Case studies
Honda and Amazon Ads launch AI-powered campaign for EV release
Learn how Honda and Amazon Ads leveraged generative AI to bring customer stories to life for the debut of the 2024 Prologue, an all-electric SUV.
industry marketing
Automotive marketing
Amazon Ads helps automotive brands and dealers connect with customers at every stage of their purchase journey. We have unique signals that enable automotive marketers to connect with relevant customers at the right moments to build their brand – from awareness to consideration to purchase and more.
The automotive industry today
Over half of U.S. consumers surveyed are likely to switch to a new automotive brand for their next purchase according to Deloitte.1 Most auto shoppers switch to a new brand because they want to try something different, they are concerned about cost, or because they are looking for more desirable tech features. These factors reinforce a powerful need for automotive brands to reach relevant customers in a crowded vehicle marketplace where brands are competing to stand out.
Advertising remains an important channel for brand messaging and building relationships with customers. In fact, 7 in 10 automotive customers surveyed say ads help them learn more about products and/or brands during their purchase journey.2
Rev up with your creative engine
With ad-creation advancements like new interactive features to improve automation and stay user-friendly, Amazon Ads can help fine-tune marketing strategies. Innovative opportunities are endless when partnering with the Amazon Ads Brand Innovation Lab for custom creative offerings.
Automotive marketing trends
of auto decision makers surveyed say the auto brand is important to their decision making.3
of automotive shoppers surveyed believe good advertising looks and sounds like a piece of entertainment.4
of surveyed automotive owners researched the vehicle online before purchasing their most recent vehicle.5
Challenges facing automotive brands
Evolving consumption habits
Automotive customers favor streaming TV over linear, causing a ripple effect in the auto industry as customers change how they discover, shop for, and buy cars. In fact, when it comes to automotive intenders, they are watching streaming TV 1.1x more than linear/live TV.6
Shift from linear TV
TV ads have been a staple of automotive marketing for decades due to TV’s effectiveness at delivering memorable ads and messaging. But viewers are shifting away from linear to streaming services, spending nearly 3 hours more per day with digital media than traditional formats in 2023.7
Driving early consideration
The automotive shopping journey has moved increasingly to online channels, and potential customers are researching and forming opinions heading into their purchases.
Insights for automotive marketers
72%
of surveyed automotive intenders engage with Amazon products and services.8
61%
of surveyed automotive intenders are streaming entertainment on Amazon, including Prime Video, or Twitch at least monthly.9
1.2X
Surveyed Prime Video monthly users are 1.2X more likely to be auto intenders.10
+35%
Automotive brands that adopt a holistic product strategy with Amazon, including both video and display, are able to increase reach by 35% vs. display only.11
Automotive marketing examples
Automotive advertising strategies
Build awareness with streaming TV
Use Amazon Streaming TV ads to engage shopping, automotive, and lifestyle audiences that you can’t access with any other media provider. You also have the opportunity to reach cord-cutters and cord-nevers who use Fire TV devices.
Advertisers in the US can now reach an average monthly audience of 175MM+ across Amazon ad-supported Streaming TV, including Prime Video (including Thursday Night Football), Twitch, Fire TV Channels and Amazon Publisher Direct.12 In addition, Amazon provides automotive brands with unique opportunities to reach an audience that is incremental to linear TV. A third-party incremental reach analysis found that 2 in every 3 viewers reached by Streaming TV on Amazon were not reached by the brand’s linear TV campaign.13
Discover unique audiences
Access unique vehicle in-market audiences using shopping signals from Amazon Vehicles and Amazon's Your Garage. Amazon can also help you develop a near-market strategy that aligns vehicle promotions with your customers’ life events and interests, such as advertising EV models to shoppers who have indicated interests in green or Climate Pledge Friendly products.
Advertise programmatically across screens
With Amazon DSP, you can gain a singular view of your audiences and connect seamlessly between desktop and mobile devices.
In addition, Ad Relevance is our innovative approach to determine relevant ad opportunities everywhere we serve ads. Ad Relevance is built on Amazon Ads’ extensive understanding of what creates great shopping experiences, and the connection those shopping experiences have with ad interactions, product and category interests, and cadence of actions along the path to conversion.
Make a selection
Sources
- Amazon internal data, WW, 6/1/2019 – 7/30/2021
- Amazon internal, 2022, WW
- Amazon internal data, WW, 2022
- Amazon internal, Kantar, 2022, US
- GWI Automotive, Q1 2023, US, n=2,600.
- GWI, Q1-Q4 2023, US, n=1,410. Auto intenders are customers who are planning to purchase a vehicle in the next 0-6 months
- eMarketer, US Time Spent With Media Forecast 2023. Note: Consumption of different media may occur concurrently. Television includes both linear (broadcast and cable) television and content delivered by streaming and video-on-demand services. Broadcast radio does not include internet radio. Respondents aged 16-64.
- GWI, Q1-Q4 2023, US. n=1,410. Auto intenders are customers who are planning to purchase a vehicle in the next 0-6 months.
- GWI, Q1-Q4 2023, US. n=1,410. Auto intenders are customers who are planning to purchase a vehicle in the next 0-6 months.
- Kantar and Amazon Ads, Dec 2023, US. n=1,500. Auto intenders are customers who are planning to purchase a vehicle within the next 12 months.
- Amazon Marketing Cloud, Oct 2022-Mar 2023, US
- Amazon internal, Dec 2023 and Mar 2024, US. Unduplicated monthly audience across Prime Video, Amazon, Twitch, Fire TV Channels, and Amazon Publisher Direct.
- Amazon Ads third-party incremental reach analysis (n=99), Jan to Dec 2023.