New research led by TI Media has revealed that over three quarters of women believe the automotive sector doesn’t understand them as consumers, whilst according to Magnetic the vast majority (79%) of women strongly influence auto purchases.
The figures reveal an increasing gender engagement gap within the automotive industry and a potentially huge marketing opportunity being missed.
“Automotive advertisers have long embraced contextual targeting within the car media. So any auto website or magazine has loads of car ads,” explained Laurence Collings, client services director at TI Media.
“The automotive sector, however, is relatively narrowcast and also very male focused. Yet, as Magnetic’s survey revealed, women have a huge say in car purchasing. What’s more, most car buyers don’t just spend their time on automotive sites.
Meanwhile, although 55% of women say that advertising has made them aware of different cars in the market, 41% still feel that car ads are mainly aimed at men. As a result, choosing the right verticals to target is key, according to Collings.
“The challenge for advertisers is how can they increase brand engagement across other vertical markets, which could also help them strengthen their relationship with women,” she said.
“Targeting these sectors in the right way with the most appropriate creative approach could be instrumental in engaging both men and women, and help to close the automotive gender gap.”
TI Media was formally Time Inc. UK.
