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AA012669.indd 1 9/23/14 10:44 AM

ADVERTISING AGE OCTOBER 13, 2014 · 3

AUTOMOTIVE MARKETING

AUTO FOCUSWhat’s driving U.S. automotive advertisingBy Julie Liesse

THE PAST DECADE proves it’s timeto rewrite that famous maxim about theauto industry.

The new version: As the Americaneconomy goes, so go car sales. And as carsales go, so goes ad spending.

AD SPENDING REBOUNDAfter slowly ticking down during the

middle of the 2000s and then falling off acliff—dropping 35% from 2007 to 2009—total ad spending in the automotive cate-gory rebounded over the past four years,according to an exclusive analysis byWPP’s Kantar Media.

U.S. ad spending by the auto industry—including car and truck manufacturers,dealers, aftermarket products and servic-es, and repair outlets—hit $16.4 billion in2013, up 3.7% from the previous year andthe highest spending total since the pre-recession year of 2007.

Category spending has increased everyyear since bottoming out in 2009. Newvehicle unit sales have increased everyyear as well and are on track in 2014 to top16 million vehicles, reaching the highestlevel since 2006.

The vast majority of the auto indus-try’s ad spending is focused on selling orleasing cars and trucks. Spending by carand truck manufacturers, dealers anddealer associations accounted for morethan 92% of auto-related spending in 2013.That is down only slightly from 94% adecade earlier.

Even though the $15.2 billion in 2013ad spending on cars and trucks is 24% lessthan the total spent in 2004, KantarMedia Ad Intelligence chief research offi-cer Jon Swallen cautions that the totalspending figure is somewhat deceptive.

“In absolute terms, less money is beingspent to advertise autos as compared toten years ago. But this is a misleading sta-tistic,” Mr. Swallen says.

“The real story is the rate of spendingrelative to the number of new vehiclesbeing sold and how the auto industryscales its total expenditures in response toconsumer demand. It makes sense whenyou think about it. This is not a categorylike toothpaste or deodorant where itemscost a few dollars and are frequently pur-chased. We’re talking about very expen-sive products that people buy every five to10 years.”

Automakers scale their budgetsupward or downward based on how theirsales are going and how they expect busi-ness to shape up. “It’s very reactionary,”Mr. Swallen says. “When more peoplestart coming through the door, budgetsratchet up—and rather quickly. It’s a long-term pattern.”

AD SPENDING PER UNIT SOLDSo the way to think about the auto

industry, he says, “is not how much beingis spent overall, but how much am Ispending per every car I sell.”

Using that lens, the amount of admoney being spent to sell a car has beenrelatively stable over the past decade.Taking total industry ad spending frommanufacturers and dealers and dividingthat by the industry’s total unit salesyields an average ad spending per vehiclesold—a figure that has ranged between$1,000 and $1,100 for the past 10 years.“The fluctuation from year to year is in anarrow range,” Mr. Swallen says.

Some manufacturers spend less per

INSIDE

AUTO FOCUS 3- WHAT’S DRIVING U.S. AUTOMOTIVE

ADVERTISING

SOCIAL MEDIA 10- CONVERSATIONS ABOUT CARS AND

TRUCKS ARE RARELY LIMITED TO A SINGLE BRAND

AUTO BRANDS AND SEARCH 12- HOW AUTO MARKETERS SEARCH FOR

CUSTOMERS USING THEIR BRANDS—AND RIVALS’ BRANDS

LAST CATEGORY STANDING 14- AUTO WITHSTANDS THE POLITICAL

AD STORM—AND GETS OUT OF THE WAY

REACH, WEAROUT 16AND AD SPENDING- DATA SHOW “TUNE-AWAY”

RELATED MORE TO AD PLACEMENT THAN CREATIVE

MOBILE VS. DESKTOP 18- MOBILE SHOWS POTENTIAL FOR

BUILDING BRANDS AND DRIVING SALES

This document and information contained there-in are the copyrighted property of Crain

Communications Inc. and Advertising Age (Copyright 2014) andare for your personal, noncommercial use only. You may notreproduce, display on a website, distribute, sell or republish thisdocument, or the information contained therein, without the priorwritten consent of Advertising Age. Copyright 2014 by CrainCommunications Inc. All rights reserved.

Automotive Marketing was produced byAdvertising Age and published Oct. 13, 2014

Email: [email protected]

Send mail to: Advertising Age 150 N. Michigan Ave., Ste. 1737, Chicago, IL 60601

Ad sales: Jackie Ramsey 1-212-210-0475, [email protected]

Additional copies: Order print copies [email protected] or by calling 1-877-320-1721; for readers outside the U.S.,1-313-446-0450. Digital edition available free online atAdAge.com/trend-reports

Staff: Kevin Brown, Bradley Johnson,Catherine Wolf, Shawna Lent, Jennifer Chiu,Kim Bauer and Jake Guidry

CONTINUED ON P. 5

Julie Liesse is a regular contributor to Advertising Ageand sibling publication Automotive News.


http://adage.com/trend-reports/

FIND OUT HOW sHE DID IT AT ADAgE.cOm/sUsAN

Susan Credle may have ended up collecting coats instead

of creative awards. She’s come a long way from working

for tips and free meals at a Manhattan steakhouse to

becoming one of the most lauded creatives in the business.

She relied on her vision, imagination, and dedication.

Ad Age helped with the inspiration to make it happen.

WITHOUT

AD AgE

sUsAN cREDLE CCO – LEO BURNETT CHICAGO

Untitled-1 1 9/26/14 4:32 PMAA012690.indd 1 9/26/14 5:34 PM

vehicle, benefiting from economies of scale. For instance, thethree automakers with the most units sold in the U.S. last yearspent less than the industry average. General Motors Co. overallspent $631 per unit sold in 2013; Ford Motor Co. spent $431; andToyota Motor Corp. spent $568. (A table of ad spending per unitby brand is on page 8.)

Those three companies yielded the top three most-advertisedauto brand names, each supported by U.S measured-mediaspending approaching $1 billion: Chevrolet, Toyota and Ford.

Smaller players tend to spend more per unit. Mazda MotorCorp. spent $959 per vehicle, on fewer than 300,000 units sold.Mitsubishi Motors Corp., with fewer than 100,000 units sold,spent $1,252 per vehicle.

