Online advertising campaigns of the automotive industry with references to fuel consumption and safety proved 246% more effective than the industry average, research by marketing technology firm Rocket Fuel has found.
The research, which involved analysis of 367 advertising campaigns from a variety of brands with a combined total of over 3bn impressions, also found that those advertisements which referred to both safety and awards given to the vehicle fuelled 104% more conversions.
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The vehicles displayed in advertising campaigns were most commonly red (22%) and grey (18%). However the most effective colours, in terms of conversions compared to the industry average, were blue (131%) and green (120%).
The research demonstrated that 90% of advertisements displayed the car itself, with only 4% including a human face, despite that fact that this improved campaign effectiveness by 42%. In addition, the ‘rare’ ads for cars which did not show the vehicle itself achieved 35% more conversions than the industry average.
Advertisements worked best when the price was mentioned; while for those which included offers and discounts, effectiveness increased with a reference to the limited period that the benefits will be active.
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By GlobalData
