Stumbling across an effective and influential auto advertising campaign is akin to watching an Oscar- winning movie. It’s not too long, not too short, provides meaningful, yet entertaining content and leaves you feeling something at the end. The majority of auto advertisements currently fails to meet that benchmark from a consumer perspective, which gives them ample opportunity to up their game. Automakers invest too much money in the hopes of creating influential content only to find that most consumers can’t tell one car brand from the next. It’s time for a change.

• The impact of COVID-19 on automotive advertising

• How consumers view the current auto advertising landscape

• How to create ads that effectively influence consumer brand and vehicle consideration

This Report covers automotive advertisements across various channels including TV, radio, audio and video streaming services, display ads, email ads, sponsored search ads and social media ads.

The first COVID-19 case was confirmed in the US in January 2020. On March 11, the World Health Organization declared COVID-19 a global health pandemic, and on March 13, President Trump declared a national emergency in the US. 

Across the US, state-level stay-at-home orders rolled out throughout the months of March and April, remaining in place through May and in some cases June. During this time, referred to as lockdown, nonessential businesses and school districts across the nation closed or shifted to remote operations.

During re-emergence, all 50 states have relaxed stay-at-home orders and allowed businesses to operate with varying levels of social distancing measures in place. The continued spread of COVID-19 infections has driven some states to slow down or reverse course on reopening plans. Mintel anticipates the US will remain in a state of flux through 2021, until a vaccine is available.