As an automotive marketer, you face many pressing challenges. Not only is the auto industry in the fast lane when it comes to change, but so too is the media landscape you must navigate to attract Connected Consumers. Online media’s increasing importance in the purchase journey combined with the proliferation of connected devices, however, presents a significant opportunity and route to maximizing the efficiency of your campaigns.
While traditional TV remains the go-to media channel to drive brand image and reach a mass audience, online campaigns can add extra reach and help target a specific group. More specifically, you need to go mobile and devise content specifically for this channel. Here’s why:
Our research shows that mobile accounts for a significant share of digital ad impressions. According to our Crossmedia Visualizer data, based on online users in Germany, more than one third (37.4%) of all ad impressions within automotive online touchpoints occur exclusively on mobile devices. When looking at smartphones only, they deliver 20.4% exclusive reach, while tablets deliver 14.3%.
The increasing usage of mobile devices among the online population in the auto sector is also evident when we look at the websites of the top three premium car brands in Germany. While desktop still delivers the greatest share of impressions versus mobile for Mercedes-Benz (64.3% vs. 35.8%) and Audi (64.3% vs. 32.2%), for BMW, mobile provides a 53.3% share of impressions versus 45.9% for desktop.
You can master today’s multi-channel marketing reality and track, analyze and optimize your media planning with our Crossmedia Visualizer tool. Test it out for yourself for free to discover:
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