The path to purchase a vehicle now lasts an average of 6 weeks in Brazil, just half of how long the industry believes it takes for people to buy a car.
And mobile is driving that shift. With smartphones being the most owned and used device,* we see that Brazilians are turning to mobile throughout the path to auto purchase. And there are more than 480 opportunities to reach them on Facebook and Instagram along the way. Read more
With many online resources at their fingertips, modern auto intenders may bypass car lots altogether on their increasingly digital path to purchase. How can marketers factor this shifting consumer behavior into their media strategy?
It used to be that when people needed to buy a car they would go to the dealer, walk down the rows of brightly colored models and listen to a salesperson talk about the latest and greatest makes and features. Today’s auto intender can bypass the car lot altogether and gather information from sites, apps, friends, family members and even experts, all at the touch of a button or scroll of the thumb.
In a previous study on auto intenders, we found that 27% of people in the US report doing most of their vehicle research on a mobile device.1 For key consumer segments, this number is even higher: 45% of Millennials (ages 18–34), 48% of Hispanics and 41% of people with household incomes greater than $200k report doing most of their research on a mobile device.1 Read more
With 45% of shopping journeys containing a mobile action1 and people switching devices and channels at will, paid search alone is no longer the most effective method for brands to get discovered or grow within their category. Marketers now know that they need to plan campaigns across digital channels to match where people are spending their time.
To help marketers plan across channels, the Facebook Marketing Science team explored how exposure to Facebook ads can influence people’s search behavior and impact search campaign performance across mobile and desktop. Read on for topline findings from that research and download the white paper for an expanded discussion of our analysis, vertical case studies and what it all means for marketers.
When it comes to digital campaigns, advertisers tend to lead with “Buy Now” messaging. But is the traditional direct-response approach the most effective way to reach people on digital? Not necessarily. Advertisers are beginning to evolve how they approach their digital marketing strategies, embracing techniques—like storytelling—that have been used successfully in driving business results on other channels (TV, print, email, search, etc.).
There are many moments that take place before a vehicle shopper becomes a new vehicle owner, from conducting research and asking friends and family for advice to narrowing down options and taking a test drive. No matter how much research one does and how many sources one consults, purchasing a new car is and always has been a complex process. To help auto brands better understand and connect with the people who matter to them, Facebook commissioned Ipsos Media CT to conduct a study of US auto intenders ages 18+ on how the car-purchasing process has changed for them and what it means for marketers.
For today’s teens and young adults, image is everything—particularly when it comes to how they communicate.
Take it from Aria, a 22-year-old from Canada: “People don’t really want to read through text all the time … they just want to see it visually. It’s more appealing.”
People look to visuals not just to learn what others have to say but also to express themselves, making images essential in today’s universal language. And Instagram, a visual member of the Facebook family of brands, is where people fluent in that language come together.
People have a growing appetite for creating, posting and interacting with video online, especially on mobile. Facebook, for instance, averages more than 3 billion video views per day—more than 65% of which happen on mobile. With just the swipe of a thumb, people have not only the power to control what content and advertising they view but also the power to decide how much attention they pay to that content. This environment of on-demand video consumption on mobile is compelling marketers to create impactful videos that deliver value. While the paradigm of content consumption has changed, marketers’ objectives have not.
As a step to better understand if video ads are changing people’s brand perceptions and purchase behaviors, the Facebook Marketing Science team commissioned Nielsen to analyze how Facebook video ads move brand metrics (Ad Recall, Brand Awareness and Purchase Consideration) in its BrandEffect database. What we learned is that every part of a video view—from initial impression to a complete view and everything in between—drives value.
The US Asian American1 community represents a diversity of languages, cultures and countries. While each culture within the Asian American audience is distinct, there are commonalities in how this active online audience uses digital media to be expressive.
Traditionally, marketers have leveraged print ads to prime consumers or primetime TV spots to remind consumers of a brand’s message. But the success of a campaign ultimately hinges on using the right creative in the right sequence to achieve the best results, whether the metrics for success are driving consumer action or brand awareness. Read more