Study: Facebook Ads Influence Car Shoppers Mid-Funnel

Research revs up social advertising narrative

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Facebook has doggedly tried to prove its advertising mettle to automotive brands since General Motors famously yanked its paid budget in May 2012, only to return to the social platform about a year later. Today, the digital giant is releasing a study at the Automotive News World Congress in Detroit that suggests Facebook ads fuel brand consideration and meaningfully drive car shoppers to vehicle-specific Web pages.

The study was run by third-party researcher comScore and found that visits to car-model pages jump 50 percent due to Facebook ads, while total page views increase 46 percent on the product pages—meaning that the paid promos heighten time spent looking at specific vehicles, per the report.

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