That advertising spending is targeted at asmall fraction of the U.S. population.

TARGETING LIKELY BUYERSThe average age of a vehicle on the road

today is over 11 years, an all-time high, accord-ing to R.L. Polk data. “These days, peoplehang on to cars for a while,” Mr. Swallen says.“That means not a lot of people are in the mar-ket for cars in any given year.” Fewer than 4%of Americans are buying a car or truck everyyear, according to J.D. Power and Associates.

Thus in the auto industry, Mr. Swallen says,“Advertising doesn’t create demand for newvehicles—advertising tries to convert existingdemand for new vehicles.”

That means a lot of marketing activity isfocused on intercepting a shopper’s atten-tion—getting car shoppers to trade between brandsand nameplates, and to consider a competitor’s model. Forinstance, spending on digital search includes more of this inter-ceptive activity than any other key product category, KantarMedia’s AdGooroo unit says, with car marketers buying searchterms against their key competitors’ brand names.

NEW MODELS INCREASE AD SPENDING GROWTHIn the past five years, ad spending increases not only mirror

the improved U.S. economy but also reflect the auto industry’sgrowing number of new model introductions and modelredesigns. In 2013, Mr. Swallen says, there were more than 35 automakes and more than 200 different models advertised in the U.S.

“There are a lot of new models coming into the marketplaceand frequently new subsegments as well,” Mr. Swallen says. Forinstance, luxury automakers are launching a slew of luxury “com-pact utility vehicles” or “cute utes” like the Lexus NX and Audi Q1,a new comfort-focused subsegment somewhere between a tradi-tional sports utility vehicle, a crossover mid-sized SUV and a lux-ury sedan.

“New model introductions have a stimulative effect on ad

budgets as do relaunches,” he says, noting there are brands thatare all new to the marketplace and also redesigned andrelaunched models.

Since spending began rising again in 2009, each year the mar-ketplace has seen an average of eight to 15 “all-new” models—theBuick Encore, the Nissan Leaf or the Mercedes-Benz CLA, forexample, which are completely new models and new names inthe industry. But in addition, the number of redesigned modelshas shot up dramatically. Mr. Swallen estimates that combined,these two types of marketing launches have accounted for morethan a third of all manufacturer ad spending for the past fewyears.

“A significant share of automotive ad spend is being usedto fund relaunches of existing models,” he says,

pointing out that the relaunch of a big name-plate like the Honda Accord or Toyota Corollacan add $80 million to $100 million a year tothe brand’s ad spending total.

Because the auto industry’s product-development cycle is long, it’s relatively easyto see what’s ahead for the next few years. Mr.Swallen says, “When I look out two years, theprognosis for new model launches andrelaunches looks very healthy through 2016—which suggests that the ad climate for theauto industry should remain healthy.”Manufacturers continue redesigning moremodels and at a slightly faster pace, respond-ing to competitive pressures but also keepingup with changing consumer demand foradded technologies—including wireless con-nections, in-vehicle infotainment systems and

driver-assist features.

DEALER ADSVehicle manufacturers drive ad spending in the auto category,

accounting for around 60% to 65% of ad spending on cars andtrucks. Dealers and dealer associations spent just under $6 billionin 2013—one-third less of what they spent 10 years ago, althoughMr. Swallen points out that dealer share of category spending hasincreased post-recession.

Mr. Swallen also notes differences in spending patternsbetween local dealerships and regional dealer association groups.“Ad expenditures from Tier 2 dealer groups are increasingly con-centrated in local TV and a growing share of TV ad messaging ispushing lease offers and sales events, often in coordination withmanufacturer’s advertising programs. Tier 3 dealerships are put-ting a shrinking plurality of their budgets into newspapers andredirecting more money into digital and television.”

In terms of media channels, television remains the medium ofchoice for the auto industry. In 2013, $10.5 billion was spent bythe automotive industry across network, spot, cable and syndi-



CONTINUED ON P. 6

ADVERTISINGSPENDING FOR

NEW ANDREDESIGNED CARS

AND TRUCKSACCOUNTED FOR

MORE THAN A THIRDOF MANUFACTURER

AD SPENDING.

CONTINUED FROM P. 3


6 · OCTOBER 13, 2014 ADVERTISING AGE


LARGEST AUTO MARKETERSBy U.S. measured-media ad spending in 2013. Dollars in millions.

RANK U.S. MEASURED-MEDIA SPENDING2013 MARKETER HEADQUARTERS 2013 2012 % CHG

1 General Motors Co. Detroit $1,769 $1,619 9.2%

2 Toyota Motor Corp. Toyota City, Japan 1,270 1,251 1.5

3 Fiat Chrysler Automobiles Turin, Italy/Auburn Hills, Mich. 1,123 1,143 -1.7

4 Ford Motor Co. Dearborn, Mich. 1,071 1,004 6.7

5 Nissan Motor Co. Yokohama, Japan 856 770 11.1

6 Honda Motor Co. Tokyo 645 843 -23.5

7 Volkswagen Wolfsburg, Germany 526 543 -3.2

8 Kia Motors Corp. Seoul 403 392 2.8

9 Daimler (Mercedes-Benz, Smart) Stuttgart 321 274 16.9

10 Hyundai Motor Co. Seoul 288 287 0.5

11 Mazda Motor Corp. Hiroshima, Japan 272 216 25.8

12 Fuji Heavy Industries (Subaru) Tokyo 226 190 19.2

13 BMW Munich 165 174 -5.6

14 Tata Motors (Jaguar, Land Rover) Mumbai, India 147 111 32.3

15 Mitsubishi Motors Corp. Tokyo 78 42 84.6

Total for the 15 largest auto marketers 9,158 8,859 3.4

Total for the category* $9,231 $8,925 3.4%

Source: Kantar Media. Measured-media spending figures include 18 media from Kantar Media’s Stradegy, including network TV, spot TV, cable TV networks, syndicated TV, Spanish-language network TV, local radio, national spot radio,network radio, magazines, Sunday magazines, local magazines, Spanish-language magazines, business publications, newspapers, national newspapers (New York Times, USA Today, Wall Street Journal), Spanish-language newspapers,outdoor and internet display. *Data include only spending in Kantar Media’s classication “T11 Cars & Light Trucks, Factory: Sales & Leasing.”

cated TV. That represented nearly two-thirds of all automotive adspending.

