Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "automotive"
- The study examined how ad creative impacts 61 metrics including lift, search intent, click-through rates and more in the consumer product group, automotive and other verticals. Creative quality can lead to 23% aided ad-recall, which drops to 2% for ads with poor creative quality. The study found that consumers looking for a product are 20% more likely to notice and 13% more likely to enjoy ads with improved visuals such as human presence, product images, or prominent logo placement.
- When consumers step away from "connected experiences," the view into what they are doing is often lost. DOOH can be the canvas to recapture their attention and sustain the consumer journey as the brand moves them to a dealership experience. In this session, Walton Isaacson's Managing Director of Digital Innovation, Albert Thompson, and Lexus' GM-Western Area, Marcus Williams, outline how DOOH was leveraged during the December to Remember Sales event for 2022.
- Nearly 80% of General Motors' estimated spend in February was on its Super Bowl LVII spot alone.
- Just weeks after pulling its massive media account from long-time agency Horizon, new data reveals that GEICO has become a lot less massive as an insurance category advertiser. So have its peers.
- The J.D. Power 2023 U.S. Vehicle Dependability Study reports an overall improvement in scores, with Ram, Volvo and Nissan making the most headway.
- Thanks to a partnership with Conde Nast, more than 1.25 million viewers saw a cut-down of the Genesis G90 spot before viewing the livestream of the Vogue World fashion event. Genesis' Executive Director of Marketing, Wendy Orthman, discusses how the world of fashion is the perfect context to introduce consumers to the young automotive brand.
- I got to know the Santa Fe pretty well during the boring drive across Florida's famous "Alligator Alley."
- "Ad environments that fall into grey areas require careful judgment calls be made by brands and their agencies," notes Joshua Lowcock, global chief media officer at UM.
- Both studies fail to note one important statistic: Kia America just completed its best retail sales year in the company's 30-year U.S. history.
- Google Trends data provides insights into the car brands consumers searched for most on Google in the past year, revealing trends in 155 countries where data was available for 2022.
- Top factors influencing a potential EV purchase are actually status and aspirational concerns, according to a new GfK AutoMobility(R) report.
- BMW is the most popular electric car brand online with 350 million (and counting) engagements per Rerev.
- A third space is defined as a place outside of work and home to relax, enjoy hobbies and escape the stresses of work.
- The new limitations on the tax credit have the potential to short-circuit purchase preferences and brand loyalties, per GfK.
- Automotive ranked fourth out of the 19 industries studied by MBLM, putting the industry in the top 25%.
- OTT spending is forecast to exceed $2 billion -- drawing strength from multiple business verticals, including political advertising. From 2022-2026, OTT will grow at a 14.3% compounded annual growth rate, second to digital TV owned-and-operated streaming and website advertisements sold by local broadcast stations.
- Some automakers are innovating more flawlessly for a particular tech, while others struggle with their execution, according to J.D. Power.
- Acura and Infiniti experienced "massive" customer satisfaction gains, but most mass-market brands faltered, says ACSI's Forrest Morgeson,
- The ad marketplace contracted 12.7% in July vs. the same month a year ago, marking its first double-digit rate of decline since July 2020.
- 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.
