IAB Event: Automotive Seminar

February 2013IAB Automotive Seminar
© 2013 IAB Australia Pty Ltd
Introduction

Who We Are
• The Interactive Advertising Bureau (IAB) Limited is the peak trade association for
online and mobile advertising in Australia.
• Our main objective is to increase the share of advertising and marketing dollars
that interactive media captures in the marketplace.
• Our membership consists of media owners, agencies and advertisers.
• We work with our members and the broader advertising and marketing industry to
assist marketers to identify how best to employ online as part of their marketing
strategy.
• We are one of over 40 IABs around the world.

What We Do
COUNCILS
REGULATORY
AFFAIRS
RESEARCH PUBLICATIONS AWARDS
EVENTS MOBILE WWW
EDUCATION
& TRAINING
ADVOCACY

Our Market - OnlineAdvertising Expenditure
PwC - IAB Online Advertising Expenditure Report – December 2012
$236
$388
$620
$1,001
$1,346
$1,710
$1,871
$2,331
$2,827
$3,343
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
Jan-03 Jan-04 Jan-05 Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-12
Millions
Total Market $ Expenditure by 12 months to 31st December 2012

Our Market Outlook
Source: PwC Outlook Australian Entertainment & Media 2012-2016

Auto - #1 Category for General DisplayAdvertising
11.0%
3.6%
3.1%
4.1%
4.7%
5.6%
6.1%
9.3%
6.4%
8.1%
8.2%
14.1%
15.9%
11.9%
2.5%
3.4%
3.5%
4.6%
5.3%
6.9%
7.1%
7.1%
8.3%
8.4%
12.5%
18.7%
Other
Insurance
Media
Government
Health, Beauty, Pharmaceuticals
Travel/Accommodation
Retail
Computers & Communications
FMCG
Entertainment & Leisure
Real Estate
Finance
Motor Vehicles
2012 2011
Advertising Expenditure By Industry - General Digital Display

Growth of Video
$14.5
$18.4 $18.5 $17.8 $18.8
$22.9
$20.7
$28.5
March Qtr
2011
June Qtr 2011 Sept Qtr 2011 Dec Qtr 2011 March Qtr
2012
June Qtr 2012 Sept Qtr 2012 Dec Qtr 2012
Video Advertising Revenue by Quarter to 31st Dec 2012

Embracing Video & Rich Media
http://www.adweek.com/news/technology/lexus-nabs-
100k-video-views-facebook-10-minutes-146726
http://www.iabaustralia.com.au/-
/media/IAB/Resources/CS%20Case%20Study/Round%206-4.ashx
http://vimeo.com/34998170

Multi-Screen
• The IAB and Pollinate have partnered to conduct a major
consumer research study measuring and evaluating the day to
day behaviour of Australian consumers across devices - TV, PC,
laptop, tablet & smart phone.
• Findings reveal:
• 52% of people are using two devices simultaneously at least
once a day
• 48% of smart phone owners check their phone immediately
after waking and last thing before going to bed
• Join us on 6 March to find out more!

Multi-Screen
http://www.youtube.com/user/mercedesbenzuk/youdrive
Mercedes-Benz Multi Screen Ad Experiment – UK
In Oct 2012, Mercedes-Benz tapped into the tweeting trend by allowing people to
decide the storyline of its ads for the new A-Class car. At the end of the first 60-second
TV spot, which launched during a break in The X Factor, it invited viewers to choose
what happened next via Twitter using the hashtag #youdrive. The selected ending was
then added to the first ad and aired the next day during the same programme.

Mobile
$4.3
$5.6
$7.5
$9.5
$13.0
$17.6
$21.9
$33.8
March Qtr 2011June Qtr 2011Sept Qtr 2011 Dec Qtr 2011March Qtr 2012June Qtr 2012Sept Qtr 2012 Dec Qtr 2012
Mobile Advertising Revenue by Quarter to 31 Dec 2012

Automotive sector starting to embrace mobile
http://www.mediapost.com/publications/article/193384/mobile-ads-
trump-tv-to-promote-terrain-suv.html#axzz2Kq09hGeY
http://econsultancy.com/au/blog/61962-how-nissan-used-a-mobile-
game-to-launch-the-new-juke-
nismo?utm_medium=email&utm_source=daily_pulse

