The US Auto Industry 2016: Digital Ad Spending Forecast and Trends - eMarketer
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The US Auto Industry 2016: Digital Ad Spending Forecast and Trends

eMarketer Report

By: eMarketer

Published: May 12, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

The US automotive industry will spend $8.71 billion on paid digital media in 2016. The sector is on track to hit $14.14 billion by 2020. While growth will begin to taper off this year, the industry’s share of US digital spending is expected to rise slightly throughout the forecast period.

  • The US auto industry is in the middle of robust digital ad spending growth, propelled by strong domestic sales volumes and new vehicle launches slated for 2016.
  • Manufacturers, dealers and aftermarket providers are turning to digital to streamline lower-funnel efforts. Across all tiers, digital’s share has become a significant portion of ad budgets.
  • This year, there will be an almost equal split in spending on search and display formats among auto advertisers. eMarketer estimates that 45.1% of total digital spending will go toward paid search, and 45.0% will go toward display.
  • Auto brands will dedicate more than 60% of total digital ad budgets to mobile. As mobile adoption accelerates and more local targeting options become available, auto marketers are racing in.
  • As digital ad spending climbs, so too does the percentage that is conducted programmatically. eMarketer anticipates auto marketers will spend $2.39 billion on programmatically purchased display ads in 2016.

"The US automotive industry will increase digital ad spending across nearly all platforms, tactics and tiers in 2016, continuing a trend that will see digital ad outlays soar to more than $14 billion by 2020."

Table of Contents

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Digital Ad Spending Outlook

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Digital Ad Spending, by Format

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Mobile Ad Spending

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Programmatic Ad Spending

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12 charts are included in the full report:

The US Auto Industry 2016: Digital Ad Spending Forecast and Trends

US Automotive Industry Digital Ad Spending, 2014-2020 (billions, % of total digital ad spending and % change)

Digital Ad Spending Outlook

US Automotive Industry Digital Ad Spending, 2014-2020 (billions, % of total digital ad spending and % change)

US Digital Ad Spending, by Industry, 2015-2020 (billions and CAGR)

US Digital Ad Spending Share, by Industry, 2014-2020 (% of total)

Rising Auto Sales and New Vehicle Launches

Top 10 US Automotive Industry Advertisers, Ranked by Traditional Media Ad Spending, 2014 & 2015 (millions and % change)

Spending Across Tiers

US Automotive Industry Ad Spending, by Advertiser Type, 2014 & 2015 (billions and % change)

US Automotive Industry Total Media Ad Spending Share, by Media and Company Type, 2015 (% of total)

US Automotive Dealership Total Media Ad Spending Share, by Media, 2012-2015 (% of total)

Digital Ad Spending, by Format

US Automotive Industry Digital Ad Spending, by Format, 2016 (billions and % of total)

Paid Search

Growth in Automotive Image Searches Among US Internet Users, Jan 2014-Nov 2015 (% change vs. same period of prior year)

Mobile Ad Spending

US Automotive Industry Digital Ad Spending, by Device, 2016 (billions and % of total)

Programmatic Ad Spending

US Automotive Industry Digital Display Ad Spending, by Transaction Method, 2016 (billions and % of total)

US Digital Display Ad Spending, by Industry and Transaction Method, 2016 (billions and % of total industry ad spending)