Advertising to auto intenders on mobile
The days of commuting to a retail location to window shop, price match, browse, and purchase are behind us. From shopping at home on a computer, to shopping on the fly on our smart phones; 31.5 million Canadian retail shoppers are embracing e-commerce.
The result of this change in shopping habits has resulted in in 64% of Canadians shopping on multi-platforms and 13% shopping on mobile only.
From grocery stores to record labels, digital transformation has disrupted many industries. The auto industry is no exception resulting in auto retailers continuously working to make the customer experience better by being where their audience is: on mobile.
Historically, auto-malls have been a great way for auto retailers to place themselves competitively against other brands. This set up created heavy foot traffic from auto intenders looking to learn more about a vehicle or that were ready to purchase.
Today the auto-mall is everywhere. Accessed from home on a computer or in transit on a smart phone. This digital version of the auto-mall has created a growing need for auto retailers to convert already informed customers that are landing on various site pages and to win back visitors that drop off and turn to competitors.
Canadians spend 73% of all digital time looking at retail options on mobile
Auto intenders mobile time is spent: researching, price matching and even appointment booking
Source: comscore, Google Dealer Guide Book
Before any customer centric experience can take place, auto retailers need to be able to drive the right traffic to the right landing page. To do this, brands need to be advertising where their audience is and deliver engaging content that is un-intrusive and full of value.
In a mobile first world, mobile devices are being used to learn, plan, navigate, research and purchase.
Auto brands looking to convert these mobile users into customers are using mobile data to infer who their customer is and the next best actions, including when and what to advertise. This small window of time to deliver the right ad to the right person is known as the “mobile moment”. Today, Canadians spend 87% of their time on mobile in-app resulting in many auto manufacturers turning to app environments to capitalize on that mobile moment.
During that mobile moment, in-app ads are delivered with context in an un-intrusive manner; making the customer feel as if the ad being seen is part of the app experience and has been personalized to their needs and wants. The result is higher user engagement and responsiveness
Source: Google Dealer Guide
In-app mobile advertising provides marketers with advertising opportunities that were
previously unheard of. Learn how APEX has helped brands engage audiences on mobile by using the most
premium network of location data, mobile data, and app partner network.