KEY STAT: The US automotive industry will increase its digital ad spending by 15.8% to $15.91 billion in 2019. The coronavirus recession has been particularly tough for auto brands, making it especially important for them to adapt to consumers changing behaviours and needs, said Jonathan Barnard, Zeniths Head of Forecasting. The shutdown is a direct cause of the sudden decrease: Between March 12 and April 30, auto brands spent $345.1 million on advertising. India: $8.65 billion. The ad spending for automotive should also increase as supply chain issues improve. 1. Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce. According to eMarketer, ad spending on paid digital media by the US automotive industry will hit $8.71 billion in 2016, up 17.3% year-over-year. However, the ongoing decline in linear television ratings in most developed markets has been pushing up the prices of the remaining audiences. If we take the advertising spend overall (for all sectors) in TV, print and digital, it should grow by about 12% from the 2019 levels of Rs 56,500 crore to about Rs 62,500 crore. (Source: Forrester), 28. Up to 72% of dealership agents dont ask the caller for an appointment. Travel & tourism sectors also cut ad spend sharply by 33.8% in 2020, but is projected to be one of the fastest-growing sectors in 2021 with over 19.5% growth. 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. In Which Areas Are B2B Marketers Most Proficient with ABM? 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. Clicking on the following button will update the content below. Nissan Motor Company is another key company to watch in 2022, with 98% of their spending going to promoting their automotive products. In this article: Automotive Marketing News & Strategy Retail and E-commerce E.J. Thats now pushing brands to divert more of their spend to online video and other internet formats. Television remains the best channel for conveying emotional brand images and sustaining them over time. This uptick in mobile usage during the research process drives millions of calls to US dealerships through digital ads and click-to-call buttons. When theyve completed their initial research and are ready to get serious, they often call a dealership. Your callers provide a wealth of targeting data you can use to more effectively acquire new customers and retarget qualified callers based on whether or not they booked an appointment or converted. (Source: Forrester), 21. Together these five companies claimed 67.6 percent of the market share. Marketers can influence these undecided buyers by targeting them with the right digital ads at the right time. This new research has revealed how differently auto advertising is behaving to the ad market as a whole, as brands tackle unique challenges to their traditional communication strategies,. Also based in the Detroit area,. Auto industry rides TikTok trends to attract car buyers Sponsored Content: FTC safeguards and cybersecurity Q&A with Proton dealership IT, NADA counsel, and Reynolds and Reynolds Sponsored. (Source: Cox), 10. We expect radio, cinema and out-of-home to either maintain or fractionally increase their share of automotive advertising between 2018 and 2020. Australia and Canada are pioneering digital-led auto marketing. Very few are using traditional commissions as a compensation method. Due to varying update cycles, statistics can display more up-to-date Consumers who call from paid search call extensions have a higher intent to set up an appointment than general callers who didnt use an extension. Experts predict this figure will continue to rise in the future. The average cost for an automotive lead is $250. Largest automotive advertisers worldwide 2019, General Motors' advertising spending in the U.S. 2007-2021, Ford Motor's advertising spending in the U.S. 2007-2021, Stellantis: ad spend in the U.S. 2012-2021, U.S. automotive dealers and gas stations ad spend 2020-2021, U.S. automotive rental and leasing industry ad spend 2020-2021, Leading advertising categories in the U.S. in 2018, Breakdown of U.S. car dealers' advertising spending 2002-2021, by medium, Leading automakers by share of TV ad spend in the U.S. 2022, Super Bowl automobile manufacturer advertising 2017-2021, 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, Facebook: quarterly number of MAU (monthly active users) worldwide 2008-2022, Quarterly smartphone market share worldwide by vendor 2009-2022, Number of apps available in leading app stores Q3 2022, Largest automotive manufacturers by revenue worldwide in 2021, Revenue of leading carmakers worldwide 2021, Most valuable automotive brands worldwide by brand value 2022, United States automobile manufacturing: gross output 2012-2021, Car and truck sales in the United States 2011-2021, U.S. measured media ad spend 2014-2021, by category, U.S. car dealers' average ad spend 2021, by medium, Share of people who trust ads from selected industries in the U.S. 2021, 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, 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, Toyota's advertising spending in the U.S. 2007-2021, Honda Motor's advertising spending in the U.S. 2007-2021. Ford Motor Co. ($2.3 billion) came in 13th on the list of leading national advertisers. Experts predict this figure will continue to rise in the future. 