automotive digital advertising facts charts

131

Click here to load reader

Upload: ancira-auto-group

Post on 11-Aug-2014

8.726 views

Category:

Automotive


2 download

DESCRIPTION

Automotive Digital Advertising Facts Charts

TRANSCRIPT

Page 1: Automotive Digital Advertising Facts Charts

1Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Why is the Auto Industry shifting billions away from traditional offline media into online digital advertising strategies and media?

The following slides are a collection oThe following slides are a collection off recent data, research, recent data, research, marketing studies, acts and marketing studies, acts and ffigures that have been assembled to igures that have been assembled to enable seeing a collective vision and research summary oenable seeing a collective vision and research summary off why why so much automotive related marketing money is being shifted so much automotive related marketing money is being shifted ffrom orom offffline media into online medialine media into online media

Page 2: Automotive Digital Advertising Facts Charts

2Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Who are the Biggest Advertising Spenders?

Page 3: Automotive Digital Advertising Facts Charts

3Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

The Automotive Industry lags behind most other major industry marketing categories in the shift to digital… This will be resolved as OEM’s find ways to shift Tiers 2 and 3 into online advertising medias.

Page 4: Automotive Digital Advertising Facts Charts

4Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

35.3%

24.9%

13.4%

8.2%

4.4% 3.6%

1.1%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

““Which one of these information sources was Which one of these information sources was most important when making decisions about most important when making decisions about buying your first new vehicle?”buying your first new vehicle?”

Source: Polk Center for Automotive Studies – 2007 New Vehicle Sales Study

Why is the Auto Industry shifting billions away from traditional offline media into online digital advertising strategies and media?

Page 5: Automotive Digital Advertising Facts Charts

5Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

What are the most important types of information sources to car buyers with Internet access? OEM sites are replacing 3rd Party sites!Dealer sites are now more important than Independent sites…

Where does Automotive Buying Influence occur?

Page 6: Automotive Digital Advertising Facts Charts

6Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

A Harris Interactive survey of people who considered themselves “very” or “extremely knowledgeable” about cars found that 63% had used the Internet as a resource for their most recent car purchase, while magazines—presumably enthusiast titles—were a distant second, at 33%. Newspapers ranked only slightly ahead of television.

What About Automotive Buying Influencers?

Page 7: Automotive Digital Advertising Facts Charts

7Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

When we exclude Paid Search and Video Advertising, the most recent 3 year growth in online automotive display advertising is dramatic…

Page 8: Automotive Digital Advertising Facts Charts

8Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

0%

5%

10%

15%

20%

25%

30%

35%

40%

Newspaper Radio Television Internet Other

Dealer

Consumer

Today’s Biggest Dealer Advertising ChallengeOverspending on Newspaper, Radio, Outdoor & Mail Relative to Usage

Source: NADA

The Average Car Dealer’s Advertising Spend Does Not Match The Car Buying Consumer’s Media Consumption Behaviors…

Average Dealer Advertising Spend vs. Consumer Media Consumption

Dea

ler A

d B

udge

t D

eale

r Ad

Bud

get

Effic

ienc

y G

apEf

ficie

ncy

Gap

Page 9: Automotive Digital Advertising Facts Charts

9Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

The Auto Industry continues to shift Advertising funds into the Online and Interactive Media space at a rapid pace…

Page 10: Automotive Digital Advertising Facts Charts

10Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Respected research firm, Borrell Associates, predicts that online auto ad spending will increase by 13% over the next five years, compared with less than 2% for total auto industry spending. By 2009, digital spending will hit $4 billion, surpassing every other medium except broadcast television.

Page 11: Automotive Digital Advertising Facts Charts

11Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

The Automotive Industry continues to shift advertising funds into the Digital Advertising space… From less than $2.5 Billion in 2007, the industry will grow Digital Ad budgets to over $5 Billion during the next 4 years.

Page 12: Automotive Digital Advertising Facts Charts

12Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Automotive Ad Spending Shifts OnlineOverall spending may be stagnant, but automakers and dealers will continue to shift it among media channels. Between 2005 and 2007, advertising spending moved from traditional media into digital and out-of-home initiatives, according to TNS Media Intelligence data supplied to eMarketer. Hardest hit were newspapers (-30.3%) and magazines (-12.5%), while TV (-6.3%) and radio (-7.6%) experienced smaller by similar declines. At the same time, spending for online display ads rose 109.1%, while outdoor climbed a modest 1.9%.

