Click here to close now.




















Welcome!

News Feed Item

Auto Ads Win Over Car Shoppers During Super Bowl® XLVIII

Searches for advertised brands and vehicles spike on AutoTrader.com during the big game

ATLANTA, Feb. 3, 2014 /PRNewswire/ -- Automakers spent millions on ads during Super Bowl® XLVIII to grab the attention of car shoppers, and based on search activity on AutoTrader.com®, the investment paid off. For the third year in a row, analysts measured activity on AutoTrader.com during the big game to see which ads went beyond entertaining viewers to entice them to actively seek out more information about the brands and vehicles shown.

One of the big stories of the night was around shopper interest in luxury vehicles, particularly exotics. Surprise advertiser Maserati saw the biggest lift in searches at both the make and model level: searches for the Ghibli model rose 2,143% the hour after their ad ran, while searches for Maserati as a whole were up 385%. First-time big game advertiser Jaguar wasn't too far behind – searches for the F-Type were up 1,460% the hour after their "Rendezvous" spot ran, while searches for Jaguar overall rose 208%.

Luxury vehicles from the higher volume manufacturers also drew in a significant amount of car shopper interest: the Audi A3 saw the third largest gain from a make/model perspective with a 379% increase in search activity coming from their "Doberhuahua" spot, with Hyundai right on their heels with a 373% lift in searches for the Genesis. However, automakers didn't necessarily have to have a high-end offering to break through; the lift in searches for mainstream models Toyota Highlander and Ford Fusion were also significant – up 84% and 81%, respectively.

"While the strong performance of the exotic manufacturers was impressive, it's in a way more relevant to see which of the volume vehicles broke through," said Rick Wainschel, vice president of automotive insights, AutoTrader.com. "Models like the A3, Genesis, Fusion and Highlander have a significant amount of competition and are on more consumers' shopping lists, so it means a bit more when they can stand out."

From a brand perspective, Kia was another big winner of the night, with a search lift of 150% the hour following "The Truth" spot. Hyundai and Audi performed well in the brand category as well, with searches up 50% and 47%, respectively. The Chrysler brand ad featuring Bob Dylan was another strong performer, with a lift of 47%.

"It's not easy to achieve these kinds of large shifts in search activity at the brand level, so it's clear that these ads were doing something right," said John Kovac, vice president of Marketing, AutoTrader Group. "The Kia ad in particular was a great example of leveraging smart creative to shift brand perception in a very relevant, intentional way, and it definitely resonated with car shoppers."

To reach these conclusions, AutoTrader.com expert analysts measured search activity at the make and model level in the hour immediately after the ad ran and compared it to activity the hour before the game (5-6 p.m. EST). This timeframe was determined to be the most statistically appropriate baseline after an extensive analysis of site traffic patterns over several years. With more than 17 million consumers visiting the site every month to research and shop for their next vehicle, AutoTrader.com is an ideal bellwether of automotive shopping behavior.

AutoTrader.com analysts will continue to monitor how the ads impact searches in the days and weeks ahead to identify which spots were most effective in sustaining consumer attention. Researchers will also be gathering attitudinal insights from on-site surveys and the site's big game social landing page, where consumers can watch all of the automotive commercials, comment and vote on their favorites.

About AutoTrader.com 
Created in 1997, Atlanta-based AutoTrader.com is the Internet's ultimate automotive marketplace. As a leading resource for car shoppers and sellers, AutoTrader.com aggregates millions of new, used and certified pre-owned cars from thousands of dealers and private sellers and provides expert articles and reviews. AutoTrader.com, which also operates the AutoTraderClassics.com auto marketing brand, is wholly owned by AutoTrader Group. Additionally, AutoTrader Group owns Kelley Blue Book (KBB.com®) as well as companies that provide a full suite of software tools that help dealers and manufacturers manage their inventory and advertising online: vAuto®, HomeNet Automotive®, VinSolutions®, AIS Rebates™, Genius Labs® and Haystak™. AutoTrader Group is a subsidiary of Cox Enterprises. For more information, please visit http://press.autotrader.com.

