influencing the millennial car decision journey member only events/2018.4.3...ads on games console...

Influencing the Millennial Car Decision Journey

Beth Rockwood

VP Portfolio Ad Sales Research

A DETAILED AND ROBUST QUANTITATIVE METHODOLOGY

AN INDUSTRY-LEADING APPROACH TO CONSUMER DECISION JOURNEY [CDJ] RESEARCH

A ROBUST ONLINE SAMPLE AND IN-DEPTH QUESTIONNAIRE

JOURNEY DESIGN

6 CORE DECISION STAGES: A CYCLICAL JOURNEY

33%

15%

2014 2015 2016 2017

% OF CONSUMERS PROCEEDING SEQUENTIALLY THROUGH EACH

STAGE

68% skip directly to Explore/Choose

Source: Turner/Tapestry CDJ Auto 2017.

AWARENESS Hear about new makes, models or features for the first time

VISIBILITY See makes, models and relevant features up close

INSPIRATION Be inspired by car brands, new features or auto content

FAMILIARITY Be more familiar with makes, models, features or dealerships

BOND Feel a closer connection with a car brand or dealership

PERSONALIZATION Get information that’s focused on my individual needs

COMPARE Get help comparing or choosing between different makes or options

CONFIRM Get reassured that I’m making the right choice

LOCATE Know where I can find the car I’m interested in

BUY Know where and how to get the best deal

ENJOY Understand how to make the most of the car and its features

SHARE Share or discuss my thoughts and experiences with others

12 DISTINCT CONSUMER NEEDS

AWARENESS 1

VISIBILITY 2

INSPIRATION 2

FAMILIARITY 1 1

BOND

PERSONALIZATION 3 2 1

COMPARE 3 1 2 3

CONFIRM 3 3 2

LOCATE

BUY 1

ENJOY 1

SHARE 2

TOP 3 NEEDS – TOTAL ADULTS

Source: Turner/Tapestry CDJ Auto 2017. Base = 18+.

D EAL D RIVECH OOSEEXPLORESTARTOPEN

2

1

3

2

1

3

1

2

3

1

1

3

2

2

1

3

1

2

AWARENESS

VISIBILITY

INSPIRATION

FAMILIARITY

BOND

PERSONALIZATION

COMPARE

CONFIRM

LOCATE

BUY

ENJOY

SHARE 2

TOP 3 NEEDS – P18-34

D EAL D RIVECH OOSEEXPLORESTARTOPEN

2

1

3

2

1

2

3

3

1

2

2

1

3

3

2

13

1

Source: Turner/Tapestry CDJ Auto 2017. Base = 18+.

AWARENESS

VISIBILITY

INSPIRATION

FAMILIARITY

BOND

PERSONALIZATION

COMPARE

CONFIRM

LOCATE

BUY

ENJOY

SHARE

MILLENNIAL MALES WANT VISIBILITY, PERSONALIZATION, LOCATION AND SHARING EARLIER IN THE JOURNEY THAN MILLENNIAL FEMALES

MOST IMPORTANT STAGE

START

OPEN

START

START

EXPLORE

CH OOSE

CH OOSE

START

CH OOSESTART

START

D EAL

START

OPEN

START

START

EX PLORE

EX PLORE

CH OOSE

START

OPEN

START EXPLORE

D EAL

START

START

D EAL

Source: Turner/Tapestry CDJ Auto 2017. Base = 18-34.

D RIVE

34%

33%

33%

32%

32%

19%

20%

20%

21%

21%

Mobile internet ads

Television ads

Car ads in IM feeds (e.g., Whatsapp)

Emails from car brands - subscribed

Ads for local dealerships

FEMALES 18-34

32%

32%

32%

31%

31%

28%

28%

28%

29%

29%

Outdoor posters

Outdoor video ads

Celebrity recommendation

Television ads

Mobile internet ads

MALES 18-34

Met Unmet

AWARE – MILLENNIAL MALES VS. FEMALES

53%60%

33% 32%

F18-34 M18-34

Importance Well-Met

TOP 5 CHANNELS THAT MEET NEED:

IMPORTANCE OF NEED DURING PEAK STAGE VS. % MET BY CURRENT MEDIA

“Hear about new makes, models or features for the first time”

Source: Turner/Tapestry CDJ Auto 2017. Base = 18-34. Unmet = Importance - % Met by Media Channel.

43%

64%

24%33%

F18-34 M18-34

Importance Well-met

28%

25%

24%

23%

22%

15%

18%

19%

20%

21%

Car features on online portals

Ads on games console

Auto manufacturer's website

Auto model in video game

Ads on general interest websites

FEMALES 18-34

38%

30%

30%

28%

27%

26%

34%

34%

36%

37%

Personal auto recommendation

Ads on general interest websites

Car ads around calling apps (e.g., Skype)

Direct mail from car brands

Professional auto recommendation

MALES 18-34

Met Unmet



VISIBLE – MILLENNIAL MALES VS. FEMALES“See makes, models and relevant features up close”

Source: Turner/Tapestry CDJ Auto 2017. Base = 18-34. Unmet = Importance - % Met by Media Channel.

