The US Automotive Industry H2 2016 Update: Digital Ad Spending Forecast and Trends - eMarketer

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The US Automotive Industry H2 2016 Update: Digital Ad Spending Forecast and Trends

eMarketer Report

By: eMarketer

Published: December 21, 2016

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

Executive Summary

US automotive advertisers will spend $9.13 billion on digital advertising in 2016, a 22.4% gain from 2015 that will see this sector account for 12.7% of total US digital ad spending for the year.

  • Fifteen years after “The Hire,” its series of eight short, web-only films, BMW released “The Escape,” a sequel that debuted in late October. The 11-minute film once again starred Clive Owen as a driver hired to transport a mysterious person to an unknown destination. That ride inevitably results in a high-speed chase designed to show off the features of the 2017 BMW Series 5 car. BMW wouldn’t divulge what it spent on this digital effort, but director Neill Blomkamp told The Hollywood Reporter that “on a cost-per-minute basis, it was pretty close to major feature film territory.” That’s a pretty big spend for branded content, but it’s doing its job. As of mid-December, the film had tallied nearly 5.1 million views on YouTube.
  • Several auto brands employed virtual reality (VR) to tell their brand stories in the second half of 2016. Toyota was the launch partner for USA Today’s weekly news program VRtually There, debuting a 60-second branded content ad using VR technology. Ford also dipped its toe into the VR world with its August release of a mobile app that gave users a behind-the-scenes look at auto racing. An 8-minute video allowed viewers to experience what it was like for the crew of the Ford GT to participate in the 24 Hours of Le Mans race.

"The digital ad spending predictions for the automotive industry in this report have been revised upward from eMarketer’s March 2016 forecast. Previously, spending by this sector had been projected to total $8.71 billion for 2016. Increased spending on video and social media, with a focus on mobile, are factors in the revision of the forecast. Spending will continue to increase through 2020, when automotive brands will spend $15.21 billion on digital advertising."

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5 charts are included in the full report:

Automotive Industry H2 2016: Digital Ad Spending Forecast and Trends

US Automotive Industry Digital Ad Spending, 2015-2020 (billions, % of total digital ad spending and % change)

Top 25 Advertisers, Ranked by US Total Media Ad Spending, Q2 2016 (millions)

US Digital Ad Spending Growth, by Industry, 2015-2020 (% change)

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

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