In the automotive industry, strong community relationships are the ultimate fuel for sales. Dealerships show up in their communities as significant employers, sponsors of sports teams, supporters of local causes, and engaged neighbors. And, strategic advertising helps them ensure that potential customers know about those commitments.
TV continues to be one of the most effective communication methods to inform and influence audiences. However, auto advertisers relying solely on linear TV, or solely on streaming, are missing out on reaching potential buyers.
Today, up to 75% of vehicles are sold before they hit dealer lots, so customers are traveling further for their vehicles, and, as a result, customer loyalty—especially long-term loyalty—is at a six-year low. Meanwhile, advertising strategies are not always keeping up.
During ASOTU’s webinar event, auto leaders discuss trends and insights that will enhance anyone’s auto strategy and help gain market share in 2023.
Traditional TV has long been a fundamental advertising vehicle for national brands with messages intended for broad and niche audiences. Today, the use of data in TV advertising has expanded the medium from a vehicle used solely for broad awareness to a full-funnel marketing solution.
With pressure mounting on the traditional auto dealer business model, Brendan Jackson, Senior Director of Automotive Strategy at Effectv, recently shared his thoughts and offered advice for auto dealers rethinking their advertising strategy.
Advertising creative can heavily influence or even determine car buyers' perceptions of automotive brands. To help auto marketers gain a clearer picture of how consumers respond to various creative ads, Effectv commissioned a survey.
Anthony Jingoli, Regional Director of Automotive at Effectv, shares his vision for the auto industry at the National Auto Dealers Association Show.