DMI Video Overview
Presented August, 2014
Confidential & Proprietary
DMI & Video
Our Role in the Video Marketplace
5-10
MILLION
DMI makes 5 to 10 million
vehicle videos available to the
automotive retail marketplace
each month, domestically and
abroad.
250
MILLION
Celebrating “over 300
million videos
served”...we’re the largest
automotive video provider
in the world.
Clients such as GM CPO,
Ford Direct, Cars.com,
Edmunds.com and more.
We’re trusted to deliver the best video by the biggest names in the business.
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Discussion Preview
The Latest Video Solution from DMI…Video 5
Demos Best Viewed in Google Chrome.
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Why Video Marketing?
“If a picture’s worth 1,000 words, a video is worth
1.8 million words per 1 minute of video”
- Dr. James McQuivey, Forrester Research
Why Video
Why is Video So Popular All of a Sudden?
It’s become cheap, commoditized and
distributed, thanks largely to YouTube
Video is better than text and images (and is
replacing them)
De-complicates complex products such as
automobiles, real estate, etc.
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Why Video
of consumers report
that videos increase
their likelihood of
making a purchase on a
mobile device.1
of video researchers
plan to watch auto
videos for the next time
they shop for a car,
compared to 78% last
year.2
shoppers visited a store
online or in-person as a
direct result of watching a
video.3
1. Adobe Mobile Consumer Survey, 2012 2. Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September,
2013 3. ReelSEO, August 2012
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Why Video
Of all ad formats,
61% of vehicle
shoppers research with
online video.6
online video is #1 for
driving consideration among
shoppers.7
Internet video traffic will be
69% of all global consumer
Internet traffic in 2017.4
YouTube’s Vice President of
Global Content Robert Kyncl
said that video would soon be
90% of Internet traffic.5
of marketing professionals
worldwide cite video as the
type of content with the best
ROI.8
4. Cisco, 2013 5. Forbes, 2012 6,7. Milward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September, 2013 8.
eMarketer, 2013
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Why Video
A Major Growth Opportunity for Resellers
Online videos will account for $9.12 billion in dealer ad dollars in 2018 up from $1.14 billion last year, and $690 million the year before, according
to a Borrell forecast.9 IAB predicts 2018 to be over $12 billion.
9. Borrell Associates, July, 2013
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Why Video
“J.D. Power to Third-Party Automotive Websites: Video
Content is King”
“More than two-thirds
(68%) of vehicle
shoppers surveyed by
J.D. Power reporting
that video viewed on
third-party websites is
"important" in their
online shopping
process.” *
The Top 2 Video
Experience sites are
DMI video clients
* Automotive News, Jeff Youngs, March 27, 2014.. Citing J.D. Power 2014 Third-Party Automotive Website Evaluation Study,SM
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Why Video
•
Increases Sales Volume & Revenue
– Critical, low-funnel sales tool that helps close sales
•
Increased Engagement Rates
– 71% of DMI Videos are Played
– 84% Completion Rate
– 48% Increase in “View Time Per Vehicle”—the #1 predictor of propensity to buy
•
Lead Generation Lift
– 13-19% Lift
– Less than Half the Cost of a Traditional Lead
•
Syndication & Search Engine Optimization (SEO)
– Increased Site Traffic & Usability
– Greater listing distribution means more exposure and increased sales velocity
Why DMI Video?
Slick, fast, reliable, engaging, responsive, affordable
and smart…it’s “video advertising that learns”
Why Video
The Only Real-Time Solution in the Market
• No out-of date videos and slow turnarounds
• No clunky, static hardfiles (except where required for SEO)
• No high costs of production, editing, and re-deployment
Frank describes the
advantages of
Real-Time Video
Benefit: It’s affordable, easy, and always up-to-date regardless of the size of
client or inventory…set it & forget it.
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Why Video
The Only Dynamic Solution in the Market
“Relevance
Marketing”-This platform
knows the
consumer’s
shopping history,
device and
connection speed
and tailors the
video content onthe-fly.
Benefit: It’s more relevant to each user and more likely to sell the
vehicle…it’s video advertising that learns.
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Why Video
Video 5 is the Fastest Solution in the Market
DMI Video is Faster in all Respects…
- Faster and easier to deploy and update for clients
- Faster to download for car buyers on mobile
Benefit: Faster availability to help dealers turn inventory and more views
from buyers because fewer drop or “time-out”.
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More About Video 5
Frank Describes the Benefits of V5
Video 5 Overview
The Next Generation of Video
Video 5 Player
-
Customizable Layout
Custom Dealer-Level Branding, Messaging, Promotion Elements, Colors, etc.
