市場調查報告書
商品編碼
1466272
汽車廣告市場:按類型、產品、類別、最終用戶分類 - 全球預測 2024-2030Automotive Advertising Market by Type (Location Independent Advertising, Location-Based Advertising), Product (Experiential Marketing, Online Advertising, Outdoor Advertising), Category, End-User - Global Forecast 2024-2030 |
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預計2023年汽車廣告市場規模為828.4億美元,預計2024年將達到913.3億美元,2030年將達到1,670.7億美元,複合年成長率為10.54%。
汽車廣告著重於激發消費者興趣並影響不同潛在汽車購買者群體的購買決策的行銷策略。快速採用以提高對特定車型的認知並突出品牌認知度,以及全球越來越多的汽車廣告公司正在推動市場成長。此外,社群媒體和數位行銷對汽車廣告的影響正在推動市場擴張。創新和有吸引力的廣告的巨大成本、季節性銷售下降以及汽車廣告商之間的激烈競爭正在限制市場成長。汽車產業的創新行銷宣傳活動具有巨大的成長潛力。此外,將先進的人工智慧工具納入汽車行銷策略預計將為汽車廣告市場創造成長機會。
主要市場統計 | |
---|---|
基準年[2023] | 828.4億美元 |
預測年份 [2024] | 913.3億美元 |
預測年份 [2030] | 1,670.7億美元 |
複合年成長率(%) | 10.54% |
類型:旨在提高消費者參與度的定位性廣告需求正在成長
作為一種全球化的傳播形式,與地點無關的廣告透過利用數位平台、社交媒體、電視、印刷媒體、廣播和其他媒體超越了地理界限。基於位置的廣告利用 GPS 技術根據消費者的地理位置來定位消費者。雖然與位置無關的廣告具有更廣泛的覆蓋範圍,但它們可能缺乏基於位置的廣告的個人化方面。最終,選擇取決於品牌的目的和目標市場,這表明現代汽車廣告實踐正在不斷變化。為了進行成功的行銷宣傳活動,品牌需要選擇最適合目標的策略。
產品:具有互動功能的線上廣告越來越受歡迎。
體驗式行銷旨在透過邀請消費者參與直接的互動式品牌體驗(例如 VR 試駕、展示室探索和快閃店)來吸引消費者。汽車網路廣告利用搜尋引擎行銷、社群媒體廣告、上下文廣告和展示廣告等媒體。汽車製造商策略性地使用搜尋引擎廣告來提高其線上知名度。我們使用「SUV」、「轎車」和「電動車」等汽車廣告的按點擊付費競標等技術來增加我們網站的流量並提高品牌知名度。
社群媒體廣告能夠根據地理位置、興趣和行為定位目標受眾,已成為汽車產業有效的線上管道。影片和Over-The-Top廣告使汽車製造商能夠創建互動且引人入勝的內容。 OTT 平台根據觀眾的觀看習慣描述資料驅動的定位汽車廣告的機會。汽車製造商和汽車網站上的網站廣告旨在留住訪客並將其轉化為買家。其中包括展示廣告、彈出廣告和側邊欄廣告。戶外廣告提案了透過廣告看板、交通廣告和其他公共場所廣告接觸廣泛消費者的機會。展示車型、令人印象深刻的圖像或降價或低息融資等獎勵的廣告看板是汽車製造商傳統但有效的行銷工具。您可以透過在購物中心、火車站和機場等戰略位置放置海報和廣告看板來有效地瞄準汽車購買者。前貼片廣告是在用戶選擇內容之前播放的促銷影片訊息。前貼片廣告是在觀眾選擇線上影片內容之前播放的簡短、引人入勝的影片。它是推廣新車款和特別宣傳活動的有效工具。趨勢是將焦點轉向線上和體驗式行銷,因為它具有互動性並且可以吸引特定人群。相較之下,戶外廣告則因技術的進步而保持穩定。
類別:在一般品牌知名度宣傳活動中更多地使用非上下文廣告以覆蓋更廣泛的受眾