The industry’s spending on TV advertising is almost the sameas it was in 2004, when it totaled $10 billion.

But auto marketers’ spending on print media has tumbled in10 years’ time, with 2013 spending levels for both magazines andnewspapers equaling only 40% of the dollars spent in 2004. Muchof those print budgets, especially on the part of local dealers,have shifted online to classified websites, review sites and searchadvertising.

Spending on internet display advertising—the only digitalmedia category included in Kantar Media’s totals here—totalsabout $1 billion for the automotive category. Additionally, automarketers are spending on search, video, mobile and social-media advertising.

“As with many industries, automotive ad money is moving intodigital media,” Mr. Swallen says. “Paid search is a growing com-ponent of ad campaigns, particularly for local dealers. Videoadvertising fits in well for manufacturers, offering the benefits ofTV advertising but online.”

He says digital media has become a more affordable and effec-tive way to promote individual vehicle brands that have smallersales totals and more targeted demographics.

“The targeting capability of digital media, being able to reachmore narrowly segmented audiences, fits in well with automak-ers’ needs and desires for effective and efficient ways of promot-ing models with lower unit sales,” says Mr. Swallen. “Digitalmedia increases the opportunity for access to consumers butgives manufacturers greater ability to connect with peoplethroughout the purchase and shopping cycle, with tailored mes-saging that’s more flexible.”

CONTINUED FROM P. 5



AUTOMOTIVE MARKETINGAUTOMOTIVE MARKETING

The positive connection betweenbrands and behaviors reinforces the viewthat websites can both represent the ful-fillment of brand potential and also act asan extension of automaker branding.

As the realization of brand potentialshifts more to digital channels, under-standing the connection between per-ceptions and digital behaviors becomesmore crucial. But how strong is that con-nection?

To answer that question, Kantar’sMillward Brown Digital surveyed con-sumers on their brand perceptions of five

of the nation’s top-selling sedans usingelements of Millward Brown’s MeaningfulDifferent framework. They then appendedthose same respondents’ observed onlinebehavior to the survey results and investi-gated the extent to which brand percep-tions change relative to online behaviors.

The connection exists: Brand resultsare the strongest among the subset ofconsumers that visited that vehicle’sbrand website. For instance, results forCamry are highest among those thatvisited Toyota.com. The same is true forAccord/Honda.com and most of the

others.The exception is Altima: visitors to

NissanUSA.com scored the Altima aboutthe same as did all the other populations.“Altima’s results show that an automakercan’t take for take granted that its site vis-itors are already pre-disposed to theirbrand,” says Millward Brown Digital’sLincoln Merrihew.

“Combining brand metrics and behav-iors sets the stage for how automakersneed to structure all their digital contentrelative to the consumer purchase jour-ney, including on their own sites.”

Camry Accord Altima Fusion Malibu

20

15

10

5

0

Yes, same OEM siteModel scores by behavioral segments: No, same OEM site No, any OEM site AllYes, any OEM site

Positive correlationbetween brand perceptions

and online behaviors

Altima results atypical

MODEL SCORES BY BEHAVIORAL SEGMENTSBrand and behavior: The power of including behavior in brand measurement.

Source: Millward Brown Digital. OEM is original equipment manufacturer. Subset of Meaningful Different framework questions, general population survey, June 2014, n=961, behavioral March, April, May 2014.




U.S. MEASURED-MEDIA AD SPENDING PER UNIT SOLDBy brand/make in 2013.

Jaguar Tata Motors $4,000 $5,979 $67,813 $71,819 16,952 12,011

Lincoln Ford Motor Co. 2,728 2,254 222,889 185,191 81,694 82,150

Fiat Fiat Chrysler Automobiles 2,721 1,809 117,649 79,200 43,236 43,772

Infiniti Nissan Motor Co. 1,861 1,723 216,708 206,510 116,455 119,877

Land Rover Tata Motors 1,575 893 78,786 39,013 50,010 43,664

Cadillac General Motors Co. 1,532 1,603 279,622 240,163 182,543 149,782

Buick General Motors Co. 1,275 1,417 262,041 255,645 205,509 180,408

Mitsubishi Mitsubishi Motors Corp. 1,252 730 77,910 42,210 62,227 57,790

Volvo Zhejiang Geely Holding Group Co. 1,150 705 70,432 48,036 61,233 68,117

Acura Honda Motor Co. 1,026 1,052 169,664 164,262 165,436 156,216

Lexus Toyota Motor Corp. 979 1,222 268,144 298,418 273,847 244,166

Mazda Mazda Motor Corp. 959 781 272,164 216,430 283,947 277,044

Volkswagen Volkswagen 949 899 386,748 393,727 407,704 438,133

Mercedes-Benz Daimler 941 893 314,658 263,446 334,344 295,013

Porsche Volkswagen 939 651 39,732 22,809 42,323 35,043

Scion Toyota Motor Corp. 873 944 59,655 69,384 68,321 73,505

Kia Kia Motors Corp. 753 703 403,151 392,200 535,179 557,599

Jeep Fiat Chrysler Automobiles 659 530 323,152 251,385 490,454 474,131

Ram Fiat Chrysler Automobiles 657 821 241,553 246,927 367,843 300,928

Audi Volkswagen 615 896 97,170 124,759 158,061 139,310

Chrysler Fiat Chrysler Automobiles 564 846 170,704 260,482 302,492 307,967

Nissan Nissan Motor Co. 564 550 637,891 561,792 1,131,965 1,021,779

GMC General Motors Co. 534 385 240,986 159,286 450,901 413,881

Subaru Fuji Heavy Industries 532 564 226,111 189,688 424,683 336,441

Chevrolet General Motors Co. 500 510 974,081 945,117 1,947,125 1,851,646

Toyota Toyota Motor Corp. 497 500 941,826 882,840 1,893,874 1,764,833

BMW BMW 451 561 139,599 157,982 309,280 281,460

Dodge Fiat Chrysler Automobiles 437 578 260,809 303,425 596,343 524,989

Hyundai Hyundai Motor Co. 400 408 288,144 286,773 720,783 703,007

Mini BMW 378 245 25,112 16,231 66,502 66,123

Ford Ford Motor Co. 353 379 847,664 818,252 2,403,542 2,160,859

Honda Honda Motor Co. 349 535 474,990 678,247 1,359,876 1,266,569

MEASURED-MEDIA SPENDING PER UNIT MEASURED MEDIA ($000) UNIT SALESBRAND, PARENT 2013 2012 2013 2012 2013 2012

Source: Measured-media spending from Kantar Media. Spending includes manufacturer spending only. Table excludes brands that had 2013 U.S. sales below 10,000 unts. Unit sales from Automotive News.


