Over 23 million potential customers saw Audi’s ad for its new A7 sedan on YouTube last May 1. Audi’s message – “bold design” – was plastered across the video channel and for that day, Audi was its sole advertiser for users of mobile devices.
Audi claims that it’s the first time for this platform to be taken over by a luxury carmaker. Audi did this as part of a strategy to reach luxury buyers through their mobile devices, an ad medium that’s quickly growing.
Audi is taking advantage of the chance to get access to these buyers. Luxury carmakers are prioritizing mobile ads, making sure that Web sites are compatible with mobile, designing apps and integrating ads within the current platforms. It has been determined that luxury-car buyers use their smart phones in each step of the process to buy a car.
Gartner, a leading technology research company, estimates that total annual revenue in 2011 from mobile advertising, such as apps and mobile Web display ads, will reach $3.3 billion.
According to a 2010 Google study, mobile devices account for up to 20% of search traffic on automakers' Web sites. A June 2010 Complete Auto Shopper Study that Google commissioned stated that luxury-car buyers are twice as likely as volume-car shoppers to use mobile devices to do research on a vehicle.