Why is the Auto Industry shifting billions away from traditional offline media into online digital advertising strategies and media? The following slides are a collection o f recent data, research, marketing studies, acts and f igures that have been assembled to enable seeing a collective vision and research summary o f why so much automotive related marketing money is being shifted f rom o ff line media into online media
The Automotive Industry lags behind most other major industry marketing categories in the shift to digital… This will be resolved as OEM’s find ways to shift Tiers 2 and 3 into online advertising medias.
“ Which one of these information sources was most important when making decisions about buying your first new vehicle?” Source: Polk Center for Automotive Studies – 2007 New Vehicle Sales Study Why is the Auto Industry shifting billions away from traditional offline media into online digital advertising strategies and media?
What are the most important types o f information sources to car buyers with Internet access? OEM sites are replacing 3 rd Party sites! Dealer sites are now more important than Independent sites… Where does Automotive Buying Influence occur ?
A Harris Interactive survey of people who considered themselves “very” or “extremely knowledgeable” about cars found that 63% had used the Internet as a resource for their most recent car purchase, while magazines—presumably enthusiast titles—were a distant second, at 33%. Newspapers ranked only slightly ahead of television. What About Automotive Buying Influencers ?
When we exclude Paid Search and Video Advertising, the most recent 3 year growth in online automotive display advertising is dramatic…
Today’s Biggest Dealer Advertising Challenge Overspending on Newspaper, Radio, Outdoor & Mail Relative to Usage Source: NADA The Average Car Dealer’s Advertising Spend Does Not Match The Car Buying Consumer’s Media Consumption Behaviors… Average Dealer Advertising Spend vs. Consumer Media Consumption Dealer Ad Budget Efficiency Gap
The Auto Industry continues to shift Advertising funds into the Online and Interactive Media space at a rapid pace…
Respected research firm, Borrell Associates, predicts that online auto ad spending will increase by 13% over the next five years, compared with less than 2% for total auto industry spending. By 2009, digital spending will hit $4 billion, surpassing every other medium except broadcast television.
The Automotive Industry continues to shift advertising funds into the Digital Advertising space… From less than $2.5 Billion in 2007, the industry will grow Digital Ad budgets to over $5 Billion during the next 4 years.
Automotive Ad Spending Shifts Online Overall spending may be stagnant, but automakers and dealers will continue to shift it among media channels. Between 2005 and 2007, advertising spending moved from traditional media into digital and out-of-home initiatives, according to TNS Media Intelligence data supplied to eMarketer. Hardest hit were newspapers (-30.3%) and magazines (-12.5%), while TV (-6.3%) and radio (-7.6%) experienced smaller by similar declines. At the same time, spending for online display ads rose 109.1%, while outdoor climbed a modest 1.9%.
At the OEM level (Tier 1), budgets are skewed towards an over reliance on TV relative to the influence TV has on car buyers. While Internet is budgeted at less than the impact it has.
New vehicle franchise dealers in the USA spent $7.86 billion on advertising last year, with the average ad spend per dealership increasing by 4% to slightly over $378,000 . Source: National Automobile Dealers Association (NADA), "2008 NADA Data: Economic Impact of America's New-Car and New-Truck Dealers,“ May 2008
The chart below reveals changing trends in media buying at the local dealer level. Total ad spending dropped 13.5% between 2005 and 2007, to $4.9 billion. Newspaper spending fell by almost 22% in that time, followed to a lesser extent by radio and outdoor. Magazine spending, although a modest $29.2 million, actually rose 71% in the same time period—and online display ads surged 189% to $114 million and a 2.4% share of the total advertising budget.
In 2008 and 2009, the question for both OEM and dealer marketers is not who is using the Internet to shop for cars, but who isn’t?
Capgemini reports that 80% of in-market vehicle shoppers go online at some point in their search. The firm reported that percentage was 71% in 2006 and 64% in 2004.
