Motorists driving up revenues, but hopefully keeping their eyes on the road.
The finding comes from the second edition of Millennial Media's Mobile Intel Series – a collection of special reports on specific verticals.
Produced in conjunction with comScore, it focuses on the mobile auto audience, how they use their mobiles to research cars, find dealers, engage with brands post-purchase and more.
In addition to the doubling of annual spend, it found 68 per cent of mobile auto consumers are male, while 55 per cent of the consumers are between 18-34.
And these consumers earn more than most, with 34 per cent having an annual income of over $100,000.
They also access auto content frequently, with 31 per cent doing so at least once a week, and 21 per cent accessing the content almost every day.
Article continues belowAdvertisement
The evidence also suggest auto advertisers are trying to increase overall brand awareness, and therefore reach consumers who may not currently be in the market for a new car.
It found 'sustained in-market presence/brand awareness' was the campaign goal for 19 per cent of all auto campaigns that ran in Q2.
"Mobile ad spend in the automotive industry has grown over 200 percent in the last year, and advertisers are recognising that they can make a real impact with consumers," said Jamie Fellows, SVP of product at Millennial Media.
“Whether they are trying to increase brand awareness, drive consumers to a dealership, or increase app downloads, mobile is a medium which works for auto advertisers. We hope the latest version of the Mobile Intel Series can help brands navigate this landscape.”
Go here to download the free report.
Add a new comment
You need to be logged in to post comments. If you do not have an account then please register.
Comments
0 comments
There are no comments yet, be the first to add one!