With automotive advertising spend in digital media hitting $5.07 billion in 2013 and predicted to increase to $7.8 billion by 2017, improving efficiency is more important than ever. Consumer reliance on digital media in the auto purchase process—77% of new-car buyers use the Internet in their vehicle shopping process—has transformed car buying from a simple, linear path to a cycle of ongoing consideration.
Car intenders now make multiple trips to the dealer to see a vehicle in person, then return home to do additional research through various channels. Those that do online research consider more brands and dealers, with one in four visiting the dealer they purchase from as a result of online information.
Download Rocket Fuel's original study on the Digital Automotive Landscape for fresh insights on the purchasing habits of car consumers, and how to reach them throughout an ever-more complex car-buying process.
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