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Polk data provides state and market-level dealership,
consumer demographics, and consumer geographic
sales reporting for 58 makes of cars and all models
of global car manufacturers
Polk data provides both new and used car sales information
and updates monthly giving manufacturers, advertisers,
and dealers the clearest picture possible of their markets
Polk provides 1:1 monthly competitive sales insights
allowing companies to measure campaign
effectiveness with actual sales figures
2
Automotive digital spend is up +19.6% YOY and will reach $7.3B in 2015, yet digital only accounts for 12% of this
category’s total media spend
Digital is playing an ever important role in the path to purchase, consumers use 8+ digital sources before getting to
the dealership
Non-luxury CUV was the fastest growing segment gaining 2.38% of the total car market share
Michigan is the fastest growing top 10 sales state at 12.5% and Detroit the fastest growing top 10 sales DMA at 16%
Centro has a +22% higher viewability than the industry average within the Automotive category
Within Automotive, more than half of digital display dollars are spent on 300x250’s which receive about a 44% in-view rate*, explore alternative, higher performing in-view ad units
Data driven insights will dictate the how, where, and what. Use programmatic to craft personalized and relevant digital experiences to stay top of mind on and off the lot
Use location to activate a conquest, branding, and/or promotion opportunity on mobile platforms
Extend TV presence by digitally connecting to the consumer post exposure through TV retargeting tactics with online video
*In-View Rate is Based on Centro Historical Data.
New auto sales are expected
to jump 6.6% this year.
Dealerships are thriving,
averaging $38.4M per sales year.
75% of car buyers say the internet was
the most beneficial media platform
when researching dealers.
Half of any OEMs consumer base
will defect to another brand.
Millennials drive 23% fewer miles
than previous generations.
Consumers have an ever expanding
array of vehicle options.
$5.20
(billions, % of total digital ad spending and % change)
$6.23
$7.30
$8.49
$9.60
$10.82
2013 2014 2015 2016 2017 2018
Automotive industry digital ad spending % of total digital ad spending % of change
21.90% 19.60%17.30% 16.30% 13.10%
12.80%
12.70%
13.00%12.70%12.50%12.30%12.10%
Toyota has the highest volume of Auto Sales and accounts for 13.37% of All Auto Sales in the US
Chevrolet has the highest Ad Spend at $941MM and ranks 3rd in Total Auto Sales in the US
Nissan has the strongest investment in Online Video at $28MM
2014UNIT
SALES
% OF
ALL
SALES
TOP SEGMENTTOTAL
AD SPENDRADIO TV PRINT DISPLAY SEARCH B-TO-B VIDEO OUTDOOR
TOYOTA 1,819,393 13.37%Non-Luxury
Traditional Compact$777,894,290 $15,213,369 $546,281,046 $126,112,374 $55,152,510 $20,884,897 $984,091 $7,090,149 $6,175,854
FORD 1,725,779 12.68%Non-Luxury Full Size
Half Ton Pickup$617,352,475 $22,565,488 $492,355,089 $29,956,470 $40,478,498 $17,960,292 $3,541,948 $8,464,772 $2,029,918
CHEVROLET 1,390,431 10.22%Non-Luxury Full Size
Half Ton Pickup$941,839,856 $5,428,340 $738,688,521 $118,204,230 $38,453,766 $19,443,889 $2,720,791 $17,346,366 $1,553,953
HONDA 1,346,441 9.89%Non-Luxury
Traditional Mid Size$439,341,590 $10,711,505 $340,300,294 $27,795,306 $40,820,549 $14,004,239 $3,929,525 $776,000 $1,004,172
NISSAN 1,009,351 7.42%Non-Luxury
Traditional Mid Size$750,485,712 $16,646,832 $608,129,056 $34,249,922 $40,145,021 $9,080,760 $812,894 $28,608,329 $12,812,898