0

5B

10B

15B

$20B

201320122011201020092008 2007 2006 2005 2004

TOTAL 2013:$16.4B

TOTAL 2009:$11.8B

$7,793.1M

$2,499.4M

$1,070.7M

$2,596.9M

$1,116.9M$813.3M

$235.9M

$239.1M

Outdoor

InternetRadio

Newspaper

Magazine

Syndicated TVCable TV networks

Broadcast TV

0

2,000

4,000

6,000

8,000

$10,000

Repair and otherDealershipsAccessories and equipment

Motorcycles andcommercial trucks

Dealerassociations

Cars andlight trucks

+3.4%

2013 2012

+5.7%

+7.9%+2.1%

+2.7%

+13.0%

Total 2012

Total 2013

$15,778

$16,365 +3.7%



AUTOMOTIVE AD SPENDING BY CATEGORYU.S. measured-media spending in 2013 and 2012. Dollars in millions.

AUTOMOTIVE MEASURED-MEDIA SPENDING 2004 TO 2013 BY MEDIUMU.S. measured-media spending. Dollars in billions.

Source: Kantar Media. Cars and light trucks reflects manufacturer spending only.

Source: Kantar Media. Broadcast TV includes broadcast networks and spot TV. Internet is display only.




CONVERSATIONS ON SOCIAL MEDIA can function like aturbo boost to a brand’s marketing engine, increasing the powerand reach of a campaign.

Kantar Media looked at three recent automaker campaigns,representing three different types of marketing activities, toanalyze the interplay between planned marketing efforts andthe social conversations they generated.

CONVERSATIONS ABOUT MULTIPLE BRANDSJon Swallen, chief research officer at Kantar Media Ad

Intelligence, says that on its own, despite the billions of dollarsspent on creative work and media placements, “In the auto cat-egory, everyday online news coverage can really drive conversa-tion around car brands. For example, new model previews oraward stories or news coming out of industry auto shows.

“And even though the news may be about Brand A, the buzzfrequently migrates to a discussion of how Brand A’s news isgoing to affect Brand B.”

For instance, Mr. Swallen analyzed the reaction to FordMotor Co.’s announcement, at Detroit’s North AmericanInternational Auto Show in January 2014, that the Ford F-Seriespickup truck would feature an aluminum alloy body construc-tion. When the news hit, Kantar Media’s News Intelligencegroup documented a fivefold spike in social media discussion ofthe F-Series; the buzz lasted for a full week.

One of the sidelights of the conversations, however, wasspeculation about whether General Motors Co.’s Chevroletwould move to an aluminum body for its F-Series archrival, theSilverado. Social-media conversation about both Silverado andToyota Motor Corp.’s Tundra increased in conjunction with theFord announcement as pickup-truck fans chatted about therivals’ possible countermoves.

Interestingly, Mr. Swallen points out, news about the ChevySilverado being named the 2014 North American Truck of theYear—also announced at the Detroit auto show—was overshad-owed on social media by the buzz about Ford’s aluminum bodyplay. It took three more weeks, until Chevy incorporated theTruck of the Year designation into its Silverado TV ads, for socialconversation about Silverado to reflect the award.

INTEGRATED CAMPAIGN: NEWS, ADS, SOCIAL MEDIAA second example of the social power of a coordinated news

campaign—and one that included advertising—was Toyota’slaunch of its redesigned Corolla in September 2013. An Aug. 27,

2013, PR kickoff, including news about pricing, first-drivereviews and basic model information, was shared online, withnews outlets and in social platforms including Twitter andFacebook. News Intelligence found that online discussion ofCorolla was up 250% in the first week of PR activity and contin-ued when advertising for the new Corolla broke in the first weekof September. Mr. Swallen says the coordinated communica-tions helped keep social buzz about Corolla going for fourweeks.

EXTENDING THE BUZZFinally, Mr. Swallen and the News Intelligence team identi-

fied a third example of how auto marketing generates socialbuzz—and in this case, the much-coveted and elusive viral video.

In the February 2013 Super Bowl broadcast, Daimler’sMercedes-Benz USA ran a teaser ad for its new CLA, what itbilled as a “four-door coupe” coming later that year. The spotfamously featured actor Willem Dafoe playing the devil, encour-aging a man to sign away his soul for a chance at the car “andeverything that goes with it.” Model Kate Upton was featuredbriefly in the ad. (When the man realizes that he can get a CLAfor less than $30,000, he turns down the offer.)

At the same time, Mercedes ran an online-only teaser videostarring Ms. Upton washing the new CLA, with a group of slack-jawed young men watching her every move. The video attract-ed a lot of attention at the time, even though it was not part ofthe Super Bowl buy.

Nine months later, when the CLA’s actual launch datearrived, Mercedes ran a heavy TV campaign announcing thecar’s arrival on dealer lots. The campaign resurrected an editedversion of the Willem Dafoe commercial.

But on social media, what consumers were talking about wasnot the commercial that was on air, but the sexy Kate Uptonvideo that they’d seen earlier in the year. “Intentionally or unin-tentionally, this heavy ad campaign made consumers recall thatviral video,” Mr. Swallen says. “So the ad spending was respon-sible for the uptick in social buzz about the CLA, but the conver-sations were not about the ads, but that video.”

Mr. Swallen says the bottom line is that “There’s a lot of dis-cussion in our business about the interplay of social media andadvertising, which can result in an ad going viral. But these arethe rare exceptions. The majority of social media conversationsthat people have about brands do not contain advertisingreferences.” —JULIE LIESSE

SOCIAL MEDIAConversations about cars and trucks are rarely limited to a single brand


0

5,000

10,000

15,000

20,000

25,000

30,000

2/24/142/17/142/10/142/3/141/27/141/20/141/13/141/6/1412/30/1312/23/1312/16/1312/9/1312/2/13

Number of online social mentions

Toyota Tundra

Dodge RamFord F-SeriesChevy Silverado

Introduction of aluminum body Ford F-Series at Detroit auto show spurs online conversation, including chatter about competitors switching to aluminum as well

Silverado Super Bowl ad

Silverado wins “Truck of the Year” at Detroit auto show. Many dual mentions with Ford F-Series

Tundra has a 20% lift during auto show week. Many dual mentions with Ford F-Series



FORD F-SERIES UNVEILING AT AUTO SHOWNews from one brand can pick up social discussion about competitors as well. This example tracks Ford’s unveiling of its aluminum F-Series.

