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Automotive
We've brought together our latest automotive studies from across the globe to help you understand what your customers are searching for and the impact of different media. Access our case studies, thoughts from leaders, infographics, and research data to learn how to improve your digital strategy for automotive.
Studies
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YouTube TrueView ads double monthly trade-in vehicles at Rick Case Honda, resulting in 12x ROI
Rick Case Honda partnered with Car-mercial.com to produce YouTube TrueView in-stream ads encouraging vehicle trade-ins. After launching the ads, the dealership doubled the number of trade-ins from a competing make from 10 per month to 20 per month. Rick ...
Preview the Study Download: PDF
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Chevy Sonic "Firsts" campaign leveraged YouTube to engage millennials
Chevrolet launched a series of YouTube videos for the Chevy Sonic "Firsts" campaign, supported by a full suite of YouTube Google ads. They saw a net increase in subscribers on their YouTube channel, as well as increased brand lift and ...
Preview the Study Download: PDF
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Constant Consideration Research Study
Digital is changing the habits of auto shoppers, turning pre-market, in-market, and post-market phases into a cycle of constant consideration in which brand influence can be won or lost at any point. Though 63 percent of consumers enter the market ...
Preview the Study Download: PDF
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2012 Automotive Tires Path to Purchase
What do tire buyers look like today? According to this Google/Compete 2012 study, today's tire shoppers:
- Shop for regular maintenance and just 8% purchase for a particular season. They look for durability, they research on the go, and ...
Preview the Study Download: PDF
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Maintenance Purchase Path Cross-Shopping Analysis
Google studied tire shoppers' use of different types of queries within the 6 months prior to conversion to better understand how tire purchasers approach the shopping process. Here are the key findings:
- 34% of maintenance shoppers start with a non-branded ...
Preview the Study Download: PDF
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New Vehicle Purchase Path Cross-Shopping Analysis
Google studied new vehicle purchasers' use of different types of queries within the 6 months prior to purchase to better understand how vehicle purchasers approach the research process. Here are the key findings:
- Shoppers enter the market with an initial ...
Preview the Study Download: PDF
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Vehicle Tire Purchase Path Cross-Shopping Analysis
Google studied tire shoppers' use of different types of queries within the 6 months prior to conversion to better understand how tire purchasers approach the shopping process. Here are the key findings:
- Tire shoppers enter the market with an open ...
Preview the Study Download: PDF
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2011 Vehicle Service Path to Purchase
The purpose of this 2011 Google/Compete study is to quantify consumers' use of the online channel for automotive services research and shopping. Today's vehicle service shoppers:
- Typically purchase for routine maintenance or repair prefer to buy in-person when ...
Preview the Study Download: PDF
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Volvo Across Screens
Groundbreaking cross screen research helps reveal the full branding benefits of advertising beyond just TV. This case study with Volvo reveals:
- 74% of those exposed to Volvo's ads across multiple screens - TV, mobile and video - recalled the brand successfully ...
Preview the Study Download: PDF , PPT
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Automotive Shopping Behavior Study 2011
Today's vehicle shoppers research and decide faster than ever. They use a diverse set of online tools in their research process and have high expectations from brands throughout the path to purchase. Insights from this year's auto buyflow ...
Preview the Study Download: PDF , PPT
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Google Display Network vs. Portal Takeovers for Auto Insurance seekers
What's the best way to balance precision and scale when targeting the auto insurance customer? We looked at the effectiveness of reach with Compete and found:
- 66% of auto insurance seekers can uniquely be reached via a one-day Google ...
Preview the Study Download: PDF , PPT
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Google Display Network vs. Portal Takeovers for Auto Part Shoppers
Auto part shoppers are a very specific target customer. A study commissioned with Compete finds out how many can be targeted with the Good Display Network relative to traditional homepage takeovers:
- The Google Display Network exclusively reaches 35% of auto ...
Preview the Study Download: PDF , PPT
Videos
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Volvo S60 Augmented Reality App
Case Study
Volvo S60 Augmented Reality App
Volvo wanted the release of its S60 to get noticed with the younger demographic. Volvo created an augmented reality experience in a YouTube masthead unit, allowing users to play the Augmented Reality Driving Game with their phones, from within the ...
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The Zero Moment of Automotive Truth Video
Research
The Zero Moment of Automotive Truth Video
The new mental model for how shoppers approach buying a vehicle. Auto makers and resellers learn to understand the importance of the Zero Moment of Truth.
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Social Media Planning Begins with Listening
Interview
Social Media Planning Begins with Listening
In an interview, Matt Van Dyke, Director of Marketing Communications at Ford Motor Company, discusses the importance of listening to consumers when planning their social media strategies at Ford.
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Viewership & Engagement with Video
Interview
Viewership & Engagement with Video
In an interview, Matt Van Dyke, Director of Marketing Communications at Ford, discusses the importance of video in marketing strategies.
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Engagement with Social
Interview
Engagement with Social
In an interview, John Lisko, Executive Communication Director at Saatchi & Saatchi, discusses the importance of engaging customers with social.
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Toyota Swagger Wagon Video's Development
Interview
Toyota Swagger Wagon Video's Development
In an interview, Tim Morrison, Vice President Sales & Dealer Development at Toyota Motor Sales USA Inc., discusses how the Toyota Swagger Wagon campaign began via YouTube.
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Product Builds the Brand via Social
Interview
Product Builds the Brand via Social
In an interview, Tim Morrison, Vice President Sales & Dealer Development at Toyota Motor Sales USA Inc., discusses how the product (i.e. Prius) built the brand via social interaction.
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A Comprehensive Social Strategy
Interview
A Comprehensive Social Strategy
In an interview, Tim Morrison, Vice President Sales & Dealer Development at Toyota Motor Sales USA Inc., discusses the importance of building an overall social strategy.
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Listen & Learn
Interview
Listen & Learn
In an interview, Tim Morrison, Vice President Sales & Dealer Development at Toyota Motor Sales USA Inc., talks about the importance of listening to customers on social.
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Digital Test & Learn
Interview
Digital Test & Learn
In an interview, John Lisko, Executive Communication Director at Saatchi & Saatchi, discusses the importance of testing & learning with technology to provide innovation.
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Customers Participating with Brands
Interview
Customers Participating with Brands
In an interview, John Lisko, Executive Communication Director at Saatchi & Saatchi, discusses the importance of customer's participating with the brand and shaping the future of the brand.
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Mobile's Importance to Brands
Interview
Mobile's Importance to Brands
Edmund Purcell discusses how mobile has changed the advertising landscape and it's importance to building and maintaining a brand. He discusses how mobile allows you to tell when and where someone is access a brand.
Infographics
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Constant Consideration Infographic
Constant Consideration Infographic
Digital has changed the purchase path for auto shoppers. As pre-market, in-market, and post-market phases have evolved into a cycle of constant consideration, brand loyalty can be won or lost at any point. This infographic demonstrates the impact of these ...