Abstract
After consistently leading the US in advertising spending, the automotive sector has dropped into the number two spot behind retail. Ad spending in the sector is going in reverse - except on the Internet. Auto marketers will spend nearly $3 billion online this year, up 21.6%.
The Automotive Marketing Online report analyzes the trends that are driving one of the largest advertising sectors onto the Internet, at full speed.
Auto advertisers are following their market. Research shows that eight out of 10 consumers now consult the Internet at least once during the car-buying process.
Nevertheless, though automakers and dealers see the Internet as cost effective, measurable and in some ways better than traditional media, the channel doesn' t get a free ride. Marketers are monitoring their online executions and technology as closely as they do older, established ad vehicles to ensure that all touch points work in sync.
Key questions “Automotive Marketing Online” report answers:
- Where are automotive manufacturers spending their advertising budgets?
- How will the economy affect car sales?
- Are dealerships lagging in adopting Web 2.0 tactics?
- How has consumer behavior online been influenced by social media?
- What can dealers do to boost conversion rates from online inquiries?
- Do consumers really want to buy cars online?
- And many others.....
eMarketer Reports - On Target and Up to Date
The Automotive Marketing Online report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
Table of Contents
Executive Summary
- Online Advertising Spending by the US Automotive Industry, 2007-2012 (billions and % change)
- Key Questions
Industry Snapshot
- Key eMarketer Numbers - Automotive Marketing Online
- Green: The New Black
Automotive Advertising
- Top 10 US Industries, Ranked by Total Advertising Spending*, 2003-2007 (billions)
Spending Shifts Online
- Total Advertising Spending by the US Automotive Industry, by Media, 2005-2007 (thousands)
- Online Advertising Spending by the US Automotive Industry, 2007-2012 (billions and % change)
- US Online Automotive Advertising Spending by Car Sellers*, 2001, 2006 & 2011 (billions)
- Manufacturers' Media Mix
- Total Advertising Spending by US Auto Manufacturers, by Media, 2005-2007 (thousands)
- US Advertising Spending vs. Influence to Purchase among Leading Automotive Advertisers, by Media, 2007
- Top US Auto Manufacturer Online Advertisers, Ranked by Total Display Ad Views, January 2008 (millions and % of voice*)
- Dealers Divvy Spending Differently
- Average Advertising Spending by US Automobile Dealerships, by Media, 2003-2007
- Total Advertising Spending by US Auto Dealerships, by Media, 2005-2007 (thousands)
Consumer Behavior and Attitudes
Online Media Tools
- Search Engine Marketing
- Online Tools Used by Internet Users Worldwide When Researching a Vehicle Purchase, 2007 (% of respondents)
- Top 10 Automotive Categories Searched Online among US Adult Broadband Users, May 2007 (% of respondents)
- Leading Complaint of US Adult Broadband Users about Online Automotive Information Searching on Large Search Engines*, May 2007 (% of respondents)
- Social Media Marketing
- Reasons that Internet Users Worldwide Use Online Tools When Researching a Vehicle Purchase, 2007 (% of respondents)
- Offline Purchase Behavior of US Online Consumer Review Readers that Was Significantly Influenced by Review, by Service Category, October 2007 (% of respondents)
- Behavior of US Online New Car Shoppers, March-August 2007 (% of time spend on Web pages)
- Word-of-Mouth Online
- Media that Influence Automobile Purchases according to US Adults, July & December 2007 (% of respondents)
- Information Resources Used by US Automotive-Influential* Adult Internet Users for Most Recent Automobile Purchase or Lease Decision, June-July 2007 (% of respondents)
- Online Video
- Current and Intended Usage of Select Web 2.0 Tactics by US Auto Dealerships, February 2008 (% of respondents)
- Online Video and Paid Search Advertising Spending by Car Sellers* As a Percent of US Total Local Automotive Online Advertising Spending, 2007 & 2012
- OEM Sites on the Rise
- Sources Used by Internet Users Worldwide When Researching Vehicles, 2005-2007 (% of respondents)
- Most Important Manufacturer Web Site Features for Researching a Vehicle Purchase according to Internet Users Worldwide, 2007 (% of respondents)
- Features of "Ideal" Automotive Web Site according to US Adult Broadband Users, May 2007 (% of respondents)
- US Customer Satisfaction with Select Automotive Sites, 2008 (based on a 100-point scale*)
- Top 10 Automotive Web Sites among US Internet Users, Ranked by Unique Visitors, November 2007 (thousands)
- Dealers Need to Get up to Speed
- Average Monthly Total of Web-Site-Generated, Unsolicited Prospects according to US Automobile Dealers, 2001-2006
- Reaction of Internet Users Worldwide to an Automotive Dealer/Manufacturer Taking Too Long to Respond to a Web Query, 2005-2007 (% of respondents)
- US Automobile Dealers' Responses to Online Price Inquiries, May-June 2007 (% of respondents)
- Information Internet Users Worldwide Are Willing to Share with Manufacturers/Dealers, 2007 (% of respondents)
- Web Site Features of US Auto Dealerships, 1999 & 2006 (% of respondents)
Trends to Watch
Conclusion
Related Information and Links
- Related Links
- Contact
- Report Contributors
