DoubleVerify：汽车行业保持追踪和驱动性能的质量洞察力指南（英文版）（22页）.pdf

1、2Accelerate the Effectiveness of Your Online InvestmentsConsumers have a growing interest in owning a vehicle in the post-pandemic world,not only for convenience but also for safety reasons.In fact,rideshare services have been slow to return to their pre-pandemic pace of growth as people prefer usin

2、g personal vehicles to satisfy their transportation requirements,according to a report from Deloitte.From a marketing standpoint,92%of car buyers research online before they buy a vehicle,so getting the right messaging in front of them during the decision-making process is vital.In fact,automotive a

3、dvertisers are expected to spend over$17 billion on digital advertising in 2022 in the U.S.alone.But with supply chain disruptions,chip shortages and escalating shipping costs affecting the bottom line,its critical that automakers are getting the most out of their digital investments.3Rev Your Engin

4、esBelow are five important trends auto advertisers will want to know before going full throttle on theirmedia campaigns.1.Digital touchpoints matter.Ninety-two percent of car buyers,globally,research online prior to purchase.In fact,global car buyers use more than six digital touchpoints when resear

5、ching a car to buy,according to Google Gearshift 2021.2.Although auto-focused sites provide greater quality,viewability presents challenges.Ads saw a 16%lower overall violation rate for fraud and brand suitability on auto-focused domains sites that index highly by volume for auto advertisers compare

6、d with other websites,DV findings show.However,many of these sites do not rely on advertising as a primary revenue stream,leading to optimization challenges that reduce ad viewability.Auto-focused sites,which tend to charge a premium price to auto advertisers,saw display and video viewable rates 9%a