Sensor Tower Releases Report on Insights into Digital Advertising of Asian-Pacific Automotive Brands in the U.S. Market

Sensor Tower, a global mobile market data analytics firm, has released a report titled "Insights into Digital Advertising of Asian-Pacific Automotive Brands in the U.S. Market," which includes digital advertising spending and growth rates of major automotive brands in the U.S. market in 2024, trends in advertising spending by major Asian-Pacific automotive brands in the U.S. market in recent years, major execution channels, popular advertising materials, and more.

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According to Cox Automotive data, the United States is a significant market for Asian-Pacific automotive brands, with Asian-Pacific automotive brands accounting for 46% of total car sales in the U.S. market in 2023. This was significantly higher than the 34% recorded by local U.S. auto brands.

"Toyota Motor" ranked second in the U.S. market share, following "General Motors (GM)," which held 17%. "Hyundai Motor (Hyundai, Genesis, Kia included)" also achieved outstanding performance in the U.S. market. It recorded a 11% market share in 2023, becoming the second most popular Asian-Pacific car brand after "Toyota Motor."

Asian-Pacific car brands are more actively participating in digital advertising than local car brands in order to get ahead in the U.S. automotive market. According to Sensor Tower data, 7 of the top 10 automotive advertisers who spent the most on advertising in the U.S. market were Asian-Pacific brands.

From the second quarter of 2023 to the first quarter of 2024, "Hyundai Motor" spent over $200 million in digital advertising in the U.S., up 42% year-over-year, surpassing "Ford" to take the top spot. "Toyota Motor" spent $150 million in advertising in the U.S., up 3% year-over-year from the second quarter of 2023 to the first quarter of 2024, ranking third.

As the U.S. automotive market grows and competition intensifies, many Asia-Pacific automotive brands in 2024 increased their digital advertising spending to attract potential customers and expand sales. In the first quarter of 2024, "Hyundai Motor" spent $61 million on digital advertising in the U.S. market, up 74% year-over-year, ahead of other Asian-Pacific automotive brands. "Honda" also started increasing advertising spending from the third quarter of 2023, and in the first quarter of 2024, it spent $48 million, up 130% year-over-year, following "Hyundai Motor."

With the rise of electric vehicles, major Asian-Pacific automotive brands are actively promoting their electric car models in the U.S. market. Looking at the digital advertising spending by model of major Asia-Pacific automotive brands in the U.S. market in the first quarter of 2024, "Kia EV9 (Kia EV9)," a pure electric vehicle model of "Kia Motors," saw its advertising spending in the U.S. market in the first quarter of 2024 increase by 200% year-over-year, making its advertising share the highest among all car models.

OTT platforms have been an important digital advertising channel for major Asian-Pacific car brands such as "Hyundai Motor," "Toyota Motor," "Nissan," and "Kia." 62% of "Kia's" total digital advertising spending in the U.S. market in the first quarter of 2024 was concentrated on OTT platforms. About 30% of the advertising spending by "Hyundai Motor" and "Nissan" was used on OTT platforms.

In particular, "Hyundai Motor" showed a strong preference for YouTube as a platform for digital advertising, with 45% of its U.S. market digital advertising spending in the first quarter of 2024 being spent on YouTube. YouTube was also the platform where "Honda" spent the most on digital advertising in the U.S., accounting for 30% of its total digital advertising spending in the first quarter of 2024.

Looking at the advertising audience data for "Hyundai Motor" and "Toyota Motor" from Sensor Tower, the advertising audiences of both companies showed a certain similarity in age distribution, with the proportion of young audiences aged 18-34 reaching 64%. However, in terms of gender distribution, "Toyota Motor" showed a higher proportion of male audiences, reaching 60%, while "Hyundai Motor" showed a higher proportion of female audiences at 46%, higher than Toyota's 41%.

"Hyundai Motor" and "Toyota Motor" differed in their advertising materials. While "Hyundai Motor" used popular digital advertising materials that emphasized practical features, convenience in family car scenarios, and price advantages compared to competing models, "Toyota Motor" emphasized cooperation with sporting events, car performance and safety, and excellent after-sales service.

More details, such as the digital advertising performance and leadership achieved by Asian-Pacific automotive brands in the U.S. market in 2024, and how Asia-Pacific automotive brands were able to differentiate their digital advertising materials to gain an advantage, can be found in the "Insights into Digital Advertising of Asian-Pacific Automotive Brands in the U.S. Market" report. The full report can be downloaded from the Sensor Tower website.

About Sensor Tower

Founded in San Francisco, U.S. in 2013, Sensor Tower has become a leading data analytics company trusted by global digital companies such as Twitter, Unity, Tencent, and HBO. Through intelligence tools such as Store Intelligence, which allows you to understand mobile market trends, and Advertising Intelligence, which allows you to optimize advertising strategies, Sensor Tower provides in-depth insights and leading customer support at every stage of the mobile business journey, from mobile startups to blue-chip companies and financial institutions. Sensor Tower won the "Best Data/Analytics Tool" award at the Pocket Gamer Mobile Games Awards 2022.

Website: https://sensortower.com/ko

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Sensor Tower
Korea Branch Marketing Team
Yena Yoo