Millennials aren’t exactly the top auto buying demographic these days. Automakers hope to change that trend by encouraging these consumers to come into a dealership and take a test drive. One way to improve interest and sales is to promote technology according to a new Next Generation Car Buyer Study from Autotrader.com.
Tag: audience targeting
Is it an anomaly or a real trend? Marketers are asking themselves this question as they study the findings released by Videology regarding the demographics of consumers who are watching online video ads. The firm’s research shows that consumers over age 65 have the highest view completion rate (VCR) and the highest click-through rate (CTR) for this ad format.
Earlier this year, American Express reported that consumers were feeling better about the economy and would start buying more non-essential items. As we approach the holiday season, an update on that prediction shows that the optimism is holding. At least 51% of consumers expect to make a major purchase between now and the end of the year.
Should marketers be doing more to specifically target Blacks with their messages? Blacks, which include African-Americans, make up about 14% of the U.S. population. These 44.5 million consumers are considered the largest racial minority – distinct from Hispanics who are an ethnic minority – in this country. Nielsen research reveals that marketers are cutting, when they should be increasing their spending on their audience.
Marketers can connect with potential clients through owned, earned and paid media. Each of these media formats makes an impact on consumers in a unique way. Nielsen’s research on consumer trust in advertising shows an improving trend and also links trust to a willingness to make purchases.
The LGBT community is garnering more respect these days as their struggle to achieve equal rights, especially in terms of getting legally married, was officially recognized by the U.S. Supreme Court earlier this year. Marketers have plenty of reasons to court this demographic. Research shows these consumers control $800 million in annual spending and they consistently reward marketers that are openly friendly to them and avoid those that use insensitive brand and promotional messaging.
Marketers have new ways to reach TV viewers, especially those with smart connections. Do these alternative ad formats work in the TV environment, especially when coupled with traditional TV ads? Nielsen surveyed consumers to learn about their attitudes on Smart TV ads and their findings are encouraging.
TV may still rule as a top form of entertainment and command big advertising money, but consumers are taking more control of their viewing schedule. In one of the biggest studies of its kind, the Ericcson ConsumerLab TV and Media report shows how consumers are changing their viewing patterns. These findings have implications for marketers who are accustomed to reaching a mass audience through this medium.
Are marketers suddenly paying more attention to the differences between the shopping habits of men and women? Yesterday, I reported on a Kelly Blue Book study about gender and auto buying. Today, I want to call your attention to an ICR release that shows how brand and price impact decision making by gender in the home improvement products sector.
Automakers are having their best year since the start of the Great Recession. Media reports have even hinted at shortages of some popular models in certain markets. While automakers must be cheering this good news, they aren’t about to let their guard down. They and their dealers face plenty of competition. One way to maintain an edge is to understand the nuances of various target audiences and Kelly Blue Book just released some interesting data points on this topic.