Study: Automotive brands racing ahead on Facebook

A new comScore study shows that automotive campaigns on Facebook are not only driving more brand awareness, but decreasing interest in competitors. The study of five major campaigns between May and August 2013 shows that Facebook advertising led to a 37 percent hike in brand site visits, a 17 percent increase in brand page visits on automotive-endemic sites and an 11 percent uptick in brand search activity.

Interestingly enough, these Facebook campaigns also meant that less attention was being paid to competitors, as there were 3 percent fewer competitive brand searches and 14 percent fewer competitive model searches.

The findings were announced at the annual North American Auto Show by Kass Dawson, head of automotive strategy of Facebook.

The study wrapped up the implications for automotive brands:

Facebook is at the center of the shift to time spent online, across both desktop and mobile.