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Ford Motor Company Emerges as Top Online Automotive Advertiser - Ranked by Results!

Ford Motor Company was the top auto advertiser in January 2009, reaching nearly one-third of the US online audience with 481 million display ad impressions, according to a comScore analysis of online automotive advertising, based on data from its Ad Metrix service, including its new new product-level dictionary.
Ford was followed by Toyota, which had 384 million impressions, while third-place General Motors had 316 million. The top-10 auto manufacturers accounted for 58% of the 1.9 billion ad impressions in the segment, with the “Big Three” US automakers (Ford, GM and Chrysler) accounting for 26%.

comScore’s analysis also found that automotive advertisers delivered nearly 2 billion ad impressions in January and reached 120 million people, or 65% of the total internet audience. This represents a decline of 43% in online ad impressions for the auto industry vs. January 2008.

More SUVs than “Green” Models Advertised

As part of the study, comScore identified both the most advertised SUV and fuel efficient/hybrid vehicles using the comScore Ad Metrix product dictionary. comScore found that, the auto companies delivered six times more display ads for SUVs (65.0 million) than fuel-efficient/hybrid models (9.9 million) in January 2009. The most advertised SUV model online was the GMC Yukon, with 22 million ad impressions, followed by the KIA Borrego (10.3 million) and Toyota Sequoia (8.5 million).

The top “green” model advertised online was the Chevy Malibu, which received 1.4 million ad impressions promoting its fuel-efficiency or hybrid design, followed by the Lexus LS hybrid (1.2 million) and Lexus RX hybrid (1.0 million).

“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 SVP. “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 toward models of the future.”


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The Automotive Digital Marketing (ADM) Professional Community website is built on a perpetually growing"Viral Expansion Loop" Networking Platform and serves Car Dealers, Dealership General Managers and their management teams, including Internet Sales Managers, BDC Managers, Marketing Managers, Sales Managers, Service Managers, Service Advisers, Parts Managers, Fixed Operations Directors and their teams. Launched at the beginning of January 2008, ADM has emerged as a valuable and proven resource for the entire spectrum of automotive marketing and Internet sales related professionals. Interactive Media and eCommerce Professionals at car companies (OEM) and tier 1 and 2 advertising agencies who want to see, hear and read what the best Digital and Interactive Marketing professionals in the automotive industry have to say about relevant and timely topics visit ADM on a regular basis or subscribe to the many RSS feeds and content syndication services available within the ADM community.

Did you know there are now over 2,100 members on Automotive Digital Marketing Professional Community?
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Did you know that there are over 4,000 photos listed on Automotive Digital Marketing Professional Community?
And, do you know that many of these images are actually charts and graphs of the latest marketing trends and research? Did you know that many of these photos are actual ads used by dealers that worked exceptionally well? There have been over 4,000 photos uploaded and made available for use by all ADM members.

Did you know that there are more than 750 videos on Automotive Digital Marketing Professional Community?
Have you seen how many of those videos are actual examples of marketing campaigns and business processes used successfully by some of the leading and most successful dealers in America?

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Did you know that there are over 500 forum topics on Automotive Digital Marketing Professional Community?
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There have been over 500 discussions started and still active with ongoing comments and information being published daily within the ADM Forum.

Did you know that there are more than 25 professional groups on Automotive Digital Marketing Professional Community?
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Did you know that there are Important Upcoming Automotive Digital Marketing Events listed on Automotive Digital Marketing Professional Community?
Have you posted what you or your organization considers to be important upcoming events on the ADM calendar so that other professionals will know about them, consider attending and register their intent? ADM members can create calendar events using the ADM site application that allows image and logos, links to registration pages, location maps that integrate with Google Maps, Outlook Calendar integration, invitation mailings using uploaded email lists, RSVP tracking and event management features and a whole lot more.

Did you know that there are more than 500 MP3 audio files on Automotive Digital Marketing Professional Community? Have you checked out what other automotive professionals are listening to?
Did you know that many of these MP3 files are automotive marketing and Internet sales best practice Podcasts, and examples of highly effective radio spots, along with powerful and engaging dealer website soundtracks?

If you are interested in visiting and perhaps joining the Automotive Digital Marketing Professional Community, go to:

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ADM is also proud to serve as an online meeting place, professional networking resource and auto industry best practice exchange for automotive suppliers, marketing service providers and advertising agencies who provide car dealer Internet sales and web marketing solutions.

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Tags: Ford Emerges, Ford Motor Company, Ford digital marketing, Ford is Top Online Automotive Advertiser, ford digital advertising


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Comment by Chuck Dapoz on April 13, 2009 at 2:01am
Ford may have bought the most online impressions, but its sales conversion rate was far below industry average. Ford's 481 million display ad impressions led to 93,000 sales, or 5,167 impressions per sale. Compare that with Chrysler's 23.8 million impressions leading to 62,000 sales, or 383 impressions per sale. The conScore number say Ford's online ads were seen by 59.8 million "exposed unique persons," or 643 per vehicle sale; Chrysler's ads were seen by 6.6 million, or 106 people per sale. Based on sales per impression and sales per exposed person, only Mercedes-Benz was less efficient than Ford.

There's a lot more to measuring marketing effectiveness than counting online impressions, and the data should be cleaned up to reflect retail, no total, sales, but using only on these numbers, Ford is making the most Internet impressions, but it's getting low bang for the buck.

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