Phoenix Marketing International Introduces New Advertising Performance Index Models and Reveals April Auto Insights Data

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April data reveals that 45% of consumers in the market for a car will purchase in the next three months and ads for the Infiniti Q50 and Toyota Tundra were strong performers.

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Phoenix is constantly evolving our advertising effectiveness models, both creative and in-market, on a regular basis to make sure they accurately reflect the current state of automotive advertising and capture as much nuance as possible.

Phoenix Marketing International today announced that the Automotive Practice has introduced an all-new version of its TV and Print Advertising Performance Index (AdPi) models, which utilize data collected from its Syndicated Automotive Brand and Advertising Audit. The Automotive Practice collects data from consumers who were recently or are currently in the market for new vehicles in various vehicle categories. Approximately thirty percent of the creative metrics now tracked by Phoenix are brand new. These new metrics are the result of trends or themes that have emerged in the market, which were also found to make a statistical impact on predicting actions and intentions taken by consumers.

Each month the Automotive Practice reveals Auto Insights from the Automotive AdPi Audit, which tracks up to 80% of the most current ads in the automotive marketplace. Some of the key metrics uncovered in the April research include:

  • Ads that depict vehicles in action while using relatable storylines excelled in April.
  • In the Luxury segment, the safety themed Infiniti Q50 ad (a consistently strong performer) was the top Luxury ad due to its use of a relatable safety feature demonstration that was relevant and connected with viewers on an emotional level.
  • In Non-Luxury, Toyota’s Tundra ad benefits mostly from strong engagement and unique visuals.
  • Both the Infiniti and Toyota ads induce strong net intent to take action as a result of seeing the ad.
  • The percentage of April near-term Intenders who plan to purchase in the next three months remains relatively stable at 45%, and is still somewhat above year-over-year data from April, 2013.

These results are based on intricate AdPi models that effectively diagnose where an ad is either on or off its intended strategy. Additionally, these models help Phoenix and its clients understand how a particular ad is resonating creatively among general-market consumers, as well as determine if an ad inspires in-market actions and intentions as a result of seeing the ad.

“It’s no secret that the automotive advertising space evolves continuously,” said Dennis Syrkowski/President, Phoenix Marketing International Automotive Group. “As a result, Phoenix is constantly evolving our advertising effectiveness models, both creative and in-market, on a regular basis to make sure they accurately reflect the current state of automotive advertising and capture as much nuance as possible.”

The newest dimensions added to these models include a Styling Connection and Focal Connection, both of which are comprised of various creative metrics. The inclusion of these dimensions and their supporting creative metrics demonstrate that these concepts have become more important in recent months in terms of inducing actions and intentions among automotive consumers.

Many interesting observations can be gleaned from the all-new TV Creative AdPi model. First, there is no set formula for creating a successful ad. Phoenix’s latest model reveals that the primary creative drivers (Showing A Vehicle Viewers Would Love To Buy and Making Viewers Want To Take Actions - both creative metrics in the survey) have the most direct impact on inducing action from a viewer. However, there are multiple pathways in which an ad can take to impact those primary creative drivers, which ultimately impact the ad’s overall Creative AdPi score. It’s primarily dependent upon what the advertiser is trying to convey and the overall strategy as to which pathway is the most appropriate. Second, the latest model shows that there is less emphasis on engagement (Entertaining, Humorous, Clever, Unique), which is a trend that Phoenix has observed in its research over the last year. In other words, consumers value substance more than just being entertained. According to Phoenix Vice President Brian Maraone, “It’s clear from our research that you must do more than just engage the audience and our new TV Creative AdPi model certainly supports that finding. Viewers want to be engaged, but they also really want to be informed about the vehicle and its unique features.”

The all-new Print Creative AdPi model also yields some exciting and interesting observations. There are two distinct pathways a print ad can take to achieve success. First, it can appeal to viewers by connecting through the Empathy, Engagement, and Styling dimensions. Unique visuals or taglines can work well to grab viewers’ attention. Additionally, appealing to the emotions of the audience through inspiring and reassuring messages can also work well. Second, an ad can appeal by being informative. Addressing important, relatable issues that tell viewers something new (examples – fuel efficiency, performance, and quality) can be an effective way to appeal to the audience.

Along with testing TV and Print mediums, Phoenix will soon be launching a Syndicated Automotive Digital Ad Tracking program. The expected launch of this new program is Q4, 2014.

To view any of Phoenix Marketing International’s recent Automotive Practice reports, please click here.

Phoenix measures advertising performance across five vehicle categories (non-luxury car, non-luxury CUV/SUV, truck, luxury car, and luxury CUV/SUV) and tracks the brand health of leading automotive companies in two segments (luxury and non-luxury). Data are collected monthly from 1200+ U.S. consumers who have recently purchased or are currently in the market for a new vehicle. Brands tracked for advertising and brand data include Acura, Audi, BMW, Buick, Cadillac, Chevrolet, Chrysler, Dodge, Fiat, Ford, GMC, Honda, Hyundai, Infiniti, Jaguar, Jeep, Kia, Land Rover, Lexus, Lincoln, Mazda, Mercedes, Mini, Mitsubishi, Nissan, Porsche, Ram, Range Rover, Scion, Subaru, Suzuki, Tesla, Toyota, Volkswagen, and Volvo.

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Kristin Johnson
Phoenix Marketing International
+1 845-876-8228 Ext: 308
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