Driving towards higher clicks - Automotive insights for Australian digital marketers

Embed Size (px)

Text of Driving towards higher clicks - Automotive insights for Australian digital marketers

Driving toward higher clicks Automotive insights for digital marketers

Driving toward higher clicksAutomotive insights for digital marketers

Bing Network. Be there.

Rising household disposable incomeReal household disposable income is expected to rise in 2016-17,which may increase demand for new cars.Low interest ratesLow interest rates mean more affordable loan and lease rates, which may increase demand for new cars.Decrease in motor vehicle priceFree trade agreements with Japan, Korea and China have effectivelyreduce tariffs for vehicles from these major import markets.Better infrastructure and less traffic The Government is investing in road and rail upgrades that should improve the motoring experience, which may encourage car Purchases.Rising household disposable income and low interest rates point to a happy 2017 for automakers

Source: IBISWorld iExpert Industry Summary X0014. Automotive Industry in AustraliaIBISWorld iExpert Industry Summary G3911 Motor Vehicle Dealers in AustraliaSeven automotive implications of the 2016 Federal Budget

http://www.drive.com.au/motor-news/seven-automotive-implications-of-the-2016-federal-budget-20160504-golovi Page 2Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Auto revenue is expected to reach $172 billion in 2017With a strong expansion in the past 3 years, dealership revenue is expected to grow further in 2017

Source: IBISWorld iExpert Industry Summary X0014. Automotive Industry in AustraliaIBISWorld iExpert Industry Summary G3911 Motor Vehicle Dealers in AustraliaAU auto and dealer industry historical revenue and forecast, 20112019 ($B)Revenue in Billions

Forecast

Page 3Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

How do those sales break down?SUVs and compact cars led sales in November 2016

Source: November 2016 VFACTS: New vehicle sales numbers, winners and losers detailed2016 vehicle segment sales share34.3% 25.1% 17.3% 9.2% 8.3% 2.3% 2.1% 1.2%0.3%SUVs (compact, small, midsize, large)Compact and small carsUtes (4x2,4x4)Luxury vehicles Midsize and large carsSports cars (compact, midsize)Minivans and vans (midsize, large)People MoversLight and medium buses

http://www.caradvice.com.au/504292/november-2016-vfacts-new-vehicle-sales-numbers-winners-and-losers-detailed/ Page 4Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Safety is the top priority for Australian car shoppers54% agreed that safety is an important consideration when buying a carSources: emma auto trends and insights August 2015Leading priorities for Australian car buyers when buying their next carSafetypriceWarrantycomfortperformance/handlingfeatures/techreputationdealership experienceresale valuecountry of manufactureenvironmental impact

https://emma.com.au/wp-content/uploads/2015/07/emma-auto-report_lowres.pdf Page 5Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Source: Digital Drives New Vehicle Choice: Ipsos Study - Car review and comparison websites top the list of new car shopper influences

Buyers are undecided when choosing a vehicle and increased affordability and fragmentation of the market have led to a decline in brand loyalty. TIPSecure top positions for your brand terms and leverage ad extensions to capture potential conversions

https://www.iabaustralia.com.au/research-and-resources/research-resources/item/12-research-and-resource/1612-digital-drives-new-vehicle-choice-ipsos-study-car-review-and-comparison-websites-top-the-list-of-new-car-shopper-influences Page 6Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Auto industry leads digital display ad spend in 2016Have you reserved enough paid searchbudget to support your digital campaigns? Source: eMarketer, Global digital ad spending 2016: A Country by country look by industryTop 5 industries in Australia, ranked by digital display ad spending share, Q1 2016

http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001828&dsNav=Ntk:relevance%7cauto%7c1%7c,Ro:5,N:423-712,Nr:NOT(Type%3aComparative+Estimate)http://www.acaresearch.com.au/australian-market-research-blog/the-automotive-vehicle-purchase-journey-in-2015 Page 7Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Bing Network audience behaviours

Page 8Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

59% users are aged2554

59%hold a diploma/ bachelor degree or higher

Bing users are more educated and affluent with more income to spend

SOURCE: Nielsen Online Ratings for November 2016*Total Population = All Australians 18 years and over

$100+household income p.a. 22% of users Source: Nielsen Consumer & Media View National Online Database, Oct '15 - Sep '16 | Base: 14+

Page 9Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Micr