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Content Rich Sites Better Than Facebook For Make-Model Focused Ad Campaigns

Premium Content Favored by Automotive Marketers Over Facebook For Vehicle Focused Ad Campaigns

Automotive Advertising Agencies and dealer marketing professionals rate premium content publishers higher than Facebook for make-model focused advertising, according to [pdf] the Online Publishers Association (OPA), in survey results released November 2012.


For example, respondents were more likely to favor premium content publishers in areas such as vehicle safety (71% vs. 36%), capturing audience attention (63% vs. 29%), providing cross-platform opportunities (60% vs. 29%), and viewability of ads (59% vs. 42%).


As data from “Branding on Display” reveals, 78% of auto industry focused advertising agencies and automotive retail marketing decision-makers report positive make-model advertising experiences overall through premium content publishers, compared to 51% who say the same about Facebook. Survey results released in July found that marketers and advertisers (not limited to make-focused advertisers) are turning their attention away from Facebook and increasingly focusing their attention elsewhere on the internet.


Premium Content Publishers Deliver on Automotive Retail Goals

Return-on-investment (ROI) can be a fairly elusive measure in brand advertising. Still, 55% of the OPA survey respondents believe they are able to measure the ROI of make-model focused campaigns through premium-content publishers, roughly double the proportion (27%) who feel the same about Facebook.


Overall, respondents rate premium publishers as better able to deliver on top make-model focused marketing communication goals. When presented with 9 such goals and asked to rank the top 3 media types that best deliver the desired goals, premium publishers beat out social media in each, including increasing brand preference (84% vs. 54%), brand favorability (81% vs. 54%), purchase intent (78% vs. 50%), and generating clicks to a landing page (62% vs. 37%).


Overall, 47% of respondents feel that premium content publishers are the best media for make-model focused ad campaigns versus 16% who prefer social media, 13% preferring video ad networks and 11% preferring portals.


Other Findings:

  • 63% of those who rated premium content publishers as their best advertising vehicle for conducting brand-focused digital advertising campaigns say the vehicle best achieves their branding objectives. Just 27% who rated social media their best vehicle identified this reason.

  • Agencies and marketers responding to the survey are most interested in reaching Gen X (30-44; 74%), Baby Boomers (45-65; 56%), and Gen Y/Millennials (20-29; 48%). They are less interested in reaching mothers (19%), seniors (65+; 9%) and Hispanics (8%).

  • Respondents are slightly more likely to think that premium content publishers rather than social media are the best way to reach Gen X (27% vs. 24%). In terms of reaching Baby Boomers, premium content publishers are the easy winner (45% vs. 5%), while social media is considered the best way to reach Gen Y/Millennials (56% vs. 13%).



About The Data: The study was conducted by Advertiser Perceptions on behalf of the OPA. An online survey of 251 marketers and advertising agency executives was conducted between August 7, 2012 and August 15, 2012. Participants were required to be involved in video and display advertisement decision-making, have a $1 million minimum digital ad spend over that past 12 months and be involved in brand-focused advertising.




Charts: Provided by can be clicked on to open full size versions in a new browser window.

Views: 399

Tags: Ad, Campaigns, Content, Facebook, Favored, Focused, For, Make, Model, Over, More…Premium, Publishers


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Comment by Ralph Paglia on November 9, 2012 at 6:26am

J.D. Rucker - In regards to your comment, I understand what you mean by the skewing of the study, and a big part of the reason I wanted to post this research on ADM is because a lot of the data I have published that is pro-Facebook advertising may be skewed by my own predisposition towards recommending and managing Facebook paid advertising campaigns.  This is a way of providing an opposing opinion for ADM members.  The reality of what I have seen from my own first hand experience is that dealers typically allocate much smaller amounts of dollars to Facebook advertising than what is invested into advertising that appears on premium content sites.  Then, when we see a much higher ROI from the Facebook advertising, we ascribe a higher degree of effectiveness.  However, as with most advertising, there is a point of diminishing returns as the budgets are increased.  With most dealers spending between $1,000 and $2,500 on Facebook and Online Display Advertising (ODA) on premium content sites upwards of $10,000 a month, the comparison in ROI is skewed by the difference in budgets.  This study levels the budgetary variances, which may be great from a research perspective, but does not reflect the reality of a good marketing director managing budgets allocated to various channels with an objective of optimizing ROI for each channel.

Comment by J.D. Rucker on November 9, 2012 at 1:59am

It's a great study, Ralph. I've worked with OPA on several projects and they are a class act not-for-profit, though their motivation is definitely geared towards promoting premium content publishers. I'm not saying that the study is flawed but the questions did seem geared towards getting the desired responses for their members.

I think the point is that social has its place but it's definitely not the golden ticket that many claim it to be. It's a piece to the puzzle that's growing in prominence but it should be replacing portions of television budget rather than pulling from display ads, PPC, or SEO.

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