The Future of Automotive: Bing Ads Italy Insights
Transcript of The Future of Automotive: Bing Ads Italy Insights
The Future of AutomotiveBing Ads Insights Italy - December 2017
Discover the latest transformations in the
Automotive industry and the main trends on
the Bing network. Find valuable insights on
how Automotive Advertising is growing and
understand how to reach and connect with
your potential customers in Italy and advertise
your products across markets. Get to know
your target audience on Bing, get access to
important tips that can help you plan your
SEM campaigns with us.
There is a huge opportunity for you out
there, Bing Ads can be your ideal strategic
partner to unlock it!
SOURCE: Nielsen/AIB Italia, “Automotive Digital Advertising: Dimensione economica e struttura del mercato”, Oct 2017
48.7%
9.1%
3.7%
37.1%
1.4%
2016 Ad Spend Share by Media
(Automotive)
TV Radio Press Digital Other
€341M
Digital Ad Spend Growth
(Automotive)
2017 vs 2016
2018 vs 2017
+1,9%
+9,4%
SOURCE: Nielsen/AIB Italia, “Automotive Digital Advertising: Dimensione economica e struttura del mercato”, Oct 2017
2016 Automotive Digital Ad Spend by Channel
(% of respondents)
6.8%
91.9%
96.9%
98.8%
100.0%
Classified/Directories
Video
Social Media
Display
Search
SOURCE: Nielsen/AIB Italia, “Automotive Digital Advertising: Dimensione economica e struttura del mercato”, Oct 2017
2016 Automotive Digital Usage by Channel
(% of Ad Spend)
34.2%
51.4%
28.5%
33.3%
17.6%
7.9%
13.1%
6.6%
6.6%Total Digital
Automotive
Search Display Video Social Classified/Directories
■ Connected Cars: Vehicles equipped with any variety of sensors
that enable communication with the driver, other vehicles,
roadside infrastructure and the cloud in order to improve vehicle
safety, efficiency and rider experience.
■ Autonomous Vehicles: Fully automated or self-driving vehicles
that are capable of operating without direct driver action to
control steering, acceleration and braking. Currently, vehicles may
be computer-driven or computer-assisted driven, with various
levels of autonomy, as well as connected features that allow
exchanges of data.
■ Vehicle Cyber Security: Security protection of vehicles, drivers
and passengers against cyberattacks and intrusions which could
threaten the physical integrity of persons in and outside the
vehicle. Cyber security becomes an even bigger concern with
autonomous and driverless cars in which connectivity plays a
much bigger and more critical role for the safe driving of vehicles.
6% 4% 6% 7% 6% 6%
65% 67%73% 74% 76% 71%
30% 29%21% 19% 18% 23%
Italy US France UK Germany Total
Yes, and I understand what it means
Yes, but I don't understand what it means
No
SOURCE: INRIX/Cint, “Connected & Autonomous Vehicle (CAV) Consumer Survey, May 2017
SEARCH GROWTH ON BING
Search queries for Connected Cars on
Bing Italy are growing fast (index)
2016 H1 2016 H2 2017 H1
+117%+154%
SOURCE: INRIX/Cint, “Connected & Autonomous Vehicle (CAV) Consumer Survey, May 2017
“Connected car technologies are already
prevalent today with increasing ease of
access, convenience and affordability”
INRIX 2017 .
81%
81%
78%
80%
78%
79%
73%
0% 20% 40% 60% 80% 100%
Italy
Infotainment
Internet
Driver well-being
Vehicle management
Navigation/mobility
Driver assistance
Safety
SEARCH GROWTH ON BING
Search queries for Autonomous Driving
on Bing Italy are also growing (index)
+119%+131% 65%
35%
Very interested / Quite interested
Not interested
79%
21%
Absolutely Yes / Much
Not that much / absolutely not
2016 H1 2016 H2 2017 H1
SOURCE: CBIPE; TNS Sofres; Respondents: car owners with a car bought in the five years prior to survey
SOURCE: Capgemini, “Cars Online 2017: Beyond the Car”, Feb 2017
*1. Consumers actively considering a car purchase or a lease within the year
22% 22% 26%
39%
25%
78% 78% 74%
61%
75%
Italy US France UK Germany
No Yes
“Autonomous driving is the next big thing,
and consumers are willing to pay for it.
Already enthused about advanced driver
assistance systems, consumers are eagerly
waiting for the next breakthrough:
autonomous driving.”
Capgemini, 2017 .
“Cyber security adds value to the car and
can even affect the purchasing decision.
