AutomotiveRole of Outdoor in driving the future of new car purchases.

The new auto buyer has constituted new marketing challenges.

• Auto advertisers face increasingly short window of influence to position brands and desire in the new market reality.

• Auto buyers enter the market with an initial consideration set, but with an open mind – 43% will switch from the first brand to the brand they ultimately purchase, while only 20% stick with the brand they ultimately buy.

• Auto buyers are moving beyond traditional media and diversifying their research behavior to include online, in-person and word of mouth.

• Declining auto loyalty among Gen-Ys as they opt for alternative transportation solutions – buying a car is no longer a necessity to get around.

• For those Gen-Ys who enter the market, the majority of them will consider 3 or more brands before they purchase.

• These young buyers constantly turn to their mobiles for greater research speed and frequency: from viewing car features, watching car videos, reading reviews to specs comparisons.

Constant connectivity empowers young buyers by increasing their knowledge of the marketplace.

Outdoor advertising connects auto buyers with products/brands; from building mass brand appeal to engaging one-to-one.

• Outdoor advertising has a role to command street presence where people are, inject brand familiarity while people are on-the-go, great directional medium to trigger response and drive engagement to build advocacy.

• By leveraging technology, digital outdoor advertising is able to create unique experiences and deliver engagement, all in an effort to make automotive advertising more exciting, entertaining and emotionally engaging.

Outdoor is the ultimate street presence, offering people on-the-go a welcomed distraction.

Provides high frequency, high-impact presence enabling brands a public face to trigger how we think about automotive and when we need to buy as part the commuter’s daily life.

71% consumers on-the-go (age 18+) notice Automotive advertising messages on Outdoor as time spent in vehicle increases by 31%.

Kinetic

Outdoor is proven effective in branding and eye-catching scores, significantly enhancing purchase consideration.

Millward Brown/BrandScience (automotive cases)

Outdoor drives brand stature and generates fame to get on the consideration list.

Information on outdoor ads is perceived to be trustworthy, confident, credible and desirable, making it the respected medium for brand discovery and consideration.

4 in 10 buyers have noticed directional messages, with a quarter prompted to immediately visit a dealership.

Google Insights (Automotive)

Outdoor is the last window of influence, not accessible by other mass reach media.

Proximity ads capture buyers in the right mindset, making it the ‘last contact is best’ to drive footfall into dealerships.

1 in 4 adults have been prompted by Outdoor advertising to search for a brand on their mobile browser.

Kinetic/Joule

With SoLoMo drivers, Outdoor enhances relevance to connect, involve and engage.

Generating positive word-of-mouth, particularly among the youth. 70% of 18-24 year olds find Outdoor entertainingly engaging.

Many Auto advertisers still follow the traditional sales funnel, resulting in a misrepresented weight of communication efforts – with an over investment in TV, Press and Digital.

To succeed in a highly competitive industry and ever-changing marketplace, advertisers must understand the needs of the auto buyer and consider new ways of marketing to them.

Outdoor advertising plays a significant role to connect in a more meaningful way through out the auto buying journey – whether used extensively for brand building, or uniquely reaching out to the on-the-go consumer and motorists to drive preference, consideration, action and loyalty.

In Summary.