Animation best vector for auto ads
Details
Michelle Clancy
| 19 September 2019

An analysis of more than $10 billion in TV ad spend from nearly 200 auto brands during the first half of the year shows that animation was the most effective genre for response.

Meanwhile, sports was the most popular genre, despite continually delivering average results, according to the report from TVSquared.

The report also found that 15-second spots had a cost-per-response (CPR) 25% lower and a response rate 50% higher than traditional 30-second ads.

The highest response rates were seen during daytime TV (33% more during weekends and 21% during weekdays); Mondays performed the least effectively, and were 18% more expensive in delivering response vs other days.

“Amid pressure to maximise ad spend, attract new buyers and secure future growth, auto brands should focus on middle- to down-funnel KPIs for their TV ads to drive response – such as locating dealerships or engaging with new car configurators,” said Mark Hudson, head of Business Intelligence at TVSquared. “A user’s journey to purchase a car can take weeks or months to complete, so measuring these types of responses gives brands insightful and quantifiable indicators of TV performance.”