49%

38%32% 32%

F18-34 M18-34

Importance Well-met

38%

35%

34%

27%

27%

11%

14%

15%

22%

22%

Visit dealership

Auto manufacturer's website

Test drive


Customer service phone call

FEMALES 18-34

35%

33%

31%

31%

31%

3%

5%

7%

7%

7%

Direct mail from car brands

Visit dealership

Auto expert review - print

Ads for local dealership

Test drive

MALES 18-34

Met Unmet

Source: Turner/Tapestry CDJ Auto 2017. Base = 18-34. Unmet = Importance - Media Channel % Met.



BOND – MILLENNIAL MALES VS. FEMALES“Feel a closer connection with a car brand or dealership”

36%

53%

20%

29%

F18-34 M18-34

Importance Well-met

22%

21%

20%

19%

18%

14%

15%

16%

17%

18%

Consumer opinions - social media


Ads next to online search results


Auto social media page

FEMALES 18-34

29%

23%

23%

22%

22%

24%

30%

30%

31%

31%

Consumer opinions - social media

Brochures from car brands - digital

Online car conversations with friends


Online professional auto reviews

MALES 18-34

Met Unmet

Source: Turner/Tapestry CDJ Auto 2017. Base = 18-34. Unmet = Importance - Media Channel % Met.



SHARE – MILLENNIAL MALES VS. FEMALES“Share or discuss my thoughts and experiences with others”

50%

36%

48%

40%

57%

37%

32% 41%

38%

64%

CONFIDENCE IN DECISIONS

M18-34 F18-34 Total Adults

4.03.5

8.4

7.2

3.2

1.8

6.3

5.1

Open Start Explore Choose

# OF BRANDS CONSIDERED

M18-34 F18-34

Source: Turner/Tapestry CDJ Auto 2017. Base = 18-34.

MILLENNIALS CONSIDER MULTIPLE AUTO BRANDS, BUT LACK CONFIDENCE IN THEIR DECISIONS, PARTICULARLY DURING EXPLORE AND CHOOSE

D E A L D R IV ECH OOS EE XPLOR ES T A R T CH OOS EE XPLOR ES T A R TOPE N

PURCHASE PLANNING(LUXURY IMPORT AUTO BRAND)

I 'd a lready made my choice and I went to buy a specific car from the brand dealer

I a l ready knew I wanted this brand and a specific model

I a l ready knew I wanted this brand but I wasn't

fi rmly set on a specific model

I was still deciding between a brand and one or two other makes of car

I was considering a long list of makes and didn't know what I was going to

buy

I didn't really know what brand or car I wanted and I went to get information and

advice

18%

16%

16%

7%

20%

23%

KEEP CORE BASE43%

CAPTURE CONSIDERERS57%

Source: CDJ Auto 2017. Base: Luxury Import Auto Brand Owners A18-34.

NON-BUYER GAP ANALYSIS

52%

36%

28%

22%

20%

18%

18%

11%

8%

5%

4%

4%

84%

56%

13%

34%

9%

6%

4%

3%

5%

5%

5%

4%

Enjoy

Bond

Aware

Personalize

Locate

Inspire

Familiar

Deal

Visible

Confirm

Share

Compare

LUXURY IMPORT AUTO

Total 18-34

32%

31%

27%

24%

22%

17%

15%

10%

9%

5%

5%

0%

54%

42%

43%

26%

30%

17%

35%

3%

19%

9%

9%

0%

Aware

Deal

Locate

Familiar

Confirm

Bond

Personalize

Inspire

Enjoy

Compare

Visible

Share

STANDARD DOMESTIC AUTO

WHAT WOULD HAVE MADE YOU MORE LIKELY TO HAVE CHOSEN THIS BRAND THAT YOU DID NOT BUY?

Source: Turner/Tapestry CDJ Auto 2017. Base = Considered purchasing brand, but did not buy.

Source: CDJ Auto 2017. Base: Luxury Import Auto Brand Owners/Considerers A18-34.

UNDERSTANDING NEEDS AND TRIGGERS TO INFORM COMMUNICATIONS STRATEGY (LUXURY IMPORT AUTO BRAND)

Index vs . 18+

372

317

280

271

249

Index vs . 18+

360

320

275

127

1077%

6%

11%

16%

21%

Make me stand out from the crowd

Keep kids occupied (video etc.)

Make a statement about my personality

Incorporate technology that allows me to be productive

Give me a fun drive

CATEGORY NEEDS

25%

30%

19%

20%

24%

Had or expecting a child/children

Dealership recommendation

An article or an ad in a car magazine in print

A promotion or special offer on a manufacturer site or car app

Expert advice or recommendation

PURCHASE TRIGGERS

IMPLICATIONS

Utilize ad tech to target auto intenders by CDJ Stage/Segment on linear TV and digital

Messaging should be optimized to address the unmet communications needs of consumers and ease anxiety over making purchase decisions

Social content/sharing platforms should be employed before and after purchase to empower brand advocacy/confirmation, particularly for male millennials

influencing the millennial car decision journey member only events/2018.4.3...ads on games console...

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