In 2015, the U.S. automotive industry raked in $280 billion in revenue during a record-breaking year. Leveraging data to objectively analyze automotive marketing effectiveness is now an essential component of accelerating sales within today’s competitive auto ecosystem.

The insights below, derived from Data­Xu’s programmatic marketing & analytics platform, highlight just some of the opportunities data science and technology provide to inform future automotive marketing activities. ­


The amount U.S. auto manufacturers are projected to spend on digital ads in 2016.1

Mobile Ad Spend Is Driving Revenue Boost for Auto Brands

smartphone with car keys

Mobile is the fastest growing interactive method for reaching auto customers, with direct-response tactics claiming around 60% of digital auto ad budgets. 2

Laptop with Touchpoints and automotive themed ad

A factor analysis of 24 customer touch points ranks “digital experience” as the second-most influential factor affecting consumers’ premium auto perceptions and willingness to pay. 2

Mobile Phone with dollar signs

In 2015, the auto sector spent $3.43 billion on mobile ads in the U.S., which represents 47% of the industry’s total digital ad spending. 3

dataxu Auto Customer Case Studies

Lexus experienced 63% better conversion volume as a result of restructuring marketing investments.

Ford utilized a programmatic approach to media to drive a 20% lift in campaign outcomes.

North American automakers delivered 28.8M ads to consumers to increase brand awareness.

U.S. Automotive Industry Digital Ad Spending, 2011-2017

eMarketer chart: US Automotive Marketing Industry Digital Ad Spending, 2011-2017

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1 The U.S. Auto Industry 2016: Digital Ad Spending Forecast and Trends
2 Arthur D. Little. “Spinning the Wheel Online – Online Transformation in the Automobile Industry.” 2014.