Very few consumers are not concerned
about cyber security; in fact, a significant
majority of the survey respondents say
that a vehicle’s cyber security would
influence their purchasing decision.”
Capgemini, 2017 .2% 6% 7% 9% 5% 4%4%
4% 5% 5%3% 4%
26%24%
27%33%
27% 24%
40% 33%
39% 28%
34% 38%
28% 33%22% 25%
31% 30%
Italy US France UK Germany Total
1 (Not at all) 2 3 4 5 (Key decision factor)
SOURCE: Capgemini, “Cars Online 2017: Beyond the Car”, Feb 2017
*1. Consumers actively considering a car purchase or a lease within the year
Methodology
• Market: Italy
• Top 50.000 Auto search queries based on volume
• Period: October 2015 to October 2017
Objectives
• Identify auto related search trends on the Bing Network
• Search categories and user behaviour
• Advertiser Opportunities
SOURCE: Microsoft internal data, Oct. 2015 – Oct. 2017, Italy.
Trendline
50%
60%
70%
80%
90%
100%
110%
120%
130%
140%
Oct
2015
No
v 2015
Dec
2015
Jan 2
016
Feb
2016
Mar
2016
Ap
r 2016
May
2016
Jun 2
016
Jul 2016
Aug
2016
Sep
2016
Oct
2016
No
v 2016
Dec
2016
Jan 2
017
Feb
2017
Mar
2017
Ap
r 2017
May
2017
Jun 2
017
Jul 2017
Aug
2017
Sep
2017
Oct
2017
Mo
nth
ly s
earc
h v
olu
me (
ind
ex)
Motor
Vehicles Vehicle Dealers
86%
volume of generic searches
Motor Vehicles
64%
Vehicle Dealers
22%
Vehicle Parts &
Accessories
8%
Vehicle Specs,
Reviews &
Comparisons
3%
Other Categories
3%
SOURCE: Microsoft internal data, Oct. 2015 – Oct. 2017, Italy.
Automotive searches
all up grew by +11%
YoY from 2016 to 2017.
Parts & Accessories was
the fastest growing top
category (+13% YoY).
Parts & Accessories, 13%
Motor Vehicles, 11%
Vehicle Dealers, 11%
Vehicle Specs, Reviews & Comparisons, 7%
Other Categories, 17%
0% 5% 10% 15% 20%
SOURCE: Microsoft internal data, Jan-Oct. 2016 vs Jan-Oct 2017, Italy.
48% of Total
Automotive searches
were generic queries.
Only 30% of top category
Motor Vehicles were
generic searches.
Vehicle Dealers, 85%
Specs, Reviews & Comparisons, 83%
Parts & Accessories, 62%
Repair & Maintenance, 58%
Other Categories, 94%
Motor Vehicles, 30%
Automotive All Up, 48%
15%
17%
38%
42%
6%
70%
52%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Generic Searches Brand Searches
SOURCE: Microsoft internal data, Jan-Oct. 2016 vs Jan-Oct 2017, Italy.
Alfa Romeo
Maserati
Range Rover
Mercedes
Audi
FIAT
Toyota
SEAT
Ford
Renault
Luxury Car Brand Non-Luxury Car Brands
SOURCE: Microsoft internal data, Jan-Oct. 2017, Italy.
8%20% 21% 23% 26%
19%11%
14% 15%15% 12%
14%5%
4% 3%3% 4%
4%11%
11% 9%9% 13%
11%
28%
27%19%
18% 12%21%
37%
23%34% 31% 33% 32%
Italy US France UK Germany Total
Traditional Automakers Established tech giants (e.g. Apple, Google)
Newer automakers (e.g. Tesla) Ride-sharing companies (e.g. Uber, Lyft)
Trust them equally None of the above
SOURCE: INRIX/Cint, “Connected & Autonomous Vehicle (CAV) Consumer Survey, May 2017
35% 30% 29% 28% 27% 26% 24%36%
0%
25%
50%
75%
100%
% S
earc
h v
olu
me
Mobile Traffic PC + Tablet Traffic
Motor Vehicles
35% of
search volume coming
from mobile devices.
23% of clicks were
from mobile devices Automotive
Total
32%
SOURCE: Microsoft internal data, Oct. 2015 – Oct. 2017, Italy.
26%6%14% 24% 13% 26%24% 8% 23
%
% C
liks
32%
SOURCE: Microsoft internal data, Oct. 2015 – Oct. 2017, Italy.
