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As the world’s main commercial and economic force, the automobile faced a major impediment in the wake of the pandemic. As recently as march, car sales fell internationally, with a 45% drop in India: 55% in the UK; 85% in Italy; 72% in France; 69% in Spain.
Network Trends: An Opportunity for Car Marketers
While countries have slowly begun to reopen, automotive content has been among the most expanding spaces in terms of page perspectives on the Outbrain network, and for a smart reason. With strong pressure from governments for domesticity this summer, others are increasingly looking for car ownership to reduce the use of public transportation and its out-of-town service. Specifically, there is a growing interest in the family vehicle circle, with clicks. through SUV rates that expanded to 33% since April.
Thinking of a long-term strategy after Covid
Auto brands generally require multiple interactions with consumers before purchasing, and consumers conduct a lot of studies through virtual touchpoints. In fact, car buyers consume an average of 11.4 pieces of online content before making a resolution and entering a dealership, under certain circumstances. In the wake of the epidemic, 46% of consumers now need to minimize their visits to dealerships, opting to use virtual channels to download data and purchases.
In response, auto brands will need to fully adopt a virtual retail strategy and redirect those non-public reports from the physical world to the online world, so that they can continue to succeed and interact with potential customers. Online advertising is essential not only to attract those prospects, but also to gain acceptance as true from consumers in order to obtain them through the marketing funnel.
As Covid-like content will continue to be a vital driving force for online reading and activity for the foreseeable future, quality news sites will remain the primary means of communication. These trusted publisher sites give brands a channel to succeed consumers with exciting content. Once users have finished reading a story, they are in “warning mode” looking for their next content. This is when consumers are able to notice and interact with content similar to a new car style or a car offering. That’s why the automatic content discovered on premium publisher sites increases by 79% in the time spent on the page compared to the search.
Considering the local video
Combining the power of video storytelling with the effectiveness of local advertising, the assistance of local video formats brings the car’s fun to life like in an in-person showroom. In fact, video is a vital thing in the search procedure for car buyers, as it helps them notice a vehicle they weren’t aware of or didn’t even think like they used to. The video also helps prospective buyers compare and contrast their options, in terms of car features or models, and enjoy the vehicle in a way that few other ad formats allow. At a minimum, achieving an applicable target audience with a horny video format helps keep logos in the brain through increased recovery of logos and products. A half funnel tactic to engage car buyers in their purchase resolution is to use the Carousel Mobile format first, which allows marketers to highlight other elements of their offering, such as mileage or monthly payment, to make verification records on the road. In today’s new normal, it’s vital to create online delights rather than face-to-face delights to keep your logo and business strong.
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