Bob Schullman

Shullman Research Center © 2013© 2015 Kantar Media and Shullman Research Center. All rights reserved.

Reaching Prospective Luxury Auto Buyers

November 9, 2015


• Which media channels are effective from the luxury buyers’

perspectives?

• Which media channels are the luxury auto manufacturers and

their dealers using, with a focus on social media?

Today's Topics


Sources of Today's Presentation

• The Shullman Luxury, Affluence and Wealth Pulse

• Kantar Media Ad Intelligence

Shullman Research Center © 2013© 2015 Shullman Research Center. All Rights Reserved. www.shullman.net

Reaching Prospective Luxury Auto Buyers

• Who are they…

• … by gender?

• … by generation?

• … by household income and personal net worth?

• On what platforms do they see or hear advertising?


Demographics: Gender

Men: Index

100

Luxury

auto

buyers

116

98

All

adults

102

Women: Index

NOT Luxury

auto

buyers

All

adults

Luxury

auto

buyers

NOT Luxury

auto

buyers

100

85


Demographics: Generation

Millennials: Index

100

134

96

All

adults

99

All

adults

100110

Gen-Xers: Index Boomers: Index Seniors: Index

100 100

77

39

103108

All

adults

All

adults

Luxury auto buyers

Yes No

Luxury auto buyers

Yes No

Luxury auto buyers

Yes No

Luxury auto buyers

Yes No


Demographics: Average Household Income and Personal Net Worth

Average household income:

Index

100

138

95 94

Average personal net

worth: Index

Luxury

auto

buyers

All

adultsNOT Luxury

auto

buyers

100

150

Luxury

auto

buyers

All

adultsNOT Luxury

auto

buyers


Places Where Consumers Recall Seeing or Hearing Advertising

Luxury auto buyers

Television

All adults

NOT Luxury auto buyers

59%

60%

60%

53%44%

45%

43%

40%

41%

42%30%

32%

37%

37%

37%

41%

22%

24%

Facebook

Websites

YouTube

Radio

Smartphones


Places Where Consumers Recall Seeing or Hearing Advertising (continued)

Luxury auto buyers

In e-mails

All adults


37%

40%

39%

36%

43%

42%

35%

38%

38%

34%

13%

15%

33%31%

31%

33%

22%

23%

In mail sent to your home

Magazines: printed

Twitter

Billboards: traditional

Movie theaters



Luxury auto buyers

Instagram

All adults


33%

10%

12%

31%

34%

34%

28%

10%

12%

28%

34%

33%

27%

24%

24%

Inside stores

Google+

Newspapers: printed

Gas stations



Luxury auto buyers

Shopping malls

All adults


25%

25%

25%

22%

11%

12%

21%

18%

18%

19%

16%

17%

18%

9%

10%

Pinterest

On the outside of buses,

trains, or subways

Billboards: electronic

Airports or airport lounges



Luxury auto buyers

Tablets

All adults


17%

14%

14%

16%

9%

10%

15%

8%

9%

15%

11%

12%

15%

7%

8%

Medical offices

Sporting stadiums or

arenas

Newspapers: digital

Magazines: digital



Luxury auto buyers

Inside buses, trains, or

subway cars

All adults


13%

7%

8%

13%

5%

6%

12%

11%

11%

11%

6%

6%

11%

7%

8%

Inside bus stations, train

stations, or subway

stations

Bus stops

Skype

LinkedIn


Summary

• Prospective luxury auto buyers are more likely to…

• … be male

• … be Millennials

• … live in households with higher incomes

• … have higher personal net worths

• … see or hear advertising on digital platforms and social

media channels

© 2015 Kantar Media. All Rights Reserved. www.kantarmedia.com

Which media channels are the luxury auto manufacturers and their

dealers using, with a focus on social media?


Base: Tier 1 and Tier 2 spending for the 12-month period ending August 2015.

54%

23%

11%

7%5%

% Share of Ad Spend: Luxury Auto

National TV

Spot TV

Digital

Magazine

All Other

Television Is the Dominant Media Channel but Digital Is Growing Its Share

© 2015 Kantar Media. All Rights Reserved. www.kantarmedia.com© 2013 Kantar Media

17

89%Proportion of luxury auto advertisers airing spots in local newscasts

36%Proportion of luxury auto spot TV spending allocated to local news programming

20%Proportion of luxury auto spot TV spending allocated to sports programming

Profile of Spot TV Investments by Luxury Auto

In the Average Market


Annual Measured Ad Spend By Luxury Nameplates Totals $2.7 Billion

$2,689

$1,030 $901 $757

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

Total Asian European American

Mill

ion

s

Tier 1 and Tier 2 spending for the 12-month period ending August 2015.


29%

27%

0% 20% 40%

Leasing Offer

Sales Event

% Share of Total Ad Spending

Ad Message Focus

A Significant Share of Ad Spend Promotes Lease Offers and/or Sale Events

Tier 1 and Tier 2 spending for the 12-month period ending August 2015.


Capturing and Converting Social Media Audiences

• Owned Media: branded content that marketers

publish to their official accounts

• Data analysis partner: Unmetric

• Three nameplates: Acura, Lexus, Mercedes-

Benz

• Activity on Facebook , Instagram, Twitter

• Volume of postings and quality of engagement

• Examples of how these brands are trying to

connect with Millennials


Number of Subscribers By PlatformOctober 31, 2015

Facebook Fans

Instagram Followers

TwitterFollowers

Acura 627,189 141,922 122,684

Lexus 1,256,352 332,136 767,011

Mercedes-Benz USA 988,100 722,342 524,189

Source: Unmetric


Quantity: Number of Content Pieces Published

Q3 2015

0 500 1000 1500

Acura

Lexus

MB USA

Facebook

Instagram

Twitter

Source: Unmetric


Quality: Average Engagement Index Per Piece

Q3 2015

Source: Unmetric

Facebook Instagram Twitter

Acura 260 609 143

Lexus 272 728 125

Mercedes-Benz 293 590 134


Connecting With Millennials —

Mercedes-Benz GLA — ‘Build Your Own’ Campaign on Instagram

Q4 2014 marketing launch of GLA

Thirteen Instagram posts over a 6-week period

Interactivity — create custom versions of the car

Contributed to a 24% increase in number of followers to MB USA Instagram account


Connecting With Millennials —

Lexus ‘Hoverboard’ Campaign on Facebook

40% of Lexus FB fans are age 30 or younger

Associating the brand with ‘cool’ technology to build cred with tech-savvy Millennials

Tapping into the social buzz surrounding the 30th

anniversary of Back to the Future

Six-week campaign on FB and other social channels building to the “reveal” of iconic Hoverboard

Compared to Average Post

Number of Shares: +251%Number of Comments: +95%

0

500

1000

1500

Number of New Fans By Day

"reveal"


Connecting With Millennials

Acura Gives Users a Voice

Multi-platform integration: FB, Twitter, Instagram

Storytelling through user-submitted visuals

Long-running thematic campaigns with common hashtags across platforms

#AcuraViews

#AcuraStories

#TBT

Facilitates and encourages community interaction with the brand’s content

#AcuraViews – ‘Thrill frame’ photos

#TBT Throwback Thursday. Identify the Acura model — current or vintage


Questions?


Thank You

Jon Swallen

(212) 991-6110

[email protected]

Bob Shullman

(203) 536-8604

[email protected]

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