Car brands – the new media owners?
http://www.emarketer.com/Article/In-Vehicle-Connectivity-Takes-
Front-Seat-Among-Automakers/1009665

How we can help

Creativity – Our Awards
IAB Australia Awards
• The online advertising industry's pre-eminent annual
awards for creativity and effectiveness in Australia
• 14 categories
• Awards Ceremony for over 600 people on 11 July
• Entries open on 5 March
IAB Creative Showcase
• A bi-monthly competition celebrating cutting-edge
creativity and innovation
• Winners announced at bi-monthly luncheons, next
luncheon 9 April
• creativeshowcase.net.au

Education - IAB Training Courses
• Highly practical, objective, short & intensive courses held in small group
environment. All courses feature the latest IAB research, standards, guidelines &
best practices and local case studies.
• Delivered in partnership with The Knowledge Engineers, the leading global digital
training provider.
• 2013 Courses:
• Digital Fundamentals (2 days) – Feb & July
• Mobile Fundamentals (1 day) – Apr & Aug
• Display Advertising & Video (1 day) – Mar & Aug
• Measurement & Evaluation (1 day) – Jun & Nov
• Integrated Strategy (1 day) – Jun & Oct
• Digital Media Sales (2 days) – May & Sep
Booking open now at: www.iabaustralia.com.au/training

Honorary Membership
• The IAB offers a free Honorary Membership program for advertisers
• Membership is company wide
• It gives you access to:
• our online resources, including case studies, research pieces etc
• discounted or free tickets to our events
• discounted rates for training courses and much more
• All we need is the contact details of 3 employees
• We will set everything up for you in 24h
• To join – please talk to Caroline

Summary & Key Dates
1. Multi-Screen
o IAB Multi-Screen Briefing – 6 March
o IAB Training: Integrated Strategy – 19 June
2. Mobile
o IAB Research – End of March
o IAB Training: Mobile Fundamentals – 17 April
o IAB Event: Mobile – 19 March
3. Creativity
o IAB Awards – entries open 5 March, Ceremony 11 July
o Creative Showcase – 9 April
o IAB Training: Display Advertising & Rich Media – 14 March
o Subscribe to the IABrief, our montly newsletter to stay up-to-date!

How to connect with an
increasingly advertising averse,
hyper informed and
technologically connected
consumer through innovation
HelenLuong,MarketingCommunicationsManager,Audi&
GualBarwell,SeniorCreativeStrategist,Holler

© Copyright 2012 Holler Sydney. All Rights Reserved
IAB – Automotive Seminar
February 26th 2013

agenda
1. Introduction
2. Consumer snapshot
3. What are the challenges
i. Increasing competition
ii. Compressing innovation cycle
iii.Hyper informed consumer
4. Innovation driving effectiveness
i. Value creation through brand
ii. Contextualising innovation
iii.Beyond the purchase
5. Things to take away
6. Thanks

1. Introduction

hi,we’rehŏl'ər
We’re a digital creative agency.
Holler was set up with a simple ethos: work
hard, be honest and keep it creative.
We focus on developing content that people
actively seek out and want to view - not
advertising which people traditionally look to
avoid.
We create advocates, not ads.

hi,we’reAudi
Since 2004, the Audi brand has more than
tripled its sales and continues to launch
exciting and sophisticated new models each
year to a receptive Australian public.
We have three brand values:
Sophisticated
Sporty
Progressive
Vorsprung durch Technik is our brand ethos and
what drives us.

2. Consumer snapshot

technologyisdisruptingpeoplesbehaviour
Is dramatically changing behaviour and its adoption and integration into our lifestyles is happening at a velocity that
is hard to anticipate. Nevertheless, it has provided us with unique ways of connecting with consumers whilst
simultaneously providing consumers with tools to avoid our messages.

makingithardertogetmessagestocutthrough
With more media, accessible through more devices we are having to deal with an increasingly distracted
consumer. Couple this with the multitude of touch points consumers have to both entertain and inform themselves.
This has forced brands to be more inventive, empathetic and innovative with the way they connect.

in-turnforcinguscompetewiththeALLcontent
We need to better understand the role that technology and media play in peoples lives. Developing holistic communications
strategies against these insights. Strategies that include reach, depth and relationship touch points. The standard of which
needs to compete with the broadcast messaging and brand communications vying for the same pool of attention.

