According to a study commissioned by LinkedIn and conducted by Nielsen, automotive brands on LinkedIn are experiencing positive results, suggesting that shifting a portion of their media mix to the platform can improve brand awareness and increase sales.
The study analyzed two years of LinkedIn ad data from various auto brands. While it may seem unconventional to consider LinkedIn as a platform for car sales, the findings indicate that professionals, who are more likely to be active on LinkedIn, are also potential car buyers. These professionals are often concerned about their public image and personal branding, and their choice of car can play a role in shaping that image. This makes LinkedIn a valuable platform for auto brands to consider when targeting this specific audience.
LinkedIn’s data overview provides more insights into the study’s findings, and further information about using LinkedIn ads for auto brands can be found on the platform.
Here are some of the main findings from the data analysis:
- LinkedIn is 3X more effective at driving auto dollar sales than linear TV and other major social platforms, and 2X more effective at doing so compared to online video
- LinkedIn is 2X times more effective at driving brand awareness than traditional TV, display, and other major social platforms
- LinkedIn advertising is 4X more efficient at driving dollar sales than traditional media channels
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