Vehicle Video and “Micro Moments”
A Google Study
It’s no secret that the bulk of the vehicle shopping process takes place online these days. 2014 Statistics from J.D Power say that the average shopper spends about 14 hours conducting research online before ever entering a dealership. In addition to that, a recent study
by Google emphasizes the importance of online “micro” moments (times when shoppers turn to digital devices for quick vehicle info) and the influence video has on shoppers during the time when they are deciding which vehicle is best and which out of those is right for them.
The “Which-Car-is-Best?” Moment
During this first stage of the research process, shoppers consult forums, friends, and review sites to figure out exactly which cars are best out of the multitude available to them. YouTube is a popular place to start and the Google study showed that an astonishing 69% of those who used it to research vehicles were influenced by what they saw.
Thanks to our white-hat SEO methods, LESA videos are present during this more general stage of the research process. Dealers signed up with our video program often find their videos on the front page of Google by using fairly broad search queries.
A LESA video on the front page of Google
The “Is-it-Right-for-Me?” Moment
In this stage of research, a shopper is realistically refining results. They are interested in fuel economy, seating, features, body-style, and other vehicle characteristics that will tell them if the car they’re looking at fits in with their lifestyle. Videos, unsurprisingly, rank very highly at this juncture. Three types of video in particular are shown to be valued above others:
A LESA Video combines two of these elements into one product. Vehicle features and options are described by real, human voiceover talent over a 360, interior/exterior video of an actual car on a dealer’s lot.