Engineered for the Open Internet: Driving Automotive Brand Outcomes

The automotive industry has always been a driving force in the global economy, shaping how we live and get around. But today it’s about more than building vehicles, with cutting-edge technologies like AI, electrification, and connectivity redefining mobility. As the industry innovates, car buyers have also transformed how they make decisions. Once reliant on dealerships for guidance, buyers now turn to digital platforms to research and compare options long before visiting a showroom.

To help automotive brands navigate this shift, Teads presents its 2025 Auto Pit Stop – combining the latest consumer insights and engagement touchpoints across the buyer journey to fuel brands toward more impactful, elevated outcomes. 

Educating Buyers Wins Brand Loyalty

While buying a car is one of the biggest investments someone will make in life, car buyers don’t just want to know the price tag. They’re able to be more informed than ever before with digital platforms at their fingertips, and 73% seek to better understand how a vehicle translates into real-life benefits. That could be like making family road trips safer or commutes more enjoyable – benefits that present an upgrade in their lifestyle. Considering that 82% of car buyers are open to switching brands, brands that help them understand the benefits of ownership will make conversion more likely.

Decisions Point to the Middle 

While every buyer’s journey is unique, the middle of the funnel is where car buyers spend most of their time. In fact, seven out of nearly thirteen digital touchpoints occur in this stage. It’s like driving in an unfamiliar city where there are exits, detours, and all sorts of distractions that can take one off course, but a path is taken. For brands to be the destination, they need to be that trusted navigation system in this part of the journey – providing assurance such as product selling points or reviews and testimonials. The more touchpoints won here, the better the chances of becoming the buyer’s choice. 

The Omnichannel Opportunity of the Open Internet 

Educating car buyers means meeting them where they go to inform their decisions, and six of the top eight top sources are found on the open internet – including brand sites, industry publications, and news. Moreover, 56% of buyers say seeing an auto brand’s ad across channels makes them more likely to purchase, underscoring the need for an omnichannel strategy. The open internet provides an opportunity to engage them on CTV or digital, delivering value across marketing objectives with a seamless experience.

For a deeper dive into the latest insights and strategies that will help you shift gears and accelerate your marketing efforts, download our 2025 Auto Pit Stop.