Sophus3 research commissioned by Haymarket Media Group, Autovia and Bauer Media Group analysed millions of consumer interactions to understand the role of automotive media in the purchase journey.
The studies found that publisher sites play a major role early in consideration. In the UK their combined monthly traffic exceeds that of automotive brand websites, and visitors tend to spend longer and consume more content.
Key findings
- Publisher sites drive early engagement before buyers reach brand websites.
- Exposure to automotive media can expand the number of brands considered.
- 70% of in-journey visitors are influenced by publisher sites and may return after visiting an OEM site to validate their decision.
- EV versus combustion-engine choice tends to happen early in consideration.
Sophus3 recommended that brands use publisher partnerships to capture earlier interest, retarget engaged audiences and strengthen their EV proposition before shoppers arrive at the final transaction stage.
