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March 28, 2008
General Motors was the Heaviest Online Advertiser Among Auto Manufacturers in January 2008: comScore Ad Metrix
Photo 2008 Chevrolet Malibu Hybrid
Photo: 2008 Saturn Astra XR 3-door
GM delivers 27 percent more display ads than Toyota in total, but Toyota delivers 32 percent more ads per person reach, this was revealed today by edcomScore, Inc. (NASDAQ:SCOR). edcomScore, Inc. released a study using data from the comScore Ad Metrix service that examined online advertising by auto manufacturers in January 2008. comScore Ad Metrix provides detailed reporting of the number and types of online display ads viewed by Internet users (from both the publisher and advertiser perspectives) for the U.S. market, with January marking the first public release of the advertiser- level data.
comScore Ad Metrix measures the number of times each advertisers' ads are viewed and where they are viewed, along with information on the demographics and online behavior of those Internet users being reached. comScore Ad Metrix also provides reach and frequency calculations, samples of the creative ad units delivered, and information on ad sizes.
Photo: 2008 Honda Civic Coupe
Photo: Honda Acura 2009 TSX
GM Leads in Online Ads among Auto Manufacturers: General Motors was the top online advertiser among auto manufacturers in January, delivering nearly 1.7 billion total display ad views in the U.S., followed by Toyota (1.4 billion) and Ford Motor Company (1.1 billion). General Motors also led in reach, with approximately 103 million unique individuals receiving their display ads during the month, followed by Ford which reached 95 million people and Toyota which reached 62 million. But, both General Motors and Ford were outnumbered by Toyota in terms of ads delivered per person reached. Toyota delivered a frequency of 22 ads per person during the month, compared to 16 for General Motors and 11 for Ford.
Top Auto Manufacturer Online Advertisers
(by Total Display AdViews in January 2008)
Advertiser • Ad Views (000) • Share • Visitors (000) • Frequency
General Motors • 1,687,065 • 32.8% • 102,574 • 16.4
Toyota • 1,356,782 • 26.4% • 62,428 • 21.7
Ford Motor • 1,075,831 • 20.9% • 94,987 • 11.3
Honda • 377,863 • 7.3% • 57,923 • 6.5
Nissan • 291,666 • 5.7% • 31,262 • 9.3
Chrysler LLC • 123,868 • 2.4% • 22,142 • 5.6
Hyundai Motors • 95,246 • 1.9% • 16,723 • 5.7
Volkswagen • 60,498 • 1.2% • 7,126 • 8.5
Suzuki Motor • 42,491 • 0.8% • 5,389 • 2.8
Harley Davidson • 35,287 • 0.7% • 6,109 • 5.8
Total U.S. - Home/Work/University Locations
Source: comScore Ad Metrix
"GM has really led the auto industry in its use of online advertising," says Alistair Sutcliffe, vice president of comScore Advertising Solutions, "And, their recent announcement that half of their $3 billion annual advertising budget would be spent online in the coming years is likely to be a bellwether for many industries. Many traditional advertisers are beginning to understand that the Internet enables them to efficiently build their brands by achieving their demographic reach and frequency goals while at the same time reaching the most attractive, behaviorally-defined target segments. This is a winning recipe for achieving an attractive return on one's advertising investment."
Photo: 2008 Toyota Camry
Photo: 2008 Toyota Sequoia
Auto Manufacturers Advertise Heavily on Portals and Auto Resource Sites: The top publisher sites on which auto manufacturers advertise are primarily portals and auto resource sites. Yahoo! Sites (936 million display ad views) and Microsoft Sites (585 million display ad views) deliver the most total impressions for auto manufacturers, and both also deliver significant reach with these impressions.
Auto resource sites also factor prominently into auto manufacturers' online advertising strategies, with AutoTrader (114 million display ad views) and Edmunds.com (98 million display ad views) leading the way. Though these sites have a narrower reach than portals, they represent a desirable and highly targeted audience for auto manufacturers.
Auto Manufacturer Display Ads Appearance
Top Properties in January 2008
Property • Ad Views (000) • Share • Visitors (000) • Frequency
Yahoo! Sites • 935,550 • 18.0% • 72,041 • 13.0
Microsoft Sites • 584,889 • 11.2% • 39,615 • 14.8
Fox Interactive • 550,288 • 10.6% • 41,660 • 13.2
AOL LLC • 316,772 • 6.1% • 33,808 • 9.4
AutoTrader • 113,764 • 2.2% • 3,698 • 30.8
Edmunds.com • 97,579 • 1.9% • 4,359 • 22.4
KBB.com • 83,529 • 1.6% • 4,669 • 17.9
eBay • 80,918 • 1.6% • 15,027 • 5.4
Time Warner (Excl. AOL) • 53,674 • 1.0% • 8,855 • 6.1
Google Sites • 50,306 • 1.0% • 16,192 • 3.1
Total U.S. - Home/Work/University Locations
Source: comScore Ad Metrix
Toyota Scion xB Has Most Viewed Display Ad among Auto Manufacturers in January: The majority of the top 10 auto manufacturer display ads in January were for new model introductions, with the Toyota Scion xB 120 x 240 flash (swf) ad ranking atop the list with 12.6 percent of all display ad views in the category. Honda's "Battle of the Bands" ad ranked second with 2.9 percent, followed by a Chevy Malibu new model ad with a 2.4-percent share.
Top Online Display Ad (Creatives)
(Among Auto Manufacturers in January 2008)
Company • Make • Model • Ad Size & Type • % of Total
Toyota • Scion • xB • 120 X 240 swf • 12.6%
Honda • Honda • n/a • 175 X 110 gif • 2.9%
GM • Chevrolet • Malibu • 350 X 200 swf • 2.4%
GM • Saturn • All • 350 X 200 swf • 2.2%
GM • Chevrolet • Malibu • 728 X 90 swf • 2.1%
GM • Chevrolet • Malibu • 300 X 250 swf • 2.0%
GM • Chevrolet • Malibu • 300 X 250 swf • 2.0%
Toyota • Toyota • Sequoia • 300 X 250 swf • 1.7%
Toyota • Toyota • n/a • 88 X 31 gif • 1.5%
Honda • Acura • n/a • 468 X 60 gif • 1.3%
Total U.S. - Home/Work/University Locations
Source: comScore Ad Metrix
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Edited & Posted by the Editor | 12:34 PM | Link to this Post
