BALTIMORE -

The second edition of Millennial Media’s Mobile Intel Series reinforced how much automakers and dealers are using mobile platforms to steer shoppers to particular models and rooftops.

Produced in conjunction with comScore, the latest report also showed shoppers are using their smartphones and other mobile devices more to connect with dealers and find the vehicle they want.

Findings revealed brands are using mobile to drive local consumers into dealerships or to the nameplate’s mobile site. Compared to all other advertisers, analysts said automotive advertisers implemented site search, dealer/store locator and view map actions in their mobile ads at much higher rates.

“Automotive brands were early entrants to the mobile advertising space, and their use of mobile to achieve a variety of goals continues to grow,” report authors explained.

“While auto advertisers most frequently feature product launch/release campaigns and drive increased foot traffic to dealerships, they also use mobile to build brand affinity and awareness at scale,” they continued.

“Through the use of targeting techniques and engaging ad formats, automotive advertisers make the most of mobile to ensure they achieve their brand goals,” they added.

Ford is just one example of a manufacturer leveraging the capability of mobile advertising.

Earlier this month, FordDirect — a joint venture between the automaker and its dealers — revealed details about a new mobile service that can enable shoppers to receive prompt, targeted information about Ford vehicles by simply sending a text message from their mobile device.

Powered by mobile marketing and advertising company Hipcricket, FordDirect explained the service utilizes unique and innovative processes that integrate Ford brand print and television advertising to deliver information specific to the vehicles of interest to the customer.

And earlier this summer, FordDirect announced the launch of iPad and smartphone optimized versions of the Ford and Lincoln Build and Price online customer shopping tool.

The new mobile version of the product — which allows customers to virtually build a car from top to bottom, receive a price estimate and find a local dealership that can facilitate the purchase — is specifically designed for the iPad and iPad 2, as well as the iPhone and Android smartphones.

“What we have done over the last couple of years at FordDirect is try to innovate on that value proposition for consumers so that we can offer more value to the consumer but at the same time generate more traffic to the dealership,” FordDirect chief executive officer Stacey Coopes stated in a previous interview with Auto Remarketing.

The research firms discovered that 68 percent of mobile auto consumers are male, and 55 percent of the consumers are between the ages of 18 and 34.

The analysis also revealed mobile shoppers tend to be more affluent than the general mobile population, with 34 percent of users having an annual income of more than $100,000.

Furthermore, the companies discovered these consumers also choose to access auto content frequently. They found 31 percent of mobile consumers access the content at least once a week, and 21 percent accessing the content almost every day.

Other highlights include:

—The heightened interest in mobile advertising is global, with only minor differences between mobile auto users in the U.S., Europe and Japan.

—Supporting product launches or releases such as new models was the top campaign goal for advertisers in the second quarter.

—Auto advertisers are trying to increase overall brand awareness and reach consumers who may not currently be in the market for a new vehicle. “Sustained In-Market Presence/Brand Awareness” was the goal for 19 percent of all campaigns that ran in the second quarter.

“Mobile ad spend in the automotive industry has grown over 200 percent in the last year, and advertisers are recognizing that they can make a real impact with consumers,” declared Jamie Fellows, senior vice president of product at Millennial Media.

“Whether they are trying to increase brand awareness, drive consumers to a dealership, or increase app downloads, mobile is a medium which works for auto advertisers,” Fellows continued.

“We hope the latest version of the Mobile Intel Series can help brands navigate this landscape,” Fellows added.

The report can be downloaded here.