Abstract
The Automotive Online report analyzes the trend-setting online and mobile marketing strategies and tactics of the automotive industry. After all, where the auto industry goes - other industries often follow.
eMarketer predicts the automotive category, consisting of manufacturers, dealers and after-market vendors, will account for $2.54 billion, nearly 13%, of the $19.5 billion estimated to be spent on Internet advertising and marketing this year.
About $1.1 billion of that total will go toward search marketing strategies, including paid ads and search engine optimization.
Key questions the "Automotive Online" report answers:
- Where are automotive advertisers spending their online budgets?
- What tactics are online consumers responding to?
- How are dealers using the Web to find and keep customers?
- And many others...
eMarketer Reports- On-Target and Up-to-Date
The Automotive Online report aggregates the latest data from a wide range of marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decisions- right when you need to.
Table of Contents
Executive Summary
- US Online Advertising Spending by Automotive Companies, 2005-2010 (billions)
Issues & Questions
The eMarketer View
- Key eMarketer Numbers: Automotive Online
Advertising and Marketing Trends
Traditional Media Lose Traction
- Automotive Advertising Spending Worldwide, by Media, 2001-2005 (billions)
- Leading Automotive Brands and Companies in the US, Ranked by Advertising Spending, First half 2005 & First half 2006 (millions and % increase/decrease vs. prior year)
- Top 25 Industries for US Local Broadcast Television in the Top 100 Markets, Ranked by Ad Spending, Q1-Q3 2005 & Q1-Q3 2006 (thousands and % increase/decrease vs. prior year)
- Leading Magazine Advertising Categories in the US, by Revenues, 2005 & 2006 (billions and % increase/decrease vs. prior year)
Online Ad Spending Hits High Gear
- Top Automotive Online Advertisers in the US, Ranked by Spending, 2004 & 2005 (millions and % increase/decrease vs. prior year)
- US Online Advertising Impressions, by Industry, November & December 2006 (millions and % increase/decrease vs. prior month)
- Top 20 US Advertisers on Automotive Web Sites, Ranked by Impressions, October 9-15, 2006 (thousands and % of total impressions)
- US Online Advertising Impressions, by Industry and Format, December 2006 (millions)
- US Online Classifieds Advertising Revenues, by Segment, 2005-2010 (millions and % increase vs. prior year)
The Search Is On
- US Paid Search Advertising Spending by Automotive Companies, 2005-2010 (billions)
- Average Keyword Price in the US, Q4 2005-Q4 2006
- Top 10 Search Terms that Drove Traffic to Automotive Web Sites, September 2006 (% share of all search traffic in that category)
- Top 10 Search Terms in the Automotive Manufacturer Category, Ranked by Share of Search Volume, July 2006
- Percent of First Page* Ranked Terms for the Top 11 Fortune 500 Automotive Companies, 2007
Use of Video Is Viral
- Behavior of US Online Video Viewers When They See Ads in the Video They Are Watching, November 2006 (% of respondents)
- Interaction Rate* of Automotive Rich Media Campaigns in the US, by Feature, October 2005-September 2006
- Average Time Spent on Select Features of Automotive Rich Media Campaigns in the US, October 2005-September 2006 (seconds)
- Click-Through Rate, Interaction Rate* and Average Time Spent on Online Video for Automotive Rich Media Campaigns in the US, 2005
Branding on Social Networks
- Top Five Most Influential Media on Vehicle Purchasing Decisions of US Consumers, November-December 2006 (% of respondents)
- Industry Categories Advertising on MySpace, March-September 2006 (share of image-based impressions)
Online Consumer Behavior
- US Internet Users Who Visit Automotive Web Sites, August 2005-January 2006 (% cumulative reach)
- Demographic Profile of US Visitors to Automotive Web Sites, September 2006 (thousands of unique visitors and % of total audience)
- US Adult Internet Users Who Gathered Automotive Information Online during the Past Six Months, by Household Income, January 2006 (% of respondents in each group)
- US Households Loyal to Automotive Manufacturers, by Age and Origin of Car, 2006 (% of respondents in each group)
- US Adult Automobile Owners/Leasers Who Shopped Online for a Vehicle in the Past Year, by Brand of Vehicle, 2006 (consumer index*)
- US Adult Automobile Owners/Leasers Who Purchased a Vehicle Online in the Past Year, by Brand of Vehicle, 2006 (consumer index*)
High Stakes for Automakers
- Number of Vehicle Manufacturer Web Sites that Internet Users Worldwide Visit When Researching a Vehicle Purchase, 2005 & 2006 (% of respondents)
- Click-Through Rate, Interaction Rate* and Average Time Spent on Automotive Rich Media Campaigns in the US, by Publisher Channel, October 2005-September 2006
- Types of Web Sites Visited by All US Internet Users vs. New-Vehicle Buyers*, 2006 (% of respondents in each group)
- Usage of Select Automotive Brand Web Sites by US Automotive Internet Users*, 2006 (% of respondents)
- Select Information Sources that Consumers Worldwide Use When Researching a Vehicle Purchase, 2005 & 2006 (% of respondents)
- Best Source for Automotive Information according to US In-Market Internet Users, December 2006 (% of respondents)
- US Automotive Internet Users* Who Visited Independent** Automotive Web Sites, 2004 & 2006 (% of respondents)
- Top 10 Automotive Web Sites among US Internet Users, Ranked by Unique Audience, November 6-12, 2006 (thousands, % active reach and mins:secs per user)
Customer Service Starts with a Web Site
- Internet Users in Select Countries Worldwide Who Would Be Less Likely to Purchase a Vehicle from a Manufacturer on Whose Web Site Important Features Are Not Available, 2006 (% of respondents)
- Most Important Vehicle Web Site Features among Internet Users Worldwide When Researching a Vehicle Purchase, 2006 (% of respondents)
- US Customer Satisfaction with Automotive Manufacturer Web Sites, 2007 (index ranking on a 1,000-point scale)
Dealerships Go Digital
- US Automobile Shoppers* New Vehicle Shopping Online Photo Preferences, 2006 (% of respondents)
- Response Time to an E-Mail or Web Query that Consumers in Select Countries Worldwide Require from Vehicle Dealers and Manufacturers, 2006 (% of respondents)
- Advertising Spending by US Automotive Dealerships, by Media, 1995 & 2005 (% of total spending)
- Average Advertising Spending by US Automotive Dealerships, by Media and Number of New Vehicles Sold, 2005
- Top 10 US Product Categories, by Advertising Spending, Q1 2006 (billions and % increase/decrease vs. prior year)
- Change in Online Advertising Spending according to US Car Dealers, 2007 (% of respondents)
- Select Sources that US Used-Vehicle Buyers Used to Find the Automobile They Purchased, 2002 & 2006 (% of respondents)
- US New- and Used-Vehicle Buyers with Internet Access Who Visit Dealership Web Sites, 2006 (% of respondents)
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