Oct 16 – 23: Seventeen’s Launch, & Where Most Car Shoppers do Research

1.  66% of Car Shoppers Use Online Video for Research

When it comes to buying a car, the phrase “impulse purchase” rarely comes to mind (except for maybe these guys). Rather, finding the right car can involve weeks, months, even years of careful research from an array of sources. And, when it comes to authentic, reliable reviews and ads, shoppers are turning to online video as a main source for information. This week, MediaPost covered a new study from Tremor Video, which should help auto brands better understand this buying process:

“Tremor said its takeaway from the survey is that loyalty to car brand is an outmoded idea—car manufacturers have to use to more relevant, emotional, engaging storylines– and that consumers use video at every phase of the process. That includes after the purchase itself.”

If you’re looking for a good place to start on YouTube for car reviews, you can’t do much worse than “The Driver’s Seat of YouTube,” user Saabkyle04

2.  Seventeen Mag Relaunching YouTube Channel

With help from MCN AwesomenessTV, Hearst is relaunching the current Seventeen Magazine YouTube channel sometime early next year. Variety tells us what to expect:

“Video content on the channel will revolve around health and beauty, music and celeb segments. AwesomenessTV plans to create a multichannel network for the brand, to let teen girls produce their own channels similar to the model formulated for the AwesomenessTV MCN. Eventually, Seventeen’s YouTube lineup will grow to encompass original scripted series…”

3.  Viral Video Ad Trends in the Food Industry

Viral Ad Network has released a report last week, including several case studies and other important stats and insights, on the key video trends in the food industry. ReelSEO took the opportunity to dive into some recent success stories for food brands on YouTube, coming to this vital conclusion:

“The creation of fun, informational and entertaining non-branded content and the success that has on YouTube sends a powerful message to brands that they need to bring something new to the table in terms of video marketing. Consumers do not respond well to being sold to or talked at but tap into their concerns or tickle their funny bone and you could be onto a winner.”

4.  YouTube Goes Mobile

One year ago, 25% of YouTube’s traffic came from mobile devices. In 2011, it was only 6%. This week, we learned that the number has jumped up to 40%. All Things Digital explains why content owners should take note of this trend:

“The problem, at least for some of YouTube’s content partners, is that there are a bunch of different ways to buy ads on a conventional YouTube Web page, but only one way to do it on a YouTube app — a skippable ‘TrueView’ ad that viewers can turn off. Net result: Fewer ad dollars per mobile view.”

Speaking of skippable ads, turns out they are three times more engaging than non-TrueView ads, according to Google ad chief Neal Mohan.

5.  Voting Begins for the YouTube Music Awards

In a somewhat fittingly low-tech video for such a major media shifting event, comedian Reggie Watts explained this week how fan voting will work for the first ever YouTube Music Awards (YTMAs). Mashable gives a run down of all the nominees and how the winners will be chosen:

“YouTube determined the nominees based on their video views, likes, comments and channel subscriptions since September 2012. Fittingly, YouTube created a nomination video for each nominee, and fans must share one on Facebook, Google+ or Twitter in order to cast a vote.”

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