3. What are the challenges?

increasinglycompetitive
Approx 63 automotive brands in Australia. Population of 22 million, of which 16mil are of driving age. Australians
bought 1.1 million new cars last year.

acceleratingrateofchangeandcompressinginnovationcycle
Things are changing at an increasingly rapid pace. The issue for car manufacturers is globalisation has eroded the
ability to capture wealth from standing on the innovation soap box. With incremental innovations flowing from the
premium and luxury end of the market to the commoditised end of the market increasingly quickly.

hyperinformedandincreasinglydemandingconsumer
1 in 5 automotive searches are done on a mobile device. Frequently we find, at the actual dealership where the
information is in the customer’s hands.

4: Innovation driving
effectiveness

increased competition

increased competition
solution:
value creation through
emotional connection and
social credibility

creatingsocialcredibility
Incentivising participation and amplification is key to driving credibility around your ATL and digital advertising.

multiscreenbehaviours
Harnessing existing digital behaviours to increase ROI for your communications. Ensuring cut through and dwell
time throughout your communications executions.

compressing innovation cycle

compressing innovation cycle
solution:
demonstrate innovation, with
innovation

AudiCity
Reinventing through technology the traditional dealership and retail touch-points. Bringing the Audi experience to
where people are – urbanised centres.

Mercedes–InvisibleCar
An innovative, inventive way of presenting a product development in a unique, creative way. The communication
cuts through due to its originality, the messaging is clear due to the strength and nature of the execution.

hyper informed consumer

hyper informed consumer
solution:
the vehicle is the product, the
relationship is a service

BMWiMobilityServices
Investing heavily in:
• Alternate revenue streams
• Complimentary businesses
• Overall transportation solutions
• Value add services for it’s customers
• Urban technology
• Urban infrastructure

Audi – my car tracker

5. Things to take away

Brands need to practice what they preach
Think beyond the car
Customers are your strongest asset – Listen, learn and adapt
The most valuable asset you have is the customer that
repurchases.
Urbanisation is inevitable, manufacturers need to be thinking
about the changing nature of automotive retail touch points
things to take away

6. Thanks

lets chat
Helen Luong
Marketing Communications Manager
Audi Australia
Helen.luong@audi.com.au
-----
Gual Barwell
Senior Creative Strategist
Office +61 2 9469 5901
Mobile +61 410 927 617
Suite 5, 30 Boronia Street
Redfern NSW 2016
gual.barwell@hollersydney.com.au

Data overload and how to
make measurement
meaningful
SamGranleese,Strategy& Insights Manager, MediaMotive

• Track progress = Is everything going to plan?
• Analyse = Why isn’t it going to plan?
Fix the problem.
• Gain insight = Give me a better understanding;
something I don’t already know.
• Plan for the future = Let’s do it better next time.
Let’s refine our strategy.
Why do we measure media and advertising?

Intermediaries increasing.. even more to measure
Source: Terence Kawaja LUMA Partners.

Focus on behaviour, not activity, being measured
a CTR of
0.50%
99.5%
not clicked

The tactics to optimise audience reach, are different to efficient cost-per-click
traffic, which are different to volume of test-drives.
Rarely, can all be achieved with single tactic. Most contradict each other.
Many actions require contradictory media tactics
≠ ≠

One behaviour that is natural in one channel may not be in another.
For example: ‘Consideration’
Brochure Download + New Car Listings Views + Uplift in Reviews
Data needs context of media partners

One behaviour that is natural in one channel may not be in another.
For example: ‘Trial’
OEM dealer locator + Carsales lead + Google dealer search
Data needs context of media partners

New car buyers average only 2 dealer enquiries.
Test drives are declining.. used for validation
Source: Carsales Internal 2013, average over 28 day range.

Awareness Consideration Trial / Lead
Sale /
Repurchase
Loyalty /
Advocacy
Simple Buying Journey Framework
1. Group measurement into buying journey stages above.
2. Prioritise (weight) these stages to form a summary score.
3. Focus benchmarking, and KPIs, around these grouped buying stages, rather than any
individual measurement – which will normalise the results and show trends clearly.

