RTB HOUSE Auto Industry Digital Advertising User Guide
- May 15, 2024
- RTB HOUSE
Table of Contents
Auto Industry Digital Advertising
Product Information
Specifications:
-
Product Name: Accelerated Commerce Auto Industry Digital
Advertising Guide 2021 -
Year: 2021
-
Pages: 39
Product Usage Instructions
Section 1: Welcome to Accelerated E-commerce
A few words about why we are here…
Most industry reports you read in 2021 will start with a story
of unexpected changes or unprecedented challenges. In the
automotive industry, change is constant. Car manufacturers need to
balance flexibility and innovation with brand consistency to stay
relevant.
We will explore the current situation in the automotive industry
and how brands can leverage online advertising effectively to serve
customers and protect their brands.
Section 2: The Road to Online Auto Sales: 2021 and Beyond
Activating online sales in the automotive industry has been
challenging. While other verticals have thrived in e-commerce, the
auto industry has lagged behind. Only 1% of auto revenue comes from
online channels compared to 20% in the fashion industry.
Voice commerce is on the rise, but the auto industry has yet to
tap into this potential. Around 10% of people in developed
countries are using smart speakers, but ordering a car through
voice commands is still uncommon.
FAQ
Q: What is the focus of the Digital Advertising Guide?
A: The guide focuses on helping auto industry brands leverage
online advertising effectively to serve customers and protect their
brands in the ever-changing landscape.
Q: Why is e-commerce acceleration important in the automotive
industry?
A: E-commerce acceleration is crucial as it reflects a shift in
customer trust towards online channels, which can help brands reach
a wider audience and drive sales.
Accelerated commerce
Auto Industry
Digital Advertising Guide
2021 1
Contents page
Welcome to accelerated e-commerce
3
The road to online auto sales
4
The power of digital touchpoints
8
10 online essentials for auto sales
10
Why now is a good moment for the auto industry
13
Performance and awareness ads for car manufacturers
16
Micro-conversions
19
Understanding buyers. Understanding bias.
23
Second-hand car sales and online trust
27
What’s next?
33
In numbers: RTB House and the auto industry
35
Case studies
37
About RTB House
38
Contact
39
2
Section
1
Welcome to accelerated e-commerce
A few words about why we are here
Most industry reports you read in 2021 will start with a story of “unexpected
changes” or “unprecedented challenges”.
It’s true. However, in the automotive industry, that is also very much
business as usual…
Change is the only constant. Car manufacturers deal with endless
recalibrations to the supply chain, regulations, and customer expectations.
They need to balance flexibility and innovation with brand consistency in
order to stay relevant.
We’re going to look at the current situation in the automotive industry and at
how brands can leverage online advertising more effectively in order to serve
their customers and protect and elevate their brands.
First of all, we’re going to look at a major industry shift: the acceleration
of e-commerce and a tipping point for customer trust toward online channels.
3
Section
2
The road to online auto sales: 2021 and beyond
It’s been a hard road to activating online sales in the automotive industry.
Other verticals have embraced and thrived from e-commerce while auto has
lagged far behind.
20% of all fashion revenue is now through online channels, compared to just 1%
in the auto industry. And areas of e-commerce that thrive in other industries
are virtually untapped in auto commerce.
Around 10% of people in developed countries are already using smart speakers
and making use of voice commerce, but did anyone ever say,
“Alexa, please order me the new Audi”?
4
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