Top automotive brands racing ahead with mobile

Audi, Peugeot and Volkswagen amongst top performing brands in latest IAB mobile audit; 90% of the top 50 UK automotive brands have a mobile optimised website.

 

Research released Thursday 23rd October by the Internet Advertising Bureau UK (IAB) reveals that the majority (90%) of the 50 top spending automotive brands in the UK have a mobile optimised website.
The Mobile Automotive Audit was carried out in October 2014 across the top 50 automotive brands (such AA, Audi, BMW, Ford and Volkswagen) spending the most on advertising in the UK, to gauge their uptake across the mobile channel. Several different KPIs were checked, including whether the brand had a mobile optimised site, tablet specific site, responsive web design, mobile optimised search and an app. This study follows on from the Mobile Retail, Travel, FMCG, Tech and Telcos and Finance audits.

The audit, which has been released to inspire those automotive brands that are still getting to grips with mobile reveals that one in three of the top spending brands have a responsive web design site. A large majority (80%) have a mobile app, with 74% having both an app and a mobile optimised site. Only 2% of the top spenders had no mobile presence whatsoever.

Mobile search was a key objective in the audit, encouragingly 66% of auto brands were optimising their search for mobile, with 29% of the brands optimising their search implementing a click to call / get directions functionality.

Some of the star performing brands that scored the highest across the 12 KPI’s* were AA, Audi, KIA and Peugeot.

IAB’s Head of Mobile, Alex Kozloff said: “The results from this audit are really encouraging. It’s great to see a sector that is performing so well across mobile. Several of these brands have really embraced the medium with 80% having run a mobile campaign in the last 6 months.

The 12 KPI’s that the mobile score was based on were:

1. The brand has a mobile friendly site (defined as either a separate mobile site, or responsive web design)
2. The brand has a tablet friendly site (defined as either a separate mobile site, or responsive web design)
3. The desktop site does not include flash when served on a tablet device
4. The brand auto redirects to their mobile site from position one in organic mobile search
5. The brands paid search is optimised for mobile
6. The paid search link pushes through to an optimised site
7. The paid search creative included a mobile ad extension
8. The paid search creative had been tailored for mobile
9. The brand has a mobile IOS app
10. The brand has a mobile Google Play app
11. The brand has a tablet IOS app
12. The brand has a tablet Google Play app

Read more at: http://www.iabuk.net/about/press/archive/top-automotive-brands-racing-ahead-with-mobile

 

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