5 secrets to car ad success
A new study has identified five key factors that contribute to the success of automotive digital advertising campaigns, including the importance of black and the option to customise.
A new study has identified five key factors that contribute to the success of automotive digital advertising campaigns, including the importance of black and the option to customise.
1.Choose a black or white background
The colours that obtained the highest conversion rates were black cars together with the option to customise the colour. Black cars are often associated with luxury and are targeted at a mature audience. The main attraction of campaigns that allow consumers to personalise the colour is their interactivity.
When analysing the predominant background colour in marketing materials there are clear differences in terms of performance. Adverts with a white or black background achieve fewer clicks but more conversions, with a rate of between 10% and 20% compared to the industry average.
2.The car, not the driver, is important
Counter to the belief that adverts showing human faces tend to be more effective, Rocket Fuel’s research shows that this is not the case with automotive campaigns. Campaign success increases when images of the vehicle are used, whereas using a human face only contributes to success when it appears together with the car. In this case, the conversion rate increased by 72%.
3.Price is more important than special offers
The study further found that adverts displaying the original price without promotional offers are the most effective according to the study. On the whole, adverts that include offers tend to achieve a lower click-through rate (CTR) and conversion rate (CVR) for the campaign.
4.Mention reliability and proven success
With regards to messaging, safety (+134% CVR), reliability (+92% CVR) and awards (+90% CVR) are the most effective tools. Ads that have the best CVR and CTR include claims relating to awards.
5.Let them design their own model. They will buy it.
The option to create or configure your own vehicle, including selecting add-ons and controlling the price accordingly, makes campaigns more effective in attracting consumers’ attention, achieving 116% more conversions than the industry average. The most common customisation campaigns are those that allow users to change the colour of their car. These campaigns frequently drive the user to the manufacturer’s website in order to personalise the design.
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