Learn how you can drive your automotive brand’s recall and purchase intent.
For many of us, a car isn’t just a car. It’s an expression of our style and personality. It’s a lifestyle choice. And if you’re someone who has always had a “dream car,” it’s a manifestation of a longtime goal.
These meaningful connections to our cars don’t just begin and end with the consumer, though. To drive brand awareness and purchase intent, manufacturers and dealers must leverage the power of advertising to develop equally memorable connections with consumers. A recent study, TV Makes Memories, highlights how ads in a TV environment have a unique ability to drive engagement and build powerful memories.
TV Makes Memories design: the study shows how different types of ad exposure impact memory through the two most widely used forms of advertising media: TV (multiscreen television, either linear or streaming, in a living room setting or through CTV) and digital (short-form YouTube clips or feed-based Facebook advertising on a mobile device). Respondents saw either two ads in the TV environment, two ads on digital mobile, or one TV ad and one digital mobile ad. For respondents who considered themselves in-market for a vehicle, the study specifically analyzed automotive brands to better understand the impact of these environments.
With digital media’s rise in popularity, automotive advertisers may find themselves reevaluating the impact of TV. However, the study’s results show that consolidating to an all-digital campaign would have a significant negative impact on key measurable outcomes like brand recognition, brand attitude, and purchase intent.
When respondents who identified themselves as in-market for a vehicle (auto intenders) watched two ads in a TV environment, their ability to recall the brand was 7x better than it was from two digital ads.
Think about it: when you watch multiscreen TV, it’s usually on a large screen in a comfortable environment. Compare that to viewing a digital mobile ad on a small screen with the ability to quickly scroll by or skip ads, and it’s easy to understand how an overall environment can impact your ability to build memories about a brand.
The impact of the environment is likely the reason why respondents also experienced a +68% lift in purchase intent when viewing an automotive ad in a multiscreen TV environment compared to an exclusively digital mobile environment.
What this means for automotive advertisers: If you want to make an impact with auto intenders, consider taking a multiscreen approach to your ad campaigns. TV advertising significantly enhances an advertiser’s brand impact and consumer purchase intent, compared to advertising that only appears in a digital mobile setting.
Think about the personal connections people have to their cars. When auto intenders are navigating the automotive market, they are searching for a brand they can trust with a purchase that represents their personalities, lifestyles, and goals. Establishing meaningful connections with consumers can help automotive advertisers increase the lifetime value of their customers, which begins at brand recognition and should extend beyond the vehicle sale.
While the lifetime value of a customer typically relies on impactful messaging and product quality, this study suggests that the messaging’s environment plays a role in establishing the relationship between automotive advertisers and their prospective customers. Respondents who saw a TV ad paired with a digital mobile ad showed a 2.2x increase in brand recognition, along with a +40% improvement in brand attitude, compared to those who only saw two digital mobile ads.
What this means for automotive advertisers: If you aspire to increase brand recognition, inspire consumer confidence, and increase the longevity of the lifetime value of customers, consider incorporating both multiscreen TV and digital mobile ads into your media plan. When paired with digital mobile advertising, multiscreen TV imprints itself in the mind of the viewer and drives higher brand attitude and brand recognition.
Engaging audiences along their consumer journeys builds brand power and increases the lifetime value of the customer. The most effective tool for achieving this outcome is multiscreen TV.
In the study, respondents considered automotive ads to be 44% more relevant to them when viewed in a multiscreen TV environment compared to a digital mobile environment. They also reported being 31% more engaged while viewing these ads on multiscreen TV, which once again indicates the impact of a larger, less distracting environment.
What this means for automotive advertisers: If you aspire to increase brand recognition, inspire consumer confidence, and increase the longevity of the lifetime value of customers, consider incorporating both multiscreen TV and digital mobile ads into your media plan. When paired with digital mobile advertising, multiscreen TV imprints itself in the mind of the viewer and drives higher brand attitude and brand recognition.
From early fantasies of a dream car to practical purchases later in life, the consumer journey of an auto intender is typically a long one. Automotive advertisers can fuel that consumer journey with brand recognition, consumer confidence, and trust by reaching their audiences through multiscreen TV, which boasts a more memorable viewing environment than that of digital mobile advertising.
In today’s landscape, a digital-only advertising strategy is not strong enough to support the brand-building power necessary for inspiring auto intenders to action. To drive more automotive sales, take your audience on a lifetime purchasing journey by incorporating multiscreen TV into your media plan.
The study consisted of two groups with a total of 188 participants.
The study consisted of two groups with a total of 188 participants.
The study consisted of two groups with a total of 188 participants.
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