Page 13: Automotive Digital Advertising Facts Charts

13Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

At the OEM level (Tier 1), budgets are skewed towards an over reliance on TV relative to the influence TV has on car buyers. While Internet is budgeted at less than the impact it has.

Page 14: Automotive Digital Advertising Facts Charts

14Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

New vehicle franchise dealers in the USA spent $7.86 billion on advertising last year, with the average ad spend per dealership increasing by 4% to slightly over $378,000.

Source: National Automobile Dealers Association (NADA), "2008 NADA Data: Economic Impact of America's New-Car and New-Truck Dealers,“ May 2008

Page 15: Automotive Digital Advertising Facts Charts

15Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

The chart below reveals changing trends in media buying at the local dealer level. Total ad spending dropped 13.5% between 2005 and 2007, to $4.9 billion. Newspaper spending fell by almost 22% in that time, followed to a lesser extent by radio and outdoor. Magazine spending, although a modest $29.2 million, actually rose 71% in the same time period—and online display ads surged 189% to $114 million and a 2.4% share of the total advertising budget.

Page 16: Automotive Digital Advertising Facts Charts

16Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

• In 2008 and 2009, the question for both OEM and dealer marketers is not who is using the Internet to shop for cars, but who isn’t?

• Capgemini reports that 80% of in-market vehicle shoppers go online at some point in their search. The firm reported that percentage was 71% in 2006 and 64% in 2004.

• According to Borrell, in-market car buyers spend an average of five hours researching vehicles on the Internet—and less time with traditional media.

• CarGurus, a third-party auto site, reported that online prospective buyers spend more than 60% of their time looking at photos and videos of new cars and the rest of the time reading articles, user reviews, vehicle specifications and pricing.

• Even so, according to TNS data, in 2007 automakers were still pouring the majority of their ad budgets, about 60%, into TV. That is money they cannot afford to waste in 2008, 2009 and beyond.

Consumer Behavior and Attitudes

Page 17: Automotive Digital Advertising Facts Charts

17Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Marketing, Selling and Servicing Vehicles• The Internet dramatically changed the dynamics of selling and servicing

cars by offering shoppers transparency in pricing and vehicle specs.

• Today, consumers expect dealers to respond to e-mail inquiries in about 2 hours… not four days. They want to schedule service appointments online, check dealer inventory on new and used cars, and be able to buy them.

• In the coming years, more and more consumers will want to conduct the entire buying process online, and dealers will have to provide the tools to facilitate the sale, including links to loan applications, inventory selection, buyer’s orders, deposits, down payments and car insurance.

• Web sites will make or break a sale—and an ongoing relationship. Sales contact with new customers will be limited to a one-time showroom visit for pickup—and then continue via the Web site for accessory sales, ongoing promotions, service and maintenance appointments.

For Car Dealers…

Page 18: Automotive Digital Advertising Facts Charts

18Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

• Online Media ToolsKnowing that millions of potential automobile buyers are online is one thing; understanding which tools to use to reach them is another. But savvy auto marketers are learning.• Search Engine MarketingOnce online, most people turn to a search engine for auto research. A global survey from Capgemini showed that 78% of car buyers visited sites found by using a search engine.• Online AdvertisingUsed to cost effectively inform, invite and guide car buyers to the right tools. Targeted Placements based on visitor demographics, sequential displays and Behavioral Targeting create ability to deliver right messages to right people.

Automotive Digital Marketing…

Page 19: Automotive Digital Advertising Facts Charts

19Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

According to a survey published by Autobytel and conducted by the Kelton Research firm…• Searches for new vehicle related information, such as MPG, prices, photos, videos, features, equipment, colors, specifications and local dealer inventory topped the list of automotive categories for broadband internet users. • Finding information about local dealers such as location, business hours, phone numbers, email addresses, vehicle inventory and pricing was the second-most-popular use of search engines• Used-car searches related to availability and pricing ranked as the third most frequently used automotive search activity by car buyers.

What Do Automotive Consumers Search For?

Page 20: Automotive Digital Advertising Facts Charts

20Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Social Media MarketingEvery day, conversations that used to take place with friends and family are shifting to the Internet. Capgemini found that, with the spread of social media, shoppers are now looking for opinions and reviews from total strangers about specific brands, makes and dealers, as well as to discuss their own impressions and experiences.The “New Autoshopper.com Study” from J.D. Power found that nearly 69% of online new-vehicle buyers used one or more types of user-generated content. Consumer ratings and reviews were the most popular form, and enthusiast sites, online forums, blogs and photo-sharing sites were considered helpful but had lower usage rates.

