Auto Ads Driving Steadily Toward Digital 

When media buyer Jayme Loftus places ads for the Cadillac dealer association in the New York-New Jersey-Connecticut region, she often turns to and Kelley Blue Book’s, go-to sites for people looking to buy a car.As for spot TV, it’s just not as big as it used to be.Story continues after the ad“TV is still our No. 1 blocking and tackling medium, but we view it more now as a branding tactic than a retail tactic,” says Loftus, northeast regional director for the Martin Retail Group. “Because digital is a more important part of our mix, we’ve had to cut into some of our TV spending.”Loftus is not alone among media buyers in diverting money to digital. Standard Media Index (SMI) reports that auto spending on digital media rose 20% in 2015, while spot fell 8%.Kantar Media paints a slightly more positive picture for broadcasters. It shows spot down just 2%. (Kantar does not collect comprehensive digital media numbers.)The media buyers are simply following the car buyers.BRAND CONNECTIONS

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