current trends in automotive advertising
TRANSCRIPT
![Page 1: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/1.jpg)
CURRENT TRENDS IN AUTOMOTIVE ADVERTISING
![Page 2: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/2.jpg)
Outline
1. The 2010 ad spend rebound
2. Factory vs. dealers
3. Ad spend per vehicle sold
4. Lease advertising
5. Sales event advertising
6. Media channel allocations
7. Hispanic media
8. TV Targeting and Impression Delivery
9. Competitive conflicts in Spot TV pods
10. Offline-online integrations
![Page 3: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/3.jpg)
Terminology
Tier 1 – Manufacturers, Factory
Tier 2 – Local Dealer Associations
Tier 3 – Local Dealers
2010 (e) - a full year projection based on Jan-Sep growth rates
![Page 4: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/4.jpg)
1.0THE 2010 REBOUND
![Page 5: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/5.jpg)
0.0
0.5
1.0
1.5
2.0
2.5
3.0
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct
Mill
ions
2007-2008 2008-2009 2009-2010
Online Car Shoppers At A 33 Month PeakSource: Compete
October’s 2.8 million shoppers was the highest since February 2008• Shopper counts represent the potential for sales
Shopper volume has been up an average of 26% y-o-y over the past six months
Consumers that shopped more than one new vehicle in a month counted only once at the market level
The ability to convert shoppers to buyers is a function of price, consumer confidence, mix, availability, dealer counts, gas prices, incentives, etc.
Market Shopper Counts(Unique number of shoppers by month)
Jul-Aug 09: Cash for Clunkers
![Page 6: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/6.jpg)
Automotive ad spending has rebounded…
![Page 7: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/7.jpg)
To 1999 Levels
$10
$12
$14
$16
$18
$20
$22
'99 '00 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10(e)
Bill
ions
AUTOMOTIVE AD SPENDING: ALL TIERS
Source: Kantar Media
![Page 8: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/8.jpg)
Relative Rate Of Ad Spend
Segment 2004 2010 (est)
Tier 1 $ 100 $ 81
Tiers 2 & 3 $ 100 $ 51
Total Auto $ 100 $ 67
Total Ad Market$94
Source: Kantar Media
![Page 9: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/9.jpg)
2.0FACTORY VS. DEALERS
![Page 10: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/10.jpg)
Tier 1 share of industry ad spend has been
growing since the 2008 sales downturn
![Page 11: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/11.jpg)
0%
20%
40%
60%
80%
100%
2002-06 2007 2008 2009 2010 YTD
% Share Of Total Auto Ad Spend
DealersFactory54% 55% 59% 66% 64%
46% 45% 41% 34% 36%
Source: Kantar Media
![Page 12: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/12.jpg)
3.0AD SPEND PER VEHICLE
![Page 13: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/13.jpg)
As a whole, the industry has consistentlyscaled ad spending to match sales levels
![Page 14: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/14.jpg)
$0
$200
$400
$600
$800
$1,000
$1,200
2002-06 2007 2008 2009 Jan-Sep '10
$1,115 $1,051 $1,081 $1,055 $1,073
Industry Ad Spend Per Vehicle Sold
Source: Kantar Media
![Page 15: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/15.jpg)
But Spend Rates Vary Widely By Nameplate
Tier 1 Ad Spend Per Vehicle
2007 Jan-Sep2010
% Change
All OEM $579 $685 +18%
Chevrolet $313 $650 +108%
Hyundai $864 $569 -34%
Toyota $361 $562 +56%
Ford $469 $489 +4%
Honda $433 $385 -11%
Cadillac $1,042 $1,997 +92%
Mercedes $760 $1,243 +64%
Lexus $612 $937 +53%
![Page 16: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/16.jpg)
The GM Ad Spending Surge
• Share of voice now greatly exceeds its share of market
• Unique among the leading sales companies
General Motors
% SOV* % SOM Index
2007 20.5% 23.8% 86
2008 25.1% 22.4% 112
2009 30.2% 19.9% 152
Jan-Sep ‘10 24.4% 19.0% 128
* Based on factory ad spending (Tier 1)
Source: Kantar Media
![Page 17: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/17.jpg)
Tier 1 ad spending up $170 million (+27%) through September
Over $180 million spent on Product Safety/Quality messages• 3 rounds of product recalls (Nov ‘09-Feb ‘10)
• Nearly 30% of the media budget
• Allocations peaked in Q3, indicating a lingering problem
