In a new column, Dynamic Logic analyzes online automotive advertising.
Recent analysis of Dynamic Logic’s MarketNorms (Q4/2004) shows that autos can build brand very well on just about any type of website, but can dramatically increase purchase intent on auto sites.
The chart below shows an indexing of the average delta, or impact, on Brand Awareness and Purchase Intent/Consideration for four different types of websites. For awareness, there is little difference in advertising performance based on website type (they all hover around the index red line), confirming the ability of automakers to make consumers aware of their brand across business/finance, news and info, sports and auto sites.
However, when consumers are past the awareness stage and are more engaged in the buying process, auto advertising is most effective on auto-type sites. In fact, advertising on auto sites is nearly five times more effective at improving Purchase Intent/Consideration than the average impact on non-auto sites (see the higher blue bar on the left side of the graph). Since the message reaches consumers while they are further along the purchase funnel, it is not surprising that advertising on auto sites can have a greater persuasive impact. People who are in the market to buy a vehicle are more likely to be receptive to messaging about pricing deals and product differentiation.
Some reasons why:
Auto site visitors are likely to have a higher level of interest in cars or trucks and may already be more informed than other consumers about vehicles in the marketplace. Therefore, baseline awareness may be higher among auto site visitors than among visitors to other sites, leaving less room for improvement. In addition, aided awareness among all consumers for many vehicles is very high, reducing the potential for large differences in the impact of advertising on this metric across sites.
The messages delivered on auto sites may already be different from those delivered on business/finance, news and info or sports sites. Since auto site visitors may be closer to purchase, advertisers may tailor messaging on these sites to create persuasion rather than awareness.
Simply stated, lower-funnel messaging to drive favorability of a brand or intent to purchase has less impact on people who are not considering purchasing the product at that time. To be most effective, marketers should leverage a broad range of website types when the goal is to drive awareness, then focus persuasion-oriented auto advertising to increase intent to purchase on auto-specific sites.
NOTE: Dynamic Logic’s MarketNorms is a marketing effectiveness database. These findings are aggregate in nature, reflect past results and are not a guarantee of future results for individual campaigns.