[Infographic] Auto Industry Makes Big Turn to Digital Ad Spend
Social media advertising and search are two main drivers of how car shoppers research today.
As such, digital ad spending in the automotive industry is on the rise with an expected increase of 143 percent from 2012-2018, according to a new infographic (shown below) from Kenshoo.
The predictive media optimization technology provider also found that selling cars generally requires higher levels of search spend, while informing car shoppers about their options generates higher engagement.
Other key findings include:
• Search is the #1 resource used by today’s “digital driver”
• Top-tier auto advertisers (based on monthly spend) invest over three times as much as the middle tier, and see a lift in click-through rate of 105 percent
• Fifty-six percent of car buyers who contacted a dealer because of social media advertising made a purchase
(Editor's Note: Click on the infographic to zoom in.)