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Presentation transcript:

Full Name I Company I Job Title I Email Automotive Advertising Creative is Key-But Why? Brian Janks I Media Monitors I Director of Automotive Insights I bjanks@mediamonitors.com

Broadcast Is Alive And Well Radio, TV and Cable still make up the majority of media spend in Automotive While digital allows some targeting advantages “Traditional Media” is still the overarching message the majority of consumers receive

Media Expenditure

The “Base” Message Transcends The Medium You have seen it many times the manufacturer will “brand” to vehicle and all messaging with follow the theme…..

When you see this, what comes to mind?

The message was also used in digital ads at the dealer level

Tampa Market: Top Advertising Dealers YTD Account Parent AdRev® Tampa-St. Petersburg Fuccillo Kia Fuccillo Automotive Group Inc $1,010,298 Veterans Ford Tampa Greenway Automotive Inc $715,786 Brandon Honda-Sun Toyota Morgan Auto Group LLC $495,708 Maus Nissan David Maus Automotive Group $441,015 Stadium Toyota $269,609 Lexus Of Clearwater-Tampa Bay AutoNation Inc $236,096 Toyota Of Tampa Bay $215,172 Carvana DriveTime Sales & Finance Co LLC $205,137 Parks Lincoln Parks Motor Group $195,706 Brandon Ford $194,826 DriveTime DriveTime Automotive Group Inc $193,410 Elder Ford Elder Automotive Group $159,720 Parks Ford $148,156 Brandon Honda $147,567 Wesley Chapel Nissan Rosario Automotive Group $134,781 Tampa Honda-Wesley Chapel Honda Williams Automotive Group $134,399 Wesley Chapel Toyota Scion $128,378 Mastro Subaru Mastro Auto Group $109,855 Jerry Ulm Dodge Chrysler Jeep RAM $101,712 Bartow Ford Bartow Ford Company $98,311 AdRev is based on TV, Radio and Cable spend estimates in the market data is proprietary to Media Monitors

Brand vs Retail Both Honda and Ford Dealer Associations push pricing

Brand Message vs “The Deal” Is it better to promote your dealership as a brand? Should you be pushing price or features? How much should you rely on the manufacturer and the dealer association to promote a strong “Brand Message”

National Level Honda Is Pushing “Brand” More Than Ford

Local Honda Dealers - Twice The Brand Advertising As Ford Dealers

Knowing Competitive Messaging Is Key At the dealer level it allows you to react in both broadcast and digital on: Price Offers Features At the Dealer Association level Know the makes and models your competitors are “pushing” Know the TV, Cable & Radio shows where specific vehicles are being advertised

Mixed Messages

At the dealer level, Ford still pushes “The Deal”

In Conclusion The consumer does not differentiate from “traditional” media and digital so dealers need to be as up to date on traditional as much as digital To know the specific message in all advertising daily allows you to react in real time.

Contact Info Full Name: Brian C. Janks Company: Media Monitors Job Title: Director Automotive Insights Email: bjanks@mediamonitors.com