experience
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TIER 2
IMPACT
Tier 2 advertising enhances purchase consideration when paired with Tier 3
Layout that makes you most likely to consider
purchasing vehicle
%
Endemic
T3
T2 + T3
Includes Regular and Incentive. DCM1: Which of the two web pages makes you most likely to consider
[MAKE/MODEL] for your next vehicle purchase or lease?`
14
Tier 2 and Tier 3 also generate higher intent to visit a local dealer than Tier 3 15
alone
Layout that makes you most likely to visit
local dealer
%
Endemic
T3
T2 + T3
Includes Regular and Incentive. DCM2: And now we’d like to know, which of the two web pages makes you
most likely to visit your local [VEHICLE BRAND] dealer?
Consumers are significantly more likely to call a local dealer when Tier 2
advertising is shown along with Tier 3
Call a Local Dealer to ask about Inventory or Pricing
Pre/Post Lift – Extremely likely to…
+45%

-9%
Tier 3
Tier 2 + Tier 3
Base: Tier 3 N=351; Tier 2 + Tier 3 N=351.  Significant PRE/POST lift at 90% confidence interval
PRE3/POST3 (Top Box). Based on the automotive resource site web pages, how likely are you to do
each of the following in the future when shopping for a [MAKE/MODEL]?
16
Tier 2 Impact: Recap
•Tier 2 advertising enhances purchase consideration when paired
with Tier 3
•Tier 2 and Tier 3 generate higher intent to visit a local dealer than Tier
3 alone
•Consumers are significantly more likely to call a local dealer when
Tier 2 advertising is shown along with Tier 3
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CREATING VALUE FOR
DEALERS
Pre/Post Lift
Tier 1
Would recommend to others
Is a good value
Broad selection available at the
dealership
Tier 2
+12%
0%
+6%
+33%
+9%
-5%
+24%
+6%
+11%
Tier 3
DEALERSHIP
Vehicle Perceptions
Agree completely…
19
OEM
Tier 3 ads encourage word of mouth, and communicate selection & value
+20%
+18%
+19%
Base: Tier 1 N=351; Tier 2 N=350; Tier 3 N=351.
 Significant PRE/POST lift at 90% confidence interval. PRE2/POST2 (Top Box): Based on the automotive
resource site web pages, please rate how much you agree that each statement describes [MAKE/MODEL].
Tier 3 advertising especially compliments Tier 1
OEM
TIER 1
TIER 1 + TIER 3
Pre/Post Lift
Agree completely…
0%
10%
20%
30%
+0%
+38%
Broad selection available at the dealership
+11%
+28%
+6%
Offered at high quality dealerships
Would recommend to others
+26%
+12%
40%
DEALERSHIP
Vehicle Perceptions
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+6%
+21%
+11%
-4%
Available at a local dealer
+4%
Base: Tier 1 N=351; Tier 1 + Tier 3 N=350.
TIER 1
TIER 1 + TIER 3
TIER 1 + TIER 2 + TIER 3
Pre/Post Lift
Agree completely…
0%
10%
20%
30%
40%
+26%
Offered at high quality dealerships
+6%
+33%
DEALERSHIP
Vehicle Perceptions
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OEM
All three tiers maximize perceptions of quality, performance, and availability
+11%
+6%
+13%
+4%
Available at a local dealer
-4%
+11%
Base: Tier 1 N=351; Tier 1 + Tier 3 N=350; Tier 1+Tier 2+Tier 3 N=350.
local dealer
DEALERSHIP
Layout that makes you most likely to visit
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OEM
Tier 3 enhances Tier 1 and Tier 2 ads. The Multi Tier ad experience is the
most effective at driving dealer visits
%
Endemic
Tier 1
+ Tier 2
Tier 1
+ Tier 3
Tier 2
+ Tier 3
Tier 1 +
Tier 2 + Tier 3
Includes Regular and Incentive. DCM2: And now we’d like to know, which of the two web pages makes you
Call to Action
Pre/Post Lift
+50% 
Call a local dealer to ask about inventory or pricing
Visit a local dealer in person for a quote or a test drive
Visit a sales event at a local dealer
+29%
+17%
Search for local offers
+11%
Visit a local dealer’s website
+10%
Base: Tier 1+Tier 2+Tier 3 N=350.  Significant PRE/POST lift at 90% confidence interval
PRE3/POST3 (Top Box). Based on the automotive resource site web pages, how likely are you to do
each of the following in the future when shopping for a [MAKE/MODEL]?
DEALERSHIP
TIER 1 + TIER 2 + TIER 3
Extremely likely to…
23
OEM
All three tiers work together to inspire the most interaction with local dealers
Creating Value for Dealers: Recap
•Tier 3 ads communicate dealer selection & value, and encourage
recommendation. Tier 3 especially compliments Tier 1, with all three
tiers maximize quality, performance, and availability perceptions
