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Digital Facts Automobiles Digital Facts Automobiles • Cars are the top driver of Internet advertising • Cars are strong in mobile display advertising • One in every ten Internet users visits auto manufacturer sites • Nine out of ten users of Audi’s new car configurator are men • Advertising pressure and social media posts for electric and hybrid models are growing Top advertising market developments Gross advertising expenditures 1-4/2012 +16.3% Internet advertising shows the strongest growth in per cent Advertising market overall €838 million total advertising expenditure for traditional Internet advertising CM 12,2% increase Internet spendings by DM RD Top 3 Internet drivers Cars 80.2% 5,0% 12,3% th OOH 4,2% Cars is the 4 biggest product group on the Internet TJ 1,5% Automobiles + €21.4 million CI 0,3% 1. Cars is also the top driver in the overall €9.4 billion NP INT advertising market and currently the top 17,4% 8,9% Company Advertising + €14.1 million +1.6% YOY 2. product group driving advertising in above-the-line media Financial Services + €7.7 million 3. Private Clients TV 38,2% Source: Nielsen Advertising Statistics Cars drive advertising on the Internet tionally. The advertising expenditures for increased advertising on the Internet by inserting Web banners on the Internet €21.4 million or 80.2% to €48.1 million, In the period from January to April 2012, increased 16.3% or €117.3 million to a making them the fourth-strongest adver- advertising expenditures on the German total of €838 million. tising product group on the Internet. advertising market totaled €9.4 billion. This represented an increase of 1.6% or In absolute terms, the strongest driver of Collectively, auto manufacturers also €143.6 million compared to the same Internet advertising in the period from increased their advertising expenditures period in the previous year. January to April 2012 was the automotive more than anyone else and had a 42% product group. To promote their auto- (up €60.2 million) share in the growth of Of all advertising media, the Internet motive models, auto manufacturers the overall advertising market. showed the strongest growth propor- 1 Copyright © June 2012 Nielsen Media Research GmbH Nielsen Digital Facts Automobiles Audi is responsible for the greatest Automotive product group – media mix and top drivers increase of advertising pressure in Gross advertising expenditures 1-4/2012 the auto market While auto manufacturers increased the CM +80.2% Automotive increases Internet DM 12,0% RD advertising pressure for their models by 1,7% 11,8% advertising disproportionately 11.8% to €577.6 million in the period from OOH 2,3% TJ 0,5% January to April 2012, according to the NP CI 0,2% Top 3 Internet drivers 25,1% Automotive INT Federal Motor Transport Authority, new €577.6 million 8,3% 1. Audi +3,1 Mio.€ registrations in the same period were up +11.8% YOY 1.8% compared to the previous year. 2. Opel +2,7 Mio.€ By a wide margin, Audi increased monetary TV advertising the most to promote its auto- 38,1% 3. Renault +2,5 Mio.€ motive models. With an increase of €19.1 million, Audi almost doubled its advertising New car expenditures from January to April 2012 registrations compared to the previous year. The largest Top 3 drivers overall 1-4/2012 vs. 1-4/2011 shares were dedicated to promoting the A1 compact car and the A4 Avant station 1. Audi +19,1 Mio.€ +7.1% wagon. 2. VW +9,1 Mio.€ +2.9% With a share of 38.1%, the greatest share Audi increases of automotive advertising was still on advertising pressure 3. Hyundai +8,6 Mio.€ +16.2% more than anyone else television, but a significantly greater percentage of the additional money auto manufacturers invested in advertising went to the Internet. Here, too, Audi Source: Advertising data, Nielsen Advertising Statistics; New car registrations, Federal Motor Transport Authority (Kraftfahrt-Bundesamt, KBA) showed the greatest growth. Strong increase of mobile adver- Mobile display advertising tising campaigns for cars Gross advertising expenditures 1-4/2012 There was also an increase of mobile Vehicle market sector campaigns advertising car models. In the first four months of 2012, advertising Automotive product group expenditures by auto manufacturers for +117% growth of display display advertising on mobile websites 11.0% advertising on mobile websites and and apps increased by 117% compared 22.2% apps for car models compared with with the same period in the previous the previous year year. This makes the automotive sector Top 3 auto manufacturers a strong driver of the mobile advertising market, which saw overall growth of 76% 1. Volkswagen in the period under consideration. In the 2. Audi automotive product group, Volkswagen 3. Toyota and Audi were the leading users of this Source: Nielsen Advertising Statistics PKW method of addressing the