TOYOTA COROLLA LAUNCH1

Using PR to build initial conversationleading into ad campaign launch.

MERCEDES CLA LAUNCH2

Online discussion skewed toward KateUpton washing the car in an online video3.

Source: Kantar Media.

Source: Kantar Media. 2. Indicates late summer/early fall 2013 launch. 3. Online discussion Sept. 9-30, 2013, heavilyskewed toward Kate Upton washing car in online video that Mercedes released during Super Bowl week in Feb. 2013.Source: Kantar Media. 1. Indicates late summer/early fall 2013 marketing launch.

0

3,000

3,500

2,000

2,500

10/1410/79/309/239/169/99/28/268/198/128/5

0

5M

10M

20M

25M

$35M

2,191MENTIONS

Test drive reviews appear online; pricing announced. # of mentions up 2x

First ad burst. # of mentions is steady

$8.5M

Number of social mentions Ad spend

0

2M

4M

6M

10M

12M

$14M

Ad spend

0

500

1,000

1,500

2,000

2,500

3,000

3,500

Number of social mentions

10/2810/2110/1410/79/309/239/169/99/28/268/198/12

1,384MENTIONS

$1.7M




RICHARD STOKES SAYS the auto category is like no otherwhen it comes to search ad spending and competitive strategies.

Mr. Stokes is CEO of AdGooroo, a Kantar Media companyfocused on search-marketing intelligence. According toAdGooroo’s analysis, automotive advertisers—including everythingfrom car and truck manufacturers and dealers, to online retailersand classified sites, to repair and aftermarket services—representthe ninth largest category in terms of U.S. paid-search spending.And it’s growing fast. The auto category spent $455 million onGoogle desktop and tablet paid search in the first half of 2014,according to AdGooroo. Desktop spending alone increased 19%compared to the first half of 2013.

On a yearly basis, that makes search spending nearly equal towhat the category spends on internet display ads. Auto categoryspending on display ads has hovered right around $1 billion for thepast four years (2010-2013), according to Kantar Media analysis.

The vast majority—63%—of automotive paid-search spending isdone by car and truck manufacturers and dealers. And unlikemost media categories, dealers as a group actually spent more—about 44% more—than manufacturers on paid search.

SPENDING ON COMPETITORS’ KEYWORDSAlthough both manufacturers and dealers concentrate their

search spending on their own branded keywords, they also spendmoney advertising on competitors’ keywords. For instance,Toyota Motor Corp. advertises on the keyword “Honda Accord”and General Motors Co.’s Chevy advertises on “Ford Focus.”

That is where the auto category is unique, Mr. Stokes says. “Weare seeing a lot of competitive bidding on auto keywords, muchmore than in other categories—even highly competitive categorieslike soft drinks,” he says. “Clearly that is designed to pick offsearchers who have targeted a specific car or truck model.

“That is very cutthroat spending—and I have never seen that inany other category.”

AdGooroo’s analysis found that more than 20,000 advertiserssponsored 6,472 branded automotive brand and model keywordsin the first half of 2014. The top keywords, according to the amountof money spend on paid search advertising, mixed manufacturerbrands (“Toyota,” “Hyundai,” “Ford”) with specific model names(“Jeep Wrangler” and “Honda CR-V”).

The top 20 branded keywords had an average of 7.2 manufactur-ers advertising against them. Seven of the top 20 keywords werespecific models, and those averaged 10 manufacturer advertisers.

Does the push by competitors encourage shoppers to browse,

or are automakers merely acknowledging an existing habit—that atleast as far as cars are concerned, consumers usually considermore than one model before making a final purchase decision?

CROSS-SHOPPINGSome 72% of search sessions by consumers shopping for a car

involved cross-shopping, according to a study conducted byKantar’s Millward Brown Digital with Google in September 2013.According to the study of recent car buyers, 36% of searchesinvolved searching for a competitive brand; 28% for the brandactually purchased; 11% for the segment; and 25% for a third party.

While shopping for cars and trucks, 37% of purchasers in theMillward Brown study said they compared vehicles, up 57% fromthe previous year.

AUTO BRANDS AND SEARCHHow auto marketers search for customers using their brands—and rivals’ brands

TOP 20 AUTOMOTIVE SEARCH ADVERTISERSBy spending on U.S. brand and model keywords in first-half 2014.

RANK ADVERTISER CATEGORY

1 autosite.com (Autobytel) classified and quotes

2 carmax.com dealerships and retailers

3 toyota.com manufacturer

4 jeep.com manufacturer

5 ford.com manufacturer

6 chevrolet.com manufacturer

7 honda.com manufacturer

8 cargurus.com classified and quotes

9 car.com classified and quotes

10 dodge.com manufacturer

11 audiusa.com manufacturer

12 bmwusa.com manufacturer

13 hyundaiusa.com manufacturer

14 nissanusa.com manufacturer

15 truecar.com classified and quotes

16 autotrader.com classified and quotes

17 mbusa.com manufacturer

18 kia.com manufacturer

19 buyatoyota.com manufacturer

20 subaru.com manufacturer

Source: AdGooroo, a Kantar Media company. These are the top advertisers among the more than 20,000 thatsponsored the 6,472 automobile brands and model keywords for Google Desktop Search in first-half 2014.




Source: AdGooroo, a Kantar Media company. CTR means click-through rate. CPC means cost per click.

“Searchers have a different behavioral dynamic in automotive,”Mr. Stokes says. “Think about what happens. I’m looking at a spe-cific model of car and when I type in my model, competitivebrands pop up. That’s a lot more competitive pickoff than in otherproduct categories.”

Not only do automakers buy ads against rivals’ brands andmodels, but they take it one step further. Chevrolet’s search adspurchased against the keyword “Ford Focus” direct clicks to a spe-cial landing page that compares the Focus to the Chevy Cruze.

