New Study Shows Facebook Ads Increase Vehicle Consideration, Decrease Competitor Consideration

The annual North American International Auto Show kicks off this week in Detroit, once again offering a glimpse at the future of automotive design and technology. And as auto marketers work to reach and influence in-market consumers, a new comScore Action Lift study initiated by Facebook shows Facebook’s impact on new vehicle consideration.

Speaking today at Automotive News World Congress in Detroit, Kass Dawson, head of automotive strategy at Facebook, will announce the results of the new study. comScore’s findings are two-fold: The study shows that automotive campaigns on Facebook drive more people to consider brands and models advertised, while also decreasing consideration of competitors.

“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,” says Kass. “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.”

About the study

Increasing time spent online and access to new vehicle information have reshaped the way people research and evaluate cars. Consumers now consider more vehicles and ultimately visit fewer dealerships than ever. In turn, automotive marketers are re-evaluating how they reach and influence in-market consumers.

To understand Facebook’s impact on new vehicle consideration, Facebook initiated a study with comScore to analyze five major automotive campaigns on Facebook between May and August 2013. By comparing a paired test and control group, defined using their Action Lift methodology, comScore looked at the ability of those campaigns to drive incremental lift in vehicle consideration, in terms of site visitation and search outcomes.

Full Article & Findings: https://www.facebook.com/business/news/New-comScore-Study-Shows-Facebook-Ads-Increase-Vehicle-Consideration-Decrease-Competitor-Consideration