|
UnityWorks! Video Reports serve two important functions – They demonstrate the results of the UnityWorks! services, but more importantly, they provide actionable information to improve and optimize video-enabled merchandising.
UnityWorks! Video Reports are available twice a month to help dealers track the program’s performance and to provide the information required to make improvements for optimal results. At a minimum we recommend at least four steps in the report review:
- Video Results Mix
The pie-chart in the upper right corner provides an at-a-glance comparison of the relative performance of your website, third party sites, and YouTube. Look for an even mix. If one element isn’t performing as well, look for opportunities to improve results on that specific site (e.g. if the dealer website is under-performing, make sure video links are clearly visible).
- Plays per Video
Divide the number of plays by the number of videos to get the average plays per video (PPV). As a guideline, we strive for 4-7 PPV for domestic retailers and 8-13 for import retailers. Certainly the size of market and relative competition impact the expected number of plays.
- Review Pre-owned Vehicles Section
The pre-owned Vehicles section of the report includes the videos and views from the dealer website and from third party sites. Making note of which vehicles (make, model, and year) have the most views, which vehicles sold, and the number of “days linked” for the sold vehicles will give you insight into a vehicle’s marketability and the program’s effectiveness. A good target for inventory turns is 45-60 days.
- Review YouTube Section
Note the differences in the type of vehicle popular on YouTube compared to the Pre-owned Vehicles section. Often we find that YouTube does a good job of merchandising the off-brand cars that aren’t searched as often on the dealer website. We also find that the average inventory turns (days linked) is shorter for the YouTube video vehicles.
A well balanced video merchandising program results in increased stickiness for your website, more click-throughs from third-party sites, and better search engine optimization (SEO) thanks to YouTube videos. The FastAds Video Reports help to track these results, and identify areas that can be improved, assuring the greatest value from your video merchandising.
|