Sale /
Repurchase
Loyalty /
Advocacy
Reach initial 2,600,000
potential audience in
internet, radio and
TV.
Video view-throughs
with potential
audience
Reach of in-market
buyers on comparison
sites
EXAMPLES OF MEASUREMENT

Sale /
Repurchase
Loyalty /
Advocacy
internet, radio and
TV.
Video view-throughs
with potential
audience
Reach of in-market
sites
New visits to website
Increase in classified
listings searches, increase
dealer classifieds stock
50% increase in views of
editorial review content.
Brochure downloads
Increase in non-brand /
navigation clicks in
Google

Sale /
Repurchase
Loyalty /
Advocacy
internet, radio and
TV.
Video view-throughs
with potential
audience
Reach of in-market
sites
Brochure downloads
Google
Increase test drives by
X% on PCP.
Increase dealer new
leads from classifieds X%
Increase in Google dealer
search queries above
trend.

Sale /
Repurchase
Loyalty /
Advocacy
internet, radio and
TV.
Video view-throughs
with potential
audience
Reach of in-market
sites
Brochure downloads
Google
Sell ____ units in March-
April (VFACTS).
Research to show 50%
repurchase rate within
families who previously
owned brand.
X% on PCP.
Increase dealer new
trend.

Sale /
Repurchase
Loyalty /
Advocacy
internet, radio and
TV.
Video view-throughs
with potential
audience
Reach of in-market
sites
Brochure downloads
Google
Increase organic shares
of brand content in
Facebook
Increase volume of
social media discussion
by 300% with 90%
neutral/ positive
reactions
April (VFACTS).
owned brand.
X% on PCP.
Increase dealer new
trend.

Sale /
Repurchase
Loyalty /
Advocacy
internet, radio and
TV.
Video view-throughs
with potential
audience
Reach of in-market
sites
Brochure downloads
Google
Increase organic shares
of brand content in
Facebook
Increase volume of
social media discussion
by 300% with 90%
neutral/ positive
reactions
April (VFACTS).
owned brand.
X% on PCP.
Increase dealer new
trend.
+70% +30% SCORE / WEIGHTING

Examples of media
partner data
to help measure.

S
Case Study: Intent Attribution HOLDEN
Source:

Peugeot – correlation of brand consideration
Daily views of new 4008s on Carsales peaked with corresponding brand campaign in
Carsales.
Source: Carsales Internal,2012.
Daily views of new 4008 details pages

Holden – Attribution of consideration and trial
Model consideration attributed only to those exposed to advertising:
• Over 50% increase in new car lead share on PCP, from those reached
• New car search share also increased significantly on prior period, from those reached.
Source: Carsales Internal 2013, sale period only, filtered by State’s corresponding dates

Brand X
All CarSales Details Page Lead
Stock Search
Brand X
Reviews Details Page Lead
Stock Search
Brand impact of editorial on sales funnel
Source: Carsales Internal 2013, 28 day date range.
2%
204% 3.2%
22%
122% 3.8%

Dealer experience impact on brand and sales
Source:
Quantity / Quality of Photos
Average Response Times
Average Number of Cars with
Comments
Average Number of
Enquiries
Closing Ratios

• Track progress = Is everything going to plan?
• Analyse = Why isn’t it going to plan?
Fix the problem.
• Gain insight = Give me a better understanding;
something I don’t already know.
• Plan for the future = Let’s do it better next time.
Let’s refine our strategy.
Staying focused with measurement

Sale /
Repurchase
Loyalty /
Advocacy
1. Group measurement into buying journey stages above.
2. Prioritise (weight) these stages to form a summaryy score.
3. Focus benchmarking, and KPIs, around these grouped buying stages, rather than any
individual measurement – which will normalise the results and show trends clearly.

Feedback, questions, ideas? I’d love to chat.
Sam Granleese
Strategy & Insights Manager
03 9093 8624
sam.granleese@mediamotive.com.au
@granleese
samgranleese (Skype)
Thanks

Q & A

Thank you to our sponsor & hosts:

IAB Event: Automotive Seminar

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