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Research Outline
Prepared for Elizabeth D. | Delivered November 19, 2019
Auto Insurance Ad Spend
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Goals
Provide information on the breakdown auto insurance ad spend works, messaging around roadside assistance, and share of voice of different types of messages within the auto insurance advertising space
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Early Findings
Automotive Insurance Ad Spend
Within automotive insurance advertising,
advertising towards brand awareness
was more of a focus than sales based advertising.
Non informational ads that were focused around general brand awareness, and those that included entertainment or humor to bring awareness were
30%
of the ad content of automotive insurance companies.
Ads that were mixed between informational and non-informational were
60%
of all auto insurance ads.
Across all sectors, automotive advertising totaled
$18 billion
in the US in 2018.
US ad spend in automotive sectors has been declining, with an estimated decline of
12% since 2012.
Digital advertising constitutes approximately
22.9%
of overall ad spend in the automotive space.
Spending on digital ads over TV ads for auto categories such as insurance rose
over 16% in 2018
, and is expected to continue to grow.
However, given growth in the automotive sector as a whole declined, companies may
trim ad budgets
alongside revenue shortfalls.
Roadside Assistance Ad Strategies
Greater online visibility
in search results was the key for
roadside assistance based providers to acquire customers, rather than ad content itself.
Google search trends revealed that an increasing amount of motorists have s
earched for
“
Roadside Assistance"
in the past few years.
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