Facebook Ads Increase Vehicle Consideration, Study Shows
January 16, 2014
DETROIT — A new study by comScore and initiated by Facebook shows that Facebook automotive campaigns on Facebook drive more people to consider brands and models advertised, while also decreasing considerations of competitors.
The study, analyzed five major automotive campaigns on Facebook between May and August 2013, showed that Facebook ads increased brand searches 11 % and 10% per person, while decreasing brand searches for competitors by 3% and searches for competing models by 14%.
"As more people shop for cars and conduct research online, marketers using Facebook have never had greater opportunity to influence every stage of the purchase funnel,” said Kass Dawson, head of automotive strategy at Facebook, during the Automotive News World Congress in Detroit. “This study shines a spotlight on how Facebook influences mid-funnel behavior and demonstrates that automotive ads on Facebook make your overall campaigns work harder."
According to the study, Facebook campaigns increase visits to brand sites by 37 percent and page views by 38%. Visits to model pages also increased by 50%, while page views increased by 46%. Additionally, the number of visits per person to automotive sites increased 9%, while brand page visits and page views increased 17% and 19%, respectively.