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General Motors Ranks as the Heaviest Online Advertiser Among Auto Manufacturers in January, According to comScore Ad Metrix

Posted by Mort Greenberg on March 29, 2008

Source: http://comscore.com

GM Delivers 27 Percent More Display Ads than Toyota in Total, but Toyota Delivers 32 Percent More Ads per Person Reached

Auto Manufacturers Advertise Heavily on Portals and Auto Resource Sites

RESTON, VA, March 27, 2008 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a study using data from the comScore Ad Metrix service that examines online advertising by auto manufacturers in January 2008. comScore Ad Metrix provides detailed reporting of the number and types of online display ads viewed by Internet users (from both the publisher and advertiser perspectives) for the U.S. market, with January marking the first public release of the advertiser-level data.

“The introduction of comScore Ad Metrix advertiser-level reporting represents a significant milestone for the online advertising industry,” said Alistair Sutcliffe, vice president of comScore Advertising Solutions. “It is a major step towards greater media measurability and accountability and gives advertisers an in-depth view of who they’re reaching with their online campaigns.”

comScore Ad Metrix measures the number of times each advertisers’ ads are viewed and where they are viewed, along with information on the demographics and online behavior of those Internet users being reached. comScore Ad Metrix also provides reach and frequency calculations, samples of the creative ad units delivered, and information on ad sizes.

GM Leads in Online Ads among Auto Manufacturers

General Motors was the top online advertiser among auto manufacturers in January, delivering nearly 1.7 billion total display ad views in the U.S., followed by Toyota (1.4 billion) and Ford Motor Company (1.1 billion). General Motors also led in reach, with approximately 103 million unique individuals receiving their display ads during the month, followed by Ford which reached 95 million people and Toyota which reached 62 million. But, both General Motors and Ford were outmuscled by Toyota in terms of ads delivered per person reached. Toyota delivered a frequency of 22 ads per person during the month, compared to 16 for General Motors and 11 for Ford.

Top Auto Manufacturer Online Advertisers by Total Display Ad Views

January 2008

Total U.S. – Home/Work/University Locations

Source: comScore Ad Metrix

Advertiser 

Total Display Ad Views (000)

Share of Voice*

Ad-Exposed Unique Visitors (000)

Average Frequency

General Motors

1,687,065

32.8%

102,574

16.4

Toyota

1,356,782

26.4%

62,428

21.7

Ford Motor Company

1,075,831

20.9%

94,987

11.3

Honda

377,863

7.3%

57,923

6.5

Nissan

291,666

5.7%

31,262

9.3

Chrysler LLC

123,868

2.4%

22,142

5.6

Hyundai Motors Inc.

95,246

1.9%

16,723

5.7

Volkswagen

60,498

1.2%

7,126

8.5

Suzuki Motor Corporation

42,491

0.8%

15,389

2.8

Harley Davidson

35,287

0.7%

6,109

5.8

*Share of voice among Top 10 advertisers in the category

“GM has really led the auto industry in its use of online advertising,” added Mr. Sutcliffe. “And, their recent announcement that half of their $3 billion annual advertising budget would be spent online in the coming years is likely to be a bellwether for many industries. Many traditional advertisers are beginning to understand that the Internet enables them to efficiently build their brands by achieving their demographic reach and frequency goals while at the same time reaching the most attractive, behaviorally-defined target segments. This is a winning recipe for achieving an attractive return on one’s advertising investment.”

Auto Manufacturers Advertise Heavily on Portals and Auto Resource Sites

The top publisher sites on which auto manufacturers advertise are primarily portals and auto resource sites.  Yahoo! Sites (936 million display ad views) and Microsoft Sites (585 million display ad views) deliver the most total impressions for auto manufacturers, and both also deliver significant reach with these impressions.

Auto resource sites also factor prominently into auto manufacturers’ online advertising strategies, with AutoTrader (114 million display ad views) and Edmunds.com (98 million display ad views) leading the way.  Though these sites have a narrower reach than portals, they represent a desirable and highly targeted audience for auto manufacturers.

Top Properties where Auto Manufacturer Display Ads Appear

January 2008

Total U.S. – Home/Work/University Locations

Source: comScore Ad Metrix

 Property

Total Display Ad Views (000)

Share of Voice*

Ad-Exposed Unique Visitors (000)

Average Frequency

Yahoo! Sites

935,550

18.0%

72,041

13.0

Microsoft Sites

584,889

11.2%

39,615

14.8

Fox Interactive Media

550,288

10.6%

41,660

13.2

AOL LLC

316,772

6.1%

33,808

9.4

AutoTrader

113,764

2.2%

3,698

30.8

Edmunds.com

97,579

1.9%

4,359

22.4

KBB.com

83,529

1.6%

4,669

17.9

eBay

80,918

1.6%

15,027

5.4

Time Warner – Excl. AOL

53,674

1.0%

8,855

6.1

Google Sites

50,306

1.0%

16,192

3.1

*Share of voice based on all publisher sites where Auto Manufacturer display ads appear

Toyota Scion xB Has Most Viewed Display Ad among Auto Manufacturers in January

comScore Ad Metrix also provides visibility into aspects of the display ads being viewed, including ad size and file type. The majority of the top 10 auto manufacturer display ads in January were for new model introductions, with the Toyota Scion xB 120 x 240 flash (swf) ad ranking atop the list with 12.6 percent of all display ad views in the category. Honda’s “Battle of the Bands” ad ranked second with 2.9 percent, followed by a Chevy Malibu new model ad with a 2.4-percent share.

Top Online Display Ad (Creatives) among Auto Manufacturers

January 2008

Total U.S. – Home/Work/University Locations

Source: comScore Ad Metrix

Company

Make

Model

Strategy/Promotion

Ad Size (Pixels)

Type

% of Total Display Ad Views among Auto Manufacturers

Toyota

Scion

xB

New Model Promotion

120 X 240

swf

12.6%

Honda

Honda

n/a

Battle of the Bands

175 X 110

gif

2.9%

General Motors

Chevrolet

Malibu

New Model Promotion

350 X 200

swf

2.4%

General Motors

Saturn

All

All New Models Promotion

350 X 200

swf

2.2%

General Motors

Chevrolet

Malibu

New Model Promotion

728 X 90

swf

2.1%

General Motors

Chevrolet

Malibu

New Model Promotion

300 X 250

swf

2.0%

General Motors

Chevrolet

Malibu

New Model Promotion

300 X 250

swf

2.0%

Toyota

Toyota

Sequoia

New Model Promotion

300 X 250

swf

1.7%

Toyota

Toyota

n/a

Branding Logo

88 X 31

gif

1.5%

Honda

Acura

n/a

Certified Pre-Owned Vehicles

468 X 60

gif

1.3%

To request more information on comScore Ad Metrix, please visit: http://www.comscore.com/contact

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world. For more information, please visit www.comscore.com/boilerplate

 

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