OTHER TRENDSAmong other trends Mr. Stokes points to within the auto cate-

gory’s use of search advertising:

■ The retail part of the automotive category—auto aftermarket,tires and parts—represents big users of product listing ads.

Product listing ads, or PLAs, are search ads that feature aphoto in addition to text.

In part this reflects the growth of product listing ads as a mar-keting tool for online shopping; the nation’s top 20 retailers haveshifted 63% of their search budget to PLAs rather than plain textads, Mr. Stokes says.

■ Search spending reflects the seasonality of the auto busi-ness. In the past two years, December spending on search ads hasbeen down, reflecting the industry’s holiday hiatus, and Februaryspending also was down—the latter down 25% compared to theadjacent months, AdGooroo reports. —JULIE LIESSE

TOP 20 BRANDED AUTOMOBILE KEYWORDS BY PAID-SEARCH SPENDINGU.S. search spending on Google AdWords Desktop, January to June 2014.

NUMBER OF ADVERTISERSADVERTISING ALL

RANK KEYWORD SPENDING IMPRESSIONS CLICKS CTR CPC INDUSTRIES MANUFACTURERS

1 Toyota $4,612,640 112,243,457 3,353,961 2.99% $1.38 266 5

2 Hyundai 4,579,716 85,026,196 2,131,587 2.51 2.15 234 10

3 Ford 3,813,765 73,136,808 2,597,796 3.55 1.47 368 7

4 Subaru 3,640,142 67,509,745 1,786,910 2.65 2.04 210 5

5 Jeep 3,191,863 35,513,899 1,110,951 3.13 2.87 334 6

6 Honda 2,917,381 54,478,208 2,088,416 3.83 1.40 247 5

7 Jeep Wrangler 2,731,608 24,639,517 682,285 2.77 4.00 595 6

8 Audi 2,390,065 37,128,399 1,357,355 3.66 1.76 137 6

9 Honda Accord 2,326,201 21,609,291 591,380 2.74 3.93 484 13

10 BMW 2,325,626 26,534,586 1,261,522 4.75 1.84 134 3

11 Jeep Cherokee 2,214,107 17,793,030 501,849 2.82 4.41 454 5

12 Ford Escape 2,104,975 17,197,231 473,421 2.75 4.45 576 13

13 Kia 2,094,707 43,814,350 1,032,230 2.36 2.03 213 5

14 Nissan 2,053,035 67,635,945 2,037,556 3.01 1.01 190 4

15 Honda CRV 2,015,132 21,461,504 491,751 2.29 4.10 508 12

16 Jeep Grand Cherokee 1,907,050 16,267,848 596,159 3.66 3.20 573 7

17 Ford Fusion 1,875,710 16,698,253 488,766 2.93 3.84 486 16

18 Volkswagen 1,856,088 38,203,829 1,132,752 2.97 1.64 167 6

19 Lexus 1,852,125 36,492,235 1,195,162 3.28 1.55 130 4

20 Mazda 1,851,174 24,736,695 867,971 3.51 2.13 154 6




EVERY OTHER FALL, a hurricane named Politics displaces thespot television advertising of every other sector. But one.

A study by Kantar Media of broadcast TV advertising during the2012 election year shows that automotive advertising was the lastcategory to get either priced out or bumped by stations in favor ofpolitical advertising. But close examination also shows that autoand political chase the same inventory, ad time during local news,which exposes auto to potentially higher rates and fewer viewers.

THE AUTO BULWARKLooking closely at half a dozen top-50 markets in weeks 30-45

( July 23 – Nov. 4) of 2012, while other types of nonpolitical adver-tisers were displaced in August and September, auto advertisingheld fast for longer.

All six markets—Denver, Grand Rapids, Sacramento, Seattle,St. Louis and Washington—saw healthy if varying volumes of polit-ical advertising during the run-up to Election Day. The Washingtonmarket in particular hosted air wars over the presidency and a U.S.Senate seat in Virginia and a casino initiative in Maryland. Denverwas another presidential battleground, while Grand Rapids sawpresidential advertising by Republican sponsors, though ultimate-ly was never truly contested. (See chart.)

By mid-September in all six markets, the political category’sshare of ad time had surpassed auto’s share. During October, polit-ical achieved a better than three-to-one advantage over auto.

No single race, no matter how politically critical, can replicatethe Category 5 conditions that a market hosting multiple contestedraces sees in the fall of an election year. In March 2014, Tampa washome to one of the costliest congressional special elections in his-tory after a local incumbent resigned. In the weeks leading up tothat March 11 election, auto advertising never collapsed. Indeed,the only time its share was ever even slightly lower than that ofadvertising for the special election was during the week prior tothe Tuesday vote. (See chart.)

Jon Swallen, chief research officer for Kantar Media AdIntelligence North America, notes that political’s share of Tampaad time, at its highest, never exceeded 7%—coming up well short ofthe threshold levels where auto disruption typically occurs. Theheaviest spate of advertising also was limited to three to fourweeks, not the two- to three-month swell that happens every otherfall, limiting chances for disruption.

But even as auto advertisers hold up uniquely well against thebiennial political ad storm, they also make the most of that oppor-

tunity by moving out of its way. Kantar Media finds that auto and political advertisers chase the

same inventory: airtime during local news. While local news tele-casts have long been an advertising staple for campaigns trying toreach swing and late-deciding voters, they are equally a staple forauto advertisers. Across the country in 2012, 33% of spot TV adspending by auto advertisers went to local news programs.

By clustering its commercials in the same programming soughtby political advertisers, auto exposes itself to two risks: rates thatare extra-inflated because of the rising prices many political adver-tisers are willing to pay, and viewers who may be extra-inclined totune out ads. In other words, by advertising during local news inthe fall of an election year, auto advertisers may be paying evenmore for commercials fewer people are watching. (See chart.)

RIDING OUT THE STORMOur closer look suggests auto advertisers do take some steps to

ride out the storm. While political advertisers put 45% to 50% oftheir spot TV ad time into local news programming, auto advertis-ers in our six sample markets put an average of about 40% of theirairtime into local news. But during October 2012, auto’s allocationto local news was from a sharply reduced base of ad time, suggest-ing that auto advertisers were seeking cover.

