Automotive Adage Report
Last year, over 35 automotive makes and 200+ different models were advertised in the U.S. Measured media expenditure for the auto category hit $16.4 billion in 2013—the highest since pre-recession days. And while automotive sales are up, fewer than 4% of Americans purchase a car or truck every year. So how do automotive advertisers rise above the clutter to capture the attention of car shoppers in their path to purchase?
Kantar Media and Ad Age have joined together to develop a co-branded whitepaper focused on automotive marketing trends. Drawing upon insights from Kantar Media's Ad Intelligence, News Intelligence, AdGooroo, Marx, Audiences, and Millward Brown Digital, this report examines how automotive marketers are maximizing ad placement, brand metrics, search strategies, mobile marketing and social media buzz to shift consumer attention away from competitors and towards their brands to drive sales.