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Automotive Online:
The Race Is On
At $21 billion in overall spending, the automotive industry is the largest US advertising category, but automakers and dealers continue pulling ad dollars out of traditional media and redirecting them to microsites, digital media, SEM, mobile marketing and VODs.
The Automotive Online report analyzes the trend-setting online and mobile marketing strategies and tactics of the automotive industry. After all, where the auto industry goes – other industries often follow.
eMarketer predicts the automotive category, consisting of manufacturers, dealers and after-market vendors, will account for $2.54 billion, nearly 13%, of the $19.5 billion estimated to be spent on Internet advertising and marketing this year.
About $1.1 billion of that total will go toward search marketing strategies, including paid ads and search engine optimization.
Key questions the "Automotive Online" report answers:
- Where are automotive advertisers spending their online budgets?
- What tactics are online consumers responding to?
- How are dealers using the Web to find and keep customers?
- And many others...
eMarketer Reports—On-Target and Up-to-Date
The Automotive Online report aggregates the latest data from a wide range of marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decisions—right when you need to.
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At $21 billion in overall spending, the automotive industry is the largest US advertising category, but automakers and dealers continue pulling ad dollars out of traditional media and redirecting them to microsites, digital media, SEM, mobile marketing and VODs.
Executive Summary
 US Online Advertising Spending* by Automotive Companies, 2005-2010 (billions)
Issues & Questions
The eMarketer View
Key eMarketer Numbers: Automotive Online
Advertising and Marketing Trends
Traditional Media Lose Traction
Automotive Advertising Spending Worldwide, by Media, 2001-2005 (billions)
Leading Automotive Brands and Companies in the US, Ranked by Advertising Spending, First half 2005 & First half 2006 (millions and % increase/decrease vs. prior year)
Top 25 Industries for US Local Broadcast Television in the Top 100 Markets, Ranked by Ad Spending, Q1-Q3 2005 & Q1-Q3 2006 (thousands and % increase/decrease vs. prior year)
Leading Magazine Advertising Categories in the US, by Revenues, 2005 & 2006 (billions and % increase/decrease vs. prior year)
Online Ad Spending Hits High Gear
Top Automotive Online Advertisers in the US, Ranked by Spending, 2004 & 2005 (thousands and % increase/decrease vs. prior year)
US Online Advertising Impressions, by Industry, November & December 2006 (millions and % increase/decrease vs. prior month)
Top 20 US Advertisers on Automotive Websites, Ranked by Impressions, October 9-15, 2006 (thousands and % of total impressions)
US Online Advertising Impressions, by Industry and Format, December 2006 (millions)
US Online Classified Advertising Spending, by Segment, 2005-2010 (millions and % increase vs. prior year)
The Search Is On
US Paid Search Advertising Spending by Automotive Companies, 2005-2010 (billions)
Average Keyword Price in the US, Q4 2005-Q4 2006
Top 10 Search Terms that Drove Traffic to Automotive Websites, September 2006 (% share of all search traffic in that category)
Top 10 Search Terms in the Automotive Manufacturer Category, Ranked by Search Volume, July 2006 (% market share)
Percent of First Page* Ranked Terms for the Top 11 Fortune 500 Automotive Companies, 2007
Use of Video Is Viral
Behavior of US Online Video Viewers When They See Ads in the Video They Are Watching, November 2006 (% of respondents)
Interaction Rate* of Automotive Rich Media Campaigns in the US, by Feature, October 2005-September 2006
Average Time Spent on Select Features of Automotive Rich Media Campaigns in the US, October 2005-September 2006 (seconds)
Click-Through Rate, Interaction Rate* and Average Time Spent on Online Video for Automotive Rich Media Campaigns in the US, 2005
Branding on Social Networks
Top Five Most Influential Media on Vehicle Purchasing Decisions of US Adults, November-December 2006 (% of respondents)
Industry Categories Advertising on MySpace, March-September 2006 (share of image-based impressions)