According to Borrell, in-market car buyers spend an average of five hours researching vehicles on the Internet—and less time with traditional media.
CarGurus, a third-party auto site, reported that online prospective buyers spend more than 60% of their time looking at photos and videos of new cars and the rest of the time reading articles, user reviews, vehicle specifications and pricing.
Even so, according to TNS data, in 2007 automakers were still pouring the majority of their ad budgets, about 60%, into TV. That is money they cannot afford to waste in 2008, 2009 and beyond.
The Internet dramatically changed the dynamics of selling and servicing cars by offering shoppers transparency in pricing and vehicle specs.
Today, consumers expect dealers to respond to e-mail inquiries in about 2 hours… not four days. They want to schedule service appointments online, check dealer inventory on new and used cars, and be able to buy them.
In the coming years, more and more consumers will want to conduct the entire buying process online , and dealers will have to provide the tools to facilitate the sale, including links to loan applications, inventory selection, buyer’s orders, deposits, down payments and car insurance.
Web sites will make or break a sale—and an ongoing relationship. Sales contact with new customers will be limited to a one-time showroom visit for pickup—and then continue via the Web site for accessory sales, ongoing promotions, service and maintenance appointments.
Knowing that millions of potential automobile buyers are online is one thing; understanding which tools to use to reach them is another. But savvy auto marketers are learning.
Search Engine Marketing
Once online, most people turn to a search engine for auto research. A global survey from Capgemini showed that 78% of car buyers visited sites found by using a search engine.
Used to cost e ffectively inform, invite and guide car buyers to the right tools. Targeted Placements based on visitor demographics, sequential displays and Behavioral Targeting create ability to deliver right messages to right people.
According to a survey published by Autobytel and conducted by the Kelton Research firm…
Searches for new vehicle related information, such as MPG, prices, photos, videos, features, equipment, colors, specifications and local dealer inventory topped the list of automotive categories for broadband internet users.
Finding information about local dealers such as location, business hours, phone numbers, email addresses, vehicle inventory and pricing was the second-most-popular use of search engines
Used-car searches related to availability and pricing ranked as the third most frequently used automotive search activity by car buyers.
What Do Automotive Consumers Search For?
Social Media Marketing Every day, conversations that used to take place with friends and family are shifting to the Internet. Capgemini found that, with the spread of social media, shoppers are now looking for opinions and reviews from total strangers about specific brands, makes and dealers, as well as to discuss their own impressions and experiences. The “New Autoshopper.com Study” from J.D. Power found that nearly 69% of online new-vehicle buyers used one or more types of user-generated content. Consumer ratings and reviews were the most popular form, and enthusiast sites, online forums, blogs and photo-sharing sites were considered helpful but had lower usage rates. Word-of-Mouth Online A few short years ago, price and vehicle specs were the main pieces of information sought online. Today, shoppers turn to the Web for recommendations and reviews. Word-of-mouth has always had a great influence on vehicle purchase decisions, but now the Web—through blogs, user reviews, discussion groups, automotive wikis and other social media—is replacing recommendations from friends and family. What About User Generated Content (UGC) ?
Online Media Tools A joint comScore and Kelsey Group study showed that 78% of Internet users who read an online review in the automotive category said it influenced their offline purchase decision. Social Media as Word o f Mouth Not surprisingly, Capgemini found that younger Internet users are more likely to check out automotive blogs. About one-third of respondents ages 18 to 34 did so while researching a purchase, compared with 22% of respondents ages 50 and older. Toyota was an early entrant in the blogosphere, employing staff to, among other things, blog back. Bruce Ertmann, corporate manager of consumer-generated media, told Brandweek he checks Autoblog, Jalopnik, Autoextremist.com and fan sites. As an example, when Al Gore III, son of the former vice president, was pulled over in July 2007 for driving his Toyota Prius at 100 mph, the automaker responded to blog entries about the incident. “We don’t advocate traveling at 100 mph on our nation’s highways, or anywhere for that matter in any of our products, but we’ve also heard from some of our Prius owners that say it’s kind of nice to know the car is not a slug at all but has the power to move fast if needed. Just what is the top speed of a Prius? It’s actually 103 mph. Buy a Prius—but obey the law,” Mr. Ertmann wrote on his blog. In a six-month study of online behavior conducted in 2007, CarGurus found that new-car shoppers spent a majority of their time online looking at photos or watching videos. Reading articles and user reviews or comparing prices and vehicle specifications occupied 38% of their time. What About User Generated Content (UGC) ?
