Car shoppers today research online and on various sites to find deals and get real-time advice. Understanding the user journey and tapping into this new auto buying process has become even more pertinent today. Auto marketers can reach these shoppers with extremely targeted messaging and move from "educated guessing" to "data-driven certainty" with the help our insights.

1. Steering Your Marketing Campaigns
for More Conversions
Automotive Insights for Digital Marketers

2. Sports Car Shoppers Prefer New
Cars While Suv Car Shoppers Prefer
Second-Hand Cars
1
SUV CAR INTENDERS
SPORTS CAR
INTENDERS
pg 1
of auto enthusiasts
own sports cars in
the US16%
of the car owning
internet population
own SUVs in the
US
32% Understand what
consumers look for in
certain types of vehicles
and connect them
with relevant creative
messaging (i.e. reach
sports car shoppers with
clean and shiny creative
that speaks ‘luxury’ as
opposed to a more rugged,
functional appeal for SUV
intenders)
TIPS

3. Auto Shoppers Are More Likely To
Convert On Hobbies, Science And
Technology Websites
2
Time Lags To Conversions
on Websites For Automotive
Campaigns
pg 2
HOBBIES
HOBBIES
SCIENCE &
TECHNOLOGY
SHOPPING
SCIENCE &
TECHNOLOGY
TRAVEL
HEALTH &
FITNESS
FOOD & DRINKS
HOME &
GARDEN
AUTOMOTIVE
LESS THAN
5
M
IN
UTES`
5
M
INUTESTOANHOUR
MORETHANANHOUR
Engage users based on
browsing tendencies
to capitalize on when
consumers are more
likely to interact with
auto advertising
TIPS

4. Syncing With Auto Shows Drives
Interest In Consumer Browsing
Behavior
3
Post Event: (24th Nov- 27 November)
Land Rover Website:
PAGE VIEWS: 98%*
VISITORS: 53.1%*
pg 3
Sync advertising around
key auto events such
as auto shows, car
launches, and brand
sponsored events to
complement offline
strategies - creating a
more seamless consumer
experience
TIPS
Post Event: (25th Jan-28th Jan 2016)
Land Rover Website
PAGE VIEWS: 53.6%*
VISITORS: 67.1%*
*compared to the average

5. Auto Intenders Take An Average Of
3 Days To Convert On Automotive
Brand Sites Once They See An Ad
4
take about 15
minutes to convert
20%
pg 4
Leverage sequential
messaging to ensure
consumers are not
swayed by competitor
advertising during the
consideration process
TIPS
of auto enthusiasts
take about 4 days to
visit the dealer page
on auto sites once
they see an ad
80%

6. Oil Prices Impact The Purchase
Behavior Of Users Differently5
18 and 45 year olds are
3 times more likely to increase driving
frequency when gas prices decline than
those over 46 years old
[18 - 24 & 40-45
YEARS]
pg 5
Reach consumers in
real time based on oil/
gas price fluctuations at
the geo level in order to
connect with consumers
when they are driving
the most
TIPS
[+46 YEARS]

7. 6 Auto Intenders Purchase Vehicles
During Different Life Stages
YOUNG GRADUATES
NEWLY MARRIED
4X
1.23X
more likely to purchase
passenger cars than
young adults
more likely to search
for new cars than
after a promotion at
work
pg 6
Implement a marketing
strategy that reaches
users during “big life
moments,” to drive
incremental lift in brand
purchases
TIPS
EXPECTING PARENTS
1.5X
more likely to purchase
a car than on their
anniversaries or birthdays

8. 7 Prospecting And Conquesting
Retargeting Strategies Show Higher
Conversions Than Prospecting Alone
Targeting auto consumers who
are researching about competitor
car brands are 1.7 more likely to
convert than targeting generic
auto users
pg 7
Employ a competitor
conquesting strategy
when reaching
consumers in key
research phases to win
more market share
TIPS

9. 8 Auto Shoppers Visit Multiple Sites
Before Making Purchase Decisions
SINGLE WEBSITE
MULTIPLE WEBSITES
83%
17%
Auto shoppers
visit one auto
dealer before final
purchase *
pg 8
Employ location based
targeting strategies to
find users at competitor
locations and continue
the conversation with
consumers at relevant
brand dealerships to
truly understand who is
visiting dealer locations
TIPS
Auto enthusiasts visit
multiple dealers before
making their final purchase*
*During the decision making period of one month

10. MARKET TRENDS TO
WATCH OUT FOR

11. AutoWillRankAsTheSecondLeading
Industry In Digital Ad Spend, Ahead
Of Financial Services And Telecom By
2018
1
pg 9
Optimize mobile sites/
apps now to capitalize
on the influx of users
researching, browsing,
and locating dealerships
from their mobile
devices
TIPS
Auto brands will
allocate more than
60% of their total
digital ad budgets
to mobile

12. Car Buyers Are Significantly
Influenced By Social Media Before
Making Purchases
2
80% of auto shoppers are more
likely to turn to their network
for advice while purchasing a car
than a salesperson
pg 10
Leverage what
consumers are saying
about your brand and
competitor brands in
real time to deliver
impactful messages
during significant ‘social
moments.’
Understanding when
users are talking
negatively about your
competitors (as in times
competitors have recalls),
allows your team to
reach new consumers
when they are thinking
about switching brands
the most
TIPS

13. Viewability Is On Top Of Mind Of Auto
Marketers3
pg11
Find partners who have
log level integrations
with ad verification
teams in order to
maximize the efficiency
of marketing initiatives
TIPS

14. ANALYTICS | TECHNOLOGY | I NSIGHTS