Word-of-Mouth OnlineA few short years ago, price and vehicle specs were the main pieces of information sought online. Today, shoppers turn to the Web for recommendations and reviews. Word-of-mouth has always had a great influence on vehicle purchase decisions, but now the Web—through blogs, user reviews, discussion groups, automotive wikis and other social media—is replacing recommendations from friends and family.

What About User Generated Content (UGC)?

Page 21: Automotive Digital Advertising Facts Charts

21Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Online Media ToolsA joint comScore and Kelsey Group study showed that 78% of Internet users who read an online review in the automotive category said it influenced their offline purchase decision.

Social Media as Word of MouthNot surprisingly, Capgemini found that younger Internet users are more likely to check out automotive blogs. About one-third of respondents ages 18 to 34 did so while researching a purchase, compared with 22% of respondents ages 50 and older.Toyota was an early entrant in the blogosphere, employing staff to, among other things, blog back. Bruce Ertmann, corporate manager of consumer-generated media, told Brandweek he checks Autoblog, Jalopnik, Autoextremist.com and fan sites. As an example, when Al Gore III, son of the former vice president, was pulled over in July 2007 for driving his Toyota Prius at 100 mph, the automaker responded to blog entries about the incident. “We don’t advocate traveling at 100 mph on our nation’s highways, or anywhere for that matter in any of our products, but we’ve also heard from some of our Prius owners that say it’s kind of nice to know the car is not a slug at all but has the power to move fast if needed. Just what is the top speed of a Prius? It’s actually 103 mph. Buy a Prius—but obey the law,” Mr. Ertmann wrote on his blog. In a six-month study of online behavior conducted in 2007, CarGurus found that new-car shoppers spent a majority of their time online looking at photos or watching videos. Reading articles and user reviews or comparing prices and vehicle specifications occupied 38% of their time.

What About User Generated Content (UGC)?

Page 22: Automotive Digital Advertising Facts Charts

22Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 23: Automotive Digital Advertising Facts Charts

23Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Greatest G

ainsG

reatest Reductions

Page 24: Automotive Digital Advertising Facts Charts

24Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Where is the traditional Advertising money being spent within the Automotive channel? Non-digital ad spend is declining as Automotive moves from offline to online advertising, with Automotive Tier 2 (dealer associations) and Automotive Tier 3 (dealers) in the top 3 for both volume and shift towards digital.

Page 25: Automotive Digital Advertising Facts Charts

25Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

With 4 of the top 10 offline media buyers being car companies, despite having shifted billions of dollars into digital, even the car companies still spend a disproportionately large amount of money on traditional media channels… This spending will increasingly come under fire and will be further eroded as more OEM dollars shift into the digital and interactive media formats. This is important for Tiers 2 and 3 which are influenced by OEM’s.

Page 26: Automotive Digital Advertising Facts Charts

26Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

When Search Advertising is excluded, and we look at where OEM’s have shifted budgets into online advertising in the most recent 3 year period, we can see where the dealers will most likely pull their dollars from as they see the need to invest in online digital marketing. We believe that Tier 1 is a leading indicator for spending shifts at Tier 2, and Tier 2 is a likewise leading indicator of advertising shifts at Tier 3.

Page 27: Automotive Digital Advertising Facts Charts

27Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

When we look at the overall growth in Digital Advertising and Online measured media spending, we can see the growth is outpacing the Automotive Industry’s shifting of media buys at Tier 2 and Tier 3 to date… This is an indicator that there is a lag in Automotive Tiers 2 and 3 which shows that there is a gap between what dealers are spending there advertising money on and where both consumers and the rest of the business world has gone.

Page 28: Automotive Digital Advertising Facts Charts

28Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

When we look at pure Tier 3 Advertising spend per the most recent NADA numbers, we see that dealers currently show various expenses that they categorize as Internet Advertising using up less than 13% of their total advertising budget. We believe that this share of dealer advertising spend will more than double to over 25% within the next 4 years…

Page 29: Automotive Digital Advertising Facts Charts

29Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

A survey from The Kelsey Group indicated that 59 percent of dealers said they would utilize Internet video on their Web sites in the next 12 months, versus the 33 percent who already use the technology. Additionally, the number of dealers who implement online customer ratings and reviews is expected to rise from 29 percent to 43 percent, officials indicated.Meanwhile, 33 percent of franchised dealers indicated they will use social networking sites, an increase from 15 percent.

