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Automotive Online: Gearing Up for Greater SpendingPublished by: eMarketer Published: Mar. 1, 2006 - 21 Pages Table of ContentsImpetus Automotive Online Ad Spending in the US, 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) Automotive Online Ad Spending in the US, 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 AD:TECH Attendees, 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 Worldwide Who Use the Internet to Research Vehicles, 2005 (% of respondents) Who Is Going Online Demographic Profile of US Home and Work Internet Users Who Visit Automotive Web Sites, September 2005 (in thousands and as a % audience composition) Most Important Mass Media Informational Tool according to First-Time Vehicle Buyers in the US, November 2005 (% of respondents) Top 10 Web Sites, 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 Worldwide Who Expect to Visit Auto Manufacturer and Third-Party Web Sites, 2005 (% of respondents) Most Important Web Site Features on Automotive Web Sites according to Internet Users in Select Countries* Worldwide, 2005 (% of respondents) Manufacturer Sites Likelihood of Purchasing a Vehicle Because of Manufacturer's Web Site Features according to Internet Users in Select Countries Worldwide, 2005 (% of respondents*) Top 10 Auto Manufacturer Web Sites in the US, Ranked by Market Share of Visits, Week ending January 14, 2006 The Dealer Experience Services Offered by the Web Sites 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 Web Sites among US Internet Users, 2004 & 2005 (in thousands of unique visitors and % change) Third-Party Sites Top 25 Automotive Web Sites 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 Web Sites 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 Report Contributors About eMarketer eMarketer's Core Expertise Dedicated Team A Trusted Resource AbstractThe 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:
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. Get Full Details About This Report >> |
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