SAN FRANCISCO, CA--(Marketwired - Mar 20, 2014) - RadiumOne, the intelligent advertising software company, today revealed new insights from its client research practice uncovering surprising consumer behaviors and content consumption patterns related to the auto industry. In recent years, the automotive industry has grown to become the second largest market segment adopting programmatic advertising, representing 14 percent of the revenue in Q2 of 2013. Leveraging RadiumOne's insights coupled with programmatic ad buying, brands can more effectively reach in-market car shoppers across multiple platforms (mobile or desktop) and channels (social, digital, video).
Highlights of RadiumOne's automotive insights report reveal the following:
- 45-54 year olds are more than twice (2.5x) as likely to click on shared auto content than any other kind.
- Homeowners are 69 percent more likely to share auto content than those who rent.
- Moms are 24 percent more likely to request a dealer inquiry than dads.
- Automotive video completion rates on mobile are significantly higher (2.2x) than the RadiumOne benchmark for other market sectors, achieving 94 percent vs 42 percent completion rate.
These results can be directional and even a bit surprising to automotive marketers. Many spend money on social networks to reach and engage younger demographics, assuming that 45-54 year olds are not using social media as much. However, RadiumOne's report reveals that not only are older, more lucrative car buyers reachable on networks such as Facebook, but they are interested in automotive content that is shared with them. Overall, the results are useful to automotive marketers either as validation that, for instance, moms are highly influential in the car researching and buying process, or as motivation to produce more video, which is especially shareable, since customers appear to be watching them to completion at high rates.
Today, major automotive brands rely on RadiumOne's actionable consumer industry insights and programmatic software to optimize ad spend in real-time. For example, RadiumOne helped Hyundai identify an opportunity to close the loop on 2nd-screen activity by precisely targeting users on social media and extending the conversations with video on mobile and desktop. By identifying patterns in consumer behaviors and shifting how brands engage with consumers, RadiumOne allows automotive companies to reach the most receptive audiences on their platform of choice throughout the buyer's journey -- prior to purchase (pre-retail), during the buying process (retail) and afterward (post-retail).
"Automotive is one of the largest ticket items in retail where deeper insights into consumer behavior can have a profound impact on customer satisfaction and the bottom line," said Eric Bader, Chief Marketing Officer of RadiumOne. "By capturing buying signals in real time and turning these insights into actionable data, we're empowering brands to capture the attention of in-market car shoppers with messages that resonate."
RadiumOne's full automotive insights report is available upon request.
RadiumOne builds software that automates media buying, making big data actionable for digital marketers. RadiumOne uses programmatic advertising to connect brands to their next customers by incorporating valuable first-party data about behaviors, actions and interests demonstrated by consumers across web and mobile touch points. Using these insights and intelligence, RadiumOne helps marketers activate customer engagement in real-time with relevant and personalized offers, messages, content and ads across devices, locations and screens. Founded by online advertising pioneer Gurbaksh Chahal and based in San Francisco, RadiumOne has offices across the US, Europe and Australia. To learn more about RadiumOne, please visit http://radiumone.com.