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Automobile brands and their approach towards Digital video in India

p.

Automobile brands

and their approach towards Digital video in India

INDEX

Top automobile brands and their online video presence – 2

Most active Brands – 3

Most engaging content – 4

How they approach video advertising – 5

1

According to a recent report by Google, an average car shopper today makes just two dealership visits in the search for the perfect vehicle in the US. The case maybe a little different here in India (we’re the Aur Dikhao kind of people aren’t we?!) but online research has definitely changed the way we make our decisions even here.

Just a few years ago, the research before a car purchase used to involve constantly following popular auto magazines like Overdrive, talking to friends and getting their reviews and then zeroing in on a few brands and taking a test drive. Now there are so many avenues to do the research online! There are forums like Team-BHP and auto review channels on YouTube that can give more insights to a prospective buyer. The advent of companies like Cardekho, Cartrade and Cars24 is another major reason why the Indian consumer is turning towards the internet before making the all-important purchase.

But there is another interesting factor that is playing a vital role in this shift in the buying mindset of Indians – online video advertising. The subtle building of brand identity through video marketing and advertising on the internet has become really important for automakers in recent years.

[* 69% *]of people who used YouTube while buying a car were influenced by it

- More than TV, newspapers, or magazines.

Millennials form a substantial portion of the car buying population of the country and they’re the demographic which spends most of its time online for entertainment and information. So it is quite natural that auto makers have shifted their focus to online more than ever before.

In this report, we’re going to give you a detailed overview about the approach of automobile brands towards online video in India.

Note: Covering the whole research material in a single blog might be difficult and boring to read at the same time. So, we’re only including the highlights of the report in this article. The complete *data and statistical analysis can be downloaded here for free. *

2

Top Automobile Brands and their online video presence

We are covering the performance of 19 automobile brands in this report in various platforms that support video in one form or another. However, do note that most of these brands are majorly active just on YouTube and Facebook than all the other platforms like Vine, Instagram and Twitter.

Out of the 19 brands, 13 are car manufacturers while the rest fall under the motorbike segment.

Overall video views:

Car Manufacturing Brands 80

70

60

50

40

30

20

10

0

a

ndia

ndia

ocorp

ndia ndia ndia ndia ndia

ndia

ndia ndia

olet I

o mot

Ford India

Audi I

Hyundai I

enault I

BMW I

agen I M

tsun I

ahindr

R

Chevr

Honda I

Da

The her

Toyota I

Volksw

Mercedes I

Motorbike Manufacturing Brands 80000

70000

60000

50000

40000

30000

20000

10000

0

Honda two wheelers India

Yamaha India

The hero motocorp

Suzuki India

TVS

Bajaj

3

Most active Brands:

This analysis is based on the total number of videos that the brands have uploaded on these platforms. Here are a few observations:

• Mercedes India leads the pack in terms of the number of videos. However, it sits almost at the bottom if you rank the brands based on the number of views or engagement.

• Audi and Hyundai have been actively using video in their marketing strategy from quite some time. And they have been the most consistent brands in uploading videos over a period of time.

• Datsun is the most recent entrant in the race. It launched its YouTube channel and its Facebook page for India just 3 years ago in 2013.

• Hero Motocorp and Bajaj are the top 2 most active motorbike manufacturing brands.

Car Manufacturing Brands 800

700

600

500

400

300

200

100

0

a

ndia ndia ndia

ndia

orp

ndia

ndia

ndia

ndia

ndia

ndia

oc

Audi I olet I

BMW I

agen I Ford I

tsun I Mahindr

Toyota I

o mot

Renault I

Honda I Da

Mercedes I

Chevr

Volksw

The her

Motorbike Manufacturing Brands Bajaj

30.98

TVS 4.85

Suzuki India 2.92

Yamaha India

1.36

The hero motocorp

35.83

Honda two

wheelers India 1.18

0

5

10

15

20

25

30

35

40

4

Most Engaging Content:

We’ve based this on 3 major metrics – Average views, likes and shares clocked by the videos.

Hero motocorp is way ahead of other other brands in terms of audience engagement Besides Hero, Audi and Chevrolet also upload engaging video content.

Car Manufacturing Brands 15

13

12

9

6

5.24

4.14

3

1.79

1.72

1.65

1.36

1.04

0.857

0.714 0.664

0

0.334

0.03

a

orp

ndia

ndia

ndia

ndia

ndia

ndia

ndia

ndia

ndia

ndia

ndia

oc

olet I

tsun I

Audi I

Mahindr

agen I

Ford I BMW I

o mot

Honda I Da

Renault I

Toyota I

Chevr

Mercedes IHyundai I

Volksw

The her

Motorbike Manufacturing Brands Bajaj

TVS

Suzuki India

Yamaha India

TheHeroMoto

Corp

Honda two

wheelers India

0

5

10

15

20

25

30

35

40

A R R O W

We analyzed the t

I N F O

op 30 video ads b G R A

y all the autP H

omobil I C

e brands from India

5

and here are the results

E L E M E N T S

[*Total views: *]41.84 Million [*Average views per advertisement: *]1.39 Million [*Audience sentiment : *] 84% Positive (Based on the number of likes, dislikes and sentiment in the comments) Mahindra

Bajaj

Chevrolet

Top 5 advertisers

Maruti

Ford

Even though Hyundai only accounts for 7% of the overall advertisements, it generates one third of the overall ad viewership!

Bajaj and Mahindra have a very consistent advertising strategy and both of them account for almost same amount of total viewership.

80

70 68.98

60

50

40

40.53

35.83

30

30.98

20

19.1

18.92

17.57

15.47

12.53

10

11.16

8.8

8.9

9.41

10.5

4.85

2.92

0

1.36

1.18

a ndia ndia ndia ndia ndia ndia ndia ndia ndia ndia ndia orp

TVS

Bajaj

ndia

ndia

i India

otoC

Mahindr

BMW I

Audi I

Ford I olet I

tsun I

Honda Iyundai I

T

agen I oyota I Da

Suzuk

oM

H

Renault I

Yamaha I

Mercedes I

V

Chevr olksw

TheHer wo wheelers I

Honda t

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Automobile brands and their approach towards Digital video in India

In this Industrial Report, we are covering the performance of 19 automobile brands (Cars/Motorbike)in various platforms that support video in one form or another. Key Takeaways - Overall video views Most active Brands Most engaging content List of Top 5 advertisers

  • ISBN: 9781370988150
  • Author: Vidooly Blogs
  • Published: 2016-08-29 10:50:07
  • Words: 1119
Automobile brands and their approach towards Digital video in India Automobile brands and their approach towards Digital video in India