Where is the traditional Advertising money being spent within the Automotive channel? Non-digital ad spend is declining as Automotive moves from offline to online advertising, with Automotive Tier 2 (dealer associations) and Automotive Tier 3 (dealers) in the top 3 for both volume and shift towards digital.
With 4 of the top 10 offline media buyers being car companies, despite having shifted billions of dollars into digital, even the car companies still spend a disproportionately large amount of money on traditional media channels… This spending will increasingly come under fire and will be further eroded as more OEM dollars shift into the digital and interactive media formats. This is important for Tiers 2 and 3 which are influenced by OEM’s.
When Search Advertising is excluded, and we look at where OEM’s have shifted budgets into online advertising in the most recent 3 year period, we can see where the dealers will most likely pull their dollars from as they see the need to invest in online digital marketing. We believe that Tier 1 is a leading indicator for spending shifts at Tier 2, and Tier 2 is a likewise leading indicator of advertising shifts at Tier 3.
When we look at the overall growth in Digital Advertising and Online measured media spending, we can see the growth is outpacing the Automotive Industry’s shifting of media buys at Tier 2 and Tier 3 to date… This is an indicator that there is a lag in Automotive Tiers 2 and 3 which shows that there is a gap between what dealers are spending there advertising money on and where both consumers and the rest of the business world has gone.
When we look at pure Tier 3 Advertising spend per the most recent NADA numbers, we see that dealers currently show various expenses that they categorize as Internet Advertising using up less than 13% of their total advertising budget. We believe that this share of dealer advertising spend will more than double to over 25% within the next 4 years…
A survey from The Kelsey Group indicated that 59 percent of dealers said they would utilize Internet video on their Web sites in the next 12 months, versus the 33 percent who already use the technology. Additionally, the number of dealers who implement online customer ratings and reviews is expected to rise from 29 percent to 43 percent, officials indicated. Meanwhile, 33 percent of franchised dealers indicated they will use social networking sites, an increase from 15 percent. "These findings point to a significant disruption in the auto dealer advertising space," explained Neal Polachek, CEO of The Kelsey Group. "There are valuable opportunities for traditional and new media companies that tune into dealers' adoption of Web 2.0 technologies and align with dealers' online media-buying intentions," Polachek added. Dealers are also shifting the manner in which they advertise. Sixty-two percent of dealers surveyed plan to boost online media spending in the next 12 months . Only 17 percent said they will do the same for traditional media. Likewise, only 8 percent of dealers intend to cut online spending, while 46 percent will decrease traditional media spending. SOURCE: The Kelsey Group gathered information for the study in February/March 2008. How will dealers respond to the Digital Advertising Gold Rush ?
Where will these shifting advertising dollars flow into? It is fairly certain that the largest segment will be spent on Search Advertising, with well over half of that going to Google Adwords, followed by online video based advertising and online website placed display advertising combined equaling paid search advertising… Classified (Autotrader.com, Cars.com, etc.) will be the 4 th largest spend category, followed by purchased leads and email marketing.
When dealers were asked in January 2008 where they would shift their online advertising investments, Search Advertising was followed by Display Advertising and Video Advertising. This shows a clear justification for ADP Digital Marketing to invest and grow capabilities in these 3 areas.