JEEP 603,175 4.43%Non-Luxury Mid Size
SUV$342,411,171 $21,443,444 $241,647,657 $24,431,072 $32,302,035 $21,455,146 - $1,131,817 -
HYUNDAI 574,859 4.22%Non-Luxury
Traditional Compact$335,413,240 $5,870,149 $278,656,909 $5,473,108 $23,498,582 $12,260,814 $162,402 $8,931,929 $559,347
KIA 497,699 3.66%Non-Luxury Compact
CUV$398,122,246 $1,142,141 $326,318,458 $44,942,186 $14,467,061 $7,308,401 $98,444 $3,132,388 $713,167
SUBARU 497,576 3.66%Non-Luxury Compact
CUV$300,986,730 $3,494,575 $253,457,952 $13,453,776 $20,635,770 $8,054,200 $109,580 $1,734,508 $46,369
GMC 418,107 3.07%Non-Luxury Full Size
Half Ton Pickup$257,537,515 $244,158 $192,961,720 $39,625,617 $17,640,730 $5,470,921 $146,200 $1,446,804 $1,365
GRAND
TOTAL9,882,811 72.62% NA $5,161,384,825 $102,760,001 $4,018,796,702 $464,244,061 $323,594,522 $135,923,559 $12,505,875 $78,663,062 $24,897,043
Longo Toyota has the highest volume of Auto Sales among the top 10 DMAs and accounts for .37% of All Auto Sales in the Top 10 DMAs
Fred Haas Toyota has the highest Ad Spend at $10MM and ranks 3rd in Total Auto Sales in the US
BMW of Turnersville has the highest investment in Search at $1.48MM
2014 DMAUNIT
SALES
% OF
ALL
SALES
TOP SEGMENTTOTAL
AD SPENDRADIO TV PRINT DISPLAY SEARCH OUTDOOR
LONGO TOYOTA Los Angeles 13,991 0.37%Non-Luxury Traditional
Compact$1,242,475 $94,421 $198 $1,023,424 $14,062 - $110,370
BMW OF TURNERSVILLE Philadelphia 7,700 0.20%Non-Luxury Traditional
Compact$1,980,718 $253,753 $117,213 - $33,389 $1,482,828 $93,535
NORM REEVES HONDA Los Angeles 7,194 0.19%Non-Luxury Traditional
Mid Size$6,003,627 $208,120 $21,214 $5,761,999 $12,294 - -
TOYOTA OF ORANGE Los Angeles 7,171 0.19%Non-Luxury Traditional
Compact$2,764,365 $620,733 $470,871 $1,557,545 $86,991 $5,275 $22,950
GALPIN FORD Los Angeles 6,903 0.18%Non-Luxury Mid Size
CUV$3,274,330 $1,621,116 $312,221 $1,215,440 $92,234 $33,319 -
FRED HAAS TOYOTA Houston 6,645 0.18%Non-Luxury Traditional
Mid Size$10,150,265 $628,952 $78,746 $8,355,488 $395,669 $683,810 7600
TUSTIN TOYOTA Los Angeles 6,623 0.18%Non-Luxury Traditional
Compact$435,218 $117,825 - $233,203 $32,159 $31 $52,000
PARKWAY DODGE
CHRYSLER JEEPDetroit 6,368 0.17%
Non-Luxury Traditional
Full Size$2,278,593 $329,133 $317,569 $1,332,390 $67,545 $118,393 $113,563
GALPIN HONDA Los Angeles 6,123 0.16%Non-Luxury Mid Size
Van$3,274,330 $1,621,116 $312,221 $1,215,440 $92,234 $33,319 -
KEYES ACURA Los Angeles 6,004 0.16%Luxury Traditional Mid
Size$9,241,536 $947,276 - $8,094,263 $3,966 $8,699 $187,332
GRAND TOTAL 74,722 1.98% $40,645,457 $6,442,445 $1,630,253 $28,789,192 $830,543 $2,365,674 $587,350
2014 PUBLISHER AND CREATIVE USAGE
BRAND TOTAL PUBLISHERS % MOBILE PUBLISHERS TOTAL CREATIVE % MOBILE CREATIVE SITE DIRECTABOVE THE FOLD
(DESKTOP)
TOYOTA 10,400 18% 8,421 11% 57% 47%
FORD 7,189 15% 1,174 11% 55% 40%
CHEVROLET 5,845 17% 1,041 8% 60% 46%
HONDA 5,966 11% 993 9% 46% 49%
NISSAN 6,579 12% 561 20% 27% 42%
JEEP 6,505 17% 229 19% 12% 50%
HYUNDAI 3,307 14% 521 12% 33% 40%
KIA 1,557 25% 238 13% 67% 41%
SUBARU 2,372 1% 213 6% 65% 40%
GMC 7,344 16% 5,398 5% 33% 47%
Kia works with the fewest Total Publishers but has the greatest percentage of Mobile Publishers at 25%, Subaru has the least at 1%
Jeep has the highest Above the Fold viewability at 50%, trailed by Honda at 49% and GMC/Toyota at 47%
Kia and Subaru have the most Site Direct Impressions, yet Jeep, who has the greatest Above the Fold percentage only has 12% of their impressions allocated to Site Direct
