sophus3 insight

Decision on EV or non-EV is much more likely to be made on Premium Publisher sites than car brand sites

“At Sophus3, our eDataXchange programme is dedicated to helping car brands collectively and independently understand the digital car buying journey so they can develop and deliver the best customer experiences possible. In this study, we analysed 90 million digital interactions of car buyers across car brand websites and this group of UK premium car publisher sites over 60 days. Our rigorous analysis highlights the pivotal role of publisher sites in attracting new customers and enabling them in their purchasing decision making, offering crucial insights for car brands to optimize their digital marketing strategies and better engage potential buyers.” Patrick Fuller, Sophus 3

Premium Publisher influence is market leading - Bauer & Autovia auto sites we will see 4 times more in market audience in a month than all 22 OEMS put together
Premium Publisher audience is of high quality - 98% of Bauer & Autovia’s audience is organic - 60% of the OEM audience is paid for
Premium Publisher audiences across all research stages make their decision on Bauer & Autovia auto sites on whether to go for an EV or an ICE before they go to an OEM or a car dealer
The audiences come back to premium publishers’ sites once they have seen the make models on the OEM sites to re-affirm their choice or switch
Premium Publishers audiences have higher engagement for EV content signalling the consumers need for trusted content from an independent source

Key outtakes

“This isn’t the first time we have worked with Sophus 3 to bring you in-depth research and we are really pleased to be collaborating with Autovia again to provide a wider perspective. With the consumer market constantly evolving with new ways to buy, new entrants and new drivetrains to consider, data becomes a very important part in our world to provide intel to help shape your media strategies, increase your brands consideration and ultimately help you sell more cars. So we are delighted that the biggest premium publisher auto brands have teamed up with the premier data supplier to OEMs to bring you the latest view of car buying in the UK. We look forward to working closer with you to answer your immediate and future challenges.” Jim Burton, Bauer Automotive