Device Detection—expand player size, shape in any direction.
Can Interact with VDPs—pull page data into video, and expand into content
Vehicle Marketing
-
Enhanced CPO Overlays
Voiceover Syncs to Text
Enhanced Video Scripts
Enhanced Voice Talent
Video Player Framework
-
High-Definition
Fast download
Platform Customization
Additional Demo on a VDP
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Video 5 on Mobile
In a World Where Half of Your Traffic Comes from Mobile Devices, You
Need the Solution that Functions Best on Mobile
V5 Downloads instantly because it’s HTML…
- Better than HTML5 because it works on all
browsers
- Several times faster than any competitive
offering on mobile
- Lifts video engagement and completion
rates
- Reduces wait-time frustration, download
pauses, and consumer video exits
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Video 5 on Mobile
Mobile Video 5 Maximizes Screens on ALL Devices
• Custom-tailored to adapt and maximize any mobile-device screen—
horizontally or vertically.
• Doesn’t leave gaps on either side of the player…fills screen for maximum
viewability.
Vertical:
3-Screen
Demo
Rotated to
Landscape:
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Video 5 Benefit Summary
Features
Advantages
Benefits
HTML Based
Downloads instantly - faster than any
competitive offering
More views and completions - users
won't give up on downloading
Dynamic, Real-Time
Updates made to your listings
automatically change in the video player
Users see the most current and up-todate information, such as price
Customizable
The player can have your own look and
feel - meets your brands standards and
selling objectives
Maximizes impact and leads
Immersive
Can include other videos and links to
information, such as financing
Provides users the information they
really need/want
Device Detection
The system detects the device and can
instantly adjust the length, content, and
shape of the video accordingly
Users get a video experience tailored to
their connection and device
Behavior Detection
Instantly reacts to the user. Selects,
suppresses and arranges content based
on user shopping history
Learns with each view what a
customer’s shopping for to give them
personalized, relevant info
Integrates w/ Web Page – w/o
Blocking Page Content
Can extract data from a Web page
Video data is consistent with page
Premium Video Services Add-Ons
Add-On Premium Services
New-Vehicle Video
•
Provides Additional Data for New
Inventory
•
Includes Localized Incentives & Financing
Info that Drive Purchase
•
Shows Down-Funnel Consumers the
Exact Vehicle They Can Buy
•
May Be Eligible for OEM Co-Op Funding
Note: Best for dealers whose on-the-lot
processors capture new-vehicle inventory.
According to KBB Market Research…
“90 percent of vehicle shoppers would prefer to view actual photos of new vehicles
currently on the dealer's lot than view stock photography of a vehicle they are interested
in buying.”
Add-On Premium Services
“Similar Vehicles” Option
•
Keeps prospects on the lot if
they don’t find the exact vehicle
they want right away
•
Also great for upselling into
better trim packages.
•
Great for dealer and dealergroup websites.
When dealers use their On-The-Lot Processors to capture images of new inventory (as
well as used) this is a strong lead-retention tool.
Add-On Premium Services
vSEO & Syndication Services You’ve Come to Expect
• Syndication to Dealer YouTube Accounts
• Model-Level video that’s non-VIN-specific can be deployed into dealer
YouTube accounts to maximize traffic from general search criteria
• Unlimited Syndication to Dealer Sites & Major Portals
- AutoTrader.com, Cars.com, EveryCarListed, Vast, etc.
- TubeMogul = dozen additional video destination sites
• Additional SEO services
- Microsites add another location for SEO, provide alternative vehicle selections
and drive traffic back to your site
- Video Site Maps help search engines find and list video
• Foreign Language Integration
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Add-On Premium Services
Facebook Video Inventory - Socialink
•
Automatically Keep Your Inventory &
Videos in Sync w/ Latest Inventory
Updates
•
Connect Your Inventory to Over 500
million* Users
•
Application Easily Installs on Dealer’s
Existing Facebook Page
•
Fully Integrated into your Dealer
Facebook page
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Monetization
Monetization
Video From DMI is a High-Margin Re-Sale Opportunity…
•
Mark-ups can range from 100% to 300% depending on volume.
•
Even with high margins, you stay price competitive at retail.
•
Real-time technology allows DMI to keep wholesale pricing lower than
competition.
•
DMI provides the opportunity to pilot and test…to grow with you to
validate your success.
…Or, It’s a Low-Cost, High-Value Marketing Tool for Your Dealer Base
Q&A
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