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78% of people have their phone with them all but 2 hours per day
MOBILE IS CREATING A 24/7 CONNECTION
Source: “Mobile Continues to Steal Share of US Adults' Daily Time Spent with Media” eMarketer April, 2014 Source: “Mobile Meets Millennials” Survey Sampling International, October, 2014
MOBILE IS CREATING A 24/7 CONNECTION
Source: “Mobile Continues to Steal Share of US Adults' Daily Time Spent with Media” eMarketer April, 2014 Source: “Mobile Meets Millennials” Survey Sampling International, October, 2014
87% of millennials always have their phone at their side, day and night
Source: eMarketer, US, Sep 2014. 1950 1960 2000 2010
Radio
Television Digital
Mobile
Time Spent by Type of Media
2016
Media Time
>5hrs Within
>7hrs People consume
Source: Millward Brown Digital 2014 AdReaction Multiscreen US Report
People are looking at other screens while watching TV
50% of people watching
live network TV access a second
screen
51% Of new-vehicle shoppers on the Internet use a mobile device to help them gather information before making a purchase
48% Of new-vehicle buyers shop on a mobile device while at the dealership, primarily to access:
1.71B on Facebook each month
1B on Whatsapp each month
1B on Messenger each month
500M on Instagram each month
Source: Facebook internal data, Q2 2016
of all time spent on mobile
>20% 1 in 5 Minutes of US consumers’
app time spent on Facebook and Instagram
Source: Nielsen Mobile Netview, June 2015.
626K weekday 1,148K Sunday
8,200,000 (A18-49) 8,600,000 (A25-54)
261,000 (3.5 rating) Households
Tri-State DMA
[VALUE]
[VALUE] [VALUE] [VALUE] [VALUE] [VALUE] [VALUE] [VALUE] Facebook Y! Autos AutoTrader AOL Autos Cars.com Edmunds MSN Autos KBB
Reach 11x audience size Quality Polk and DLX verified People Real identity targeting
Social Objectives
Likes, Shares & Engagement (Fan Acquisi9on & Rep Management) Reach & Awareness, Leads, Conversions,
Sales
Business Objectives
Reach the right PEOPLE
Facebook data
Gender Interests Location Lifestage Age
First-party data
Mobile App Website CRM
Custom Audiences
Third-party data Partner Categories
• Acxiom • Datalogix • MCA
• Experian • IXI • Quantium
• I live in Commerce Twp, MI • I’m 40 – 45 years • I’m married with children
• I work at Facebook • I went to Elon University • I love College Football
• I’m a Jeep Owner • I’m In-market • I love to travel
What you should be buying!
Basic Targeting … Demo, Geography, Purchase Intent (Polk)
Custom Audience … Your Database, Prospective/Loyalty
Website Retargeting … Showed Intent
Look-a-Like… Build a Audience That Looks Like Your Customers
Target 4 – Location + Dealer Events
• New York City
• Examples: • Tent Sales
• Community Events
• Etc…
23 Cars Sold
2212 Unique dealer site visits
Castle Automotive Group promoted their customer retention program with local awareness ads on Facebook, targeting prospects within a small radius around their dealerships and around the competition.
$0.98 Cost per click (CPC)
Driving new car sales from the service lane
$79 Advertising spend per
New car sold
48% Service coupon redemption rate
80% Savings over direct-mail
marketing
4 Used Car Trade Ins
Custom Audiences … Examples
• New Car Prospects … Age, Equity, etc…
• Used Car Prospect … Model, Miles, etc…
• Service … Oil Change, Tires, etc…
Make it Relevant
• Tie your messaging to…. • Monthly Offer • Events • Audience (i.e. Millennials) • Dealer Amenities
Business Objective
Social Objectives
Likes, Shares & Engagement (Fan Acquisi9on & Rep Management) Reach & Awareness, Leads, Conversions,
Sales
Business Objectives
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