target group. WB KFZ Rest 2 Copyright © June 2012 Nielsen Media Research GmbH Nielsen Digital Facts Automobiles Auto manufacturers on the Internet Website visitors in the auto manufacturer category in April 2012 One in every ten Internet visitors went to an auto manufacturer’s website Top 5 websites users overall were 4.8 million Volkswagen recorded by auto manufacturers’ 865,601 users / 1.89% active reach Web offerings in April BMW 593,174 users / 1.29% active reach Mercedes-Benz 496,803 users / 1.08% active reach 41% 59% Opel Index: Index: 88 110 Men visit auto manufacturer websites 427,585 users / 0.93% active reach more often and longer Audi 410,567 users / 0.89% active reach 2.00 2.27 Top 2 source of traffic 2.16 Sessions per person 1. 2. 46% of the visitors to auto manufacturer websites 14 23 direct google.de 46% 29% go directly to the offering 19 Pages per person others 29% arrive via a 25% Google search 8:42 11:31 10:21 Duration of visit in minutes Range of 1:04 minutes for Lexus to 21:28 minutes duration of visit at Audi Highest number of average pages per person is 43, at Audi Source: Nielsen NetView 3 Copyright © June 2012 Nielsen Media Research GmbH Nielsen Digital Facts Automobiles Almost every other visitor calls Audi website up automotive websites directly Visitors to the Audi website in April 2012 Examining the Internet presence of auto manufacturers shows that these sites website visitors in April were well used: In April 2012 auto manu- 410,567 facturers recorded a total of 4.8 million Audi with 21:28 minutes, this was the visitors to their websites. This means that highest duration of visit every tenth active Internet user in April out of all auto manufacturer sites visited an auto manufacturer’s website at least once. 36% 64% Visitors to the Audi website are 46% of users called up the website of the disproportionately , respective auto manufacturer directly, men who use auto manufacturer sites while 29% arrived via a Google search. The rest were led there via various links more intensively overall on sites, including via advertising banners inserted on the Internet. More than one in four visitors Volkswagen recorded the most visitors used the in the auto manufacturer sector in April 40:03 minutes duration of visit 2012, followed by BMW and Mercedes- Configurator 84 pages per person Benz. 865,601 visitors, meaning 1.89% of active Internet users in April, went to the 13% 87% Volkswagen website. Men use car websites more often Mainly men and more intensively use the configurator An average of 59% of visitors to auto manufacturer websites were men, mean- 12.7% of the visitors were in the password-protected area ‘myAudi’ ing that men were disproportionately represented on these pages compared to Source: Nielsen NetView the structure of all Internet users. 10:21 minutes, with a very wide range. With 64%, this represents the dispropor- In addition to representing the largest While Internet visitors to the Lexus web- tionately higher share of male users at percentage of visitors to automobile site stayed for an average of 1:04 minutes, Audi, who use automobile websites more manufacturer websites, men also use they stayed at Audi for an average of intensively overall. them more intensively than women. 21:28 minutes. While visitors called up the Internet More than one in every four Audi Internet presences of automobile manufacturers visitors used the configurator, which Audi has higher duration of visit an average of 2.16 times in April 2012, allows the user to put together a car with new car configurator male visitors went to the respective according to custom specifications. The offering an average of 2.27 times. Men Audi’s website, which recorded 410,576 share of male users of the configurator also spent more time here and called up visitors in April 2012, not only exhibits was 87%, which was again higher, as was more pages. the highest average duration of visit in the average duration of visit, at 40:03 the automobile sector, but also the high- minutes. The average duration of visit on automo- est average number of page views, at 43. bile manufacturers’ websites in April was 4 Copyright © June 2012 Nielsen Media Research GmbH Nielsen Digital Facts Automobiles 11,6%0,2% Electric and hybrid market gaining Electric and hybrid cars 16,9% importance Gross advertising expenditures 1-4/2012 While auto manufacturers increased their of the entire advertising pressure for automotive advertising investment by 11.8% in the 5,0% 5.0% were allotted to electric and hybrid models first four months of the year compared 0,0%0,6% with the previous year, proportionally 6,7% DM CM their increase of advertising pressure NP 0,2% 16,8% more advertising investments 11,6% +75.4% for their electric and hybrid models was 58,7% RD 5,8% for electric and hybrid cars significantly stronger.
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