Key Takeaways:
Advertiser C Boosts Share of Investment 150%
Advertiser C Shifts Behavioral Landscape
Jeep is now a Top Defection Destination for LR Owners
JLR Shoppers Gain Exposure to Competitor Ads
Jeep is Garnering Increasing Interest Among LR Shoppers
Jaguar Shoppers are Considering Vehicles in Both Luxury and Non-Lux Segments
Subcompact SUV Segment Will Be a Huge 2015 Focus
Upcoming Competitor New Model Launches and Redesigns for 2014 – 2015
Insights include: purchase time frame, cross-shopping/reverse cross-shopping, loyalty comparisons, defection trends, page view consumption by brand
The 2016 State of Self-Driving Automotive Innovation
Accelerator program drove a significant amount of shoppers to Chevy.com
Homepage placements accounted for 25% of the shoppers driven to Chevy.com
The rest of the campaign’s placements accounted for 75% of the clicks to Chevy.com
Mobile delivered over 79K ad activities, and the campaign overall delivered over 334k activities
Creative execution mentions:
1) New de-fogger reveal placement is highly engaging
2) New Car Tablet Experience generated large increases in shopping behavior and interactivity
3) Showroom placement allowed users to engage with new styling
4) Profile view allowed users to interact with new wheels
5) On the Homepage, shoppers were attracted to the price point
This research provides knowledge to Nissan key competition, popular vehicle segments, and shopping behaviors on KBB.com.