Automotive Marketing Online: Negotiating the Curves

Executive Summary

• Online Advertising Spending by the US Automotive Industry, 2007-2012 (billions and % change)
• Key Questions

Industry Snapshot

• Key eMarketer Numbers - Automotive Marketing Online
• Green: The New Black

Automotive Advertising

• Top 10 US Industries, Ranked by Total Advertising Spending*, 2003-2007 (billions)

Spending Shifts Online

• Total Advertising Spending by the US Automotive Industry, by Media, 2005-2007 (thousands)
• Online Advertising Spending by the US Automotive Industry, 2007-2012 (billions and % change)
• US Online Automotive Advertising Spending by Car Sellers*, 2001, 2006 & 2011 (billions)
• Manufacturers' Media Mix
  • Total Advertising Spending by US Auto Manufacturers, by Media, 2005-2007 (thousands)
  • US Advertising Spending vs. Influence to Purchase among Leading Automotive Advertisers, by Media, 2007
  • Top US Auto Manufacturer Online Advertisers, Ranked by Total Display Ad Views, January 2008 (millions and % of voice*)
• Dealers Divvy Spending Differently
  • Average Advertising Spending by US Automobile Dealerships, by Media, 2003-2007
  • Total Advertising Spending by US Auto Dealerships, by Media, 2005-2007 (thousands)

Consumer Behavior and Attitudes

Online Media Tools

• Search Engine Marketing
  • Online Tools Used by Internet Users Worldwide When Researching a Vehicle Purchase, 2007 (% of respondents)
  • Top 10 Automotive Categories Searched Online among US Adult Broadband Users, May 2007 (% of respondents)
  • Leading Complaint of US Adult Broadband Users about Online Automotive Information Searching on Large Search Engines*, May 2007 (% of respondents)
• Social Media Marketing
  • Reasons that Internet Users Worldwide Use Online Tools When Researching a Vehicle Purchase, 2007 (% of respondents)
  • Offline Purchase Behavior of US Online Consumer Review Readers that Was Significantly Influenced by Review, by Service Category, October 2007 (% of respondents)
  • Behavior of US Online New Car Shoppers, March-August 2007 (% of time spend on Web pages)
• Word-of-Mouth Online
  • Media that Influence Automobile Purchases according to US Adults, July & December 2007 (% of respondents)
  • Information Resources Used by US Automotive-Influential* Adult Internet Users for Most Recent Automobile Purchase or Lease Decision, June-July 2007 (% of respondents)
• Online Video
  • Current and Intended Usage of Select Web 2.0 Tactics by US Auto Dealerships, February 2008 (% of respondents)
  • Online Video and Paid Search Advertising Spending by Car Sellers* As a Percent of US Total Local Automotive Online Advertising Spending, 2007 & 2012
• OEM Sites on the Rise
  • Sources Used by Internet Users Worldwide When Researching Vehicles, 2005-2007 (% of respondents)
  • Most Important Manufacturer Web Site Features for Researching a Vehicle Purchase according to Internet Users Worldwide, 2007 (% of respondents)
  • Features of "Ideal" Automotive Web Site according to US Adult Broadband Users, May 2007 (% of respondents)
  • US Customer Satisfaction with Select Automotive Sites, 2008 (based on a 100-point scale*)
  • Top 10 Automotive Web Sites among US Internet Users, Ranked by Unique Visitors, November 2007 (thousands)
• Dealers Need to Get up to Speed
  • Average Monthly Total of Web-Site-Generated, Unsolicited Prospects according to US Automobile Dealers, 2001-2006
  • Reaction of Internet Users Worldwide to an Automotive Dealer/Manufacturer Taking Too Long to Respond to a Web Query, 2005-2007 (% of respondents)
  • US Automobile Dealers' Responses to Online Price Inquiries, May-June 2007 (% of respondents)
  • Information Internet Users Worldwide Are Willing to Share with Manufacturers/Dealers, 2007 (% of respondents)
  • Web Site Features of US Auto Dealerships, 1999 & 2006 (% of respondents)

Trends to Watch

Conclusion

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