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Online auto Advertising is on the rise

carAnyone who watches TV knows that the auto industry has the lockdown on TV advertising. I think every other commercial is a car commercial. Well, get ready, the auto industry is pulling out all the stops and crossing the digital divide and heading to the internet.

The auto industry is the largest advertiser in the entire world. However, only 2.5% of their budget accounts for online advertising from January to December in 2005. But, that’s all about to change.

"The industry’s foot is definitely coming off the brakes and onto the accelerator this year," says Ms. Phillips. "Automotive advertisers are gearing up for an online advertising surge, but it’s going to come at the expense of other media."

The auto industry is not only changing the "how" in advertising but also the "why." The industry is leaning toward behavioral targeting, which is targeting the customer with ads based upon previous internet activity.

"Behavioral targeting, a tool that tracks a visitor’s online behavior and serves up ads based on the pages they’ve viewed or features they’ve interacted with," says Ms. Phillips. "With the funnel effectively dead, behavioral targeting looks like a light on the horizon. Most of the major independent sites offer some form of this technique and several manufacturers are already testing it."

Major automotive corporations are jumping on the bandwagon of having specific ads targeting the web user’s  behavior. So, get ready for some more pop-ups.

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Posted on Friday, February 17th, 2006 at 7:06 am In Auto Warranty  

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