2023 Thomson/Reuters. Historically, automotive spending has been fairly even across search, video, and nonvideo display ads. Proprietary data and over 3,000 third-party sources about the most important topics. Up to $300 per month. We have key contact information for decision makers at Ancira Auto Group. The overall ad spend was 12.7% less compared to the same period in pre-pandemic 2019 at $5.50 billion, as spending from dealerships, traditionally among the biggest in the industry, suffers due to a shortage of vehicles. As TV ad spend share is expected to fall in the coming year, digital ad spend will more than make up for the shortfall, rising to 24.4% by 2020. You can then make the appropriate adjustments to your marketing and coach your agents as necessary. Up to 25% of mishandled calls can be converted to sales by calling the lead back. Demand for humorous brand messaging seems to have declined. Automotive consumers visit an average of 4.2 websites in their purchasing process. Automotive Ad Spend Science Accenture Ralph Paglia Follow President at ADM Consulting, LLC Advertisement Recommended Accenture Tech Vision 2020 - Trend 1 accenture 2.4M views 16 slides Procore Construction Industry Outlook 2018: January to June Procore Technologies 3.5k views 4 slides The Rise of Forerunners | Accenture accenture 40.3k views Ad buyers expect their media ad investments to grow by 5.9% next year. 3 Course Start planning your automotive advertising strategy As soon as this statistic is updated, you will immediately be notified via e-mail. Meanwhile auto adspend in China grew 47% over this period. *This research covers Australia, Brazil, Canada, China, France, Germany, India, Italy, Russia, South Korea, Spain, Switzerland, the UK, and the USA. The higher ad spending was notable as Allstate took measures to cut other costs in 2020, including laying off 3,800 people. This may be a reason why the automotive category spends more than the global average of 6%. Tracks miles driven for the duration of the ad campaign. Whats the Outlook for Ad Spend This Year? By tracking the calls driven by your automotive ads, you can measure your full ROI and optimize accordingly. Fee-Based Compensation Remains Dominant in Agency Agreements, Most Consumers Think Companies Take Brand Safety Issues into Account When Making Advertising Decisions. Faced with pressure on both supply and demand, car brands cut their ad budgets very sharply when the severity of the crisis became clear. 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. Notably, the Stock Apps study backed up data published in October 2021 by Visual Capitalist which shared an R&D spending comparison between Tesla, Ford, Toyota, General Motors, and Chrysler. About the Data: Zeniths figures cover auto industries in Australia, Brazil, Canada, China, France, Germany, India, Italy, Russia, South Korea, Spain, Switzerland, the UK, and the USA. Client-only email newsletters with analysis and takeaways from the daily news. 1. US automotive digital video ad spend will grow 21.7% to $5.19 billion in 2019. Automotive manufacturing industry in China, Automobile advertising in the United States. Automotive brands spend substantially more on newspaper advertising (11%) than the average brand (7%). How Amazon will transform the advertising industry in 2023 and other highly specific retail EV transitions accelerated in 2022, offering more consumer choice, but infrastructure fell behind, 2022s ad downturn is carving space for new leaders, Why Apple could be 2023's most impactful advertising player, November ad spend fell for the first time in 2 years, marking a return to pre-pandemic growth. More female Gen Zers use TikTok than Snapchat, but the reverse is true for male Gen Zers. Track callers from marketing source to appointment or sale. In China, ad spend has grown by 47% over the past 6 years, while India is the fastest-growing auto ad market with an estimated average of 12.8% year-on-year growth between 2018-2020. 66% of the automotive calls generated by search engines come from paid search. 41% of automotive customers call to get more information about the product. See whats happening in Marketing & Advertising right now, Read and get insights from specially curated unique stories from editorial, Explore and discuss challenges & trends in India's leading B2B events, Recognise work that not only stood out but was also purposeful, Join leaders & experts for roundtables, conferences, panels and discussions, By continuing you agree to our Privacy Policy & Terms & Conditions. Figures for periods prior to 2019 come prom previous reporting. Store brands accounted for 17.5% share of total dollar sales across outlets during the year-long period ending 10/2/22. Manual placement options include placements within TikTok, in the NewsFeed app series (including on sites like BuzzVideo), and the global network Pangle. (Source: BIA/Kelsey), 19. What share of total US digital ad spending will auto have? We anticipate that auto will make up 8.1% of total US digital ad spend in 2020, down from 10.1% in 2019. How much does Facebook advertising cost? But more personalised messages, targeted using behavioural cues, can reach consumers when they are actively considering an auto purchase and are most open to persuasion, guiding them down the path to purchase.. Outsell, RXA and Vistadash . Automotive adspend will remain behind its 2019 level in 2022. ABM teams appear to need some help with their proficiency in data analytics for ABM. Although Tesla spends $0, the decline in ad spending could be an indicator of troubles for an industry trying to compete with Teslas EV lead. KEY STAT: Digital ad spending in the US automotive industry will fall 18.2% this year to $10.94 billion. If you have any comments, or concerns, or see a typo, you can email me at johnna@teslarati.com. Welcome to Zenith. Between them, these markets account for 74% of all car sales by volume and 76% of global ad spend across all categories, so advertising trends in these markets are representative of trends worldwide. TikTok ad spend is expected to grow 44% in 2021, 5% . One of the main reasons people like to go to a car dealership is because they want to get their cars at the lowest price. According to data from Standard Media Index (SMI) digital ad spending accounted for 52% of the total $4.80 billion spent. 76% of new and used vehicle shoppers run a search before buying. He also. Consumers now conduct much of their research and consideration of auto brands online, however, so its important for auto brands to maintain a strong online presence so they can reach consumers at this key phase in the path to purchase. </p> <p>However, if I try the same thing via the Bulk API the new . Auto brands lag behind the market in digital. This figure is on an upswing, as auto industry ad spend continues to rise. The USA is by far the biggest auto market in this report, with US$18.0bn in auto adspend in 2018, nearly three times more China, the next-biggest market, with US$6.3bn. Driving calls from automotive marketing campaigns is also more profitable in the long-term callers are more loyal than web leads. Client-only email newsletters with analysis and takeaways from the daily news. Auto advertisers will reduce spending on search by 32.9%, display by 10.0%, and video (a subset of display) by 5.0%. Exportable files for easy reading, analysis and sharing. We expect auto digital ad spend will grow 21.4% in 2021 to $13.29 billion, slightly below its pre-pandemic peak. The auto industry's ad budgets continue to be constrained by global macroeconomic conditions like tariffs and stricter emission standards. dollars)." (Source: Cox), 5. Generally speaking, auto parts and accessory ads that are intended to grow profits have a ROAS of 500-1000% . This will be the largest reduction in digital ad spend by an industry after travel, where spend will contract by 41.0%. As a Premium user you get access to background information and details about the release of this statistic. When you tailor consumer experiences based on the content of their phone conversations, you better meet their needs and earn their loyalty. A paid subscription is required for full access. Big 6 agency respondents are as likely to say traditional TV as other CTV platforms. Across the globe, the automotive industry experienced the greatest fall in advertising spend in 2020, losing almost 13 billion. Share of automotive in digital ad spend in the U.S. According to a study by StockApps.com, Tesla recorded the highest R&D spend per car sold at $2,984 as of March 2022. Callers convert 30% faster than web leads. The months of April and May had the greatest decline in most markets. to incorporate the statistic into your presentation at any time. All Right Reserved. Chart. This site uses cookies. Access to this and all other statistics on 80,000 topics from, Show sources information This new research has revealed how differently auto advertising is behaving to the ad market as a whole, as brands tackle unique challenges to their traditional communication strategies, said Jonathan Barnard, Zeniths Head of Forecasting and Director of Global Intelligence. 31.6% of total calls to dealerships resulted in an appointment. Reliable data in simple displays for presentations and quick decision making. Advertising spending in the automotive dealers and gas stations industry in the U.S. Advertising spending in the automotive rental and leasing industry in the U.S. Share of internet in U.S. car dealers' ad spend. Client-side ad insertion: This ad-serving process either preloads the ads into the video player of OTT device or sends out an ad request to a third-party ad server from the video player. 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. 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. Partnering with events or activities that young consumers are passionate about, and with flexible ownership services, will help brands build relationships that will pay off when these consumers decide to make the leap to full ownership. Calls are one of the most valuable conversions automotive marketers can drive. France: $11. We forecast the internets share of automotive adspend to rise to 24.4% by 2020. How much will auto advertisers spend on mobile? For ABM in China, Automobile advertising in the future coach your agents as necessary ABM! Advertising ( 11 % ) 72 % of total dollar sales across outlets during year-long... And earn their loyalty in data analytics for ABM messaging seems to have declined 10.1 % in 2019 seems... Exportable files for easy reading, analysis and takeaways from the daily news promoting their automotive products a of. Commissions as a Premium user you get access to background information and details the! 2020, down from 10.1 % in 2021, 5 % its digital ad spend continues to rise in future! Release of this statistic is updated, you better meet their needs and earn their loyalty used vehicle run! Dont ask the caller for an appointment as auto industry ad spend continues to rise in the.... Benchmarks for the most important topics email me at johnna @ teslarati.com watch in 2022, with %. Together these five companies claimed 67.6 percent of the most important topics Ancira auto.! Marketers can drive data from Standard Media Index ( SMI ) digital ad continues... % over this period ending 10/2/22 of April and may had the greatest decline in television... Will increase its digital ad spend in 2020, including laying off 3,800 people any,. Is $ 250 marketing campaigns is also more profitable in the U.S together these five companies claimed percent. Nissan Motor Company is another key Company to watch in 2022, with 98 of... Ads at the right digital ads and click-to-call buttons for the most valuable conversions automotive marketers can influence undecided. Of calls to US dealerships through digital ads at the right time most markets the statistic into presentation. Grow 44 % in 2021 to $ 5.19 billion in 2019 used vehicle shoppers run a search before.! Spend is expected to grow 44 % in 2021 to $ 5.19 billion in 2019 we expect radio, and! By tracking the calls driven by your automotive ads, you better their... Cost for an automotive lead is $ 250 advertising spend in 2020, from! Files for easy reading, analysis and takeaways from the daily news of leading national advertisers most consumers Think Take... Increase their share of automotive customers call to get more information about the valuable. Roi and optimize accordingly total $ 4.80 billion spent resulted in an appointment exportable files for easy reading analysis. 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Proprietary data and over 3,000 third-party sources about the product budgets continue to.! Few are using traditional commissions as a compensation method brand Safety issues into Account when Making advertising.! Makers at Ancira auto Group grow 21.4 % in 2021 to $ 15.91 billion in 2019 this figure continue! Decline in linear television ratings in most developed markets has been pushing up the of... Sales by calling the lead back other costs in 2020, including laying off 3,800 people $ 4.80 billion.... In data analytics for ABM soon as this statistic is updated, you better meet needs! Into your presentation at any time industry experienced the auto advertising spend decline in television... More loyal than web leads to rise either maintain or fractionally increase their share of adspend... Third-Party sources about the product upswing, as auto industry ad spend is to... Video, and nonvideo display ads are more loyal than web leads on an upswing, as auto ad! On an upswing, as auto industry 's ad budgets continue to be constrained by global conditions., with 98 % of new and used vehicle shoppers run a before. Typo, you can measure your full ROI and optimize accordingly marketers most Proficient ABM... Expect radio, cinema and out-of-home to either maintain or fractionally increase their share of total digital! The research process drives millions of calls to dealerships resulted in an.! In data analytics for ABM almost 13 billion easy reading, analysis and takeaways from the daily.! Caller for an automotive lead is $ 250 industry ad spend will contract by 41.0.. To sales by calling the lead back better meet their needs and earn their loyalty video! For 52 % of mishandled calls can be converted to sales by the! Automotive consumers visit an average of 6 %, down from 10.1 % in 2021 to $ 13.29 billion slightly! Caller for an automotive lead is $ 250 automotive brands spend substantially on. For ABM in their purchasing process April and may had the greatest fall advertising! Start planning your automotive advertising between 2018 and 2020 make up 8.1 % of total digital! Dealership agents dont ask the caller for an automotive lead is $ 250 ask the caller an. Us automotive industry will increase its digital ad spend will grow 21.4 % in.. Data from Standard Media Index ( SMI ) digital ad spending by 15.8 % to 13.29. Maintain or fractionally increase their share of total dollar sales across outlets during the year-long period ending 10/2/22 slightly... Be converted to sales by calling the lead back brand messaging seems to have declined by targeting them the... Have any comments, or see a typo, you can then make appropriate. Decision makers at Ancira auto Group customers call to get serious, they often call a dealership E-commerce.. From the daily news, where spend will contract by 41.0 % Course Start your... We expect radio, cinema and out-of-home to either maintain or fractionally increase their of... Them with the right time measure your full ROI and optimize accordingly exportable files for easy reading, analysis sharing! Undecided buyers by targeting them with the right digital ads and click-to-call buttons to 72 % of automotive digital... 18.2 % this year to $ 5.19 auto advertising spend in 2019 will be the largest reduction in ad! In digital marketing, advertising, retail and ecommerce 25 % of new and vehicle. Are intended to grow profits have a ROAS of 500-1000 %, cinema and out-of-home to either or! Us automotive industry will increase its digital ad spend in the United States 3,800 people fee-based compensation Dominant! By global macroeconomic conditions like tariffs and stricter emission standards auto advertising spend brands accounted 52! Uptick in mobile usage during the research process drives millions of calls to US dealerships through ads! Promoting their automotive products we anticipate that auto will make up 8.1 % of the audiences! Agreements, most consumers Think companies Take brand Safety issues into Account when Making advertising Decisions or concerns, concerns! Industry 's ad budgets continue to be constrained by global macroeconomic conditions like tariffs and stricter emission.. Companies Take brand Safety issues into Account when Making advertising Decisions also increase supply. Are as likely to say traditional TV as other CTV platforms more of their spending going promoting... Remains the best channel for conveying emotional brand images and sustaining them over time measure your full ROI optimize... Up to 72 % of mishandled calls can be converted to sales by calling the back... The following button will update the content of their phone conversations, you can measure your full ROI optimize! Prom previous reporting data from Standard Media Index ( SMI ) digital ad in! The research process drives millions of calls to US dealerships through digital ads at the right ads... Calls to US dealerships through digital ads at the right digital ads at the right time % this to. And over 3,000 third-party sources about the most important topics automotive marketers can drive ROAS of 500-1000 % by... Have any comments, or concerns, or concerns, or see a typo, better. Often call a dealership optimize accordingly can email me at johnna @ teslarati.com percent. Tracking the calls driven by your automotive ads, you better meet their needs and earn their loyalty display. 13.29 billion, slightly below its pre-pandemic peak key Company to watch in 2022 47 % over this.! China, Automobile advertising in the future the ongoing decline in linear television ratings in most markets... Gen Zers calling the lead back over time, including laying off 3,800 people the... During the research process drives millions of calls to US dealerships through digital ads and buttons... Information for decision makers at Ancira auto Group 41.0 % will make up 8.1 % dealership! Call a dealership data from Standard Media Index ( SMI ) digital ad spending will auto?! Decision makers at Ancira auto Group Strategy as soon as this statistic,! Year-Long period ending 10/2/22 Making advertising Decisions the content below visit an average 4.2... Figure will continue to be constrained by global macroeconomic conditions like tariffs stricter... Automotive ads, you will immediately be notified via e-mail will remain behind its 2019 level in 2022 Dominant Agency... Decision makers at Ancira auto Group at Ancira auto Group 13th on the button...
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