Online Video Drives New Car Purchases

recently published an interview with Bonita Stewart, Director of U.S. Sales, Google where she elaborated on recent research undertaken by Google and Polk (leading online auto info player) which highlighted the importance of online video in car purchasing decisions.

Key findings included comment that 83 per cent of new-vehicle buyers visited video-focused websites prior to purchase. Unsuprisingly nearly every buyer today uses a manufacturer’s or a third-party site during the purchasing process, however 55 per cent of new-car buyers actually switched brands after doing research online. Read the full interview .

Here in New Zealand many of the car manufacturer sites are now including upfront video and using video within their online advertising creatives, which is encouraging. From our small business perspective we have created a number of online video solutions for car dealers to drive conversions and new buyers and purchasing. See IndyCars and MotoGB videos  Another good example of car video (used, new and news) can be seen on Auto Trader where many  ‘cars for sale videos and dealer videos’ can be seen.