上下文廣告是一種依賴用戶瀏覽行為的自動定位形式,已被證明是吸引汽車領域受眾的有效工具。非上下文廣告不依賴用戶行為,因此透過向所有用戶投放相同的廣告,您可以實現更廣泛的覆蓋範圍並提高整體品牌知名度。然而,缺乏個人化往往會抑制個人層面的參與。這些策略之間的選擇最終取決於每個宣傳活動的特定目標。汽車廣告領域也見證了汽車製造商和數位平台之間的重大合作。
最終用戶:OEM擴大使用汽車廣告來吸引汽車製造商。
汽車經銷商站在製造商和客戶之間,優先考慮廣告、突出新車型、經銷商福利和售後服務。經銷商主要需要在廣告中清楚表達車輛屬性、價格和獨特的銷售主張。目標商標產品製造商 (OEM) 是製造汽車零件的公司,非常注重宣傳其產品的品質、耐用性和技術進步。他們的廣告偏好是產品專業、先進功能和符合安全標準。經銷商的廣告是對客戶友善的,強調利益和經濟的定價。相較之下, OEM廣告宣傳其產品的堅固性和原創性,以吸引其他製造商。
區域洞察
在以美國和加拿大為中心的美洲,汽車廣告業是由消費者對以汽車便利性為中心的個人移動性和生活方式的偏好所影響的。政府措施和消費者日益增強的環保意識正在推動人們轉向電動車和環保替代品,汽車廣告中綠色技術專利的成長證明了這一點。縱觀歐洲、中東和非洲,歐洲國家呈現多樣化的需求,重點是永續移動解決方案和電動車(EV)。歐洲、中東和非洲的廣告業正在利用這些趨勢來進行有影響力的宣傳活動。中東和非洲市場受到豪華車強勁需求和基礎設施成長的強烈影響,並且正在製定強調豪華和耐用的獨特廣告策略。在亞太地區,由於印度、中國和東南亞等國家的經濟成長,對汽車廣告的需求不斷增加。廣告需求的主要驅動力是這些市場龐大的產量和銷量,以及消費者對電動和輕型汽車偏好的變化。網路影片和社群媒體平台等數位廣告管道的成長,尤其是在人口稠密的城市,進一步強化了這項需求。
FPNV定位矩陣
FPNV定位矩陣對於評估汽車廣告市場至關重要。我們檢視與業務策略和產品滿意度相關的關鍵指標,以對供應商進行全面評估。這種深入的分析使用戶能夠根據自己的要求做出明智的決策。根據評估,供應商被分為四個成功程度不同的像限。最前線 (F)、探路者 (P)、利基 (N) 和重要 (V)。
市場佔有率分析
市場佔有率分析是一種綜合工具,可以對汽車廣告市場供應商的現狀進行深入而深入的研究。全面比較和分析供應商在整體收益、基本客群和其他關鍵指標方面的貢獻,以便更好地了解公司的績效及其在爭奪市場佔有率時面臨的挑戰。此外,該分析還提供了對該細分市場競爭特徵的寶貴見解,包括在研究基準年觀察到的累積、分散主導地位和合併特徵等因素。詳細程度的提高使供應商能夠做出更明智的決策並制定有效的策略,從而在市場上獲得競爭優勢。
1. 市場滲透率:提供有關主要企業所服務的市場的全面資訊。
2. 市場開拓:我們深入研究利潤豐厚的新興市場,並分析其在成熟細分市場的滲透率。
3. 市場多元化:包括新產品發布、開拓地區、最新發展和投資的詳細資訊。
4. 競爭評估和情報:對主要企業的市場佔有率、策略、產品、認證、監管狀況、專利狀況和製造能力進行全面評估。
5. 產品開發與創新:包括對未來技術、研發活動以及突破性產品開發的見解。
1.汽車廣告市場的市場規模與預測是多少?
2.在汽車廣告市場預測期內,我們應該考慮投資哪些產品與應用?
3.汽車廣告市場的技術趨勢和法規結構是什麼?
4.汽車廣告市場主要廠商的市場佔有率為何?
5.進入汽車廣告市場合適的型態和策略手段是什麼?
[187 Pages Report] The Automotive Advertising Market size was estimated at USD 82.84 billion in 2023 and expected to reach USD 91.33 billion in 2024, at a CAGR 10.54% to reach USD 167.07 billion by 2030.
