6 out of every 10 users get informed through mobile devices (smartphones and tablets) during the process of buying a car (source: puls Marktforshung GmbH). If we divide this process in three phases (information, comparison, purchase), we can conclude that mobile is absolutely dominant in the first phase (55% of users use it), an essential device in the second one (40% compare) and less relevant in the purchasing phase (6%), which is understandable, since it is uncommon to purchase a car online.
Similarly, the average economic profile of the consumer who has smartphones and tablets is higher than of the one who doesn’t have them. While the members of the first group have an average of 34,000 Euros to purchase a vehicle, those who do not have mobile devices have an average of 19,000 Euros available (Source: AutoScout24).
Having in mind this information, as well as others, that were already mentioned on earlier occasions, such as the penetration of smartphones in Spain (70%), there are many advertisers who, for a while now, have trusted the mobile as the medium for their campaigns. These are some of the brands who have made campaigns on mobile devices this year:
Among the most preferred formats there are the combination of Banner + Interstitial, Rich Media, and Video, the last two being frequently used to generate greater brand memory and interaction with the user. I can’t also forget about the significant investment made by the car companies in the second screen, with multiple campaigns on Shazam, the solution which have been chosen, among others, by Renault, Volkswagen, Audi, BMW or Kia.
Apart from these formats, already widely installed in the mobile channel, the automobile sector is discovering, with satisfactory results, the “Native Ads” the branded content for the mobile medium. This exclusive solution from our Premium network reaches the percentage of interaction which is much higher than what the other formats can reach. Hyundai or Kia were the first advertisers to use it. Surely this format will be a great success in 2014.
