Consumers thinking about buying a car increasingly use search engines to research information. But with brands dumping $2.75 billion during the first quarter of this year into ads, according to Nielsen data, advertisers may not be getting the biggest bang for their buck. A survey in the Yahoo!/Universal McCann "Long and Winding Road" research series offers a insight into how consumers approach automotive purchases and what type of advertising works best. The survey finds that when asked to recall the types of ads they saw before making a car purchase, consumers were 33% more likely to cite digital ads, compared with 30% for ads seen on TV, or 24% for ads in newspapers.
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