[Sensor Tower] [Report] Insights on digital advertising by automakers in the APAC region in the US market
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Press release: May 1, 2024
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[Report] Insights on APAC automaker digital advertising in the US market *You can download the full report for free*
In the US market in 2023, the total sales of automakers in the APAC region accounted for 46%. Automakers in the APAC region continue to increase their digital advertising spending in the US market, giving them an advantage as a leader. In this report, we will analyze digital advertising trends in the American market by automakers in the APAC region in 2024, the main introduction channels of automakers, and popular advertising creatives. At the same time, through case study analysis, we are comparing and analyzing the digital advertising audiences of Hyundai and Toyota in the American market based on differences in user profiles, ad exposure, and app engagement. Download the full report for free
Automakers in the APAC region maintain their leading position in sales and advertising in the US market
America is an important market for automakers in the APAC region, and Cox According to Automotive data, manufacturers in the APAC region will account for 46% of total sales in that market in 2023. Of these, Japanese automaker Toyota’s sales share in the American market has reached 15%, followed by General Motors (GM) with 17%. South Korean automaker Hyundai (including Hyundai, Genesis, and Kia) accounted for 11% of market launches in 2023.
Automakers in the APAC region are aggressively deploying digital advertising to maintain their leadership position in the market. Sensor
According to Tower data, more than seven of the top 10 automotive advertisers in the U.S. market in the past year were from the APAC region. From Q2 2023 to Q1 2024, South Korean automaker Hyundai’s digital ad spend in the US increased by 42% to more than $200 million, making it the top company. Toyota’s advertising spending rose 3% to nearly $150 million, ranking third.
In the first quarter of 2024, manufacturers such as Hyundai, Honda, and Mazda will continue to strengthen advertising
With the growth and intensifying competition in the American auto market, several APAC automakers, including Hyundai, Honda, and Mazda in 2024, are stepping up their digital advertising efforts in the American market. In the first quarter of 2024, Hyundai’s advertising spend in the US market increased 74% year-on-year to $61 million, leading other APAC manufacturers in this market. Honda’s ad spending in Q1 2024 increased 130% year over year to nearly $48 million, second only to Hyundai
The significant increase in Honda’s advertising spending in the American market is due to the promotion of electric vehicles.In the first quarter of 2024, Honda Group’s battery electric vehicle Advertising costs for “Prologue” increased 17 times compared to the previous quarter, making it Honda’s current model with the largest share of advertising costs.
OTT is an important digital advertising destination for automakers in APAC region
OTT is Hyundai, Toyota, Nissan, Kia
It is an important digital advertising destination in the American market for major APAC automakers such as Motors. In the first quarter of 2024, OTT spending accounted for 62% of South Korea’s Kia Motors’ total advertising spending in the American market. Hyundai and Nissan are putting around 30% of their advertising spend into OTT.
YouTube is supported by automobile manufacturers such as Hyundai and Honda, and 45% of Hyundai’s advertising spending in the American market in the first quarter of 2024 was spent on YouTube.
Hyundai and Toyota’s advertising audiences overlap, but Toyota’s audience is more focused on cars and sports
Sensor Tower Audience
According to Insights data, Hyundai and Toyota’s advertising audiences overlap in terms of age, gender, and user profile. However, each manufacturer has a slightly different audience when it comes to contact with advertising.
The main audience for Hyundai and Toyota ads is young users aged 18-34, accounting for 64% of the audience. In terms of gender distribution, men outnumber women in both manufacturers’ advertising audiences, but Hyundai’s female ratio is 46%, slightly higher than Toyota’s 41%.
Regarding the difference in advertising exposure, Hyundai’s
advertising audience includes many people who manage households, while Whole Foods’
They are most often exposed to food and drug ads such as Market and GlaxoSmithKline (GSK). Toyota’s advertising audience is close to car enthusiasts and is often exposed to ads from Honda, Nissan, and Mazda. Hyundai’s advertising creative emphasizes practicality, while Toyota’s advertising emphasizes performance.
Compared to competing models, Hyundai’s popular advertising creative highlights practical features such as remote parking and blind spot monitoring, offers convenient plans for family trips, and emphasizes its price advantage. .
Toyota’s popular advertising creatives mainly emphasize the
performance and safety of cars through cool driving scenes, and also connect with sporting events to reach more sports enthusiasts. Download the full report for free
Further information can be found on our website:
https://sensortower.com/ja/blog/top-auto-apac-advertisers-in-the-us-2024-report-JP Introduction to Sensor Tower
Sensor was founded in San Francisco in 2013.
Tower is a company that provides data and analysis environment for mobile apps/games. Trusted by global digital companies such as X (formerly Twitter), Unity, Tencent, and HBO, it is a digital analysis platform that provides store intelligence that helps understand mobile market trends, and advertising intelligence that can be used to optimize advertising strategies. We provide high-quality insights and advanced customer support for every aspect of mobile.
Sensor Tower was awarded Best Analytics/Best Analytics at Pocket Gamer Mobile Games Awards 2022.
Received the Data Tool Award.
Our Japan office will be relocated to Nippori, Tokyo from the summer of 2023, strengthening our business in Japan, and the number of partner companies is rapidly increasing. We are increasing the number of our staff and will continue to strengthen our customer support.
Sensor Tower Japan Office Representative
Shogo Yachi
Further information about Sensor Tower can be found on our website: https://sensortower.com/ja
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