Measuring the impact of automotive advertising during the Super Bowl. Kelley Blue Book Big Game Automotive Advertising Results – Survey, 2016. Insight to Super Bowl commercial views impacts to digital site traffic and outlines the favorite commercial rankings.
eMarketer is an independent market research company that provides insights and trends related to digital marketing, media and commerce.
The 2016 Car Buyer Journey Study, commissioned by Cox Automotive in partnership with IHS Automotive, is intended to provide annual industry insights pertaining to how consumers shop, research, and make purchase decisions for new and used vehicles. The 2016 Car Buyer Journey Study was conducted among a random representative sample of online/offline car buyers. A total of 2,131 recent car buyers/leasers completed the survey in October 2015.
Gauge consumer awareness of the diesel emission standards issue from September 2015
Understand consumers reactions towards the issue and Volkswagen AG
Identify the impact the issue has on current and potential owners of Volkswagen vehicles
See if the actions taken by Volkswagen so far are sufficient among consumers
Survey results highlights:
1) People come to KBB.com to view auto-related videos
2) Those who have watched videos find KBB.com the most useful
3) What would make KBB.com videos better?
4) KBb.com is the first choice amongst those who watch auto-related videos
5) What would make KBB.com your first choice in auto video content?
6) Nearly 40% are aware of KBB.com video reviews
7) Lack of interest is an area of concern
8) People consume and view videos mostly on their computer
9) Auto-related video facts: a) people are willing to tolerate an average of 18 seconds of advertisement before skipping out on the video all together b) when in market for a vehicle, an average of 2 videos were viewed
10) Next to pricing, KBB.com users find consumer and expert ratings most useful
11) 43% of those who find expert ratings most useful, use KBB.com for auto-related videos
The 9 most important insights for tech and media in 2016
1) The average American spends more time on tech and media than work or sleep
2) Messaging will blow past social networks as the dominant media activity
3) The next big winners in streaming audio are already (quietly) here
4) The long-awaited cord cutting moment is still far off
5) There is a “cable killer” coming, but it won’t look like you expect
6) E-sports and wagering will change the game in gaming
7) Good luck getting rich in the app store
8) These companies are grabbing all the money in consumer tech and media
9) One simple way to predict what tech and media players will do next to compete