Study: Automotive brands racing ahead on Facebook

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By Justin Lafferty Comment

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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. And automotive marketers have already seen their Facebook campaigns effectively drive brand perceptions, lower funnel actions and sales.

For its part, this study demonstrates additional benefits of automotive advertising on Facebook, particularly in terms of key mid-funnel behaviors – endemic site visits and search.

By incorporating Facebook into their media mix, automotive marketers can not only reach, influence and drive sales among in-market consumers, they can also improve overall mid-funnel campaign performance.

Dawson commented on the study in a blog 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: Has Facebook ever had an impact on your car search or purchasing decisions?

Top image courtesy of Maksim Toome / Shutterstock.com.

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