Search Trends and Analysis

Automotive Trends and Opportunities

Presenter NamePresenter Title

Contents

Product Traffic Growth

Automotive Product Trends:

• While looking for cars, terms with brand KWs have increased 3% so far in 2010 year on year while Generic and Used Car terms have decreased 3% and 9% respectfully

• Contrary to this, search for automotive services are up: instruction(11%) and MOT (18%)

• Moreover, family car traffic is up 33% (Jan-Sept 2010 vs 2009)

1. Microsoft Advertising Intelligence Tool

Car Registrations - SMMT

Car Registrations follow a cyclical pattern which is centre on the two DVLA number plate release dates that occur in March and September

1. SMMT

Accommodation Demographics and Daily Trends:

1. Microsoft Advertising Intelligence Tool

Product by Demographic

While the majority of traffic is located in the 35-49 age bucket, family cars are predominantly searched for by the 25-34 bracket

1. Microsoft Advertising Intelligence Tool2. Microsoft AdCenter

Males have the highest rates for Specialist cars which include kit, racer and modified cars while females score the highest for generic sports car terms particularly the 18-24s

3rd Party Consumer Trends on Car Purchases

• Consumers’ choice of car brands begins with the economic fundamentals: price, reliability, fuel consumption

• Replacement purchases account for the largest proportion of sales and is in steady decline, indicating that car owners are holding on to cars for longer

• New car sales tend to be more sensitive to changes in interest rates than used car sales

1. Mintel 2009/2010

1.

1.

1.

Recessional/Future Trends on Car Purchases

• Diesel cars have taken a larger share of registrations since 2000 – in 08/09 they were replaced by small cars

• There has been a reduction in overall new and used car sales since 2004 – in contrast there has been an increase in sales of small cars in 2009 by 24%

• Sales of small and alternative fuel vehicles (AFVs) have outperformed the rest of the car market

• Sales are forecast to recover in 2011 and 2012 as the effects of the recession and falls

• Renting cars may become more of a necessity as the high development costs of electrically powered cars result in high purchase costs - Hybrids are an interim technology

1. Mintel 2009/2010

1.

Network Trends

Network Demographics

•While the majority of the impressions occur in the age groups below 44, more clicks occur in the higher age brackets•Conversions, like impressions, peak in the 25-34 group and are more prominent with female in younger age groups and males in the older segments•55% of conversion occur between the 25-44 age bracket

Source: Microsoft Media Network : Oct 09 : Aug 10 - % of all IMP/CLK/Con

Network: Day of the Week• The majority of the impressions and clicks occur during the beginning of the week

with a low point on Saturdays, with a strong peak on Sunday• Nonetheless, the strongest conversion day is Tuesday – typical conversion

metrics include: test drives, brochure requests, call backs and appointment bookings

Source: Microsoft Media Network : Oct 09 : Aug 10

Network: Time of Day

Source: Microsoft Media Network : Oct 09 : Aug 10

• Both impressions and actions peak towards the end of the evening between 21 – 22

• Slight impression peaks can also be seen during the lunch hour as well as at the end of the work day

Industry and 3rd Party Information

14

Motoring Media Spend

• For the most part, motoring advertisers tend to spend the most on advertising on TV, in the Press or on the Radio.

• On average the industry currently spends around 4% on Internet advertising (not including search)

Source: NNR adDynanix : July 2010

Display Advertisement Publisher Location : Reach and Frequency

15

•Microsoft sites have the highest reach of UK UU with over 20% more UU than its closest competitor.•This allows branding campaigns to reach the largest set of consumers with MSA•Microsoft sites have a frequency of 8.4 with the second largest amount of advertiser impressions

Source: ComScore adMetrix : August 2010

Buying Considerations

1. Mintel 2009

The Open Road

Understanding today’s automotive purchase process

Opportunities

Gender-Specific Messaging

When creating your ad campaign, remember to tailor your ad campaigns to your target consumer

Price and Quality Assurances

Consumers are watching after their pennies and want the most value for their money

Reach the Maximum Audience

With the largest base of unique users for your impressions, Microsoft offers a great opportunity for your next branding campaign