"These findings point to a significant disruption in the auto dealer advertising space," explained Neal Polachek, CEO of The Kelsey Group.

"There are valuable opportunities for traditional and new media companies that tune into dealers' adoption of Web 2.0 technologies and align with dealers' online media-buying intentions," Polachek added.Dealers are also shifting the manner in which they advertise. Sixty-two percent of dealers surveyed plan to boost online media spending in the next 12 months. Only 17 percent said they will do the same for traditional media. Likewise, only 8 percent of dealers intend to cut online spending, while 46 percent will decrease traditional media spending.

SOURCE: The Kelsey Group gathered information for the study in February/March 2008.

How will dealers respond to the Digital Advertising Gold Rush?

Page 30: Automotive Digital Advertising Facts Charts

30Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Where will these shifting advertising dollars flow into? It is fairly certain that the largest segment will be spent on Search Advertising, with well over half of that going to Google Adwords, followed by online video based advertising and online website placed display advertising combined equaling paid search advertising… Classified (Autotrader.com, Cars.com, etc.) will be the 4th largest spend category, followed by purchased leads and email marketing.

Page 31: Automotive Digital Advertising Facts Charts

31Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

When dealers were asked in January 2008 where they would shift their online advertising investments, Search Advertising was followed by Display Advertising and Video Advertising. This shows a clear justification for ADP Digital Marketing to invest and grow capabilities in these 3 areas.

Page 32: Automotive Digital Advertising Facts Charts

32Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

What types of online video advertising should ADP develop?

It is obvious that click-to-play, expanding and video built into display advertising space capabilities are what we need to offer…

What Types of Online Video Based Advertising Will Sell?

Page 33: Automotive Digital Advertising Facts Charts

33Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

The Last Ten Years of Change in the Way Dealers Advertise

Page 34: Automotive Digital Advertising Facts Charts

34Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

How Many Dealers Have Started Buying Search Advertising During Past 24 Months?

Page 35: Automotive Digital Advertising Facts Charts

35Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Which Dealers are Using SEM?

Page 36: Automotive Digital Advertising Facts Charts

36Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 37: Automotive Digital Advertising Facts Charts

37Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 38: Automotive Digital Advertising Facts Charts

38Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 39: Automotive Digital Advertising Facts Charts

39Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 40: Automotive Digital Advertising Facts Charts

40Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 41: Automotive Digital Advertising Facts Charts

41Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 42: Automotive Digital Advertising Facts Charts

42Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 43: Automotive Digital Advertising Facts Charts

43Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 44: Automotive Digital Advertising Facts Charts

44Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Winners and Losers in Automotive Advertising Automotive Retailer Investment in Online Advertising is Projected to Increase 84% During the Next 5 Years

2006 through 2011 Overall Automotive Advertising by Media Channel ($ Millions)

Declining Investment in Less Effective Media include:• Newspaper• Direct Mail• Yellow Page Directories• Local Magazines

Page 45: Automotive Digital Advertising Facts Charts

45Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

• "Automakers and dealers pulled dollars out of television, newspaper and magazine media buys and redirected them to digital media in 2006 and 2007,"

- Lisa Phillips, eMarketer senior analyst • eMarketer data shows the automotive

category accounted for $2.69 billion, or nearly 14%, of the $19.5 billion that was spent on Internet advertising and marketing in 2007.

Auto Industry Takes a Digital TurnThe best auto retailers are shifting their budgets into Digital Marketing…

Page 46: Automotive Digital Advertising Facts Charts

46Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

All Customers are “Internet Customers” Majority of Car Buying Research is Done Online

Page 47: Automotive Digital Advertising Facts Charts

47Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Why Allocate Digital Advertising Budget? Car Buying Decisions are Made with Online Information

Page 48: Automotive Digital Advertising Facts Charts

48Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Online Information Drives Consideration Web Out-Influences TV, Newspaper, Radio & Outdoor

Page 49: Automotive Digital Advertising Facts Charts

49Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Car Buyers Request Quotes at Multiple Points RFQ’s are now more likely to originate at Dealer Websites

Page 50: Automotive Digital Advertising Facts Charts

50Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 51: Automotive Digital Advertising Facts Charts

51Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Which Industry Segments are Best Poised to Grow?

