How many automotive prospects could you lose in a week?
After years of basing behavioral insights on the tiny window of direct referrals, the savviest industries are now realizing the importance of taking a much broader look at behaviors throughout the entire path-to-purchase. One of those industries is automotive.
Sunday Series: Traffic Accelerates for Tesla
The Vehicles category saw a strong increase in traffic in October, and traffic for one site in particular nearly doubled m-o-m. That site was Telsamotors.com, website for automaker Tesla.
Hyundai Sonata Launch – Get in the Ring and Start Punching Already
Millward Brown Digital compared monthly demand and retail conversion for Sonata and four of its competitors (Accord, Altima, Camry and Fusion).
The Search for Auto Insurance Shoppers
For all of the brand- focused advertising intended to drive consumers to the respective websites, consumers often go instead to search engines and use generic rather than brand-specific keywords when shopping for insurance. It is therefore on the resulting search results pages that the battle often rages.
The Automotive Brand and Clicks Connection
For some companies, a website is merely a mechanism to steer visitors toward a purchase. Others see additional value, including serving as an extension of the brand and even as a venue to build brand equity. Millward Brown Digital favors the latter. But which view is correct? Is the connection between brand and website visits evident?
Mercedes Going Down : Millward Brown Digital Original Research
Millward Brown Digital used its automotive behavioral analytics to evaluate Mercedes’ CLA launch based on success generating demand and converting that into sales, as well as interplay with C Class.
So You Want to Get into the Luxury Market?
Over the past 12 months Kia has entered the US luxury market with not one but two new models, the Cadenza launched in June 2013 and the K900 in February. While reaching sales goals is one measure of success, another important one is enhancing Kia’s brand opinion among in-market intenders, which if successful should benefit all Kia models.
Touchdown for Super Bowl Auto Ads? [2014 Edition]
The 2014 Super Bowl has come and gone but hopefully for advertisers the commercials made a lasting impression. Certainly there’s enough ancillary coverage of the ads through the general media rating the ads as well as pre- and post-game exposure in social media. And of course, running ads in the Super Bowl is a notch on the gun for marketing executives and agencies.
Biggest Auto Impacts During the Big Game
AutoTrader.com is one of the largest third-party automotive sites where more than 16 million consumers visit each month to find their perfect car. Millward Brown Digital worked with AutoTrader to look at the Super Bowl auto ad experience. We surveyed over a thousand AutoTrader visitors that watched the Super Bowl to find out what auto brands made the biggest impact during the big game.
2014 Super Bowl Top-Line Analysis (Jan 19th – Feb 7th)
The 2014 Super Bowl is now ten days past, so it’s a great time to gauge the top-performing advertisers based not only on pre-week and Super Bowl Sunday performance, but also post-week lift. As a result of the game’s vast reach, it has become a very attractive and expensive opportunity for companies to market their product(s). Based upon this significant investment (4 million dollars per 30 second in-game spot), and the importance of its return, Millward Brown Digital conducted a top-line analysis to measure the impact the advertising had on visitation to each company’s brand site. This is the second annual installment of this analysis – for the 2013 results – click here.
Automotive 2013: Mixed Market Messages
In 2013, the US auto industry enjoyed the highest sales in years and this year is poised for growth as well. But not all brands enjoyed success, and some enjoyed success on only one of the two primary levers needed to drive sales (demand and conversion—Millward Brown Digital’s hallmark metrics). Demand is measured by the number of in-market shoppers. These data are drawn from the sweet spot in the