auto, and travel. Total light-vehicle dealership sales topped $618 billion. The watch time of test drive videos on YouTube has grown by more than 65% in the past 2 years. Similar percentages of consumers call about inventory, pricing, and/or business hours. Zenith expects this to continue over the next few years. This past year, auto insurers increased their digital advertising spending by 20%, topping out at a little over $1.5 billion, according to a March 2020 report . Overview and forecasts on trending topics, Industry and market insights and forecasts, Key figures and rankings about companies and products, Consumer and brand insights and preferences in various industries, Detailed information about political and social topics, All key figures about countries and regions, Market forecast and expert KPIs for 600+ segments in 150+ countries, Insights on consumer attitudes and behavior worldwide, Business information on 60m+ public and private companies, Detailed information for 35,000+ online stores and marketplaces. Because of this, it can cause interruptions between the video content and ads, resulting in a poor user experience. While ad spend across TV, print, radio, OOH and cinema declined by 14.8 per cent in 2020, spend in digital increased by 4 per cent. This includes using call extensions on Google ads and making call now an action on web pages. Australia and Canada are the most advanced markets for automotive digital advertising, each devoting more than 70% of total spend to digital channels. Read our policy. We have key contact information for decision makers at Ancira Auto Group. Read the full Business Intelligence Automotive report here. Auto advertisers also spend more in cinema, which is good at brand-building among young, relatively well-off audiences, and radio, a particularly relevant medium given that a large proportion of radio listening takes place in the car. But in 2020, search will take a back seat as auto advertisers focus less on performance marketing amid the coronavirus pandemic. Please do not hesitate to contact me. Follow us for the latest news, insider access to events and more. You can then make the appropriate adjustments to your marketing and coach your agents as necessary. Salesforce also got in on the action but that was more or less focused on Elon Musk and Mark Zuckerberg. Majority of companies expect to increase marketing budgets this year, and print could be a Netflixs SAG Awards livestream is another step toward head-to-head competition with broadcasters, Social media ad updates from Instagram, Facebook, and Meta in Q4 2022, Ad spend has not caught up to time spent for subscription video, TikToks lower CPMs are one of many reasons it is taking market share from the duopoly, Meta introduces system to equitably distribute housing, credit, and employment ads. Apart from print, which continues to suffer from the ongoing decline in circulation figures, the rest of the traditional media are holding on to automotive advertising pretty well. Senior Vice President, Client Partnerships, Senior Vice President and Executive Director, Media, Senior Vice President and Executive Director, Integrated Media, General Manager, Cross-Channel Strategic Solutions, Senior Vice President and Head of Investment, President, Audience, Acquisition, and Management, Executive Vice President, Media Services and Operations, Automotive Industry Digital Ad Spending in the US, 2017-2021 (billions, % change, and % of total digital ad spending), Digital Ad Spending Growth in the US, by Industry, 2017-2021 (% change), Digital Ad Spending Share in the US, by Industry, 2017-2021 (% of total), Are US Car Shoppers Planning a Delay in Their Next Vehicle Purchase as a Result of the Coronavirus? Auto will account for 12.3% of total US digital ad spend in 2019. McCarthy Auto Group. Marketers can influence these undecided buyers by targeting them with the right digital ads at the right time. to incorporate the statistic into your presentation at any time. Between them these markets account for 74% of all car sales by volume and 76% of global adspend across all categories, so advertising trends in these markets are representative of trends worldwide. To appeal to the always connected shopper, you must optimize the car-shopping experience across all devices. Automotive marketers plan to tap into phone call data to better understand their customers and inform their strategies. Globally, in 2023 Magna projects ad . Drivers paid monthly via direct deposit. Automakers werent the only ones focusing on Tesla during the Superbowl. More female Gen Zers use TikTok than Snapchat, but the reverse is true for male Gen Zers. Radio which many consumers experience in their car works particularly well for automotive brands, attracting 7.2% of auto adspend, compared to 6.0% of adspend across all categories globally. 