Page 52: Automotive Digital Advertising Facts Charts

52Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 53: Automotive Digital Advertising Facts Charts

53Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 54: Automotive Digital Advertising Facts Charts

54Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

64% 64%67% 68%

70%

26%

33%

43%47% 47%

54% 53%59% 61%

40%

54%

60% 60%

20%

40%

60%

80%

1999 2000 2001 2002 2003 2004 2005 2006 2007

Used New

Automotive Internet Usage: Used1 Vs. New2 Vehicle Buyers – 9 Year Trend

In 2008-2009 the Internet will impact automotive shopping more than ever before!

1Based to new-vehicle buyers. Source: J.D. Power and Associates 1999-2007 New Autoshopper.com Studies2Based to used-vehicle buyers. Source: J.D. Power and Associates 1999-2007 Used Autoshopper.com Studies

Page 55: Automotive Digital Advertising Facts Charts

55Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 56: Automotive Digital Advertising Facts Charts

56Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

6%

47%48%51%

58%61%62%

66%

46%46%45%40%

36%34%31%

5%3%2%2%2%3%

0%

10%

20%

30%

40%

50%

60%

70%

2001 2002 2003 2004 2005 2006 2007

Independent Sites Manufacturer Sites Dealership Sites

Based to new-vehicle AIUs. Source: J.D. Power and Associates 2001-2007 New Autoshopper.com Studies

First Auto Site Visited by Online Car Buyers

Independent sites are decreasing in likelihood of being the first site visited…

Page 57: Automotive Digital Advertising Facts Charts

57Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Only 22% submit an Internet Lead, but 39% visit a dealership showroom because of online information

Visit Dealer Based on Online Information

Yes, 39%

No, 61%

Submit an Online Request for Quote

Yes, 22%

No, 88%

Based to all new-vehicle buyers. Source: 2007 New Autoshopper.com Study

Page 58: Automotive Digital Advertising Facts Charts

58Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Gen Y and Gen X buyers are more likely to submit an online quote request

Submit Quote Request

13%

24%

30%

29%

0% 20% 40% 60% 80%

Pre-Boomers

Boomers

Gen X

Gen Y

Lead to Dealer Visit

22%

40%

51%

55%

0% 20% 40% 60% 80%

Pre-Boomers

Boomers

Gen X

Gen Y

Source: J.D. Power and Associates 2007 New AutoShopper.com Study

Lower Funnel Activities by Generation (Based to All Buyers)

Page 59: Automotive Digital Advertising Facts Charts

59Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Search engines can be an effective way to reach consumers looking for auto shopping sites

Based to AIUs using search engines; 2007 J.D. Power and Associates New Autoshopper.com Study

Web Sites Found By Search Engines

77%

59%49%

0%

20%

40%

60%

80%

100%

Manufacturer WebSites

Independent WebSites

Dealership Web Sites

Perc

enta

ge o

f Web

Site

Res

ults

Page 60: Automotive Digital Advertising Facts Charts

60Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Consumers use search to find vehicle images

Based to AIUs using search engines; 2007 J.D. Power and Associates New Autoshopper.com Study

Information Found By Search Engines

82%

42%

24%

0%

20%

40%

60%

80%

100%

Images Directions/maps tolocal dealerships

Videos

Page 61: Automotive Digital Advertising Facts Charts

61Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Top 5 Search Engines

4%

8%

14%

30%

58%

0% 10% 20% 30% 40% 50% 60% 70%

Ask.com

AOL Search

MSN Search

Yahoo!

Google

Percentage of AIUs Visiting Search Engines

2007

2006

Google continues to dominate and grow in AIU search usage

Based to AIUs; 2006-2007 J.D. Power and Associates New Autoshopper.com Study

Page 62: Automotive Digital Advertising Facts Charts

62Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 63: Automotive Digital Advertising Facts Charts

63Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 64: Automotive Digital Advertising Facts Charts

64Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Good Things Happen When You Combine Display and Search!When combined, Search and Display Advertising deliver profoundly better results than when used independently. Together, they provide:1. Significant lift in onsite engagement2. Increase in online and offline purchasing by consumers who are exposed to integrated campaigns

Display improves Search performance.Interest generated from Display advertising carries over to consumer Search behavior:• 22% increase in CTR when advertisers run both Search and Display over just Search• 26% increase in related trademark term searches – brand name, company or product names• Higher click-to-conversion rates in Search campaigns makes individual Search clicks more valuable

Search improves Display Performance.When users are exposed to both:• 244% increase in purchases of advertiser’s products online• 89% increase in purchases of advertiser’s products offline• 68% increase in page views on advertiser’s site• 66% increase in time spent on advertiser’s site

“Advertisers who approach their marketing holistically drive greater engagement, generatemore purchases both online and offline and steal share from their direct competitors.”Greg ColemanExecutive VP of Sales, Yahoo

Sources:1. Atlas Digital Marketing Insight Report2. Yahoo! Report, January 2007

Page 65: Automotive Digital Advertising Facts Charts

65Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Jupiter Research 2007 US Automotive Consumer SurveyYahoo! Search Marketing Proprietary and Confidential. © 2007.

