Driving Campaign Results

Driving Campaign Results

Driving Campaign Results

When 90% of car buyers now begin their research online, it only makes sense that more and more budgets find their way to Display. A recently released study by MediaMind Research shows that despite the decline in car sales, there has been an increase in the average number of impressions per automotive advertiser in 2009. This recession resilience signals a move from less effective advertising channels to online display.

An analysis of billions of automotive global impressions by MediaMind revealed the following highlights:

  • Rich Media doubles Conversion Rate and nearly triples CTR.
  • Mobile banners are performing well for automotive, achieving a similar Conversion Rate to Expandable Banners and Polite Banners.
  • Synched Ads increase Conversion Rate by 67%.
  • MediaMind’s Automatic Optimization, which uses a sophisticated algorithm to deliver the most impactful creative, increases Conversion Rate by 79%.
  • The Cash for Clunkers program in America boosted Conversion Rate threefold, and increased users’ responsiveness to automotive ads to a peak.

The research addresses key questions facing advertisers:

  • Which sites/environments deliver the highest Conversion Rate and Dwell Rate?
  • Which ad formats proved most effective in past campaigns?
  • How can mobile ads boost your performance?
  • Why do Automatic Optimization and Synched Ads deliver superior results?

Online advertising provides great value for the automotive industry, and advertisers are voting with their dollars. When users are looking for their next car online, losing or gaining a prospective customer may be just an impression away.

To download the full Analytics Bulletin: Making Display Advertising the Engine for Automotive Growth, click here.

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