41% of automotive customers call to get more information about the product. Track callers from marketing source to appointment or sale. Demand for humorous brand messaging seems to have declined. Marketers keep trying to make the metaverse happen and other CES observations, IRI integrates with Meta in bid for incremental shopper marketing dollars, The adoption timeframe for new digital ad platforms is shrinking, TikTok allows for better discovery of media content and small businesses alike. Since customers may not buy a car again for years, advertising campaigns may also seek to engage current clients and drivers. Now based back in Australia after residing in the US and South Korea over a 7 year period. If your advertising goal is to grow profits, then your ROAS needs to be high enough to have profits cover ad spend costs. (source: eMarketer) 4. You can also reach me on Twitter at @JohnnaCrider1. Available: https://www.statista.com/statistics/243603/projected-online-ad-expenditure-of-the-us-automotive-industry/, Automotive industry digital advertising spending in the United States from 2011 to 2023, Available to download in PNG, PDF, XLS format, Automobile advertising in the United States, United States automobile manufacturing: gross output 2012-2021, U.S. measured media ad spend 2014-2021, by category, U.S. automotive dealers and gas stations ad spend 2020-2021, U.S. automotive rental and leasing industry ad spend 2020-2021, U.S. car dealers' average ad spend 2021, by medium, Breakdown of U.S. car dealers' advertising spending 2002-2021, by medium, Share of people who trust ads from selected industries in the U.S. 2021, Digital ad spend of the U.S. automotive industry from 2011 to 2023, Digital Market Outlook: digital ad spending share in the U.S. 2021, by industry, Digital ad spend growth in the U.S. 2022, by industry, GoogleAds average monthly CPC in the U.S. 2021, by industry, Mobile ad spend in the U.S. 2021, by industry, Leading TV advertising industries in the U.S. 2021, by ad spend, Upfront TV advertising spending in the U.S. 2018/19, by industry, Leading radio advertising industries in the U.S. 2021, Leading outdoor advertising categories in the U.S. 2021, Super Bowl automobile manufacturer advertising 2017-2021, Leading automakers by share of TV ad spend in the U.S. 2022, Advertising spending of selected automobile manufacturers in the U.S. 2021, Ad spend per vehicle sold of selected car brands in the U.S. 2021, General Motors' advertising spending in the U.S. 2007-2021, Toyota's advertising spending in the U.S. 2007-2021, Stellantis: ad spend in the U.S. 2012-2021, Honda Motor's advertising spending in the U.S. 2007-2021, Automobile ad spend growth in the U.S. in 2018, by medium, Distribution of automotive ad expenditure in India 2021, by channel, Auto advertising: distribution of spending in the United Kingdom (UK) 2013, by media, Radio reach among car buyers and leasers in the U.S. in 2016, by ethnicity, Ad expenses of the automobile industry Japan 2012-2021, Automotive advertising ROI in the United Kingdom (UK) 2013, by medium, Car dealers ad spend in the U.S. 2016, by medium, Italy: wages of marketing and sales positions in the automotive sector by city 2017, Automotive dealers ad spend in the U.S. 2008-2014, Automotive manufacturers ad spend in the U.S. 2008-2014, Automotive ad spend in the U.S. 2008-2014, Automotive TV ad spend in the U.S. 2014-2017, Brazil: car advertising spending 2016-2018, Advertising expenditure growth Indonesia 2018 by category, Peru: largest digital advertisers among car dealerships 2019, Benteler: revenue by sector for 2015-2017, Strategies expected to generate growth in the automotive industry 2019, Share of automotive lubricant market in India in FY 2016, by company, Automotive manufacturing industry in China, Automotive industry digital advertising spending in the United States from 2011 to 2023 (in billion U.S. dollars), Find your information in our database containing over 20,000 reports. Digital's Influence On The Purchase Path. Perhaps these automakers should consider spending more on R&D and focusing less on Tesla and Elon Musk. Welcome to Zenith. Nissan Motor Company is another key company to watch in 2022, with 98% of their spending going to promoting their automotive products. Insider Intelligence Inc. All Rights Reserved. Are you interested in testing our corporate solutions? Automotive advertising involves targeting people who are in the market for a new or used vehicle with content that is likely to convince them to make a purchase decision. ~$1B regional auto dealership network representing Chevrolet, Buick, GMC, Honda, Hyundai, Nissan . Statista assumes no Use Ask Statista Research Service, includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets, and includes all the various formats of advertising on those platforms. We anticipate that auto will make up 8.1% of total US digital ad spend in 2020, down from 10.1% in 2019. Reuters noted the decline in advertising coincided with inventory shortages, and fewer sales despite vehicle demand staying strong. Please create an employee account to be able to mark statistics as favorites. The auto industry is following the prevailing trends in one way, though: in the coming year, Zenith expects TVs share of ad spend for the auto industry to go down dipping to 52.1% in 2020. 