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Not long ago, online display advertising for car companies and car dealers was considered merely a direct-response vehicle. But with the rise of online video, the increasing success of Facebook and ongoing improvements to audience targeting and buying technology like real-time bidding (RTB), automotive media buyers are returning to dealership display advertising with big hopes—and even bigger ad budgets. eMarketer estimates total display ad spending (including auto industry Tiers 1,2 and 3) will reach $12.33 billion this year, nearly two-thirds of which will go toward standard display advertising banners.
Today’s automotive marketing display ad buyer must navigate hundreds of inventory providers, including ad exchanges, ad networks and publishers, to emerge with a successful media plan. By approaching the ad buying process objective-first, automotive media buyers can pinpoint select sources to efficiently craft display campaigns which will achieve the desired results for car companies (Tier 1), car dealers (Tier 3) and dealer advertising associations (Tier 2).
“The need for better audience scale and efficient inventory purchasing has fueled the rise of ad exchanges and real-time buying platforms,” said eMarketer’s Lauren Fisher, author of the new report, “Buying Display Ad Inventory: Making Sense of Multiple Sources.” “Media buyers are turning to these ad exchanges and demand-side platforms (DSPs) for their massive reach and audience scaling capabilities.”
The efficacy of each display ad source and inventory buying method depends greatly on automotive marketer campaign objectives. Premium inventory sources that work well for car company brand-based objectives might not work as well for direct-response dealership advertisers looking to retarget car dealer website visitors.
“By focusing on objectives, automotive marketers can best determine the appropriate mix of providers that will most likely help them to meet and exceed their advertising goals,” said Fisher.
The full report, “Buying Display Ad Inventory: Making Sense of Multiple Sources,” also answers these key questions:
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