For the first time, more than half of all automotive advertising dollars will be spent on digital media, says an industry paper released in November from Borrell Associates, which monitors and forecasts local advertising trends. Marketing dollars have followed audiences, and the car-buying audience is clearly continuing to move to digital media, the paper states.
The Borrell study explicitly singled out co-op advertising as a major issue for car dealers, as they scramble to meet digital minimums. Accordingly, the move to digital media from traditional media by car-buyers, which Borrell cites, makes co-op ad dollars more available than ever for dealers.
You can leverage this information and maximize your ad and co-op dollars, with help from CarSoup.com. We deliver the in-market car-buying audience.
One key example: CarSoup.com Event sponsorship. It is a prime opportunity to promote specials, offers, incentives or campaigns at your dealership.
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To purchase a copy of Borrell’s report, or to receive a free executive summary, visit the firm’s website: