Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
Though exposure doesn’t always result in user action, findings from CrowdScience showed more than half of all Automotive Internet Users worldwide clicked on some form of online advertising in the past six months.
Click activity appeared to increase with age: 76% of Automotive Internet Users ages 55 and over had clicked on an ad, compared to 58% of online automotive consumers ages 15 to 24.
But lack of click activity does not equate to lack of influence. In fact, more than three-quarters of automotive consumers aged 25 to 54 had taken actions such as performing a search for the advertising dealer's name or visiting a car company website after viewing an ad.
Because ads are as likely to influence Automotive Internet Users as they are to incite click activity, advertisers — especially online display advertisers — should be particularly mindful of their ability to track "Post-Click Activity" using various types of tags embedded at the ad hosting level in order to attribute ad-initiated behavior to the ad of origin.
Automotive Consumers most often clicked on ads that either made them interested in considering a vehicle model or showed them a vehicle, product or service already of interest, illustrating the importance of maintaining a dealer's brand presence throughout the purchase funnel.
The reasons for not clicking on ads varied by age and gender, but the majority of Automotive Internet Users who declined to click did so based on perceived lack of ad trust or relevancy to the website where the ad appeared.
Users ages 25 to 44 were the least trusting: 18% didn’t trust online ads in general, and 24% feared getting a computer virus from clicking on ads. These users were also less likely to want to disrupt their online experience by clicking on an ad and navigating away from a page. Disruption of user experience was significantly more important to men than women.
Both users aged 25 to 44 and users aged 44 to 54 were significantly more likely to mistrust ads than those aged 55 and up. Most automotive consumers 55 years and older did not click on ads predominantly for fear of viruses, spam or for lack of desire to navigate off the page where the ad appears.
Both the oldest and youngest user groups were significantly more likely to report online ads going unnoticed. This was especially true for younger general market consumers aged 15 to 24, perhaps pointing to a generation somewhat desensitized to the effects of online advertising.
Overall, automotive advertisers that are able to ensure relevancy of their ads to the subject matter of the web pages where those ads appear have much to gain. But it appears the automotive industry also has much to gain by fostering better automotive consumer-advertiser trust.
Keep your business ahead of the digital curve. Learn more about becoming an eMarketer Total Access client today.
Check out this eMarketer article, “Search Engines Top Local News Sites for Community Information.”