What types of online video advertising should ADP develop? It is obvious that click-to-play, expanding and video built into display advertising space capabilities are what we need to offer… What Types o f Online Video Based Advertising Will Sell ?
The Last Ten Years o f Change in the Way Dealers Advertise
How Many Dealers Have Started Buying Search Advertising During Past 24 Months ?
Winners and Losers in Automotive Advertising Automotive Retailer Investment in Online Advertising is Projected to Increase 84% During the Next 5 Years 2006 through 2011 Overall Automotive Advertising by Media Channel ($ Millions)
Declining Investment in Less Effective Media include:
Yellow Page Directories
Auto Industry Takes a Digital Turn The best auto retailers are shifting their budgets into Digital Marketing…
"Automakers and dealers pulled dollars out of television, newspaper and magazine media buys and redirected them to digital media in 2006 and 2007,"
Lisa Phillips, eMarketer senior analyst
eMarketer data shows the automotive category accounted for $2.69 billion , or nearly 14%, of the $19.5 billion that was spent on Internet advertising and marketing in 2007.
All Customers are “Internet Customers” Majority of Car Buying Research is Done Online
Why Allocate Digital Advertising Budget? Car Buying Decisions are Made with Online Information
Online Information Drives Consideration Web Out-Influences TV, Newspaper, Radio & Outdoor
Car Buyers Request Quotes at Multiple Points RFQ’s are now more likely to originate at Dealer Websites
In 2008-2009 the Internet will impact automotive shopping more than ever before! Automotive Internet Usage: Used 1 Vs. New 2 Vehicle Buyers – 9 Year Trend 1 Based to new-vehicle buyers. Source: J.D. Power and Associates 1999-2007 New Autoshopper.com Studies 2 Based to used-vehicle buyers. Source: J.D. Power and Associates 1999-2007 Used Autoshopper.com Studies
Independent sites are decreasing in likelihood of being the first site visited… Based to new-vehicle AIUs. Source: J.D. Power and Associates 2001-2007 New Autoshopper.com Studies First Auto Site Visited by Online Car Buyers
Only 22% submit an Internet Lead, but 39% visit a dealership showroom because o f online information Based to all new-vehicle buyers. Source: 2007 New Autoshopper.com Study
Gen Y and Gen X buyers are more likely to submit an online quote request Source: J.D. Power and Associates 2007 New AutoShopper.com Study Lower Funnel Activities by Generation (Based to All Buyers)
Search engines can be an effective way to reach consumers looking for auto shopping sites Based to AIUs using search engines; 2007 J.D. Power and Associates New Autoshopper.com Study
Consumers use search to find vehicle images Based to AIUs using search engines; 2007 J.D. Power and Associates New Autoshopper.com Study
Google continues to dominate and grow in AIU search usage Based to AIUs; 2006-2007 J.D. Power and Associates New Autoshopper.com Study
Good Things Happen When You Combine Display and Search! When combined, Search and Display Advertising deliver profoundly better results than when used independently. Together, they provide: 1. Significant lift in onsite engagement 2. Increase in online and offline purchasing by consumers who are exposed to integrated campaigns Display improves Search performance. Interest generated from Display advertising carries over to consumer Search behavior: • 22% increase in CTR when advertisers run both Search and Display over just Search • 26% increase in related trademark term searches – brand name, company or product names • Higher click-to-conversion rates in Search campaigns makes individual Search clicks more valuable Search improves Display Performance. When users are exposed to both: • 244% increase in purchases of advertiser’s products online • 89% increase in purchases of advertiser’s products offline • 68% increase in page views on advertiser’s site • 66% increase in time spent on advertiser’s site “ Advertisers who approach their marketing holistically drive greater engagement, generate more purchases both online and offline and steal share from their direct competitors.” Greg Coleman Executive VP of Sales, Yahoo Sources: 1. Atlas Digital Marketing Insight Report 2. Yahoo! Report, January 2007