Advertising may be a tactic that most auto companies are trying to cut down on but make no mistake about it, there are some who have kept up with the advertising prowess to ensure that they get noticed. comScore, Inc. today released the results of a study of online automotive advertising, based on data from the comScore Ad Metrix service, including the debut release of data from comScore’s new product-level dictionary.
The study revealed that Ford Motor Company was the top auto advertiser in January with 481 million display ad impressions, followed by Toyota with 384 million and General Motors with 316 million. The top ten auto manufacturers accounted for 58 percent of the 1.9 billion ad impressions in the segment, with the “Big Three” U.S. automakers (Ford, GM and Chrysler) accounting for 26 percent.
Automotive advertisers delivered nearly 2 billion ad impressions and reached 120 million people, or 65 percent of the total Internet audience, in January 2009. This represents a decline of 43 percent in online ad impressions for the auto industry versus January 2008.
“The collective online advertising strategy of automakers shows a low level of online advertising for their green models and higher levels for their heavier gas consumption vehicles,” said Jeff Hackett, comScore senior vice president. “While SUVs may still drive a larger share of sales for the automakers, comScore research has shown that online is an effective brand-building medium and now might be a good time to begin shifting allocation of dollars and mindshare towards the models of the future.”
(Source) Press
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