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Auto Content Consumption Insights

Case Studies

Discover how Nissan, Renault, Fiat and SEAT reached their branding and conversion goals with smart content retargeting and earned media amplification.
 

How Renault Promoted The Newest Alpine Car Model With a Sequenced Content Strategy

How SEAT Increased Their Retargeting Conversion Rate 48% by Adding Amplify to The Mix

How Nissan Combined Branding And Conversion With Earned Media Amplification And Retargeting

How Fiat Created Informative And Interactive Content To Replicate The Showroom Experience

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Methodology:
The Outbrain data is pulled from our global media network and analysed to extract consumer content consumption behaviors. The analysis tracks the audience's engagement with content recommendations from the sample, on a specific timeframe and relative to engagement with Outbrain's full index of content recommendations, as well as the general content consumption behaviors of this particular audience.
 
Download data
Technology & Innovation
Brands & Models
Practicality
Driving Experience
Information & Advice
Car Parts
New Releases
Energy 
Efficiency
Luxury Cars
Purchase
Safety
Automotive content should focus on themes like 'safety' & 'driving experience' due to their low supply and high demand. (UK data, 2016)
Top referring categories for engagement & most clicked keywords
 
TOP GEAR
PETROL
PARK
TRAFFIC
BREAK
STYLE
PORCHE
HIGHWAY
FOR DUMMIES
Available content vs. what people are clicking on
 
Supply - content in the network
Demand - clicks
Best converting publisher sections for auto content
 
Audiences interested in weather, motorsport and craft content are also likely to be interested in auto content. (UK data, 2016)
 
56% News
12% Sport
10% Cars
10% Politics
3% Entertainment
9% Other
The majority of auto content conversions came from articles recommended on News and Sport website sections. (Global data, 2016)
 

Case Study

How Nissan Combined Branding And Conversion With Earned Media Amplification And Retargeting

What

WEATHER
ACCIDENTS
GOLF
MOTORSPORT
CRAFTS
AUTOMOTIVE
TENNIS
FITNESS
HOME
BEAUTY
SCIENCE
MUSIC
Tips for headlines that convert
 
Headlines that are 12 words long and end with no punctuation get the most conversions (UK data, 2016). Both clicks and conversions are higher when the brand name is included in the headline (Global data in English language, 2016).
 
End with no punctuation
Start with a number
Contain a '-'
End with '!'
Contain a ':'
End with a '?'
Contain a ','
7 words
8 words
9 words
10 words
11 words
12 words
13 words
15 words
57%
Clicks when auto brand name is included in the headline 
83%
Conversions when auto brand name is included in the headline 
Referring Category Success Rate
 
Software and Aging content had the highest success rate in leading consumers to click on automotive category contents. (UK data, 2018)
 
Desktop
Tablet
Mobile
Jan
Feb
Apr
Mar
May
51%
40%
9%
Impressions
Clicks
Conversions
The platform with most impressions and clicks throughout the year for car brands was mobile. Yet, desktop was the most popular platform for conversions. (Global data, 2016)
 

Case Study

How SEAT Increased Their Retargeting Conversion Rate 48% by Adding Amplify to The Mix

39%
50%
11%
67%
15%
18%
51%
41%
8%
42%
49%
9%
42%
48%
10%
37%
56%
7%
38%
53%
9%
38%
53%
9%
52%
40%
8%
49%
44%
7%
51%
41%
8%
49%
42%
9%
47%
44%
9%
43%
48%
9%
9%
57%
34%
67%
7%
26%
26%
64%
11%
10%
63%
27%
36%
55%
9%
8%
45%
47%
51%
41%
8%
47%
44%
9%
47%
44%
9%
45%
46%
9%
71%
9%
20%
15%
26%
59%
8%
18%
73%
72%
14%
14%
15%
36%
49%
51%
29%
20%
16%
27%
57%
61%
21%
28%
57%
25%
18%
48%
35%
17%
46%
38%
16%
Platform breakdown throughout the year
 

How

Jun
Jul
Aug
Sep
Oct
Dec
Nov

Case Study

How Renault Promoted The Newest Alpine Car Model With a Sequenced Content Strategy

Auto
 
Rest of Network
 
Content consumption (clicks) by time of day
 
Auto content consumption peaks at 8am. (UK data, 2018)
 
3-6 months is the optimum campaign length for auto content. 
During 2016, most campaigns were only running between 1 and 3 months. However, campaigns running between 3 & 6 months achieved higher number of impressions and clicks accounting for 50.6% of all clicks in car brands in 2016.
 

When

Conversions by day of week & hour
 
Best hour for conversions in the UK is between 8am and 4pm throughout the week. Weekends see 2% less conversions than weekdays. (UK data, 2016)
 
Mon
Wed
Thu
Tue
Sun
Fri
Sat

Outbrain is the leading discovery platform bringing premium publishers and marketers of all sizes into the world's most vibrant marketplace.

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People interested in Automotive are also interested in...
 

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