![Page 18: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/18.jpg)
4.0LEASE ADVERTISING
![Page 19: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/19.jpg)
Leasing At End of 2008
• Gas prices approach/surpass $4.00 a gallon
• Consumer preference shift towards fuel efficient cars
• Sharp decline in value of trucks & SUVs coming off lease
• Chrysler, Ford, GM take $3 billion in charges for write-downs
• Chrysler exits leasing business entirely while Ford & GM announce severe curtailments
![Page 20: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/20.jpg)
Leasing 2010
Lease activity is rebounding – and so is lease advertising
26%
38%
15%
27% 31%
22%19%
13%
24% 26%
0%5%
10%15%20%25%30%35%40%
2007 H1 '08 H2 '08 2009 Jan-Sep '10
Premium Brands Non-Premium Brands
LEASING SHARE OF SPOT TV AD SPEND: TIER 1&2
Source: Kantar Media
![Page 21: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/21.jpg)
Asian Nameplates Stayed The Course
LEASING SHARE OF SPOT TV AD SPEND: TIER 1&2
H1 2008 H2 2008 2009 Jan-Sep 2010
Chevy 10% 1% 5% 29%
Chrysler 13% 1% 16% 17%
Ford 27% 9% 9% 12%
Toyota 14% 13% 20% 21%
Nissan 8% 23% 22% 34%
Honda 31% 17% 59% 35%%
Source: Kantar Media
![Page 22: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/22.jpg)
Market Variations in Lease Advertising
Houston 19% Dallas
17%
NY: 46%
Miami: 38%
DC: 17%
Houston 17%
Dallas 14%
Phoenix 18%
LA: 26%
Det: 62% Cleve: 33%
Chi: 21%
![Page 23: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/23.jpg)
5.0SALES EVENTS
![Page 24: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/24.jpg)
We’re Having A Sale!
![Page 25: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/25.jpg)
Sales Event Advertising
Literally, a year-round phenomenon
Shorter time intervals between major sales events, as indicated by advertising flights
• Summer and year-end events running longer
Accounting for 43% of Tier 2 ad spend thru September 2010
• vs. 28% last year
![Page 26: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/26.jpg)
6.0MEDIA CHANNEL ALLOCATION
![Page 27: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/27.jpg)
Tier 2 Share of Spend
2.3%13.3%
13.2%71.2%
Other Radio Newsp Spot TV
Jan-Sep 2010
Source: Kantar Media
1.9%14.4%
26.1%57.6%
Other Radio Newsp Spot TV
2007
![Page 28: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/28.jpg)
Tier 1 Share of Spend
0% 10% 20% 30% 40% 50% 60%
Other
Newsp
Inter…
Mags
Spot …
Natl …
2010 (e) 2007
Source: Kantar Media
Gaining ShareNational TV
Internet Display
Losing ShareSpot TV
Magazines
![Page 29: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/29.jpg)
Internet Share Of Tier 1 Ad Spend
Top 5: YTD 2010
0% 10% 20% 30%
Dodge
Mazda
Audi
Lincoln
Nissan
15.3%
16.8%
17.1%
18.6%
22.6%
0% 5% 10% 15%
2007
2008
2009
Ytd '10
5.4%
5.7%
9.6%
11.2%
Total Tier 1
Source: Kantar Media
![Page 30: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/30.jpg)
Ad Networks
Kantar has been monitoring 35 ad networks since Dec 2009
We break out estimated impression delivery into components
Publisher Direct
Ad Networks
Total Impressions
Duplicate Sites
Exclusive Sites
![Page 31: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/31.jpg)
Ad Networks – Select Auto Manufacturers
% of Impressions From Ad Networks
< 10% 10-20% >20%
Impression
Duplication
< 10% DodgeLexus
CadillacFord
InfinitiToyota
10-20% Hyundai
20-30% ChevyAcura
Mazda
>30% Nissan Mercedes
Source: Kantar Media
![Page 32: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/32.jpg)
7.0HISPANIC MEDIA
![Page 33: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/33.jpg)
Share Of Spend Allocated To Hispanic Media
2007 2008 2009 Jan-Sep 2010
Tier 1 4.9% 4.7% 3.2% 3.6%
Tier 2 3.3% 3.0% 2.5% 2.7%
Source: Kantar Media
![Page 34: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/34.jpg)
Hispanic Media Share
0%
5%
10%
15%
VW Toyota ChevyNissanHonda Ford
10.2%8.4% 7.9% 7.6%
5.2%3.8%
Tier 1: Jan-Sep 2010
Source: Kantar Media
![Page 35: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/35.jpg)
Dealer Association GroupsWith At Least 3% Of Ad Spend In Hispanic Media
5.8% 5.4% 4.7%
Source: Kantar Media
![Page 36: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/36.jpg)
8.0TV TARGETING
![Page 37: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/37.jpg)
Background
Who are auto manufacturers targeting?