Page 66: Automotive Digital Advertising Facts Charts

66Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 67: Automotive Digital Advertising Facts Charts

67Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 68: Automotive Digital Advertising Facts Charts

68Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 69: Automotive Digital Advertising Facts Charts

69Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 70: Automotive Digital Advertising Facts Charts

70Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 71: Automotive Digital Advertising Facts Charts

71Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 72: Automotive Digital Advertising Facts Charts

72Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 73: Automotive Digital Advertising Facts Charts

73Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 74: Automotive Digital Advertising Facts Charts

74Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 75: Automotive Digital Advertising Facts Charts

75Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 76: Automotive Digital Advertising Facts Charts

76Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 77: Automotive Digital Advertising Facts Charts

77Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 78: Automotive Digital Advertising Facts Charts

78Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 79: Automotive Digital Advertising Facts Charts

79Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 80: Automotive Digital Advertising Facts Charts

80Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 81: Automotive Digital Advertising Facts Charts

81Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 82: Automotive Digital Advertising Facts Charts

82Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 83: Automotive Digital Advertising Facts Charts

83Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 84: Automotive Digital Advertising Facts Charts

84Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 85: Automotive Digital Advertising Facts Charts

85Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 86: Automotive Digital Advertising Facts Charts

86Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 87: Automotive Digital Advertising Facts Charts

87Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 88: Automotive Digital Advertising Facts Charts

88Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 89: Automotive Digital Advertising Facts Charts

89Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 90: Automotive Digital Advertising Facts Charts

90Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 91: Automotive Digital Advertising Facts Charts

91Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 92: Automotive Digital Advertising Facts Charts

92Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 93: Automotive Digital Advertising Facts Charts

93Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 94: Automotive Digital Advertising Facts Charts

94Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 95: Automotive Digital Advertising Facts Charts

95Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 96: Automotive Digital Advertising Facts Charts

96Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 97: Automotive Digital Advertising Facts Charts

97Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 98: Automotive Digital Advertising Facts Charts

98Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 99: Automotive Digital Advertising Facts Charts

99Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 100: Automotive Digital Advertising Facts Charts

100Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 101: Automotive Digital Advertising Facts Charts

101Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 102: Automotive Digital Advertising Facts Charts

102Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 103: Automotive Digital Advertising Facts Charts

103Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 104: Automotive Digital Advertising Facts Charts

104Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 105: Automotive Digital Advertising Facts Charts

105Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 106: Automotive Digital Advertising Facts Charts

106Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 107: Automotive Digital Advertising Facts Charts

107Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 108: Automotive Digital Advertising Facts Charts

108Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 109: Automotive Digital Advertising Facts Charts

109Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 110: Automotive Digital Advertising Facts Charts

110Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 111: Automotive Digital Advertising Facts Charts

111Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 112: Automotive Digital Advertising Facts Charts

112Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 113: Automotive Digital Advertising Facts Charts

113Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 114: Automotive Digital Advertising Facts Charts

114Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 115: Automotive Digital Advertising Facts Charts

115Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 116: Automotive Digital Advertising Facts Charts

116Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 117: Automotive Digital Advertising Facts Charts

117Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 118: Automotive Digital Advertising Facts Charts

118Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 119: Automotive Digital Advertising Facts Charts

119Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 120: Automotive Digital Advertising Facts Charts

120Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 121: Automotive Digital Advertising Facts Charts

121Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 122: Automotive Digital Advertising Facts Charts

122Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 123: Automotive Digital Advertising Facts Charts

123Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 124: Automotive Digital Advertising Facts Charts

124Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 125: Automotive Digital Advertising Facts Charts

125Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 126: Automotive Digital Advertising Facts Charts

126Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

How do we know what types of campaigns to offer online consumers so that dealers will want to use ADP Digital Advertising solutions?

Page 127: Automotive Digital Advertising Facts Charts

127Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 128: Automotive Digital Advertising Facts Charts

128Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 129: Automotive Digital Advertising Facts Charts

129Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 130: Automotive Digital Advertising Facts Charts

130Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]

Page 131: Automotive Digital Advertising Facts Charts

131Ralph Paglia; Director – Digital Marketing, 505-301-6369, [email protected]