Study Objectives
1) Measure the usefulness of third-party automotive websites in terms of meeting the needs of consumers shopping for a new or used vehicle
2) Help website developers determine best practices used by third-party automotive websites
3) Quantify the relationship between site usefulness and a site’s ability to build loyal visitors and advocates for the site
Next Relevant J.D. Power Report Scheduled for: Get ready for the next release of the Automotive Mobile Site Study (AMS) which is tentatively set to begin fielding on 7/19/2016 (AMS Releases in October)
October 2014 – January 2015
Tablet advertising included Brand Center Sponsorship – Brand Center, Model Centers; Luxury
Homepage execution was successful in driving over 11K engagements on the expanded module resulting in a 391% engagement rate (Slide 4)
Lincoln MKC gained 34% in competitive share on New Car Hub page views during homepage takeover
New Car Homepage ad clicks and sidekick engagements performed at least 2.5 times higher than benchmark
Media Blitz placements delivered performed 54% above run of site benchmark while delivering over 10K visitors to Lincoln.com
Lincoln MKC retention ad performance jumped 15% while featuring the integrated wallpaper
MKC’s mobile placements delivered over 13 million impressions creating brand awareness while performing over 4 times higher than desktop placements (0.48% CTR)
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