Videos Driving Consumers To Cars

2010 VW GTI

Consumers look at online videos to get a better picture of cars, read product reviews, learn more about safety ratings, get a feel for how vehicles drive, and discover technology and entertainment features. So says "The Role of Online Video for Automotive Shoppers and Buyers" survey, completed in the first quarter of 2009.

Spearheaded by Google, the study reveals 83% of new vehicle buyers visit video focused Web sites prior to purchasing a car. This means 31% viewed videos on brand, product or company sites; 24% on auto-specific Web sites, 11% on YouTube; 7%, Yahoo Video; 7%, news sites; 6%, MSN Video; 4%, MySpace; 3%, Facebook; 3%, AOL Video; and 3%, other.

And while brand sites are a major driver to ringing up sales, half of all "in-market" automotive shoppers visited YouTube. The site attracts 40% of people online in the United States. In February, approximately 70 million people visited the YouTube.

"Advanced marketers look at video as a platform to engage consumers to communicate sight, sound and motion," says Davang Shah, head of automotive marketing at Google. "Now we are seeing that evolve to consumer comments and consumer-generated media."

For example, 70% of auto Internet shoppers use consumer-generated content while shopping for a new vehicle, of which 63% of these consumers look for ratings and reviews, according to Google, citing the JD Power and Associates: New Study 2008.

Volvo recently ran a masthead ad on YouTube's home page to promote the XC60. The company embedded a live Twitter feed from the New York Auto Show. The ad received 38 million impressions. YouTube viewers who were exposed to the ad were 16 times more likely to view Volvo content on YouTube, 11 times more likely to visit the Volvo Web site, and 7 times more likely to conduct a Volvo branded query on a search engine.

Savvy marketers are tying traditional and paid search campaigns with videos. "Not only do consumers search for videos on Google, but also on YouTube, enforcing the correlation between what happens offline and online," Shah says.

Recommend (13) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.
3 comments about "Videos Driving Consumers To Cars ".
Check this box to receive email notification when other comments are posted.
  1. Steven Rousseau from Univision Communications Inc , May 22, 2009 at 8:24 a.m.

    Hi Laurie,

    Great article! I represent the most innovative and engaging automotive video site in existence,

    Steve Rousseau
    EVP Sales & Marketing

  2. Lehel Reeves from Automotive Networks Corporation , May 22, 2009 at 10:26 a.m.

    Good Morning Laurie, an excellent article, we would like to talk to you at some point if you have time.

    WheelsTV is the leading and premiere supplier of automotive test drive and vehicle profile video in the world. We have the largest library available, we cover every single make and model and with a current suite of three video products, Top 200, 1:00 on One and POV's Pre Owned Vehicles, we produce an average of 60 new videos per month, with over 1200 individual assets available for immediate delivery in any size, compression, format or protocol required. samples available at
    WheelsTV videos are available as branded and as white labeled versions, tailored to individual clients. WheelsTV videos are used by the worlds largest and the worlds leading, portals and web sites, WheelsTV offers a video soloution for every sized website with automotive content that is reaching in-market consumers.

    Lehel Reeves
    President, Partnerships and Business Development.
    Automotive Networks Corporation.
    289 Great Road
    Acton MA 01720
    Office 978 264 4333
    Cell 978 430 3305
    AIM lehelr

    Automotive Networks Corporation, dba WheelsTV, creates and distributes exclusive original content with a unique, Configurable Digital Video Template, for internet sites, 3G mobile and IPTV platforms and VOD. Patent-pending products including Top 200 Test Drives and 1:00 on One Vehicle Profiles, provide the optimal consumer experience to its distribution partners which include, Chrome Systems, JD Power & Associates, YAHOO, AOL, VEHIX, MSN, Cablevision, NADA Guides, Comcast, KIA, AutoTrader, AutoNation, Reynolds and Reynolds, Cobalt, Walmart, Babelgum, CarSoup, VUZE, AutoNet, Quebecor and up to 40,000 OEM franchise dealers.

  3. Eric Norstrom from MDG Advertising , May 22, 2009 at 12:13 p.m.

    I think I have to disagree with Steve - motorGURU has "the most innovative and engaging automotive video site in existence." Much more entertaining - and you get the benefit of a professional race car driver's experience. check it out!

More Top Stories