Automotive advertising focuses on marketing strategies to create consumer interest and influence purchasing decisions within a diverse demographic of potential auto buyers. Surging adoption to generate awareness about particular models and emphasize brand awareness and the rising number of automotive advertising agencies across the globe are driving market growth. Moreover, promising social media influence and digital marketing for automotive advertising propel market expansion. Huge costs for innovative and attractive advertisements, seasonal drops in sales, and high competition among automotive advertisers are restricting market growth. Creative marketing campaigns for the automotive industry have a significant growth potential. Incorporating advanced AI tools for an automotive marketing strategy is also expected to create growth opportunities in the automotive advertising market.
KEY MARKET STATISTICS | |
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Base Year [2023] | USD 82.84 billion |
Estimated Year [2024] | USD 91.33 billion |
Forecast Year [2030] | USD 167.07 billion |
CAGR (%) | 10.54% |
Type: Wider demand for location-based advertising for improving consumer engagement
Location-independent advertising, a globalized communication method, transcends geographical boundaries by utilizing mediums such as digital platforms, social media, TV, print media, and radio. Location-based advertising targets consumers as per their geographic location, utilizing GPS technology. While location-independent advertising ensures a broader reach, it may lack location-based advertising's personalized aspect. Ultimately, the choice depends on a brand's objective and target market, indicating the ever-changing conventions of modern automotive advertising. Brands choose strategies best suited to their goals for a successful marketing campaign.
Product: Growing popularity for online advertising due to their inherent interactive capabilities
Experiential marketing aims to engage consumers by inviting them to participate in direct and interactive brand experiences, such as VR-based test drives, showroom explorations, and pop-up shops. Automotive online advertising utilizes media such as search engine marketing, social media advertising, contextual advertising, and display advertisements. Automakers strategically use search engine ads to increase their online visibility. They utilize practices such as pay-per-click, where they bid for keywords such as 'SUV,' 'sedan,' or 'electric cars, ' driving website traffic and increasing brand awareness.
Social media advertising is an effective online channel in the auto industry by offering features to target viewers based on their geographical location, interests, and behaviors. Videos and over-the-top (OTT) ads allow automakers to create interactive and engaging content. OTT platforms provide data-driven opportunities to target viewers with car commercials based on their viewing habits. Website ads on car manufacturers or automotive websites are designed to retain visitors and convert them into buyers. These include display ads, pop-ups, and sidebar ads. Outdoor advertising proposes the opportunity to reach a broad spectrum of consumers through billboards, transit ads, and other public space advertisements. Billboards showcasing car models, striking imagery, or incentives, including price reductions or low financing, are a traditional yet effective marketing tool for automakers. Posters and signage in strategic locations, such as shopping malls, train stations, or airports, can effectively target car buyers. Pre-roll advertisements are promotional video messages that play before a user has selected content. Pre-roll ads are short, captivating videos before a viewer's online video content. They can be a useful tool to promote new car models and special offers. Trends pivot towards online and experiential marketing due to their interactive, demographic-specific appeal. In contrast, outdoor advertising remains steadfast due to technological enhancements.
Category: Significant adoption of non-contextual advertising for general brand awareness campaigns to reach a broader audience
Contextual advertising is an automated, targeted form that relies on user browsing behavior, proving an effective tool for engaging audiences in the auto sector. Non-contextual advertising does not depend on user behavior; directing identical advertisements to all users achieves a wider reach and raises overall brand awareness. Nonetheless, its non-personalized nature often hinders individual-level engagement. The choice between these strategies ultimately rests on each campaign's specific objectives. The automotive advertising sector has also seen significant collaborations between auto manufacturers and digital platforms.
End-User: Rising use of automotive advertising by OEMs to attract automotive manufacturers
Automotive Dealers liaise between manufacturers and customers, prioritizing advertising and highlighting novel models, dealership specials, and service offerings post-purchase. Chiefly, dealers require ads to lucidly portray vehicle attributes, pricing, and unique selling propositions. Original equipment manufacturers (OEMs), companies that manufacture automotive parts, emphasize advertising product quality, durability, and technological advancements. Their advertising preference is product specialty, advanced features, and safety standard compliance. Dealer ads cater to customers, highlighting benefits and economical pricing. In contrast, OEM ads project the robustness and ingeniousness of their products to entice other manufacturers.
