Online Video Web sites: What’s New and What’s Next
Modertor: Kerri Wise, J.D. Power and Associates
Panelists: Mike Baker, Bob Baker Enterprises, Inc.; JP Colaco, Hulu; Jamie Byrne, YouTube/Google; John Lisko, Saatchi & Saatchi LA

• Overviews of Hulu and YouTube were presented (check out the video for the details).  Each of these sites can be considered the gold standard, providing great opportunities for marketers, but in automotive, marketers are still working to figure out how to use video well. 
• Dealers are often using 30 second television spots and putting them up on sites, linked to YouTube.  Some, more advanced dealers are using video search engine optimization (VSEO). 
• Dealer videos need to convey a sense of trust through a sincere message. 
• There are opportunities to allow consumers to choose their ad, for example let them choose an ad before watching a video on Hulu depending on which vehicle they are most interested in. 
• As consumers get more comfortable with video, it is possible it may displace banner ads in the automotive marketing space.
• It is important to change up the creative so it is not the same vehicle ad that consumers must view at each break. 
• The clickthrough is misleading, especially with layover ads because many consumers click just to get it to close. 
• The message and the context is critical – marketers need to adjust they way they communicate with consumers.
• In response to the question about where video will be two years from now, the panelists said:
• JP: It’ll be more taregeted/personalized with custom content through more hyper level targeting.
• Jamie: Content will be more fragmented, audiences will choose their platforms and advertising will need to be more interest-based.
• John: Banner ads will probably drop and video ads will be more robust.
• Mike: Ads on service and communicating a sincere message about why service is important will be available for those customers who opt in.

New Approaches to Reaching the Consumer
Modertor: Michael Yang, Comcast Ventures
Panelists: Jad Dunning, DriverSide.com; Hesky Kutscher, High Gear Media; Scott Painter, TrueCar.com; David Sturtz, RepairPal; Tom Taira, Honk.com

• Service is a great opportunity to reach out to consumers after purchase, especially because it is ongoing. 
• There are opportunities for conversions around innovations on cars by focusing on the research phase (the middle funnel).  This provides opportunities for parts-makers and accessories to reach in-market-repair customers. 
• There are opportunities to reach the consumer through referenceable third party indexes for price to help close the deal.  The dealer and the customer both know fair prices through sites like Kelley Blue Book.  Sites like TrueCar offer transaction information so the dealer can price the vehicle fairly upfront. 
• Providing opinions to help consumers make decisions is also a way to reach them.  Using facebook apps, myspace apps, etc. help stimulate conversations around cars. 
• Display ads may not be a good way to influence the consumer, but having OEs insert their brand into conversations on sites is an opportunity on sites that provide tools to consumers.