Have you ever wondered how long the research and buying process takes for those considering buying a new car? You might be surprised, as the process has already begun after years of passive exposure.
Buying a car doesn’t happen overnight, but it's a decision that’s made as a result of long-term brand-building. For example, the cars your family has owned before, your friends' recommendations, and your current lifestyle all influence your decisions.
According to a report by the TradeDesk Intelligence, “On average, Americans purchase 10 vehicles in their lifetime, starting at age 17 and getting a new one roughly every six years, according to a 2024 financial study. Each time an auto brand makes an impression, it can influence the buyer’s next decision.”
Shoppers begin to form opinions about what to buy before even stepping into a dealership. TradeDesk calls this the “priming stage”, earning a place in the buyer’s memories before buyers are ready to act. For dealers, this stage is significant as “86% of consumers are still undecided on which auto brand they want before active shopping begins,” TradeDesk states. Three key perceptions affect brand consideration, each of which uniquely affects a consumer’s decision to purchase.
Situational: Driven by personal needs, motivations, and life stages.
Intrinsic: Built through long-term perceptions and personal experience.
Cultural: Formed through a brand’s presence in culture, media, and shared moments.
Situational perception has the largest impact on a buyer’s decision. TradeDesk shares, “60% of respondents say they will not consider a brand that fails to meet their situational needs”. Buyers tie their choices to their personal life, such as growing a family, moving to a new city, or having a longer commute, all of which ultimately affect their decision to purchase.
Intrinsic perception affects first-time buyers more often, as they are 1.3 times more likely to have their options influenced by family, brand familiarity, and experience when purchasing their first car. Brand values, emotional storytelling, and an established presence in the market all reinforce and help brand familiarity through new generations, helping first-time buyers make their choice.
Cultural perception is built over long periods of time through repetitive action. You may recognize Toyota’s “Toyotathon”, Subaru’s “Share the Love,” and Chevy’s “Truck Month,” all of which show up year after year, turning exposure into recognition. Signs such as these make a brand feel familiar, credible, and memorable.
Auto brands that are ahead of the game don’t focus on a single perception handle. But aim to build upon all three perceptions to remain on top of mind when consumers begin entering the market.
As more consumers spend their time online, the open internet has become the prime factor in catching the attention of buyers, and allows advertisers to maintain a presence for long-term familiarity. The power of the open internet is game-changing, as “More than 78% of prospective buyers say open internet sources influenced their brand consideration during the priming stage”, proving it to play a central role in the decision-making process. More consumers turn to the open internet for research, and through this channel, brands have the opportunity to be strategic with high-quality ad placements such as CTV and display through repetition, storytelling, and reach more consumers than before.
Bo Sowers, Director of Digital Advertising Services at Sokal states:
“Programmatic advertising’s superpower is its ability to find new customers and shape brand preference years before a consumer is ready to purchase. Programmatic builds and primes buyers by winning hearts and minds through precise and consistent storytelling across the open internet using a strategic omni-channel mix. In short, the power of programmatic advertising is its unique ability to influence how consumers think and what they believe about a brand long before they’re ready to buy.”
So, what does this mean for auto advertisers?
Brands that intentionally invest in the priming stage are the ones that will be top of mind when it comes to making a purchase. To help reinforce long-term brand familiarity, implementing strategies that take into account all three perceptions will allow brands to have the most impact during the priming stage, turning exposure into long-term loyalty. Another important channel to take advantage of is the open internet, as it proves to have a central role throughout the entire buying process, affecting consumers and influencing brand consideration through high-quality ads, such as CTV and display. The most effective auto brands begin the process of priming passively over years of exposure and consistency, reach, and quality, all of which come into play when the moment to buy arrives.
Source: TradeDesk Intelligence
