STUDY: Automakers’ Facebook Campaigns Fuel Results

By David Cohen 

comScoreFacebookAutomakers650Facebook took the opportunity presented by the North American International Auto Show in Detroit this week to present the results of a study by comScore, which found that the social network is an effective vehicle for automakers.

Kass Dawson, the social network’s head of automotive strategy, will reveal the study results at the conference Wednesday, and Facebook said in a post on its Facebook for Business page that the two major takeaways from the comScore study — which analyzed five major automotive campaigns on the social network between May and August 2013 — were:

  • Automotive campaigns on Facebook drive more people to consider the brands and models being advertised.
  • They also decrease users’ consideration of competing brands and models.

More specific results from the study included:

  • Automotive campaigns on Facebook increase visits to brand sites and model pages; increase visits to brand pages on auto-endemic sites; increase brand search activity; and decrease competitive brand and model search activity.
  • Brand sites saw visits increase 37 percent and page views rise 38 percent.
  • Model pages saw those numbers go up by 50 percent and 46 percent, respectively.
  • Automotive-endemic sites saw jumps of 17 percent in brand page visits, 19 percent in brand page views, and 9 percent in visits per user.
  • In terms of search activity, brands featured in Facebook automotive campaigns saw an 11 percent boost in searches and a 10 percent boost in searchers per user, while their competitors saw those totals drop by 3 percent and 11 percent, respectively.

Facebook said in revealing the results of the comScore study:

Increasing time spent online and access to new vehicle information have reshaped the way people research and evaluate cars. Consumers now consider more vehicles and ultimately visit fewer dealerships than ever before. For these reasons, automotive marketers are re-evaluating how they reach and influence in-market consumers.

Facebook is at the center of the shift to time spent online, across both desktop and mobile. And automotive marketers have already seen their Facebook campaigns effectively drive brand perceptions, lower funnel actions, and sales.

And Dawson added in the Facebook for Business post:

As more people shop for cars and conduct research online, marketers using Facebook have never had greater opportunity to influence every stage of the purchase funnel. This study shines a spotlight on how Facebook influences mid-funnel behavior and demonstrates that automotive ads on Facebook make your overall campaigns work harder.

Readers who have recently considered the purchase of new vehicles: Did Facebook play a role in the process?