The Top 10 Auto Advertisers For March

Apr 13, 2016 1:00:00 PM


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Auto held a strong grip on the top advertising category across desktop and mobile for the month of March, led in large part by Toyota. Looking at desktop specifically, the top five sites for auto advertisers were youtube.com, yahoo.com, msn.com, eBay.com and espn.go.com. Ad networks were used to place 47% of the desktop impressions from the auto category, led by Google AdX + AdSense as the top partner. Direct buys followed as the second top purchase channel with 33% of impressions, and 20% were served through DSPs. 
 
We are going to dive in to the top 10 desktop auto advertisers for March to uncover how they were buying impressions and which sites they targeted.

10. Cars.com

Hitting an average of 536 sites per day, 77% of Cars.com’s desktop impressions were purchased through ad networks. The top sites targeted were drudgereport.com, weather.com and slickdeals.net.
 
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9. Mazda

Mazda creatives were detected an average of 480 sites per day during the month of March, with top three sites being youtube.com, imgur.com and jalopnik.com. Exponential was the top partner used by the car manufacturer, serving up 42% of their desktop impressions.
 
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8. Chevrolet

Chevrolet’s top three sites for the month included aol.com, youtube.com and edmunds.com; out of an average of 525 sites per day the advertiser appeared on. Direct buys led as the top purchase channel, with 37% of total desktop impressions.
 

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7. GarGurus LLC

CarGurus purchased almost all of their desktop impressions - 96% - via Google AdX + AdSense. Advertising on an average of 468 sites per day for the month, youtube.com, zillow.com and drudgereport.com were the top three sites.
 
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6. Hyundai Dealerships

We detected Hyundai creatives an average of 1,053 sites per day during March, purchased primarily through ad networks Google AdX + AdSense and CDK Digital Marketing. The top three sites were imager.com, youtube.com and eBay.com.
 
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5. Toyota Dealer Associations

As the rankings go up - so does the average number of sites per day. Hitting an average of 1,189, the top sites were eBay.com, msn.com and slickdeals.net.
 
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4. Nissan Dealer Associations

The top three desktop sites for Nissan Dealer Associations were msn.com, eBay.com and imgur.com. Using ad networks to purchase 48% of desktop impressions, creatives were detected on an average of 1,320 sites per day.
 
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3. Chevrolet Dealerships

Running creatives on an average of 1,594 sites per day, ad works dominated Chevrolet Dealerships’ top purchase channels, capturing 91% of desktop impressions. The top three sites were eBay.comimgur.com and zillow.com.
 
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2. Acura

Focusing mostly direct, Acura creatives were only detected on an average of 32 sites per day during the month of March. Emphasis was placed on top site yahoo.com - which held 53% of the manufacturer’s total desktop site impression share - followed by youtube.com and espn.go.com.
 
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1. Toyota

Rounding out the number one auto advertiser spot on desktop, for the month of March, Toyota creatives were detected on an average of 1,873 sites per day. 41% of Toyota’s impressions were purchased via DSPs, led by Turn with 36% of the share.
 
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Source: Pathmatics US Desktop Data, 3/1/16-3/31/16.
*By impression volume. **All trademarks & copyrights property of their respective owners.

 

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Topics: Reports

Jordan Kramer

Written by Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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