criteo drives automotive performance it.compressed.pdf
Drives Automotive Performance
Automotive Overview
Criteo is pleased to release our first research study dedicated to the Italian online automotive industry. The study examines the key trends to provide marketers with insights into the consumer path to purchase.
This report covers factors influencing how users search for new cars online, when Italians are most likely to buy, and easy-to-implement practices to maximize revenue from automotive marketing campaigns.
Would you be willing to purchase a car digitally?
What factors and information sources influence your car purchase?
According to buyers
| ITALY | GERMANY | CHINA | UNITED STATES | BRAZIL | JAPAN | FRANCE | |
|---|---|---|---|---|---|---|---|
| SALESMAN/VISITING THE DEALERSHIP IN PERSON | 37% | 46% | 41% | 38% | 44% | 37% | 32% |
| SEEKING ADVICE/RECOMMENDATIONS FROM FAMILY/FRIENDS OR COLLEAGUES | 29% | 34% | 52% | 40% | 44% | 29% | 26% |
| MANUFACTURERS' WEBSITES | 29% | 31% | 44% | 34% | 36% | 31% | 24% |
| TV REVIEWS | 28% | 42% | 32% | 32% | 20% | 23% | 27% |
| OFFLINE INFO(E.G. REVIEWS IN MAGAZINES SUCH AS CAR AND DRIVER) | 26% | 31% | 42% | 34% | 35% | 22% | 24% |
| MANUFACTURERS' ADS | 24% | 43% | 29% | 33% | 26% | 22% | 25% |
| SOCIAL MEDIA SUCH AS FACEBOOK & TWITTER/CUSTOMER FEEDBACK | 16% | 43% | 30% | 32% | 18% | 27% | 27% |
How do you research a new car purchase?
| ITALY | GERMANY | CHINA | UNITED STATES | BRAZIL | JAPAN | FRANCE | |
|---|---|---|---|---|---|---|---|
| 40% | 43% | 41% | 38% | 29% | 25% | 24% | |
| I NARROW DOWN THE CHOICE TO 1 OR 2 CARS VIA WEB AND THEN GO TO THE DEALER | 35% | 39% | 34% | 30% | 40% | 42% | 37% |
| I DO MY INITIAL RESEARCH VIA SOCIAL MEDIA (PEOPLE'S REVIEWS/COMMENTS) THEN GO TO THE DEALER | 13% | 5% | 6% | 16% | 8% | 10% | 19% |
| I DO MY RESEARCH AND THEN I BOOK A TEST DRIVE | 7% | 4% | 7% | 10% | 19% | 5% | 18% |
| I DO NOT USE THE WEBSITE AT ALL- I JUST VISIT THE DEALER AND TRUST HIS/HER ADVICE | 5% | 9% | 12% | 6% | 4% | 19% | 2% |
Media ad spending share in Italy, by industry
% of Total
PHARMA/HEALTH
DISTRIBUTION
TELECOMMUNICATIONS
FINANCE/INSURANCE
BEVARGE/SPIRITS
MEDIA/PUBLISHING
CLOTHING
HOUSEHOLD CARE
TELECOMMUNICATIONS 6.1 %
Criteo Insights
Desktop during the day, mobile in the evening
Hourly website hits by device type
In the first half of the month: fewer visitors but more engaged
CONVERSION RATE VISITORS TO SITE
START OF MONTH END OF MONTH
*Averages normalized to 100 - Criteo internal Italian data, 2015 and 2016 (up to end of May)
Mobile traffic is on the rise
On-site events
Half of all spending is now mobile
Spending by device
Back to school season brings a lot of page views
Website traffic
Summer is low season for leads
Conversion rates highest in March and April
Conversion Rate
Conversion rate by recency
Pressure on the right users leads to conversions
Conversion rate by display frequency
of users visited at least one 17% other manufacturer
before* requesting an online price quote or test drive
of users visited at least one 23% other manufacturer
before* visiting your website
Automotive browsers later convert on high tech and show interest in financial services
Conversion rate of users who browsed automotive vs. average
2.67x HIGH TECH
But only high tech browsers are more likely to convert on auto than the average user.
1.80x FINANCIAL SERVICES
1.31x CLASSIFIED ADS
0.97x TRAVEL
Dynamic Banners Dominate
Criteo Tips & Recommendations
Avoid stop&go
For best results, campaigns should be always on
Integrate trackers in all pages for all models
Use dynamic banners to cut the costs and boost volume and performance
CR is up to 5X higher
Activate Facebook and native formats
Maximize reach and performance
Merge Campaigns: One Campaign = One CPC
You will see higher volume and better performance if you let the Criteo Engine automatically choose the right bid for each user based on the level of activity
Tag all websites to make the most of all your traffic
Think users, not cookies
Use cross device technology to match users across all devices
Target the full funnel
Transform visitors who have already converted into loyal customers by engaging them in all steps of the funnel
Re-engage lapsed users
Mid funnel campaigns engage users who have visited your website but have not come back for the last N days
Boost your traffic
Capture new, valuable users with an affinity campaign
Affinity campaigns allow you to engage new users that are similar in behaviour to your users
Maximise your reach with webcover
Webcover = Branding-like campaigns that allow you to maximize reach on Criteo’s cookie pool in a short period of time. You can also differentiate your marketing message whether the user is engaged, lost or new
Capture iOS users
EBS technology lets you target this high-value audience
Thank you! For more information contact T1.sales.it@criteo.com