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Automotive Online:
Gearing Up for Greater Spending
The automotive industry is the largest advertiser in the world, and almost 70% of consumers use the Web at some point in their automotive purchases. However, among the top 10 auto manufacturers, online advertising accounted for only 2.5% of their total ad spending in January–November 2005—but a surge is coming.
Attention: OEMs, Dealers, Parts Suppliers, Technology Vendors, Consultants, Marketers and Advertising Agencies.
The Automotive Online report analyzes the trends and rationales that are powering the auto industry to drive online.
No more spinning wheels. Automotive advertisers are finally gearing up for an online advertising surge – and the increased online spending will come at the expense of other media.
Key questions the "Automotive Online" report answers:
- Where are automakers spending their advertising budgets?
- How well does behavioral targeting work in the automotive industry?
- In what ways do consumers use the Internet to buy cars?
- Does the online experience influence consumer decision-making?
- And many more…
eMarketer Reports—On-Target and Up-to-Date
The Automotive Online report aggregates the latest data from leading marketing and communications researchers with eMarketer numbers, projections and analysis to give you the comprehensive range of information you need to keep up with the latest trends and succeed online.
To download the report to your desktop immediately—or receive a bound-paper copy via FedEx—click Add to Cart:
The automotive industry is the largest advertiser in the world, and almost 70% of consumers use the Web at some point in their automotive purchases. However, among the top 10 auto manufacturers, online advertising accounted for only 2.5% of their total ad spending in January–November 2005—but a surge is coming.
Impetus
 US Automotive Online Advertising Spending, 2004-2007 (millions)
Overview
Issues & Questions
The eMarketer Outlook
$2.7 billion: total online advertising spending by automotive companies in 2007, compared with $1.4 billion in 2005
15%: proportion of total US online advertising that will be accounted for by the automotive industry in 2007, compared with 11% in 2005
Implications for Your Business
For Manufacturers and Dealers
For Advertising Agencies
A. Automotive Advertising
Traditional Media Spending
Top 10 Automotive Advertisers in the US, Ranked by Total Media* Spending, January-November 2004 vs. January-November 2005 (thousands and % increase/decrease vs. prior year)
Top 10 Automotive Offline* Advertisers in the US, Ranked by Spending, January-November 2004 vs. January-November 2005 (thousands and % increase/decrease vs. prior year)
Advertising Spending by Automotive Factories and Dealer Associations in the US, by Media, January-November 2005 (thousands and % of total)
Promotional Media Likely to Be Influential When Choosing a Vehicle according to Consumers and Manufacturers in Select Countries* Worldwide, 2005 ( % of respondents)
Search Engine Providers of the Major Online Portals in Japan, 2003
Online Spending
Top 10 Automotive Online Advertisers in the US, Ranked by Spending, January-November 2004 vs. January-November 2005 (thousands and % increase/decrease vs. prior year)
Top 10 Automotive Online Advertisers in the US, January-November 2005 (thousands, % increase/decrease vs. prior year and online % of total ad budget)
US Online Advertising Spending, by Major Consumer Category, Q2 2004 & Q2 2005 (as a % of total spending)
US Automotive Online Advertising Spending, 2004-2007 (millions)
Search
Search Engines on which Search Ads Are Effective according to US Advertisers, November 2005 (% of respondents)
Types of Search Terms Used in Car-Related Searches by US Internet Users, 2005 (% of respondents)
Best and Worst Performing Online Advertising Tactics* according to US Online Marketers**, December 2005 (% of respondents)
Paid Search Keyword Price Index* in the US, by Industry, November 2005 & December 2005
Behavioral Targeting
US E-Mail Users Level of Concern Regarding Select Internet Issues, May-June 2005 (% of respondents)
B. Consumers in the Online Funnel
Consumers in Select Countries Who Use the Internet to Research Vehicles, 2005 (% of respondents)
Who Is Going Online
Demographic Profile of US At-Home and At-Work Internet Users Who Visit Automotive Websites, September 2005 (thousands of unique visitors and % of total audience)
Most Important Mass Media Informational Tool according to First-Time Vehicle Buyers in the US, November 2005 (% of respondents)
Top 10 Websites, Ranked by Composition of US Internet Users* Using "Fuel Efficiency" or "SUV" As Search Terms, March 2005 (% composition and % reach)
What They're Looking For
Top Reasons that US New Car Buyers* Used the Internet as an Information Source When Shopping for an Automobile, July-October 2005 (% of respondents)
Reasons that US Consumers Use the Internet When Researching or Purchasing Automotive Products and Services, 2003 & 2005 (% of respondents)
Influence of the Internet on US Consumers' Decision to Purchase Current Vehicle, 2005 (% of respondents)
Why They Buy
Top Reasons for Purchasing or Leasing a New Vehicle according to Consumers in Select Countries* Worldwide, 2004 & 2005 (% of respondents)
Importance of Factors in Consumers' Choice of Vehicle according to Consumers and Manufacturers in Select Countries* Worldwide, 2005 (% of respondents)
C. Manufacturer, Dealers and Third-Party Sites
Internet Users in Select Countries Who Expect to Visit Auto Manufacturer and Third-Party Websites, 2005 (% of respondents)
Most Important Website Features on Automotive Websites according to Internet Users in Select Countries* Worldwide, 2005 (% of respondents)
Manufacturer Sites
Likelihood of Purchasing a Vehicle Because of Manufacturer's Website Features according to Internet Users in Select Countries Worldwide, 2005 (% of respondents*)
Top 10 Auto Manufacturer Websites in the US, Ranked by Visits, January 8-14, 2006 (% market share)
The Dealer Experience
Services Offered by the Websites of US New Car Dealerships, 2005
Advertising Spending by Automobile Dealerships in the US, by Media, 2004 (% of total)
Advertising Spending by Automotive Dealers and Dealer Associations in the US, by Media, January 2005-November 2005 (thousands and % of total)
Research Method that Led to Used Vehicle Purchase according to US Consumers*, 2001-2005 (% of respondents)
Leading Classifieds Websites among US Internet Users, 2004 & 2005 (thousands of unique visitors and % change)
Third-Party Sites
Top 25 Automotive Websites among US At-Home, At-Work and University Internet Users, December 2004 & 2005 (thousands of unique visitors and % increase/decrease vs. prior year)
Leading US Automotive Websites according to Internet Users*, July-October 2005 (% of respondents)
Information Sources Used by US Consumers to Search for Cars, 2005 (% of respondents)
Related Information and Links
Related Links
Related Charts
Suggested Keywords for eStat Database
Contact
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A Trusted Resource
The automotive industry is the largest advertiser in the world, and almost 70% of consumers use the Web at some point in their automotive purchases. However, among the top 10 auto manufacturers, online advertising accounted for only 2.5% of their total ad spending in January–November 2005—but a surge is coming.
Capgemini
Compete, Inc.
comScore Media Metrix
DoubleClick
eMarketer
Fathom Online
Feedback Research
Harris Interactive
Hitwise
Interactive Advertising Bureau (IAB)
J.D. Power and Associates
MarketingSherpa
Media-Screen
National Automobile Dealers Association (NADA)
Nielsen Monitor-Plus
Nielsen//NetRatings
Outsell
Pew Internet & American Life Project
PricewaterhouseCoopers (PwC)
R. L. Polk & Co.
TNS Media Intelligence
US Bancorp Piper Jaffray
Yahoo!
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Price: $695.00
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Price: $695.00
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