The Power of Contextual Advertising in Automotive Marketing to Women

January 22, 2024

Authored by Chrisanne McCoy, VP, Commercial Data

The Power of Contextual Advertising in Automotive Marketing to Women

In recent years, the marketing industry has acknowledged that women have long been underappreciated by automotive advertisers—and much to the industry’s detriment. In fact, research has found that women influence more than 85 percent of all car purchases, and more than six out of every 10 new cars sold are purchased by women. In response to the significant influence of women in car purchasing decisions, there's a noticeable shift in the automotive market to broaden the range of topics that resonate with female buyers. This includes placing greater emphasis on emerging trends such as sustainability and advanced technology.

Reflecting this shift, Semasio has expanded its standard segment offerings in the U.S. automotive sector. These now more diverse segments extend beyond traditional best-sellers and luxury models to embrace electric vehicles and eco-friendly options, acknowledging the growing preference among women for vehicles that align with eco-friendly practices and showcase the latest in vehicle technology. This expansion of standard segment offerings is an acknowledgment of the evolving interests and significant decision-making power of women in the automotive world.

The importance of tailoring auto marketing to the needs and desires of women buyers cannot be overstated, as research has also found that women shop for cars differently than men. For example, women are twice as likely to be undecided about what vehicle they want, and only 38 percent of women feel confident when buying a car, versus 58 percent of men. On average, women take about 75 days to make a car purchase, vs. 63 days among men. In addressing the diverse needs of all car buyers, it's essential to provide comprehensive and accessible information. For instance, providing clear insights into finance options and transparent information about insurance can empower all consumers to make informed decisions.

These statistics paint an interesting picture of an undertapped opportunity within the automotive space to not only reach women on their car shopping journeys, but also to become a valuable and appreciated part of their decision-making process. In this regard, contextual advertising represents the perfect vehicle to not only target women in relevant ways, at scale, but to also provide value and build loyalty in the process. Let’s dig deeper into this massive opportunity, and how auto marketers can make the most of it.

The Power of Contextual to Reach Women Car Buyers

Contextual advertising—a targeted advertising strategy that involves delivering relevant ads based on the context of the content a user is consuming—represents a vital tactic for reaching women who are in the process of shopping for cars.

Our contextual advertising approach is further enhanced by including diverse elements such as specific locations, ownership moments, and even details like motorsports, parts, performance brands, powertrains, and tire brands. This ensures that the content women encounter during their car-buying journey is not only relevant but also richly informative.

Women often approach car-buying decisions with a distinct set of priorities and considerations, and this is reflected in the content that they seek during their research phases. Contextual advertising allows marketers to tailor their messages to align with these specific needs, acknowledging factors such as safety, reliability, and fuel efficiency that are frequently at the forefront of women's decision-making process. By addressing these concerns directly in advertising content, brands can establish a connection with female consumers.

In addition, contextual advertising plays a crucial role in building trust and authenticity. People appreciate advertising that resonates with their experiences and values. Contextual advertising enables marketers to create ad experiences that go beyond generic messaging, incorporating relatable scenarios and highlighting features that directly cater to the diverse roles and responsibilities of women. This personalized approach can help women see an auto brand as one that understands and genuinely cares about meeting their specific needs, ultimately influencing their purchasing decisions.

Lastly, in the digital age, where online research heavily influences buying decisions, contextual advertising is particularly essential for reaching women shopping for cars. With the majority of women turning to the internet for their car-buying research, a contextual approach allows marketers to meet women where they are in the digital landscape, ensuring that brands stay visible and engaged with potential female buyers throughout their car-buying journey.

Tips for Engaging Women with Contextual Advertising

For automotive brands looking to connect with women via contextual advertising and contextual intelligence, it’s important to keep the following points in mind.

Understand and Address Unique Needs: To effectively use contextual targeting to reach women buyers, it's crucial to thoroughly understand and address the unique needs and priorities of this demographic.Tailor your ads and targeting parameters for content that speaks directly to factors important to women, such as safety features, fuel efficiency, and practicality. By tailoring your messaging to align with these specific considerations, you enhance the relevance of your ads.

Put First-Party Data to Work. Contextual advertising enables advertisers to appear around the content that’s most relevant for their customers and prospects. It’s possible to take this valuable strategy even further via contextual audience extension. This unique approach enables auto marketers to transform their first-party data into advanced and scalable digital ad campaigns through contextual intelligence and advanced targeting techniques. By combining the accuracy of audiences with the reach of contextual targeting, auto marketers can find customers who share attributes with their high-value customers in places they are most likely to be present and engage online. Contextual audience extension is particularly useful for brands looking to get more granular with their targeting strategies by focusing specifically on women who car-shopping.

Consider AI-Driven Solutions. In addition to novel approaches like contextual audience extension, auto marketers should also ensure their campaigns are leveraging the latest opportunities unlocked by new and evolving AI and machine learning technologies. Advanced AI and natural language processing allow auto marketers to do more with their first-party data and deliver targeted, tailored messages to relevant audiences in the moments that matter.

Ultimately, using contextual advertising to connect with women car shoppers goes beyond marketing; it's a transformative approach that fits the changing automotive landscape. By aligning with and addressing the unique needs and priorities of female consumers, contextual advertising forms a personalized connection, building trust  and authenticity.

Semasio has expanded our standard segment offerings for automotive topics in the US. This expansion includes every automotive brand available in the US, the top 25 best-selling vehicles, every electric vehicle model, and more. Such detailed segmentation allows for more precise targeting, especially when combined with AI-driven solutions and contextual audience extension techniques.

As women continue to play an increasingly influential role in the car-buying process, the strategic use of contextual advertising represents a pivotal tool for automotive brands seeking not just visibility, but genuine engagement and loyalty in this dynamic market.

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