Google: Influence of Digital Media on Car Purchases

Posted by IAB Australia On January 16, 2012 Research & Resources

Google worked with Fiat and econometrics agency Conento to understand the effectiveness marketing spend.

Key findings included:

  • Paid Search is the most efficient media for Fiat purchase.
  • Paid Search represents 51% of total marketing contribution to Web visits, which are the main marketing driver for dealer visits.
  • For Fiat, an increase in display (from 8% to 9%) and paid search (from 0,3% to 5,9%) is recommended.


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.