Teads, the global media platform, has released the results of its comprehensive automotive research in partnership with Kantar.

The global study unveiled that only a few brands are already strongly associated with electric vehicles (EVs), and that there is still education needed, as almost 40% of all respondents aren’t aware of the full benefits of an EV car. 

So, connecting with the consumer and educating them further on EVs is key for brands to stay relevant and to build  for the EV future. Historically, TV has been the dominant media choice for automotive brands’ ad campaigns. However, Teads’ latest research shows that consumers are increasingly relying on digital across their purchase journey, and this is even more true for EV intenders. Half of EV consumers would consider going through the entire purchasing process online (versus 35% for fuel intenders), and 74% of them will continue this trend post-Covid. Given the importance of digital within the consumer journey, it’s interesting to note that, when looking at online channels that influence the consumer EV journey online, news sites were 1.6x more influential than social media, and consumers wanted to see video ads that were short, relevant, and skippable.

Digital ads are very powerful at driving action in the automotive market, as 90% of consumers are interested in purchasing an electric vehicle, and 85% of overall car buyers took action as a result of online advertising. 

The research from Teads found that 40% of consumers were likely to visit an automotive brand's website after seeing an auto ad online, with a further 21% stating they would click on the ad. 

A brand’s website is also a key touchpoint in the purchase journey, as 49% of EV intenders in EMEA start their research by visiting the brand’s website, compared to only 28% that visit a dealer. Brand websites are also the most influential sources of purchase decisions, with 80% of EV intenders saying that the website has an impact on their final decision. 

Auto intenders can be reached in a variety of contexts, with news and tech being the two most popular types of content before automotive. Furthermore, technological advances should feature highly in EV campaigns as those interested in EV’s value the latest technology (76%) more compared to those looking for standard fuel cars (56%).

Ioanna Stagia, VP insights international , Teads, commented, “Our research shows a significant consumer shift towards more eco-conscious attitudes when it comes to car buying. What is also clear is that online channels are becoming increasingly important in driving the consumer journey, from awareness through to purchase. In order to maximise success, from the difficult times automakers have had, they must plan their 2022 campaigns accordingly to leverage these two key insights.” 

Henner Bloemer, global senior industry director, Teads, added, “It is important to further build out the brand’s EV profile, as brand reputation is key for EV intenders. Established brands have to stay attractive for highly profitable customers in order to grow in an evolving market with new competitor entries, as 57% of EV intenders are willing to pay more for an EV car.” 

Teads

Teads operates a leading, cloud-based, end-to-end technology platform that enables programmatic digital advertising across a global ecosystem of quality digital media. As an end-to-end solution, Teads’ modular platform allows partners to leverage b...

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