97% 96% 96% 97% 97%
106%112%
Searc
h v
olu
me (
ind
ex)
Searches on Mobile Devices
32%
111% 110% 107% 107%103%
83% 80%
Searc
h v
olu
me (
ind
ex)
PC+Tablet Searches
4% 5%
11% 10%
1%
6%
9%
25% 25%
5%
0%
10%
20%
30%
18-24 25-34 35-49 50-64 65+
Searc
h v
olu
me
Female Male
Male audience take the
lead for automotive-
related searches across
all age groups accounting
for 70% of total
volume.
SOURCE: Microsoft internal data, Oct. 2015 – Oct. 2017, Italy.
40%
50%
60%
70%
80%
90%
100%
110%
120%
Oct
2015
No
v 2015
Dec
2015
Jan 2
016
Feb
2016
Mar
2016
Ap
r 2016
May
2016
Jun 2
016
Jul 2016
Aug
2016
Sep
2016
Oct
2016
No
v 2016
Dec
2016
Jan 2
017
Feb
2017
Mar
2017
Ap
r 2017
May
2017
Jun 2
017
Jul 2017
Aug
2017
Sep
2017
Oct
2017
Mo
nth
ly s
earc
h v
olu
me (
ind
ex)
+18% YoY
SOURCE: Microsoft internal data, Oct. 2015 – Oct. 2017, Italy.
Trendline
Audi
BMW
Porsche
Mercedes
Range Rover
FIAT
Nissan
Ford
SEAT
Toyota
Luxury Used Cars Non-Luxury Used Cars
SOURCE: Microsoft internal data, Oct 2015 - Oct 2017, Italy
(+42%
YoY
SOURCE: Microsoft internal data, Oct. 2015 – Oct. 2017, Italy.
Trendline
40%
60%
80%
100%
120%
140%
160%
Oct
2015
No
v 2015
Dec
2015
Jan 2
016
Feb
2016
Mar
2016
Ap
r 2016
May
2016
Jun 2
016
Jul 2016
Aug
2016
Sep
2016
Oct
2016
No
v 2016
Dec
2016
Jan 2
017
Feb
2017
Mar
2017
Ap
r 2017
May
2017
Jun 2
017
Jul 2017
Aug
2017
Sep
2017
Oct
2017
Mo
nth
ly s
earc
h v
olu
me (
ind
ex)
43%
39%
38%
36%
32%
Italy
The cost of EVs is further subsidised to make them as cheap as conventional cars
SOURCE: Capgemini, “Cars Online 2017: Beyond the Car”, Feb 2017
*1. Consumers actively considering a car purchase or a lease within the year
“… as for electric vehicles (EVs), consumers
are interested, but not passionate. Many
things (some beyond the control of the
OEM) will need to happen before EVs
become commonplace in every market.”
Capgemini, 2017 .Charging the battery is as quick and easy as picking up gas/petrol/diesel
The driving range of EVs is significantly increased beyond current levels
The cost of gas/petrol/diesel increases significantly
The environmental impact of conventional engines is proven to be far worse than previously imagined
* CONVERSIONS: User booking a test Drive or reaching a Vehicle Configurator page, Max Conversion Window 1 Month
SOURCE: Microsoft internal data, Sep – Oct. 2017, Italy.
30,994User Paths
250,550User Queries
71,238User Clicks
5,213Conversions*
Oct 2017Sep 2017
Track of a large sample of conversions* that
happened on Motor Vehicles in October 2017
on the Bing Network in Italy
Map those conversions back to user search
histories from that month and the previous month
(September 2017)
SOURCE: Microsoft internal data, Sep – Oct. 2017, Italy.
12 days.8
searches
8,1AVG Searches Per Path
12AVG Path Duration in Days
52%
7%
7%
34%
More than 10 Days
6-10 Days
2-5 Days
Same Day
Path Duration (days)
16%
9%
18%
55%
3%
More than 10
Searches
8-10 Searches
5-7 Searches
2-4 Searches
1 Search
Path Lenght (searches)
SOURCE: Microsoft internal data, Sep – Oct. 2017, Italy.
majority of search paths were dominated by queries containing a Car Brand or Model mentions
consideration phase
decision phase
81%73%
93%
19%27%
7%
First Query Middle Queries Last Query
Query Type by Path Stages
(Brand/Model vs Generic Queries)
Brand and/or Car Model Generic
SOURCE: Microsoft internal data, Sep – Oct. 2017, Italy.
In 79% of the analyzed Paths, users ultimately converted on a different Brand than the first one they intially considered.
Source: GlobalWebIndiex, Q2 2017
Network: Bing and Yahoo Network
Market: Italy