Mobile advertising is exploding, and automotive marketers are in a unique position to benefit. In the last year, mobile ad spend in the auto industry has increased over 230 percent, and both dealers and national brands have recognized the opportunities in mobile and are shifting more ad spend into the space. As the industry continues to grow and evolve, it has become crucial for marketers to understand the mobile landscape and evolve their strategies accordingly.
The Audience Today for Mobile Automotive Content
According to a comScore study commissioned by Millennial Media, the consumers who are accessing automotive content on their mobile devices tend to be young males between the ages of 18 and 34. As a whole, 68 percent of all mobile consumers are male, and these consumers tend to be wealthy, as 50 percent of all mobile auto consumers have an annual income of over $75,000.
More importantly, these consumers are actively seeking content on their mobile devices today. The consumers who view auto content on their mobile devices are often researching and considering auto purchases. Of this overall population of mobile auto users, 31 percent view some sort of content once a week and 21 percent view this content almost every day. There is an enormous opportunity for marketers to reach and engage these consumers who are actively looking for auto content.
Mobile Campaigns Today
One of the key campaign goals for dealers who advertise on mobile devices is to drive consumers directly into dealerships. As consumers are seeking out auto content on their phones, often in critical stages of the purchase funnel, dealers can present them with a call to action that will capitalize on their interest and bring them into the dealership for information, or more importantly, to test drive.
The top overall mobile campaign goal for auto advertisers is building awareness around the launch of new products or car models, but advertisers also run campaigns to increase general brand awareness or to increase lead generation and/or registration. These campaigns are designed to reach consumers to build brand affinity that will pay dividends when the consumer is ready to consider and/or purchase.