Frankly, auto advertisers don’t need this additional hurdle ontop of the one they already create for themselves by stacking theirspots in the same telecasts. A Kantar Media study of 85 stationsacross the top 10 markets during a sample quarter (first-quarter2013) found that the average commercial pod during a local newsbroadcast contained 1.69 auto ads, with 48% of pods containing atleast two and 16% at least three. In one extreme example, a podduring an evening newscast contained eight unique ads by eightdifferent auto advertisers.

The reasons why broadcasters preserve their auto advertisingfor as long as possible in election years are simple. They try toavoid annoying their most reliable advertisers, who also are betterable than other local advertisers to surf the rising ad rates of thepre-election months.

But as the last nonpolitical advertisers standing every other fall,auto serves itself well in making the most of this unique opportu-nity by placing its ads where its political counterparts don’t.

Elizabeth Wilner is senior VP for political advertising at KantarMedia Ad Intelligence.

LAST CATEGORY STANDINGAuto withstands the political ad storm—and gets out of the wayBy Elizabeth Wilner


Oct.-Nov.SeptemberAugustJulyJuneMayAprilMarchFebruaryJanuary

01,000

2,000

3,000

4,000

5,000

POLITICAL

AUTO

4,498

1,306

21

1,845



0

5

10

15

20% AutoPolitical

March 10March 3Feb. 24Feb. 17Feb. 10Feb. 3Jan. 27Jan. 20Jan. 13Jan. 6Week of:

0.1%

6.6%

0.8%

12.5

%

2.8%

15.0

%

3.0%

10.9

%

2.9%

6.1% 3.

7%

14.7

%

4.1%

6.1% 6.

9%

16.6

%

2.3%

6.6%

15.6

%

18.9

%

30

40

50

60

70%

POLITICAL

AUTO

44

35

43

59

Oct.-Nov.SeptemberAugustJulyJuneMayAprilMarchFebruaryJanuary

HOW ELECTION-YEAR AUTO AND POLITICAL TV SPOTS TRACKED IN SIX MARKETS Average number of :30s per week per market in 2012 in Denver, Grand Rapids, Sacramento, Seattle, St. Louis and Washington.

TAMPA 2014 CONGRESSIONAL SPECIAL ELECTIONPercent share of ad time in designated market area for period including March 2014 special election.

PORTION OF AUTO AND POLITICAL SPOT-TV THAT WENT INTO LOCAL NEWSBased on average for six markets (Denver, Grand Rapids, Sacramento, Seattle, St. Louis and Washington) in 2012 election year.

Source: Kantar Media. As political advertising ramped up in August and September 2012, it started displacing other advertisers. During the last five to six weeks before Election Day 2012, as political spots flooded airwaves andsoaked up inventory, a broader range of advertisers became submerged and saw their weight levels reduced. Looking at the timing and category profile of displaced advertisers, Kantar Media data show that auto hung in the longest. Reductions in auto advertising occurred later than reductions in other major spot TV ad categories such as telecom and restaurants. But in markets with the most political advertising, even auto eventually gave way in the last month.

Source: Kantar Media. October-November 2012 period ended with Election Day. The auto dip in October-November 2012 reflected the displacement of auto marketers from local news by political advertising.

Source: Kantar Media.


REACH, WEAROUT AND AD SPENDINGData show “tune-away” related more to ad placement than creative



KANTAR MEDIA AUDIENCES goes beyond demographicsto examine the media habits and TV viewing of auto buyers.Kantar Media accesses second-by-second return path data fromset-top boxes, providing a look at how a commercial is viewedcompared to the programming environment in which it appears.

Kantar Media looked at two 2014 TV campaigns for two dif-ferent luxury autos. Using its own data on TV viewing in con-junction with J.D. Power and Associates records on actual autobuyers, Kantar Media analyzed how TV commercials werereceived by viewers who also were recent purchasers of thebrand’s vehicle.

The first campaign, an effort from Daimler’s Mercedes-Benztagged “Nothing short of genuine,” ran 143 spots in the last twoweeks of February. Throughout the campaign, spot viewershipby Mercedes buyers closely tracked those consumers’ viewing ofthe programming environment—meaning viewers did not tuneaway by changing the channel or fast-forwarding through com-mercials.

For the Mercedes campaign, says Jeff Boehme, chief research

officer for Kantar Media Audiences, “The combination of mes-sage and media placement are in sync. That means the advertis-ing was working, in terms of being targeted correctly and hold-ing the audience through the commercial breaks.”

Kantar Media studied a second luxury campaign—for NissanMotor Co.’s Infiniti Q50 sports sedan. That campaign’s 126 docu-mented spots, tagged “True luxury follows no one,” ran Jan. 14-March 30. Analyzing the campaign’s performance with Infinitibuyers, Mr. Boehme says, “The spots generally underperformedthe programs they were in. That means, most likely, the mediaplacement was not as efficient as one would like. You want tomake sure you are capturing the audience of the show—that iswhy you are buying it.” For the Infiniti campaign, he says,“There did not seem to be a connection between brand messageand media placement with the audiences they selected—and thatresulted in the campaign under-delivering the target audience.”

COMPARING LUXURY CAMPAIGNSKantar Media Audiences also looked at advertising in the

European luxury car segment, including Audi, BMW andMercedes-Benz. Kantar Media analyzed how well the threebrands performed in terms of choosing TV networks for theirads, by using J.D. Power data to measure concentration of thebrands’ purchasers among each network’s viewers.

“These data can identify where the households that purchasea particular brand of car are spending their viewing time—andwhich networks have the highest concentrations of purchasers,”says Mr. Boehme. “If the ratings and cost are similar for two net-works, an advertiser is better off placing an ad in a network withhigher-indexing scores.”

Some networks performed well across the board, for each ofthe three brands. Golf Channel, ESPN, ESPN2 and CNBC rankamong the top 10 cable and broadcast networks for each brand.

But Mr. Boehme says he found some surprises. For instance,although the NFL Network “rocks for Mercedes, and performsokay for BMW, it didn't do particularly well for Audi.”

Bravo was a top-10 network for all three brands, as was E!Also, HGTV ranked relatively high for all three brands.

In Kantar Media and Millward Brown Digital’s look at avoid-ance—meaning those moments when viewers tune away byeither fast forwarding through commercials or changing chan-nels—the team found that 75% of the “tune away” was due tomedia placement mistakes; only 25% is due to the creative in thecommercials. — JULIE LIESSE

Source: Kantar Media Audiences Audience Advisor. June 23-29, 2014, live total day index based on ratingswithin auto purchaser by make relative to total households.

