The key to a successful automotive campaign

Rocket Fuel has identified the most important factors that lead to success in automotive campaigns. To this end, the company analyzed the results of over 7,500 digital automotive ads that were traded via its platform between September and November 2013. The overview reveals the following results:

- Black cars are "in" and are associated with luxury
- Special offers lead to fewer clicks and fewer conversions
- Safety first: 134 percent higher click rate
- Awards increase clicks by 90 percent
- 116 percent more conversions when ads are individually and interactively customizable
- Ads with a white or black background achieve fewer clicks but more conversions
- 72 percent more conversions for car images without people

Pictures of the vehicle are more effective than photos of people

Although the prevailing opinion is that ads with faces are the most effective, the study by Rocket Fuel shows that this is not the case for automotive campaigns. A campaign is more successful when images of the vehicle are shown; human faces only contribute to success when they appear together with the car. In this case, the conversion rate increases by 72 percent.

Price is more important than special offers

According to the study, the most effective ads are those that quote the original price without any special offers. Overall, ads that show special offers tend to achieve a lower click-through and conversion rate in a campaign. Those that do not mention either the normal price or a special offer tend to focus on the car itself rather than containing large amounts of text. In terms of information content, safety (+134 percent CTR), reliability (+92 percent) and awards (+90 percent) are the most effective tools. Advertising claims that refer to such awards achieve the highest and most similar click-through and conversion rates.

Individual design increases effectiveness

When a campaign allows users to create or configure their own vehicle, including choosing extras and adjusting the price accordingly, ads attract much more attention from consumers and achieve 116 percent more conversions than the industry average. The most popular campaigns are those that allow users to change the color of the car. In such campaigns, users are often directed to the manufacturer's website. Other popular call-to-actions used by advertisers are: "View details", "Find your model", "Compare", "View offers", "Find a dealer", "Learn more", "Click here" and "Buy now" (sorted by effectiveness).

Black cars are "in"

The colors that bring the highest conversion rate are black and the option to choose the color individually. Black cars are associated with luxury and are aimed at an older generation. The greatest appeal in campaigns is interactivity, where consumers can customize the color. When analyzing the predominant colors and the background colors used, there are clear differences in terms of performance. Ads with white or black backgrounds achieve fewer clicks but more conversions, with a rate of 10 to 20 percent compared to the industry average.

Based on the results of its study, Rocket Fuel has compiled a list of the five most effective practices for automotive advertising campaigns:

1. price is more important than special offers
2. select a black or white background
3. the car is important, not the driver
4. mention reliability and proven track record
5. let users design their own model

You can view the results of the study here download.