While these ads attracted plenty of views during the single most-watched sporting event of the year, only a few brands were able to turn views into major increases in online shopping activity.
Nashville, TN (PRWEB) February 10, 2014
Dataium, the largest aggregator of automotive shopper behavior, released its Game Day Auto Ad Review, an analysis of online shopping activity on dealership websites before, during, and after the biggest American sporting event of the year. Popular brands from around the globe spent millions of dollars on commercial advertisements during the game, in hopes of driving consumers into their showrooms to buy their vehicles. Dataium's online shopping analysis is the only source of market intelligence at the dealer website level and provides unique insights into how consumers responded to these multimillion dollar advertising events.
Import luxury brands had their sights set on winning over more shoppers, and ad buys from unexpected brands drove online shoppers to dealer sites. The Maserati Ghibli stole the show with an impressive ad in the beginning of the game: visitor traffic to Maserati dealer websites was up 122% on the Monday after game day compared to the previous week, and the number of visitors viewing the Ghibli online increased 193%. Jaguar also experienced a major uptick in online traffic after their "British Villains" advertisement for the new F-Type coupe. Traffic to Jaguar dealer websites increased 16% from the previous week, and 44% more visitors viewed the F-Type online the Monday following game day than the week before.
Detroit invested heavily in game day advertisements: Chrysler, Ford, and GM all ran multiple ads throughout the big game, with Jeep and Chrysler also acting as halftime and post-game sponsors for the event. Traffic was up on Chrysler dealership websites by 9.7% over the previous week on the Monday after their controversial ad spot featuring Bob Dylan. Jeep closed out 2013 with impressive gains and new model releases, and although they reinforced this with their "Restless" ad campaign, online shopping to Jeep dealership websites was down 3.5% from the previous week. Ford doubled-down with their "Nearly Double" ads touting their fuel-efficient product line, but online traffic to Ford dealership sites declined from the previous week by 4.5%. Traffic to Chevrolet dealer websites was down 5% on the Monday after game day compared to the previous week, despite multiple commercial slots emphasizing the power and durability of the Silverado.
"Everyone loves entertaining ads on game day, but the relationship between commercial views and online shopping activities is tenuous at best," commented Joe Burns, Director of Business Intelligence at Dataium. "Advertising spend doesn't necessarily equate to customer engagement at the dealer level, and engagement is one of the most important measurements of successful marketing to internet-savvy shoppers. While these ads attracted plenty of views during the single most-watched sporting event of the year, only a few brands were able to turn views into major increases in online shopping activity."
Dataium's exclusive analysis of game day campaign impact on dealership website shopping activity is available at Dataium's Data Library.
About Dataium, LLC
Dataium is the largest aggregator of online automotive shopping behavior. The company collects, analyzes, and indexes billions of online automotive shopping events from millions of active auto shoppers monthly, and supports cutting-edge data collection, analysis, proprietary research and reporting technology. For more information, visit http://www.dataium.com, email: info(at)dataium(dot)com, or call 877.8963282.