Digital media more relevant for car purchase than TV advertising - says study by Teads

When it comes to advertising for car brands, television has historically been the dominant media choice. However, the latest study by the global media platform Teads shows that consumers are increasingly focusing on digital media when making their purchasing decisions.

This is particularly true for electric cars: Half of consumers who would like to buy an electric car would complete the entire purchasing process online (compared to 35 percent of those who would like to buy a gasoline car). 74 percent of them would continue this trend after purchase.

According to the study, news sites have 1.6 times more influence than social media when it comes to purchase decisions. Similarly, it showed that consumers want to see short, relevant and easy-to-skip video ads.

Digital ads are very effective in driving the automotive market. 90 percent of consumers interested in buying an electric vehicle, and 85 percent of car buyers overall, responded to an online ad. Teads' research found that visiting a car brand's website was a consumer's most likely response (40 percent) after seeing an online car ad, with another 21 percent saying they would click on the ad.

A brand's website is also an important touchpoint on the path to purchase: 49 percent of prospective buyers in the EMEA region begin their research by visiting a manufacturer's website, compared to only 28 percent who visit a retailer. Brand websites are also the most influential sources for purchase decisions: 80 percent of prospective buyers say the website has an impact on their final decision.

 

News and technical information are the most popular information content

Targeting prospective car buyers can be done in a variety of contexts, with news and technical information being the two most popular types of information content - ahead of the car topic itself. In addition, technological advances should be highlighted in electric mobility campaigns, as those interested in electric cars find the latest technology (76 percent) more important than those interested in cars with conventional fuel (56 percent).

Ioanna Stagia, VP International Insights, Teads, says: "Our research shows a clear shift in consumer interest towards a more environmentally conscious attitude when buying a car. It's also clear that online channels are becoming increasingly important in guiding the consumer journey from interest to purchase. To maximize success, automakers need to plan their 2022 campaigns accordingly. That way, they'll be able to leverage both of these key insights."

Henner Bloemer, Global Senior Industry Director Teads, notes, "It is important to continue to build the brand profile for e-vehicles, as brand reputation is critical for those interested in electric vehicles. Established brands must remain attractive to high-profit customers in order to compete with new competitors in an evolving marketplace. After all, 57 percent of prospective buyers are willing to pay more for an electric car."

More than 1900 car customers in eight countries were surveyed for the study between April and September,


The "Global Automotive Study" stands here ready for download.

 

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