Why Facebook Believes It Can Hook Auto Consumers Best
Car commercials and television have always seemed to go hand-in-hand. However, social media may have an advantage in bringing consumer straight to a model’s landing page as well shutting out competing automakers’ voices. Facebook (NASDAQ:FB) says its approach targeting auto consumers beats what search engines and even TV can offer, serving up the results of a comScore study the social media giant commissioned as proof.
According to the comScore study, page views and visits to a specific car model’s page increased nearly 50 percent among those who had viewed a Facebook campaign compared to those who didn’t. The effect on automakers’ competition was also noteworthy. ComScore found that consumers interest in other brands dropped 3 percent after seeing the Facebook campaign, while interest in a specific model from another automaker fell 14 percent after following the Facebook campaign.
While the figures of the comScore study reflect the social media company’s advantage over traditional search engine advertising, Facebook executives were quick to point out the benefits of approaching consumers outside of costly prime-time TV ad slots, saying social media platforms are effectively always on among Facebook users.