Regional Insights
In the Americas, primarily the United States and Canada, the automotive advertising industry is shaped by consumer preference for personal mobility and a lifestyle centered around automotive convenience. The recent shift towards electric vehicles and eco-friendly alternatives, driven by government initiatives and increased consumer awareness about environmental conservation, is evident in the growth of patents related to green technology in automotive advertising. Moving towards EMEA, European countries display a diverse demand landscape with a high emphasis on sustainable mobility solutions and electric vehicles (EVs). The advertising industry in EMEA regions thus capitalizes on these trends to craft impactful campaigns. In the Middle Eastern and African markets, demand is predominantly influenced by persistent demand for luxury vehicles and growing infrastructure, leading to unique advertising strategies highlighting luxury and durability. In Asia-Pacific, demand for automotive advertising is upward due to burgeoning economies such as India, China, and Southeast Asia. The key driver of advertising demand is these markets' colossal production and sales numbers, along with shifting consumer preference towards electric and compact vehicles. The growth of digital advertising channels such as online video and social media platforms, particularly in populated cities, further intensifies this demand.
FPNV Positioning Matrix
The FPNV Positioning Matrix is pivotal in evaluating the Automotive Advertising Market. It offers a comprehensive assessment of vendors, examining key metrics related to Business Strategy and Product Satisfaction. This in-depth analysis empowers users to make well-informed decisions aligned with their requirements. Based on the evaluation, the vendors are then categorized into four distinct quadrants representing varying levels of success: Forefront (F), Pathfinder (P), Niche (N), or Vital (V).
Market Share Analysis
The Market Share Analysis is a comprehensive tool that provides an insightful and in-depth examination of the current state of vendors in the Automotive Advertising Market. By meticulously comparing and analyzing vendor contributions in terms of overall revenue, customer base, and other key metrics, we can offer companies a greater understanding of their performance and the challenges they face when competing for market share. Additionally, this analysis provides valuable insights into the competitive nature of the sector, including factors such as accumulation, fragmentation dominance, and amalgamation traits observed over the base year period studied. With this expanded level of detail, vendors can make more informed decisions and devise effective strategies to gain a competitive edge in the market.
Key Company Profiles
The report delves into recent significant developments in the Automotive Advertising Market, highlighting leading vendors and their innovative profiles. These include Adpearance, Inc., Alioze France, Automotive Advertising Agency, Automotive Marketing Gurus, Boomachine K.K., BrandOnWheelz, CMB Automotive Marketing Limited, Cox Enterprises, Inc., Dealer Teamwork, Digital Throttle , LLC, enCOMPASS Advertising Agency, Facebook by Meta Platforms, Inc., FACT GmbH, Force Marketing, Foundation Direct, LLC, Google LLC by Alphabet Inc., Green Line Digital, Havas Holding Germany GmbH, Highervisibility, LLC, Ignite Group, Kammerer Druck & Medien GmbH & Co. KG, LEWIS, Microsoft Corporation, PureCars Technologies, LLC, SMARTSITES, a division of MELEN LLC, Social Media 55, Stream Companies, LLC, Visarc, Waterhouse Design Associates, We Are Nameless Limited, and Zimmerman Advertising by Omnicom Group Inc..
Market Segmentation & Coverage
1. Market Penetration: It presents comprehensive information on the market provided by key players.
2. Market Development: It delves deep into lucrative emerging markets and analyzes the penetration across mature market segments.
3. Market Diversification: It provides detailed information on new product launches, untapped geographic regions, recent developments, and investments.
4. Competitive Assessment & Intelligence: It conducts an exhaustive assessment of market shares, strategies, products, certifications, regulatory approvals, patent landscape, and manufacturing capabilities of the leading players.
5. Product Development & Innovation: It offers intelligent insights on future technologies, R&D activities, and breakthrough product developments.
1. What is the market size and forecast of the Automotive Advertising Market?
2. Which products, segments, applications, and areas should one consider investing in over the forecast period in the Automotive Advertising Market?
3. What are the technology trends and regulatory frameworks in the Automotive Advertising Market?
4. What is the market share of the leading vendors in the Automotive Advertising Market?
5. Which modes and strategic moves are suitable for entering the Automotive Advertising Market?