CNBC 5 171 2 192 1 241

Golf 1 191 1 197 2 212

ESPN 4 177 3 180 3 173

Fox News 14 107 13 117 4 167

ESPN2 6 164 4 157 5 161

Bravo 7 143 5 144 6 161

CNN 15 106 7 135 7 151

E! 10 123 6 142 8 147

ESPN News 2 188 10 130 9 140

MSNBC 25 81 18 111 10 139

ABC 18 102 17 111 11 128

NFL 53 55 19 109 12 123

HGTV 8 127 9 131 13 123

NBC 11 122 8 134 14 123

Cooking Channel 17 104 11 129 15 114

EUROPEAN LUXURY SEDAN SEGMENTIndices of purchaser households to total households.

AUDI BMW MERCEDES-BENZCHANNEL RANK INDEX RANK INDEX RANK INDEX




0

20

40

60

80

100

120

$140

0

20

40

60

80

100

120

140%

2/17/14 2/18/14 2/19/14 2/20/14 2/21/14 2/22/14 2/23/14 2/24/14 2/25/14 2/26/14 2/27/14 2/28/14

%/Index: CTI Live+3 - Mercedes buyers % build reach - Mercedes buyers Cumulative TV spend ($000)

Ad spendincreases

Audience reach builds

High CTI

MERCEDES-BENZCampaign EKG for “Nothing short of genuine,” February 2014.

Source: Kantar Media Audience Advisor RPD; Kantar Media Intelligence 2014. For 143 spots airing Feb. 17-28, 2014.

%/Index:

0

30

60

90

120

150

180%

CTI Live+3 - Infiniti buyers % build reach - Infiniti buyers Cumulative TV spend ($000)

0

2,000

4,000

6,000

8,000

10,000

$12,000Ad spend increases

substantially

Volatile CTI

Audience reach increases

1/14

1/16

1/18

1/20

1/22

1/24

1/26

1/28

1/30 2/1

2/3

2/5

2/7

2/9

2/11

2/13

2/15

2/17

2/19

2/21

2/23

2/25

2/27 3/1

3/3

3/5

3/7

3/9

3/11

3/13

3/15

3/17

3/19

3/21

3/23

3/25

3/27

3/29

INFINITI Q50Campaign EKG for “True luxury follows no one,” January-March 2014.

Source: Kantar Media Audience Advisor RPD; Kantar Media Intelligence 2014. For 126 spots airing Jan. 14-March 30, 2014. Commercial Tuning Index (CTI) compares tuning to an ad relative to tuning to the entire program content inwhich it appears. CTI Live +3 refers to audiences watching live and within three days of when program originally aired. Percent build reach is percent of unduplicated households that have tuned to campaign commercial at any pointduring period shown. Cumulative TV spend is U.S. measured-media broadcast TV and cable TV spending for campaign over period shown.




CAR SHOPPERS HAVE made automotive websites the coreof the research process for years, and now they are shifting atleast some of that research to mobile devices. But how and whendo consumers use their devices to access different types of auto-motive websites? And are they using mobile differently than theyuse their desktop computers?

A new analysis by Kantar’s Millward Brown Digital shows thatconsumers use mobile and desktop devices at specific points in thepurchase funnel—and that, yes, mobile behaviors are differentfrom those on desktop. By late 2013, 35% of recent car and truckbuyers said they were using their mobile devices to find informa-tion before purchasing—up from just 6% in 2011, according to aMillward Brown Digital study conducted with Google. The studyshowed that 83% of recent car buyers visited dealer websites; 81%manufacturer websites; and 69% third-party sites: comparison,research and ratings sites including autos.yahoo.com, Cars.comand Edmunds.com. However, unlike desktop sites, many mobilesites—because of the smaller size of those devices—do not haveimportant automotive research tools, such as configurators.

Visits to third-party sites via mobile and desktop devices bothspiked in December 2013, coinciding with traditional year-endsales events. “We feel the December lift reflects consumers shop-ping for cars in conjunction with the industry’s big sales events.They are researching deals and cross-shopping multiple brands—things you often do on third-party sites,” says Lincoln Merrihew,senior VP-transportation for Millward Brown Digital. For mobilethat may include while walking dealers’ lots. But the desktop liftcontinued into January (coincident with key auto shows) whilemobile volume declined, suggesting the impact of car shows maybe realized more on desktop.

In contrast, he notes the unique mobile-only lift for automakersites during the Super Bowl and Olympics. Mr. Merrihew explains:“Car companies often run elaborate and much-touted commer-cials during the Super Bowl. If a TV ad during the game orOlympics really captures your attention, you’ll likely immediatelypick up your smartphone or tablet, which explains the lift we see.You don’t go and fire up the desktop then… but probably do solater when you do additional research.”

Mobile devices are an important part of these so-called second-screen experiences across traditional and digital content. “We callit ‘meshing’—the idea that a consumer uses a second device to aug-ment the experience on the first,” Mr. Merrihew says. “And mobileis where meshing happens, and that also suggests automakers canuse mobile for upper-funnel brand impacts different fromdesktop.” — JULIE LIESSE

MOBILE VS. DESKTOPMobile shows potential for building brands and driving sales

SUPER BOWL SPIKE TO MOBILE AUTOMAKER SITESBoost to mobile OEM site volume suggests “meshing,”driving immediate consumer brand connections.

THIRD-PARTY SITES FOR YEAR-END DEALS Visits to third-party auto mobile and desktop sites each increasedin December, coinciding with year-end sales events.

0

Oct.2013

Nov. Dec. Jan.2014

Feb. March April

20

40

60

80

100M

20.0M

36.7M

75.4M

94.3M

DESKTOP

MOBILE

Coincident with annualyear-end sales events

Source: Millward Brown Digital. Third-party site aggregate = autos.yahoo.com, Cars.com, Edmunds.com, etc.

0

10

20

30

40

50M

MOBILE

DESKTOP

Oct.2013

Nov. Dec. Jan.2014

Feb. March April

15.2M14.8M

34.0M

41.8M

Coincident withSuper Bowl/Olympics

Source: Millward Brown Digital. Tier 1 original equipment manufacturer site aggregate = Chevrolet.com, Ford.com, Toyota.com, etc.


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