Two types of target audiences
• Planning targets: detailed and descriptive
• Media buying targets: broader and more general
TV impression delivery analysis shows the outcome of targeting decisions made during the buying process
• Compare approaches taken by different advertisers
![Page 38: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/38.jpg)
Analysis
Manufacturer advertising (Tier 1)
• Broken out by make/model
January-September 2010
All monitored Broadcast and Cable networks
Commercial audience (C3) impression delivery by sex/age
• Audience composition indices
• Median age
![Page 39: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/39.jpg)
Auto Segments
Crossover Utility Vehicles
Compact Cars/Wagons
Full-Size Pickup Trucks
Luxury Nameplates
Measures
Median Age
M18+ Delivery Index
![Page 40: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/40.jpg)
Commercial Audience BenchmarksBase: All Network/Cable Viewing
% Comp Index
M18+ 43.6% 100
Median Age
50.3 years
![Page 41: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/41.jpg)
100
120
140
90
CUVs
34 38 42 46 50 54 58
Median Age
M18
+ D
eliv
ery
Inde
x
Kia Sorento
Chevy Equinox
Ford Escape
Hyundai Tuscon
![Page 42: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/42.jpg)
100
120
140
90
Compact Cars/Wagons
34 38 42 46 50 54 58
Median Age
M18
+ D
eliv
ery
Inde
x
Kia Soul
Scion
Ford Focus
Honda Civic
![Page 43: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/43.jpg)
100
120
140
90
Full Size Pickup Trucks
34 38 42 46 50 54 58
Median Age
M18
+ D
eliv
ery
Inde
x
Dodge RamChevy
Silverado
Ford F-Series
![Page 44: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/44.jpg)
100
120
140
90
Luxury Nameplates
34 38 42 46 50 54 58
Median Age
M18
+ D
eliv
ery
Inde
x
Lexus
BMWMercedes
![Page 45: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/45.jpg)
And One More…
![Page 46: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/46.jpg)
Mid-Size Family SedansSex/Age Delivery Indices
Vehicle Ad $ (MM) Male Fem 18-34 35-44 45-54 55-64 65+
Chevy Malibu $80 100 100 86 99 101 108 108
Ford Fusion $112 101 99 88 98 106 111 106
Honda Accord $67 110 92 91 101 106 107 101
Hyundai Sonata $81 108 94 90 100 104 109 100
![Page 47: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/47.jpg)
9.0COMPETITIVE CONFLICTS IN SPOT TV PODS
![Page 48: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/48.jpg)
Background
Share of Media Ad Revenues Derived From Automotive Category
All Media Spot TV Newspapers National TV
9.7% 18.6% 13.1% 8.2%
• Advertisers vie for same inventory
• Competitive clutter
• Lack of separation from competing messages
![Page 49: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/49.jpg)
Analysis
Spot TV – Top 10 DMAs
June 2010 vs. June 2007
Local news programming only
All auto advertising• 112,000 ad occurrences within 70,000 commercial pods
Metric: % of auto occurrences which aired in pods with multiple auto advertisers
![Page 50: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/50.jpg)
Spot TV: Top 10 DMAs
JUNE 2010
Auto = 21% of all Spot TV $
Local News = 29% of auto $
61.3% of auto ads aired in pods w/ 2+ auto advertisers
• Exactly 2: 39.2%
• 3 or more: 22.1%
JUNE 2007
Auto = 30% of all Spot TV $
Local News = 28% of auto $
68.6% of auto ads aired in pods w/ 2+ auto advertisers
• Exactly 2: 39.6%• 3 or more: 29.0%
![Page 51: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/51.jpg)
June 2010
Local News: % Of Auto Ads Airing in Pods With:2+ Auto
Advertisers3+ Auto
AdvertisersWashington, DC 74.2% 36.1%
Boston 72.3% 36.6%
New York 63.5% 22.3%
Philadelphia 61.2% 20.5%
Atlanta 60.5% 18.8%
Houston 59.9% 19.8%
Dallas 56.2% 19.9%
Los Angeles 53.9% 14.2%
Chicago 53.2% 12.7%
San Francisco 52.2% 11.3%
22 Point Spread
![Page 52: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/52.jpg)
And The Lucky Number Is….