85% of marketers believe inbound calls and phone conversations are a key component of their organizations digital-first strategy. Read our policy. It is also big business with the top companies such as General Motors spending over $3 billion USD per year on advertising.With so much money at stake, its no wonder that automotive banner ad campaigns are often so exciting and clickable! . While we dont expect fully autonomous cars to be widely available anytime soon, consumers are embracing semi-autonomous features and connected in-car technology. Then you can access your favorite statistics via the star in the header. Due to the complexities of automotive purchases, consumers typically prefer to speak to a live agent to get their questions answered once theyve completed their online research. "Automotive industry digital advertising spending in the United States from 2011 to 2023 (in billion U.S. Get in touch with us. Import autos, pickup trucks, and SUVs were three top models advertised. Embracing green fuels, new connected technology and new models of ownership, as well as using new digital channels to reach active buyers online, will be key to unlocking faster brand growth over the next few years. In a report by eMarketer, consistent double-digit growth in digital ad spending is forecasted for the auto industry through 2020. (Source: Cox), 5. Insider Intelligence Inc. All Rights Reserved. In-depth analysis, benchmarks and shorter spotlights on digital trends. Proprietary data and over 3,000 third-party sources about the most important topics. TV/Movie and Music subscriptions are vulnerable, with sizable proportions of consumers saying theyve canceled one due to inflation. (source: Lion Tree Group), 6. Different types of automated bidding strategies can help you increase clicks, visibility and conversions. 76% of new and used vehicle shoppers run a search before buying. This text provides general information. They spent under $100 million on advertising in digital, print, and national TV in the last year. Automotive advertising is growing at a slower rate than most other ad spending verticals due to weakness in the auto market. Even here there is potential for more growth digitals share of spend is forecast to rise in Australia from 75% in 2019 to 79% in 2022, and in Canada from 72% to 75%. While tech spending in Asia Pacific has grown significantly in recent years, the tailwinds will wane somewhat in 2019 and conditions could become stormy in 2020, with growth of the Asia Pacific tech market forecast to slow to 4%. Newspaper adspend will be 27% lower in 2022 than in 2019, and magazine adspend will 28% lower. But they also face unique challenges as well. (source:Invoca), 34. Automotive advertising expenditure is forecast to shrink by 21.0% in 2020 across 10 key markets, according to Zeniths Automotive Advertising Expenditure Forecasts, published today*. On the digital front, it stated that digital will continually drive the 2021 recovery, returning to double digit growth of 15.6 percent and a total estimated spend of USD 311 billion. (source: LSA), 9. In stark contrast to these automakers spending on advertising, Tesla spends $0. The higher ad spending was notable as Allstate took measures to cut other costs in 2020, including laying off 3,800 people. Tracks miles driven for the duration of the ad campaign. New models of ownership are challenging auto brands to prove their relevance to younger consumers who may be putting off permanent car ownership for years. Reliable data in simple displays for presentations and quick decision making. (% of respondents, April 2020 & June 2020), Airings of US Automotive Ads Mentioning Digital Shopping, March-May 2020, Mobile Ad Spending in the US, by Industry, 2020, Desktop Ad Spending in the US, by Industry, 2020, Automotive Industry Digital Ad Spending in the US, by Format, 2020 (billions, % change, and % of total digital ad spending), TikTok could open its algorithm to regulators, breaking a major dam for social media. Smart automotive companies are pivoting quickly with their ads and finding unique ways to reach these prospective audiences. 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