SOURCE AutoTrader.com

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Palerra, the cloud security automation company, announced enhanced support for Amazon AWS, allowing IT security and DevOps teams to automate activity and configuration monitoring, anomaly detection, and orchestrated remediation, thereby meeting compliance mandates within complex infrastructure deployments. "Monitoring and threat detection for AWS is a non-trivial task. While Amazon's flexible environment facilitates successful DevOps implementations, it adds another layer, which can become a ...
The speed of software changes in growing and large scale rapid-paced DevOps environments presents a challenge for continuous testing. Many organizations struggle to get this right. Practices that work for small scale continuous testing may not be sufficient as the requirements grow. In his session at DevOps Summit, Marc Hornbeek, Sr. Solutions Architect of DevOps continuous test solutions at Spirent Communications, explained the best practices of continuous testing at high scale, which is rele...
"We got started as search consultants. On the services side of the business we have help organizations save time and save money when they hit issues that everyone more or less hits when their data grows," noted Otis Gospodnetić, Founder of Sematext, in this SYS-CON.tv interview at @DevOpsSummit, held June 9-11, 2015, at the Javits Center in New York City.
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Opening Keynote at 16th Cloud Expo, S...
With SaaS use rampant across organizations, how can IT departments track company data and maintain security? More and more departments are commissioning their own solutions and bypassing IT. A cloud environment is amorphous and powerful, allowing you to set up solutions for all of your user needs: document sharing and collaboration, mobile access, e-mail, even industry-specific applications. In his session at 16th Cloud Expo, Shawn Mills, President and a founder of Green House Data, discussed h...
Delphix, the market leader in Data as a Service (DaaS), has been announced winner of the DevOps Solution Award at the prestigious Computing Vendor Excellence Awards in London. The awards celebrate the achievements of the technology vendors and service providers that are leading the field of enterprise IT. Delphix was recognised as the vendor demonstrating the most effective support of DevOps culture for its ability to improve time to market and collaboration between teams.
"Our biggest growth area has been the security services, the managed services - the things that differentiate us in the market that there is no client that's too small and there's no client that's too big," explained Paul Mazzucco, Chief Security Officer at TierPoint, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
The Cloud industry has moved from being more than just being able to provide infrastructure and management services on the Cloud. Enter a new era of Cloud computing where monetization’s services through the Cloud are an essential piece of strategy to feed your organizations bottom-line, your revenue and Profitability. In their session at 16th Cloud Expo, Ermanno Bonifazi, CEO & Founder of Solgenia, and Ian Khan, Global Strategic Positioning & Brand Manager at Solgenia, discussed how to easily o...
"We've just seen a huge influx of new partners coming into our ecosystem, and partners building unique offerings on top of our API set," explained Seth Bostock, Chief Executive Officer at IndependenceIT, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at @ThingsExpo, James Kirkland, Red Hat's Chief Arch...
Sysdig has announced two significant milestones in its mission to bring infrastructure and application monitoring to the world of containers and microservices: a $10.7 million Series A funding led by Accel and Bain Capital Ventures (BCV); and the general availability of Sysdig Cloud, the first monitoring, alerting, and troubleshooting platform specializing in container visibility, which is already used by more than 30 enterprise customers. The funding will be used to drive adoption of Sysdig Clo...
The Software Defined Data Center (SDDC), which enables organizations to seamlessly run in a hybrid cloud model (public + private cloud), is here to stay. IDC estimates that the software-defined networking market will be valued at $3.7 billion by 2016. Security is a key component and benefit of the SDDC, and offers an opportunity to build security 'from the ground up' and weave it into the environment from day one. In his session at 16th Cloud Expo, Reuven Harrison, CTO and Co-Founder of Tufin,...
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists addressed this very serious issue of pro...
"We do data integration for B2B also application to application, and we do data management and enable Big Data," explained Pat Adamiak, Vice President, Product Marketing at Liaison Technologies, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
"We specialize in testing. DevOps is all about continuous delivery and accelerating the delivery pipeline and there is no continuous delivery without testing," noted Marc Hornbeek, Sr. Solutions Architect at Spirent Communications, in this SYS-CON.tv interview at @DevOpsSummit, held June 9-11, 2015, at the Javits Center in New York City.