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BizReport : Research archives : September 11, 2009

PointRoll: Auto advertisers need rich media

Auto makers and automotive dealers have been some of the hardest hit during the recession in the US and around the world. A new report from PointRoll could be a help to advertisers still struggling to engage and convert consumers. The report finds that rich media could be auto advertising's saving grace.

by Kristina Knight

The report, compiled from learnings and data collected throughout PointRoll's 2008 auto ad campaigns, shows that tier one rich media auto campaigns outperformed Flash (more than 37%) and GIF/JPEG ads (more than 900%) in click through rates. Researchers further found that the rich media formats allowed deeper consumer/brand interaction.

eMarketer forecasts that the digital spend by auto advertisers will reach $3 billion in 2009, a 13% increase over 2008. Over the next three years, the online auto spend is expected to grow to more than $5 billion. Not only are marketers coming online, so are the consumers. Reports show that 80% of consumers will research a car purchase online

"Rich media inherently leverages technology to measurably engage and motivate users to perform specific actions. Whether rolling over to interact, viewing a video, submitting information, playing a game, getting product knowledge, or clicking through to a website, users actively experience brand engagement and move own the funnel to vehicle purchase," was written in the report. "Layering various delivery capabilities atop strong rich media messenging and creative can accelerate a consumer's movement down the purchase funnel. . .With advanced ad serving delivery rules, automotive marketers can...control exactly how users experience the brand, specifying which ad is shown to which users and in what order based on their overall communication objective or key metric."

By improving brand engagement and using rich media in coordination with traditional display ads, automotive dealers and automakers have a good chance to re-coup some of the losses from the past few months. In fact, engaging the consumer base is the only way to increase conversion because study after study has shown that consumers who don't engage with ads don't convert as customers.

Tags: auto advertisers, auto advertising, automakers, automotive spend, PointRoll, rich media

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