Automotive Video Advertising

The auto industry is the second highest spending vertical on video advertising following retail. Marketers continue to increase investment in this format, in part by shifting funds away from traditional TV budgets, as they look to capture consumer attention in the digital age.

Video ad spending by industry

The automotive industry is expected to spend $1.10B on video advertising in 2015, accounting for 14.6% of total video ad spending.


Source: Emarketer, May 2015

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Automotive
Entertainment
Retail
Media
Telecom
Consumer Electronics
CPG & Consumer Goods
Travel
Financial Services
Other

Budgets are shifting

53% of automotive marketers planning to increase digital video ad spending in 2015 say they will do so in part by shifting funds away from TV.


Source: IAB, April 2015


Where Video Fits in
the Advertising Mix

U.S. automotive digital video ad spending is expected to reach $1.10B in 2015, representing 15% of the industry's total digital ad spend of $3.14B.


Source: Emarketer, May 2015

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Video
Other
Search
Display

Digital Advertising Trends

Both mobile ad spending and programmatic ad spending are of growing importance to automotive marketers. As mobile continues to capture more consumer attention, it's critical for marketers to effectively and efficiently reach them across devices.

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$3.87B
Desktop/Laptop
$3.43B
Mobile

Ad spending by device

The automotive industry is expected to spend 47% of digital ad spending on mobile devices in 2015.


Source: Emarketer, May 2015


Programmatic is on the rise

In 2015, programmatic will account for half of automotive's total digital display ad spending.


Source: Emarketer, May 2015

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$1.57B
Programmatic
Display
$1.57B
Nonprogrammaic
Display

79.9%

Video Ad Completion Rate

Vehicle brands have an average video completion rate of 79.9%.


Source: DoubleClick, "Display Benchmarks", April 20, 2015


The Consumer Path to Purchase

In-market consumers rely on digital in the auto path to purchase. By reaching consumers across digital devices throughout the customer journey, marketers have the opportunity to influence purchase decisions.

Tablet
5%
Smartphone
20%
PC
74%

Desktop Dominates Research

When accessing auto-related content, consumers spend the significant majority of their time on PCs.


Source: DoubleClick, "Display Benchmarks", April 20, 2015


Time spent researching

Out of an average 14 hours and 42 minutes spent researching, 12.5 hours are spent online.


Source: Autotrader.com, IHS Automotive: Study of 2,200 Car shoppers, 2014

Research
12.5 Hours
14.42 Hours

63%

Opinions Change

63% of new vehicle purchasers begin their search with a specific brand in mind, but only 20% purchase the vehicle they first researched online.


Source: Think with Google "Constant Consideration: Brand Choice on the path to vehicle purchase", January, 2013


Long path to purchase

It takes 5 months for a consumer to move through the entire auto purchase journey.


Source: "The Consumer Journey: Global Auto-buyers" Microsoft, June 2012


Best in Show

Here are a few examples of auto brands delighting audiences with advertainment.

Ford

Speed Dating Prank

Hyundai

First Date

Volvo

Prologue

Subaru

Puppy

Mercedes-Benz

Fable

Audi

Scripted Life - Audi Emmy Commercial Q3


Year in the Auto Industry

Marketers are taking advantage of the buzz around these holidays and events throughout the year.

Memorial Day

In 2015, auto sales jumped over 7% over Memorial Day Weekend.

Source: Truecar, Inc.

Labor Day

Overall sales rose 9% YoY in September 2014, driven in part by discounts averaging from $2,400 to $2,800 per vehicle.

Source: J.D. Power, Truecar, Inc.

NFL Season

Automotive advertisers spent $812.1M on TV ads during 2014-2015 NFL games, the most of any industry.

Source: ISPOT.TV as Cited by forbes, Feb 1, 2015

Year End

Sales of new cars and light trucks grew 9.5% in December 2014, resulting in the highest December volume in a decade.

Source: Truecar, Inc.


automotive Case Study

Virool helps brands and auto marketers make the most of their video content by distributing it to their target audiences across devices.

Goals of Campaign

1

Increase awareness

Deliver qualified views for the auto brand's video

2

Drive engagement

Drive shares across social networks to maximize earned media

3

Time efficiency

Scale quickly to deliver a high volume of views in the final stages of the campaign flight

The Results

Virool helped the campaign earn:

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Paid views in 2 weeks

0%

Click-through-rate

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Social engagement rate

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Average view time


Want to Learn More about
What Virool can do for your automotive brand?

Get in touch