ADOTAS – Bankruptcies, bailouts, selloffs — 2009 will not be remembered fondly by automakers. However, when sales are down, you gotta advertise — in its latest research paper, MediaMind notes that its display impressions per auto advertiser shot up last year as the industry swapped offline budgets for more targeted display campaigns.
But even more interesting, MediaMind discovered that, at about 0.4% in both categories, mobile banners outperformed standard and “polite” banners both in click-throughs and conversions. Mobile banners also achieved higher conversion rates than expandable banners.
“The effectiveness of mobile ads show that the small mobile screen can deliver results for advertisers,” said CEO and co-founder Gal Trifon. “This presents an opportunity for the automotive industry to shift to more targeted and efficient digital media.”
In addition, MediaMind reveals that rich media doubled the conversion rates and tripled the click-through rates of standard banners.
According to Forrester Research, the largest automakers spend an estimated $142 per car sold. Online U.S. advertising spend is expected to grow 21.2% over the next few years: from $1.5 billion in 2009 to $3.9 billion in 2014.
Auto ads also ruled the CTRs in Google DoubleClick’s 2009 display benchmark report, with Flash and rich media CTR both at 0.15% and static CTR at 0.14%.