Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "automotive"
- Porsche ranks highest among all brands, while Dodge is the highest-ranked mass market brand for a third consecutive year.
- Almost half of respondents are open to buying an electric car from a new brand, many more than with a gasoline-powered vehicle.
- Every automaker knows that cars are often tied to drivers' identities. Personalizing email messaging around a customer's specific auto model is not only relevant but incredibly powerful in building loyalty. Advance Auto has been on a three-year journey to build its first-party data, leverage third-party inputs, and use predictive modeling to connect customers with their cars. Advance Auto Parts', Senior Manager of Loyalty and Personalization, Chelsie Mitchell, explores incentivizing customers to submit more data, weaving in third-party and predictive models is fraught with missteps, learnings....and significant payoffs in the end.
- The biggest spending increase in June was Infiniti -- up over 13,200% after spending less than $20K on national TV last June.
- "What used to be forthright patriotic marketing has mutated to camouflaged promotional ploys," says Brand Keys' Robert Passikoff.
- J.D. Power has calculated a national IQS score for Tesla based on a sample of surveys from owners.
- Ad trends data from AdTheorent found 57% of U.S travelers consider themselves "revenge travelers" -- making up for lost time due to the pandemic. Some 83% plan to splurge on travel expenses this year, beginning with summer vacations.
- Gen Z consumers found it more difficult to buy a car online (22%) than any other generation, per a CDK Global study.
- Many shoppers (40%) say buying a car built in America is now more important to them, up 22% year-over-year, per Cars.com.
- For brands to effectively embrace a Multicultural world they need to accurately represent the Black, Latino and Queer communities on screen, in both programming and advertising. From racing shows to road trips and spoken word to fashion shows and journeys; hear how Lexus has successfully harnessed the power of video to allow diverse communities see themselves in vehicle storylines.
- BIA Advisory Services now estimates $167.4 billion for 2022-- $5.9 billion lower than the amount estimated in an earlier report.
- Consumer shopping researcher Catalina and digital out-of-home ad network Volta have partnered to share data revealing the shopping patterns of electric vehicle drivers.
- Telematics systems improve efficiency and productivity by helping reduce vehicle downtime through complete visibility into maintenance needs.
- While EVs have become more mainstream, all brands need to continue to show the vehicles are a satisfying drive, according to Mini.
- March was also the first month to expand vs. a year-ago month that also had gains. (The U.S. ad recession began in March 2020.)
- A global brand tracking survey shows that Cadillac is showing year-over-year improvements in five key metrics of brand health. The General Motors luxury brand’s biggest year-over-year improvement is in “First Choice Consideration,” which is when customers consider Cadillac first over other other automotive brands. That metric is up 29%, per the research. The brand also showed gains in the other for categories: “stirs emotion,” “advanced tech,” “brand for me,” “net momentum”and “opinion.”
- Dealerships should view themselves as "experience centers" that embody the virtues of their brand, says Peter Harms, a partner at Simon-Kucher & Partners.
- Half of key demos (Gen Z, millennials, men and big city urbanites) recall seeing recent OOH ads for auto brands or dealerships.
- Automakers see owners' relationships with their vehicles as similar to relationships with other technology, per J.D. Power's David Amodeo.
- Financial-services businesses will drive the growth in local mobile advertising.
- Smaller ad categories continue to fuel the expansion, while two of the biggest -- auto and CPG -- experienced double-digit declines.
- Harley-Davidson, BMW, and Honda all showed improvement this year, while Chevrolet, Ford, and Mercedes-Benz all declined.
- The automotive and mobility sector is going through a period of transformation, accelerated by digital enablement, per YouGov's Suzanna Mitrovich.
- The pandemic prompted a decline in demand for shared transportation, and consumers aren't eager to return, per CarGurus.
- The auto industry continues its trend of producing ever-more appealing vehicles, according to J.D. Power.
- Baird Equity Research is tracking search trends as students go back to school this fall. The search data skewed flat to lower for most keywords, with 22 of 60 terms declining more than 5%, according to the data.
- Smartphone connectivity is the most common problem cited by new owners, according to the study.
- These shifts indicate there are both risks and opportunities for automotive marketing teams in today's new vehicle marketplace, per IHS Markit.
- Satisfaction with the auto industry as a whole was unchanged, according to the American Customer Satisfaction Index.
- Ad spending in the major English-speaking markets -- the U.S., the U.K., Canada, Australia, and New Zealand -- expanded 25% during the first half, including a 52% spurt during Q2, the first quarter to reflect year-over-year comparisons with the COVID-19 ad recession of 2020, which began in March and lasted through July (based on U.S. data).