•Tier 3 enhances Tier 1 and Tier 2 ads, but the Multi Tier ad experience
increases dealership visitation intent 3x more than Endemic ads
•Beyond visiting a dealership, Tier 3 activates all types of dealer
interaction, while the Multi Tier experience inspires the most
interaction with local dealers
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25
Optimizing the Autotrader Advertising Experience
What messaging produces the most effective SRP?
Incentive messaging is more impactful than regular messaging in driving
vehicle purchase consideration
Impact of Messaging on Likelihood to Consider
Regular
26
Purchase
Incentive
+32%
%
Endemic
T1
%
T2
T1
T2
%
T3
T3
Base: Total N=2103
Discrete Choice Model: Optimized Comparisons of the Monadic Placements (SRP). DCM1: Which of the
two web pages makes you most likely to consider [MAKE/MODEL] for your next vehicle purchase or lease?
Incentive messaging is also more likely to spur dealership visitation
Impact of Messaging on Likelihood to Visit
Dealer
Regular
27
Incentive
+21%
%
%
Endemic
T1
T2
T1
T2
%
T3
T3
Base: Total N=2103
Discrete Choice Model: Optimized Comparisons of the Monadic Placements (SRP). DCM2: And now we’d like
to know, which of the two web pages makes you most likely to visit your local [VEHICLE BRAND] dealer?
Incentive messaging is most influential when communicating sales events
or cash back offers, especially in driving vehicle purchase consideration
Incentive Messaging
Lift Over Regular Messaging
Likelihood to Consider Purchase
Likelihood to Visit Dealer
+30%
+20%
+13%
+6%
Limited
Time
(T1)
+11%
+8%
Sales Event
& Cash Back
(T2)
Cash
Back
(T3)
Limited
Time
(T1)
Sales Event
& Cash Back
(T2)
Cash
Back
(T3)
DCM1: Which of the two web pages makes you most likely to consider [MAKE/MODEL] for your next
vehicle purchase or lease?. DCM2: And now we’d like to know, which of the two web pages makes you
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Optimizing Recap
•Incentive messaging works 20-30% better than regular messaging in
fueling vehicle purchase consideration and intent to visit a dealer
•The most motivating incentive messages feature sales events and
specific cash back offers
29
30
Summary
Multi Tier Autotrader Advertising Experience: Summary
Tiers are stronger together.
A Multi Tier advertising buy generates the most impact on key outcomes and
perceptions for both OEMs and dealers.
Each tier benefits from a Multi Tier advertising experience.
An integrated ad experience is more impactful than any of the tiers on their own.
Incentivized messaging is more powerful than regular.
Incentivized messaging in the most important ad slots creates the highest impact on
vehicle consideration and dealership visitation.
31
Tier 1 advertising is instrumental for OEMs in communicating the vehicle
brand and perceptions, while also positively impacting dealers
Communicates brand Make & Model
Highlights key vehicle attributes
Newest models
available
Stylish
High
Performance
Good Value
Inspires action
Visit brand website
Recommend to others
Creates halo effect for dealers
PERCEPTIONS
ACTIONS
Broad selection available
High quality dealerships
Special offers/incentives available
Visit dealer website
Find local dealer/call about inventory or pricing
Visit a sales event
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Tier 2 advertising benefits from sales events and cash back messages.
Ads highlight the dealers while also reinforcing the OEM
Sales events & cash back deals are powerful
incentive messages
Highlights key dealer attributes
High quality dealerships
Special offers/incentives available
Available at my local dealership
Inspires action
Also
reinforces
OEM
Visit brand website
Stylish
High Performance
Fuel efficient
Good value
Recommend to others
Visit local dealer website
Find a local dealer
Call about inventory/pricing
Visit a sales event
Visit local dealer for quote/test drive
33
Tier 3 advertising drives awareness of the dealership, and encourages
interaction
Communicates dealership name
Highlights key dealer perceptions
Reinforces
vehicle features
Stylish
Good value
Fuel efficient
High performance
Inspires action
Recommend to others
Visit local dealer website
Find local dealer
Call about inventory/pricing
Visit sales event
Visit local dealer for quote/test drive
34

T1-T3 Research Study - OEM Solutions

Transcription

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