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VueMetrics Breakdown: Automotive

VueMetrics / July 27, 2023

From prospective buyers, to enthusiast, to restorers, millions of people turn to YouTube for automotive videos. In fact, 1 in 3 US adults watched auto content on YouTube at least once a month. These videos include, new car walk arounds, auto show tours, race videos, repair instructions, service center reviews, test drives, and much more.

And to dive into that data a bit further, watch time for ”test drive” videos on YouTube has grown more than 65% in the last 2 years. And according to Google, 14x more review videos feature test drives on YouTube than any other type of auto review video.

And its not just prospective car buyers who are looking for auto videos, but it can always be current vehicle owners looking for help maintaining their cars. It is no secret that YouTube can be a great resources for learning how to change headlights and more on your particular make and model. But it can always help inform what service center you will take your vehicle to. A recent Google study found that 65% of people who took their vehicle in for service, first heard about the service center through video.

The Automotive category on YouTube is a reliably high view category and offers a lot of opportunity for brands that are looking to contextually target auto enthusiasts, buyers, and more. Contextual targeting relies on intent-based marketing, meaning that consumers are targeting based on why they would be looking at that webpage or video. It shows user area of interest, increasing the chance of receiving a response.

Consumers who were targeted at the contextual level were 83% more likely to recommend the product or service in the ad, than those targeted at the audience or channel level. This is because reaching consumers in the right mindset in the right moment makes ads resonate more, and therefore raises purchase intent more then an irrelevant ad.

Our technology has identified thousands of auto videos on YouTube that are monetizable, brand suitable, and VuePlanner recommended. Get in touch with our team today to learn how targeting YouTube categories like Auto could be the ideal fit for your ads.