SYS-CON MEDIA Authors: Xenia von Wedel, Peter Silva, Glenn Rossman, Ava Smith, Elizabeth White

News Feed Item

Auto Ads Win Over Car Shoppers During Super Bowl® XLVIII

Searches for advertised brands and vehicles spike on AutoTrader.com during the big game

ATLANTA, Feb. 3, 2014 /PRNewswire/ -- Automakers spent millions on ads during Super Bowl® XLVIII to grab the attention of car shoppers, and based on search activity on AutoTrader.com®, the investment paid off. For the third year in a row, analysts measured activity on AutoTrader.com during the big game to see which ads went beyond entertaining viewers to entice them to actively seek out more information about the brands and vehicles shown.

One of the big stories of the night was around shopper interest in luxury vehicles, particularly exotics. Surprise advertiser Maserati saw the biggest lift in searches at both the make and model level: searches for the Ghibli model rose 2,143% the hour after their ad ran, while searches for Maserati as a whole were up 385%. First-time big game advertiser Jaguar wasn't too far behind – searches for the F-Type were up 1,460% the hour after their "Rendezvous" spot ran, while searches for Jaguar overall rose 208%.

Luxury vehicles from the higher volume manufacturers also drew in a significant amount of car shopper interest: the Audi A3 saw the third largest gain from a make/model perspective with a 379% increase in search activity coming from their "Doberhuahua" spot, with Hyundai right on their heels with a 373% lift in searches for the Genesis. However, automakers didn't necessarily have to have a high-end offering to break through; the lift in searches for mainstream models Toyota Highlander and Ford Fusion were also significant – up 84% and 81%, respectively.

"While the strong performance of the exotic manufacturers was impressive, it's in a way more relevant to see which of the volume vehicles broke through," said Rick Wainschel, vice president of automotive insights, AutoTrader.com. "Models like the A3, Genesis, Fusion and Highlander have a significant amount of competition and are on more consumers' shopping lists, so it means a bit more when they can stand out."

From a brand perspective, Kia was another big winner of the night, with a search lift of 150% the hour following "The Truth" spot. Hyundai and Audi performed well in the brand category as well, with searches up 50% and 47%, respectively. The Chrysler brand ad featuring Bob Dylan was another strong performer, with a lift of 47%.

"It's not easy to achieve these kinds of large shifts in search activity at the brand level, so it's clear that these ads were doing something right," said John Kovac, vice president of Marketing, AutoTrader Group. "The Kia ad in particular was a great example of leveraging smart creative to shift brand perception in a very relevant, intentional way, and it definitely resonated with car shoppers."

To reach these conclusions, AutoTrader.com expert analysts measured search activity at the make and model level in the hour immediately after the ad ran and compared it to activity the hour before the game (5-6 p.m. EST). This timeframe was determined to be the most statistically appropriate baseline after an extensive analysis of site traffic patterns over several years. With more than 17 million consumers visiting the site every month to research and shop for their next vehicle, AutoTrader.com is an ideal bellwether of automotive shopping behavior.

AutoTrader.com analysts will continue to monitor how the ads impact searches in the days and weeks ahead to identify which spots were most effective in sustaining consumer attention. Researchers will also be gathering attitudinal insights from on-site surveys and the site's big game social landing page, where consumers can watch all of the automotive commercials, comment and vote on their favorites.

About AutoTrader.com 
Created in 1997, Atlanta-based AutoTrader.com is the Internet's ultimate automotive marketplace. As a leading resource for car shoppers and sellers, AutoTrader.com aggregates millions of new, used and certified pre-owned cars from thousands of dealers and private sellers and provides expert articles and reviews. AutoTrader.com, which also operates the AutoTraderClassics.com auto marketing brand, is wholly owned by AutoTrader Group. Additionally, AutoTrader Group owns Kelley Blue Book (KBB.com®) as well as companies that provide a full suite of software tools that help dealers and manufacturers manage their inventory and advertising online: vAuto®, HomeNet Automotive®, VinSolutions®, AIS Rebates™, Genius Labs® and Haystak™. AutoTrader Group is a subsidiary of Cox Enterprises. For more information, please visit http://press.autotrader.com.

