Auto Dealer Monthly Magazine is the daily operations publication serving the retail automotive industry. This automotive publication serves dealer principals, officers and general managers with the latest best practices.
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By Stephanie Forshee S OCI A L ME DI A YOUTUBE SENSATION: Google Auto Talks Video The YouTube page for Rosenthal Automotive in Reston, Va., has attracted a regular following of nearly 50,000 subscribers. The dealership's staff constantly uploads new videos of test drives, reviews and more. Auto Dealer Monthly goes one-on-one with Lindsay Schultz, head of industry for automotive at Google, the parent company of YouTube. It may be somewhat far-fetched to think a c dealer will be the next Justin Biebercar ca l cal caliber YouTube sensation, but there's no rea rea reason dealerships can't extend their reach by by creating content that is worthy of going v ir vir viral — or at least capturing some of the eyes wa wa watching more than six billion hours' worth of YouTube videos every month. Google's Lindsay Schultz, head of industry for automotive, shares her take on what she's seeing across the automotive vertical space on the Google-owned YouTube — what type of content dealers should post, where to promote and how to measure their return on investment. ADM: What do you recommend in terms of content for a dealer who's using YouTube for the frst time? Schultz: Many dealers already have existing TV commercials, so a great place to start is to upload your existing video content onto your YouTube channel. Tis will extend the reach of these TV ads. In research we conducted with Nielsen last year, we found that 25 percent of people who watch your ad on YouTube will not have seen it on TV in the U.S. ADM: How about for a more advanced YouTuber? Schultz: Tere's a lot of opportunity to create short videos specifcally for YouTube. Videos that showcase your new cars, customer testimonials, community involvement or tips-and-tricks videos on service opportunities can be incredibly successful [in terms of] 32 drawing an audience to your channel. For exre-targeted ads, how do you recommend ample, you could do a video about "Is it time dealers get their videos out there? to get your tires rotated? Here are a few tests Schultz: With more than 100 hours of vidyou can perform. If you don't pass the test, eo uploaded to YouTube every minute, it's not stop into the dealership today, reference this enough to just post your content to YouTube. video and get 10 percent of your service." You need to promote it to ensure that the right ADM: In February, on the YouTube Ads people see your videos at the right time. Leaderboard, four out of the Top 10 marketADM: How do you suggest that dealers ers were automotive brands. How can car measure their return on investment when it dealers take advantage of the fact that peocomes to YouTube campaigns? ple are attracted to this topic? Schultz: We've seen that YouTube can Schultz: It's clear that the YouTube combe incredibly impactful on driving sales for munity is interested in car-related dealers, as well as generating broader content, so it's a great place for dealawareness for brands. For example, ers to connect with consumers and we found that 30 percent of car buybuild on that interest. February in ers were prompted to start shopping particular was a big month for auto afer seeing an online video ad, and brands, because of all of the excite61 percent of auto purchasers visited ment around the Super Bowl coma dealership afer viewing an auto mercials. In-market vehicle shopvideo. pers watch a variety of content on When measuring success with YouTube; they go online to watch LINDSAY SCHULTZ video, rather than looking at clickvideo to be inspired, entertained and through conversions as we do with educated. Tat's why many, many automosearch ad campaigns, we recommend a difertive brands use YouTube, from the major car ent set of metrics to help you fully understand manufacturers to local dealers to service and the value of video. First, view rate or video repair shops. completion rate, which is the percentage of ADM: How does YouTube content imviewers who watch your video to complepact a dealer's Google search results? tion. Also look at view-through conversion, Schultz: Any videos they post on YouTube meaning the percentage of viewers who watch will also be discoverable in search, giving your video and then take another action such consumers another way to connect with their as visit your website. Ten see if you have an business. increase in brand searches, website visits and ADM: In addition to your TrueView and dealership visits. AUTO DE ALE R MONTHLY • SE P TEMBE R 2013