TIME POD POS
POD SIZE
LEN PRODUCT
6:26:59 pm 1 7 15 New England Toyota Dealer Assn Camry Leasing
6:27:15 pm 2 7 30 New England Chevrolet Dealer Assn Silverado
WMUR – Manchester NH
6pm Local News on 6/24/10
![Page 53: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/53.jpg)
And The Lucky Number Is….
TIME POD POS
POD SIZE
LEN PRODUCT
6:26:59 pm 1 7 15 New England Toyota Dealer Assn Camry Leasing
6:27:15 pm 2 7 30 New England Chevrolet Dealer Assn Silverado
6:27:45 pm 3 7 30 Mercedes Benz Dealer Assn C300
6:28:15 pm 4 7 30 Volvo XC70
WMUR – Manchester NH
6pm Local News on 6/24/10
![Page 54: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/54.jpg)
And The Lucky Number Is….
TIME POD POS
POD SIZE
LEN PRODUCT
6:26:59 pm 1 7 15 New England Toyota Dealer Assn Camry Leasing
6:27:15 pm 2 7 30 New England Chevrolet Dealer Assn Silverado
6:27:45 pm 3 7 30 Mercedes Benz Dealer Assn C300
6:28:15 pm 4 7 30 Volvo XC70
6:28:45 pm 5 7 30 Autofair Hyundai
6:29:15 pm 6 7 30 New England Ford Dealer Assn Focus & Fusion
WMUR – Manchester NH
6pm Local News on 6/24/10
![Page 55: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/55.jpg)
And The Lucky Number Is…. 7!
TIME POD POS
POD SIZE
LEN PRODUCT
6:26:59 pm 1 7 15 New England Toyota Dealer Assn Camry Leasing
6:27:15 pm 2 7 30 New England Chevrolet Dealer Assn Silverado
6:27:45 pm 3 7 30 Mercedes Benz Dealer Assn C300
6:28:15 pm 4 7 30 Volvo XC70
6:28:45 pm 5 7 30 Autofair Hyundai
6:29:15 pm 6 7 30 New England Ford Dealer Assn Focus & Fusion
6:29:45 pm 7 7 30 Toyota Dealer Assn Corolla Leasing
WMUR – Manchester NH
6pm Local News on 6/24/10
![Page 56: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/56.jpg)
10.0OFFLINE – ONLINE INTEGRATIONS
![Page 57: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/57.jpg)
Toyota “Auto-Biography” Campaign
![Page 58: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/58.jpg)
Print AdTV Ad
Web Display Ad
Directing Consumers To The Web
![Page 59: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/59.jpg)
Hyundai “Uncensored” Campaign
TV Ad
Web Ad
![Page 60: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/60.jpg)
Ford – QR Tags
Mobile Web SiteNewspaper Ad
![Page 61: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/61.jpg)
RECAP
![Page 62: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/62.jpg)
Recap
Auto advertising expenditures track with industry sales at an aggregate level
Factory ad budget increases are offsetting dealer declines
Lease messaging has bounced back in 2010 but ad budget allocations still vary widely by geographic market
Sales event messaging continues to expand
![Page 63: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/63.jpg)
Recap
Internet display and national TV are gaining share of budget while Hispanic media budgets are limited
Tier 1 use of ad networks is varied
Competitive conflicts in local TV ad breaks are exacerbated by auto advertiser’s preferences for the same inventory
Tactics for online-offline integrations continue to evolve
![Page 64: Current Trends in Automotive Advertising](https://reader034.vdocuments.mx/reader034/viewer/2022051323/547ab4d85906b544358b477c/html5/thumbnails/64.jpg)
64© 2009 Kantar Media
THANK YOU !