SOURCE AutoTrader.com

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
We are all here because we are sold on the transformative promise of The Cloud. But what good is all of this ephemeral, on-demand infrastructure if your usage doesn't actually improve the agility and speed of your business? How must Operations adapt in order to avoid stifling your Cloud initiative? In his session at DevOps Summit, Damon Edwards, co-founder and managing partner of the DTO Solutions, will highlight the successful organizational, process, and tooling patterns of high-performing c...
The definition of IoT is not new, in fact it’s been around for over a decade. What has changed is the public's awareness that the technology we use on a daily basis has caught up on the vision of an always on, always connected world. If you look into the details of what comprises the IoT, you’ll see that it includes everything from cloud computing, Big Data analytics, “Things,” Web communication, applications, network, storage, etc. It is essentially including everything connected online from ha...
Software-driven innovation is becoming a primary approach to how businesses create and deliver new value to customers. A survey of 400 business and IT executives by the IBM Institute for Business Value showed businesses that are more effective at software delivery are also more profitable than their peers nearly 70 percent of the time (1). DevOps provides a way for businesses to remain competitive, applying lean and agile principles to software development to speed the delivery of software that ...
Docker offers a new, lightweight approach to application portability. Applications are shipped using a common container format and managed with a high-level API. Their processes run within isolated namespaces that abstract the operating environment independently of the distribution, versions, network setup, and other details of this environment. This "containerization" has often been nicknamed "the new virtualization." But containers are more than lightweight virtual machines. Beyond their small...
The move in recent years to cloud computing services and architectures has added significant pace to the application development and deployment environment. When enterprise IT can spin up large computing instances in just minutes, developers can also design and deploy in small time frames that were unimaginable a few years ago. The consequent move toward lean, agile, and fast development leads to the need for the development and operations sides to work very closely together. Thus, DevOps become...
Cloud Expo 2014 TV commercials will feature @ThingsExpo, which was launched in June, 2014 at New York City's Javits Center as the largest 'Internet of Things' event in the world.

ARMONK, N.Y., Nov. 20, 2014 /PRNewswire/ --  IBM (NYSE: IBM) today announced that it is bringing a greater level of control, security and flexibility to cloud-based application development and delivery with a single-tenant version of Bluemix, IBM's

An entirely new security model is needed for the Internet of Things, or is it? Can we save some old and tested controls for this new and different environment? In his session at @ThingsExpo, New York's at the Javits Center, Davi Ottenheimer, EMC Senior Director of Trust, reviewed hands-on lessons with IoT devices and reveal a new risk balance you might not expect. Davi Ottenheimer, EMC Senior Director of Trust, has more than nineteen years' experience managing global security operations and asse...
The major cloud platforms defy a simple, side-by-side analysis. Each of the major IaaS public-cloud platforms offers their own unique strengths and functionality. Options for on-site private cloud are diverse as well, and must be designed and deployed while taking existing legacy architecture and infrastructure into account. Then the reality is that most enterprises are embarking on a hybrid cloud strategy and programs. In this Power Panel at 15th Cloud Expo (http://www.CloudComputingExpo.com...
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at Internet of @ThingsExpo, James Kirkland, Chief Ar...
Leysin American School is an exclusive, private boarding school located in Leysin, Switzerland. Leysin selected an OpenStack-powered, private cloud as a service to manage multiple applications and provide development environments for students across the institution. Seeking to meet rigid data sovereignty and data integrity requirements while offering flexible, on-demand cloud resources to users, Leysin identified OpenStack as the clear choice to round out the school's cloud strategy. Additional...
Technology is enabling a new approach to collecting and using data. This approach, commonly referred to as the "Internet of Things" (IoT), enables businesses to use real-time data from all sorts of things including machines, devices and sensors to make better decisions, improve customer service, and lower the risk in the creation of new revenue opportunities. In his General Session at Internet of @ThingsExpo, Dave Wagstaff, Vice President and Chief Architect at BSQUARE Corporation, discuss the ...
The security devil is always in the details of the attack: the ones you've endured, the ones you prepare yourself to fend off, and the ones that, you fear, will catch you completely unaware and defenseless. The Internet of Things (IoT) is nothing if not an endless proliferation of details. It's the vision of a world in which continuous Internet connectivity and addressability is embedded into a growing range of human artifacts, into the natural world, and even into our smartphones, appliances, a...
SYS-CON Media announced today that Aruna Ravichandran, VP of Marketing, Application Performance Management and DevOps at CA Technologies, has joined DevOps Journal’s authors. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. DevOps Journal brings valuable information to DevOps professionals who are transforming the way enterprise IT is done. Aruna's inaugural article "Four Essential Cultural Hacks for DevOps Newbies" discusses how to demonstrate the...
"BSQUARE is in the business of selling software solutions for smart connected devices. It's obvious that IoT has moved from being a technology to being a fundamental part of business, and in the last 18 months people have said let's figure out how to do it and let's put some focus on it, " explained Dave Wagstaff, VP & Chief Architect, at BSQUARE Corporation, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.