Whether the purchase is large or small, online video plays a role for buyers. Online video ad agency Tremor Video just released study results that demonstrate how important online video has become. Two-thirds of auto shoppers — 66 percent — say that online video is important when they’re researching a purchase. What’s more, 58 percent start their research on the manufacturer’s site, and over half spend between 3 and 6 months on their research.
Tremor’s study found that 46 percent of car shoppers said video ads were important to their product discovery phase: 45 percent said they were as important at TV commercials, while 46 percent said they were as important as visiting a dealership. Finally, video ads ranked second, after visiting the dealership, for helping buyers form an opinion and make a final choice.
Shoppers use online video in every stage of a buying decision, notes Tremor, even post-purchase. That’s why it’s important for manufacturers to provide online video that addresses each step.
Tremor also asserts that customers are no longer brand-loyal for their whole lives, as they were in previous generations. “Marketers need to produce more relevant, quality content with emotional storylines to gain consumers’ attention and keep them engaged,” Tremor says.
Tremor presented its full research study at the J.D. Power 2013 Automotive Marketing Roundtable in Las Vegas, Nevada.
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