Online Consumer Behavior
US Internet Users Who Visit Automotive Websites, August 2005-January 2006 (% cumulative reach)
Demographic Profile of US Visitors to Automotive Websites, September 2006 (thousands of unique visitors and % of total audience)
US Adult Internet Users Who Gathered Automotive Information Online during the Past Six Months, by Household Income, January 2006 (% of respondents in each group)
US Households Loyal to Automotive Manufacturers, by Age and Origin of Car, 2006 (% of respondents in each group)
US Adult Automobile Owners/Leasers Who Shopped Online for a Vehicle in the Past Year, by Brand of Vehicle, 2006 (consumer index*)
US Adult Automobile Owners/Leasers Who Purchased a Vehicle Online in the Past Year, by Brand of Vehicle, 2006 (consumer index*)
High Stakes for Automakers
Number of Vehicle Manufacturer Websites that Internet Users Worldwide Visit When Researching a Vehicle Purchase, 2005 & 2006 (% of respondents)
Click-Through Rate, Interaction Rate* and Average Time Spent on Automotive Rich Media Campaigns in the US, by Publisher Channel, October 2005-September 2006
Types of Websites Visited by All US Internet Users vs. New-Vehicle Buyers*, 2006 (% of respondents in each group)
Usage of Select Automotive Brand Websites by US Automotive Internet Users*, 2006 (% of respondents)
Select Information Sources that Consumers Worldwide Use When Researching a Vehicle Purchase, 2005 & 2006 (% of respondents)
Best Source for Automotive Information according to US In-Market Internet Users, December 2006 (% of respondents)
US Automotive Internet Users* Who Visited Independent** Automotive Websites, 2004 & 2006 (% of respondents)
Top 10 Automotive Websites among US Internet Users, Ranked by Unique Audience, November 6-12, 2006 (thousands, % active reach and mins:secs per user)
Customer Service Starts with a Web Site
Internet Users in Select Countries Who Would Be Less Likely to Purchase a Vehicle from a Manufacturer on Whose Website Important Features Are Not Available, 2006 (% of respondents)
Most Important Vehicle Website Features among Internet Users Worldwide When Researching a Vehicle Purchase, 2006 (% of respondents)
US Customer Satisfaction with Automotive Manufacturer Websites, 2007 (index ranking on a 1,000-point scale)
Dealerships Go Digital
US Automobile Shoppers* New Vehicle Shopping Online Photo Preferences, 2006 (% of respondents)
Response Time to an E-Mail or Web Query that Consumers in Select Countries Require from Vehicle Dealers and Manufacturers, 2006 (% of respondents)
Advertising Spending by US Automotive Dealerships, by Media, 1995 & 2005 (% of total spending)
Average Advertising Spending by US Automotive Dealerships, by Media and Number of New Vehicles Sold, 2005
Top 10 US Product Categories, by Advertising Spending, Q1 2006 (billions and % increase/decrease vs. prior year)
Change in Online Advertising Spending according to US Car Dealers, 2007 (% of respondents)
Select Sources that US Used-Vehicle Buyers Used to Find the Automobile They Purchased, 2002 & 2006 (% of respondents)
US New- and Used-Vehicle Buyers with Internet Access Who Visit Dealership Websites, 2006 (% of respondents)
Related Information and Links
Related Links
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At $21 billion in overall spending, the automotive industry is the largest US advertising category, but automakers and dealers continue pulling ad dollars out of traditional media and redirecting them to microsites, digital media, SEM, mobile marketing and VODs.
Advertising Age
BIGresearch
Burst Media
Capgemini
Cars.com
Compete
comScore Inc.
eMarketer
Experian Hitwise
Fathom Online
iCrossing
J.D. Power and Associates
JupiterResearch
Kelley Blue Book
Morgan Stanley
National Automobile Dealers Association (NADA)
Nielsen Monitor-Plus
Nielsen//NetRatings
Nielsen//NetRatings AdRelevance
Publishers Information Bureau (PIB)
R. L. Polk & Co.
Radio Advertising Bureau (RAB)
Scarborough Research
Stradegy-TNS Media Intelligence
Television Bureau of Advertising (TVB)
TNS Media Intelligence
ZenithOptimedia
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Price: $695.00
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Price: $695.00
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