Automotive ad campaigns on business, news and sports websites have far less effect on purchase intent than those on car sites, according to new research by Dynamic Logic, AdWeek reports. The study also found that all types of sites provided lift in brand awareness, with auto sites only slightly outperforming business, news and sports sites. But, in driving purchase intent, ads on auto sites were twice as effective as those on business sites and news venues, and eight times more effective than on sports sites.

Accordingly, Dynamic Logic recommends ads on auto sites focus on persuasion rather than awareness. Most car buyers use the internet for research prior to buying, according to a Keynote survey issued in March. Inventory is tight at auto-specific sites, and some publishers have expanded into the market; in May, Forbes.com launched ForbesAutos.com, devoted to luxury cars, and CNET launched Car Tech, where consumers can compare vehicles based on technology features.