[市場調查報告書] 美國汽車網路廣告市場

Abstract

The Automotive Online report analyzes the trend-setting online and mobile marketing strategies and tactics of the automotive industry. After all, where the auto industry goes - other industries often follow.

eMarketer predicts the automotive category, consisting of manufacturers, dealers and after-market vendors, will account for $2.54 billion, nearly 13%, of the $19.5 billion estimated to be spent on Internet advertising and marketing this year.

About $1.1 billion of that total will go toward search marketing strategies, including paid ads and search engine optimization.

Key questions the "Automotive Online" report answers:

Where are automotive advertisers spending their online budgets?
What tactics are online consumers responding to?
How are dealers using the Web to find and keep customers?
And many others...

eMarketer Reports- On-Target and Up-to-Date

The Automotive Online report aggregates the latest data from a wide range of marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decisions- right when you need to.

Executive Summary

US Online Advertising Spending by Automotive Companies, 2005-2010 (billions)

Issues & Questions

The eMarketer View

Key eMarketer Numbers: Automotive Online

Advertising and Marketing Trends

Traditional Media Lose Traction

Automotive Advertising Spending Worldwide, by Media, 2001-2005 (billions)
Leading Automotive Brands and Companies in the US, Ranked by Advertising Spending, First half 2005 & First half 2006 (millions and % increase/decrease vs. prior year)
Top 25 Industries for US Local Broadcast Television in the Top 100 Markets, Ranked by Ad Spending, Q1-Q3 2005 & Q1-Q3 2006 (thousands and % increase/decrease vs. prior year)
Leading Magazine Advertising Categories in the US, by Revenues, 2005 & 2006 (billions and % increase/decrease vs. prior year)

Online Ad Spending Hits High Gear

Top Automotive Online Advertisers in the US, Ranked by Spending, 2004 & 2005 (millions and % increase/decrease vs. prior year)
US Online Advertising Impressions, by Industry, November & December 2006 (millions and % increase/decrease vs. prior month)
Top 20 US Advertisers on Automotive Web Sites, Ranked by Impressions, October 9-15, 2006 (thousands and % of total impressions)
US Online Advertising Impressions, by Industry and Format, December 2006 (millions)
US Online Classifieds Advertising Revenues, by Segment, 2005-2010 (millions and % increase vs. prior year)

The Search Is On

US Paid Search Advertising Spending by Automotive Companies, 2005-2010 (billions)
Average Keyword Price in the US, Q4 2005-Q4 2006
Top 10 Search Terms that Drove Traffic to Automotive Web Sites, September 2006 (% share of all search traffic in that category)
Top 10 Search Terms in the Automotive Manufacturer Category, Ranked by Share of Search Volume, July 2006
Percent of First Page* Ranked Terms for the Top 11 Fortune 500 Automotive Companies, 2007

Use of Video Is Viral

Behavior of US Online Video Viewers When They See Ads in the Video They Are Watching, November 2006 (% of respondents)
Interaction Rate* of Automotive Rich Media Campaigns in the US, by Feature, October 2005-September 2006
Average Time Spent on Select Features of Automotive Rich Media Campaigns in the US, October 2005-September 2006 (seconds)
Click-Through Rate, Interaction Rate* and Average Time Spent on Online Video for Automotive Rich Media Campaigns in the US, 2005

Branding on Social Networks

Top Five Most Influential Media on Vehicle Purchasing Decisions of US Consumers, November-December 2006 (% of respondents)
Industry Categories Advertising on MySpace, March-September 2006 (share of image-based impressions)

Online Consumer Behavior

US Internet Users Who Visit Automotive Web Sites, August 2005-January 2006 (% cumulative reach)
Demographic Profile of US Visitors to Automotive Web Sites, September 2006 (thousands of unique visitors and % of total audience)
US Adult Internet Users Who Gathered Automotive Information Online during the Past Six Months, by Household Income, January 2006 (% of respondents in each group)
US Households Loyal to Automotive Manufacturers, by Age and Origin of Car, 2006 (% of respondents in each group)
US Adult Automobile Owners/Leasers Who Shopped Online for a Vehicle in the Past Year, by Brand of Vehicle, 2006 (consumer index*)
US Adult Automobile Owners/Leasers Who Purchased a Vehicle Online in the Past Year, by Brand of Vehicle, 2006 (consumer index*)

High Stakes for Automakers

Number of Vehicle Manufacturer Web Sites that Internet Users Worldwide Visit When Researching a Vehicle Purchase, 2005 & 2006 (% of respondents)
Click-Through Rate, Interaction Rate* and Average Time Spent on Automotive Rich Media Campaigns in the US, by Publisher Channel, October 2005-September 2006
Types of Web Sites Visited by All US Internet Users vs. New-Vehicle Buyers*, 2006 (% of respondents in each group)
Usage of Select Automotive Brand Web Sites by US Automotive Internet Users*, 2006 (% of respondents)
Select Information Sources that Consumers Worldwide Use When Researching a Vehicle Purchase, 2005 & 2006 (% of respondents)
Best Source for Automotive Information according to US In-Market Internet Users, December 2006 (% of respondents)
US Automotive Internet Users* Who Visited Independent** Automotive Web Sites, 2004 & 2006 (% of respondents)
Top 10 Automotive Web Sites among US Internet Users, Ranked by Unique Audience, November 6-12, 2006 (thousands, % active reach and mins:secs per user)

Customer Service Starts with a Web Site

Internet Users in Select Countries Worldwide Who Would Be Less Likely to Purchase a Vehicle from a Manufacturer on Whose Web Site Important Features Are Not Available, 2006 (% of respondents)
Most Important Vehicle Web Site Features among Internet Users Worldwide When Researching a Vehicle Purchase, 2006 (% of respondents)
US Customer Satisfaction with Automotive Manufacturer Web Sites, 2007 (index ranking on a 1,000-point scale)

Dealerships Go Digital

US Automobile Shoppers* New Vehicle Shopping Online Photo Preferences, 2006 (% of respondents)
Response Time to an E-Mail or Web Query that Consumers in Select Countries Worldwide Require from Vehicle Dealers and Manufacturers, 2006 (% of respondents)
Advertising Spending by US Automotive Dealerships, by Media, 1995 & 2005 (% of total spending)
Average Advertising Spending by US Automotive Dealerships, by Media and Number of New Vehicles Sold, 2005
Top 10 US Product Categories, by Advertising Spending, Q1 2006 (billions and % increase/decrease vs. prior year)
Change in Online Advertising Spending according to US Car Dealers, 2007 (% of respondents)
Select Sources that US Used-Vehicle Buyers Used to Find the Automobile They Purchased, 2002 & 2006 (% of respondents)
US New- and Used-Vehicle Buyers with Internet Access Who Visit Dealership Web Sites, 2006 (% of respondents)

美國汽車網路廣告市場

Automotive Online: The Race Is On