agile automotive insights for digital marketers

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Prepare for returns this tax season with Bing Ads

Driving toward higher clicksAutomotive insights for digital marketers

Page 1Bing SMB Advertisers Search Ads4/14/2016 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Strong consumer confidence indexA strong index relates to more disposable income and improved credit, which may increase demand for new cars.Low interest ratesLow interest rates mean more affordable loan and lease rates, which may increase demand for new cars.Low fuel pricesLow fuel prices through 2020 encourage sales of larger, less fuel-efficient vehicles like SUVs and trucks. Ongoing government regulationRegulations, like the Corporate Average Fuel Economy (CAFE) standards, encourage OEMs to build more fuelefficient, less polluting, and safer fleets, regardless of demand.High consumer confidence and low interest rates point to a happy 2016 for automakersSource: IBISWorld, IBISWorld Industry Report 33611a: Car & Automobile Manufacturing in the U.S., September 2015. IBISWorld, IBISWorld Industry Report 33611b: SUV & Light Truck Manufacturing in the U.S., January 2015.

Page 2Bing SMB Advertisers Search Ads4/14/2016 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Auto sales are expected to reach $280 billion in 2016Theyre forecasted to grow through 2020.Source: IBISWorld, IBISWorld Industry Report 33611a: Car & Automobile Manufacturing in the U.S., September 2015. IBISWorld, IBISWorld Industry Report 33611b: SUV & Light Truck Manufacturing in the U.S., January 2015. U.S. auto industry revenue, 20152020 ($B)

Page 3Bing SMB Advertisers Search Ads4/14/2016 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

How do those sales break down?SUVs and compact cars led sales in 2015. Source: J.D. Power, Industry Health Report: January 2016, Performance Review: December 2015, January 13, 2016. MPV = multi-passenger vehicle.2015 retail sales share33.0% 16.5% 15.0% 14.5% 3.3% 2.6% 1.8% 13.4%SUVs (compact, small, midsize, large)Compact and small carsMidsize and large carsPickup trucks (midsize, large)Minivans and vans (midsize, large)Sports cars (compact, midsize)Compact MPVsLuxury vehicles

Page 4Bing SMB Advertisers Search Ads4/14/2016 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Connected car sales are starting to take off165% of consumers would switch brands to get the technology features theywant.2Source: BI Intelligence and Scotiabank, The Connected Car Report, April 3, 2015. Autotrader.com, Autotrader Study Shows Consumers Want Vehicles with Autonomous Features, January 5, 2016. Connected vs. non-connected car shipments in North America, 20152020 (M)1

Page 5Bing SMB Advertisers Search Ads4/14/2016 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Greener vehicles continue to make up less than 5% of new vehicle sales1Younger shoppers trump older shoppers when it comes to interest in hybrid, electric, and diesel vehicles, but many dont like their higher price.22.5% New vehicle sales for traditional* and plug-in** hybrids10.4% New vehicle sales for electric*** vehicles157% vs. 43%U.S. Millennial (1837) vs. Baby Boomer (5068) Internet users would consider a traditional hybrid for their next lease or purchase224% Rate at which buyers of gas-powered vehicles avoid hybrid models due to cost3TIP Use demographic targeting to reach younger buyers interested in new engines and technology. Use ad copy to highlight discounts and offers to alleviate cost concerns.Source: HybridCars.com, December 2015 Dashboard, January 6 2015. Harris Interactive, The Harris Poll as cited in a press release, August 19, 2015, accessed via eMarketer (chart 195489). J.D. Power, Press Release: Despite Cheap Gas, Fuel Efficiency Still a Primary Concern, January 14, 2015. Notes: *Runs on both gas and electricity, never plugged in; **Can be plugged in to extend electric range; ***Runs only on electricity.

Page 6Bing SMB Advertisers Search Ads4/14/2016 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Price is the top priority for U.S. car shoppers16 in 10 car shoppers are influenced bypromotions.2Source: Nielsen and SBD, Re-defining Success: Are Infotainment Systems Leading to More Satisfied & Loyal Customers? conducted by Harris Poll, June 9, 2015; Note: n=14,000; respondents chose their top 3.RadiumOne, Infographic: How Mobile & Social Sharing Drive Car Sales, October 2, 2015.Leading priorities for U.S. car buyers when buying their next car, Q2 20151pricereliabilitystylingcomfortsafetyperformance/handlingfeatures/techreputationdealership experienceresale valuecountry of manufactureenvironmental impact

Page 7Bing SMB Advertisers Search Ads4/14/2016 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Only 2 in 5 shoppers have an early brand preferenceFew are exposed to digital auto ads early in the purchase process. Use this window to build brand and model awareness.Source: Facebook, The Road to Purchase in a Mobile-First World conducted by Ipsos MediaCT, July 23, 2015. 39%Have a brand preference 612 months before purchase59%Have a brand preference less than 1month before purchase35%Are exposed to automotive ads on desktop devices 612 months before purchase21%Are exposed to automotive ads on mobile devices 612 months before purchase

Page 8Bing SMB Advertisers Search Ads4/14/2016 2012 Microsoft Corporation. All right