|By Marketwired .||
|March 7, 2014 03:52 PM EST||
REDWOOD CITY, CA -- (Marketwired) -- 03/07/14 -- Rocket Fuel (NASDAQ: FUEL), a leading provider of artificial intelligence (AI) advertising solutions for digital marketers, today announced the findings of its latest research, The 5 Keys to Optimal Auto Creative in a Programmatic World. The research, available as a complimentary download, provides automotive advertisers with important insights into developing optimal advertising that drives real results from their digital marketing investments.
According to eMarketer, the US automotive industry will have spent $5.07 billion in 2013 on paid digital advertising, with that total expected to rise to $7.80 billion by 2017. Rocket Fuel's groundbreaking research analyzed over 7,000 unique automotive creative ads served across 1.74 billion display ad impressions on behalf of automotive advertisers in Q4 2013, and classified them based on their relative ability to drive clicks (CTR) vs. conversions* (CVR) based on several criteria, including:
- The call to action in the ad
- The display of pricing information
- The display of special offers
- The background color of the ad
- Whether the ad featured the car or a human face
- The vehicle's type, color and motor type
Among the study's key findings:
- Price is more important than special offers. Advertising that displays the price of the car without promotional offers performed the best of any ad type. In general, automotive advertisements that show special offers generate fewer clicks or conversions.
- Safety and Reliability messaging drives greater conversion activity than Horsepower.
- Customization (the ability to build your own car) drives action. When consumers were exposed to an ad with the call to action of "Build Your Own" they converted 116% more often.
- Black cars improve conversion rates over any other color.
- CTR is not an effective metric to judge the performance of automotive ads. For nearly every criteria analyzed, the study shows an inverse relationship between clicks and conversions.
"This study shows how Big Data can be applied to deliver valuable insights for advertisers," said Eric Porres, CMO of Rocket Fuel. "Automotive advertisers spend millions on creative development, and billions on digital ad spend. In a world where ROI is paramount, this analysis gives automotive advertisers and their creative and media agencies a unique opportunity to optimize their digital advertising for the best results possible. Moreover, it provides a roadmap for auto advertisers to examine the efficacy of their creative messages in non-digital (e.g. print, out-of-home, television) formats."
A summary presentation of the research may be downloaded here.
*Conversion = success in achieving the advertiser's campaign objective. This might refer to building a car online, locating a dealer, or signing up for a test drive.
About Rocket Fuel
Rocket Fuel delivers a leading programmatic media-buying platform at Big Data scale that harnesses the power of artificial intelligence (AI) to improve marketing ROI in digital media across web, mobile, video, and social channels. Rocket Fuel powers digital advertising and marketing programs globally for customers in North America, Europe, and Japan. Customers trust Rocket Fuel's Advertising That Learns® platform to achieve brand and direct-response objectives in diverse industries from luxury cars to groceries to retail. Rocket Fuel currently operates in 20 offices worldwide and trades on the NASDAQ Global Select Market under the ticker symbol "FUEL." For more information, please visit http://www.rocketfuel.com or call 1-888-717-8873.
SAP is delivering break-through innovation combined with fantastic user experience powered by the market-leading in-memory technology, SAP HANA. In his General Session at 15th Cloud Expo, Thorsten Leiduck, VP ISVs & Digital Commerce, SAP, will discuss how SAP and partners provide cloud and hybrid cloud solutions as well as real-time Big Data offerings that help companies of all sizes and industr...
Oct. 30, 2014 09:00 AM EDT Reads: 1,960
When an enterprise builds a hybrid IaaS cloud connecting its data center to one or more public clouds, security is often a major topic along with the other challenges involved. Security is closely intertwined with the networking choices made for the hybrid cloud. Traditional networking approaches for building a hybrid cloud try to kludge together the enterprise infrastructure with the public clou...
Oct. 30, 2014 08:45 AM EDT Reads: 1,275
Connected devices and the Internet of Things are getting significant momentum in 2014. In his session at Internet of @ThingsExpo, Jim Hunter, Chief Scientist & Technology Evangelist at Greenwave Systems, will examine three key elements that together will drive mass adoption of the IoT before the end of 2015. The first element is the recent advent of robust open source protocols (like AllJoyn and...
Oct. 30, 2014 08:00 AM EDT Reads: 1,474
Internet of @ThingsExpo Silicon Valley announced on Thursday its first 12 all-star speakers and sessions for its upcoming event, which will take place November 4-6, 2014, at the Santa Clara Convention Center in California. @ThingsExpo, the first and largest IoT event in the world, debuted at the Javits Center in New York City in June 10-12, 2014 with over 6,000 delegates attending the conference. ...
Oct. 30, 2014 07:30 AM EDT Reads: 2,137
The Internet of Things (IoT) promises to evolve the way the world does business; however, understanding how to apply it to your company can be a mystery. Most people struggle with understanding the potential business uses or tend to get caught up in the technology, resulting in solutions that fail to meet even minimum business goals. In his session at Internet of @ThingsExpo, Jesse Shiah, CEO / ...
Oct. 29, 2014 11:00 PM EDT Reads: 1,390
SYS-CON Events announced today that AIC, a leading provider of OEM/ODM server and storage solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. AIC is a leading provider of both standard OTS, off-the-shelf, and OEM/ODM server and storage solutions. With expert in-house design capabilities, validati...
Oct. 29, 2014 06:00 PM EDT Reads: 1,593
SYS-CON Events announced today that TeleStax, the main sponsor of Mobicents, will exhibit at Internet of @ThingsExpo, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. TeleStax provides Open Source Communications software and services that facilitate the shift from legacy SS7 based IN networks to IP based LTE and IMS networks hosted on private (...
Oct. 29, 2014 05:00 PM EDT Reads: 1,547
From a software development perspective IoT is about programming "things," about connecting them with each other or integrating them with existing applications. In his session at @ThingsExpo, Yakov Fain, co-founder of Farata Systems and SuranceBay, will show you how small IoT-enabled devices from multiple manufacturers can be integrated into the workflow of an enterprise application. This is a pr...
Oct. 29, 2014 02:15 PM EDT Reads: 2,011
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 Solutio...
Oct. 29, 2014 01:35 PM EDT Reads: 1,152
SYS-CON Events announced today that O'Reilly Media has been named “Media Sponsor” of SYS-CON's 15th International Cloud Expo®, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. O'Reilly Media spreads the knowledge of innovators through its books, online services, magazines, and conferences. Since 1978, O'Reilly Media has been a chronicler and ca...
Oct. 29, 2014 01:00 PM EDT Reads: 1,490