MEDIA AVERAGE OF SITE VI
Site Direct 58%
CBX 41%
Network 34%
Mobile Network 78%
Niche Network 36%
Internal DSP 34%
Video Network 39%
DSP 30%
Cross Device Platform 92%
Video DSP 23%
Exchange / SSP 31%
Retargeting Platform 31%
Mobile Video Network 62%
App Direct NA
GRAND TOTAL 49%
*Industry Average is based on comScore in-view rate from 2014. Automotive in-view rate was 40%
AD UNITCENTRO AVERAGE
IN-VIEW RATE% OF AUTO BUDGET
(KANTAR 2014)
300x250 41% 51%
728x90 44% 28%
160x600 42% 5%
300x600 50% 3%
320x50 66% 0%
970x66 69% NA
970x250 33% 1%
980x30 83% NA
300x50 68% 0%
640x480 56% NA
Premium CPM’s on Site Direct have a correlation to quality of inventory, Site Direst has 58% viewabilty whereas lower cost inventory found on Networks hovers around 35% viewability.
Within Automotive, more than half of digital display dollars are spent on 300x250’s which receive about a 44% in-view rate.
Other high performing ad units, such as 160x600, 300x600, and 320x50 receive less than 5% of the total digital display dollars for
Automotive.
Ford F-Series remains the
most popular vehicle in
America with 545,968 cars
sold and has 4% of the total
market in the past 12
months
The Pick-Up Truck category
accounts for 3 of the top 5
selling car models
Non-luxury CUV was the
fastest growing segment
gaining 2.38% of the total
car market share and
selling 435,626 more
vehicles YOY
California remained the
largest state for automotive
sales and New York the
largest DMA
Michigan is the fastest
growing top 10 sales state
at 12.5% and Detroit the
fastest growing top 10
sales DMA at 16%
Centro has supported ALL major OEMs with 4,400+ campaigns executed for brands across Tier I, II & III
Top trusted local news & broadcast sites
Geo-targeted banner & mobile ads
Homepage take-overs, display,
video, mobile
Sight + sound across variety of screens: Desktop, Mobile, Tablet,
Digital Place Based, Connected TV
TV retargeting based on Demo, Daypart, Location, Weather, Device,
Carrier, and Behavioral
Reach consumers on-the-go with mobile, during
work/leisure time with tablet
Use Geo-Fencing to pinpoint exact location of consumer
and enable conquest strategies
Target consumers currently in-market for a new car down to sub-levels such as small
car or truck
Target individuals using Polk, Nielsen, Scarborough, and
Neustar data
Gain traction with in-market consumers by
achieving a lift in conversion rates
(5% interest & 124% consideration) to increase
vehicle sales
Advanced targeting capabilities and real-time
optimization controls were a must
Behavioral targeting was used to reach A25-54
with 100k+ HHI
Re-targeted placements were implemented
Contextual targeting was implemented
Consumers are using digital for many aspects in the path
to purchase.
Ensure your brand is readily available to consumers as
they move from pre-market, to in-market, and then post
market.
DIGITAL PLAYS A STRONGER ROLE
Mobile remains a constant touch point as consumers get
inspired, shop around, and ultimately show off what they
purchased.
Use location to activate conquest, branding, and promotion opportunities.
MOBILE IS A MUST
Review viewabilityperformance as part of
building a strategic media plan.
Opportunities can be found with units that have low
investment but high performance:
728x90160x600300x600
.
INVEST IN HIGH PERFORMANCE
With consumers showing less brand loyalty, crafting
personalized and relevant digital touch points is vital
to staying top of mind.
Data driven insights will dictate the how, where,
and what.
BUILDING CONSUMER INTIMACY