Volvo's campaign resulted in a double-digit increase in product awareness and ad recall and more than doubled the number of searches for “XC60” across Google Search and YouTube.

Volvo Campaign Data, July 2017–Sept 2017.

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3 ways YouTube is steering the car buyer’s path to purchase

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Related Data

Watch time of “test drive” videos on YouTube has grown by more than 65% in the past two years.
Google Data
92%

of car buyers research online before they buy.
Google/Kantar TNS
64%

of shoppers who watch online videos to inform their purchase say new formats like 360° video would convince them to buy a car without a test drive.
Google/Kantar TNS

Branded auto videos on YouTube grew from a 4% monthly share of views to 7% YOY.
Pixability/Google
73%

of brand-owned videos are under one minute long.
Pixability/Google
64%

of creator videos are over 10 minutes long.
Pixability/Google