ADP Digital Advertising Program Management for Car Companies (OEM) and Enterprise Class Retail Organizations
1. Car Companies and their Dealer Network Marketing Structures Total Marketing and Advertising Impact in the Marketplace
2. Source: DoubleClick Touchpoints III Why does automotive advertising have less impact on showroom traffic in 2009 as it did in 1999?
3. “ Which one of these information sources was most important when making decisions about buying your vehicle?” R.L. Polk 2008 Why does automotive advertising have less impact on showroom traffic in 2009 as it did in 1999?
4. ¹ IDC Study, U.S. Consumer Online Behavior Survey Results 2007 ² 2008 National Automobile Dealers Association Data Why does automotive advertising have less impact on showroom traffic in 2009 as it did in 1999?
5. OEM’s each face considerable challenges in an automotive marketplace where their consumers now turn to the web when gathering information used to decide what brand and model vehicle to buy… … and where they will buy it! Dealers do not currently have the skills and know-how needed to advertise effectively online, but they continue to be masters at using advertising media that is no longer cost effective. Tier 3 Advertising spend dwarfs Tier 2 and even Tier 1, so Car Companies that educate their dealers the best, will win market share. Why do car dealers continue to spend over 85% of their advertising budgets on offline media? - NADA 2009 Car Company Marketing Dilemma
6.
7. ADP A d Network Provides Scalable Tier 3 - National Reach with Local Geotargeting delivers Lower Costs
8. ADP Places Dealer Ads on Thousands of Relevant Sites when Local Car Buyers visit them…
9. ADP uses Behavioral Targeting and Retargeting to show Dealer Ads to Car Buyers… On Automotive Sites and when they Visit Non-Auto Sites.
10. Google Search Engine Advertising Also called Cost-Per-Click (CPC) and Pay-Per-Click (PPC), Google calls Search Ads: “Sponsored Links”
Our strategy is to look closely at how you are spending money in reaching the ever-allusive car shopper. In old times, you could run an ad in the paper and people would show up. Times have changed. This program I am going to introduce you to today is made up of three components. First we will talk about online display advertising. We have an automotive advertising network that will allow you to reach a targeted in-market consumer in just one ad buy. Additionally we will use your online display ad campaign and target customers behaviorally. Secondly, we’ll focus on the search engines and the differences between paid advertising and “organic” listings. Finally, I’ll introduce you to Google Audio. You’ll be surprised at how easy and inexpensive radio can be. This digital advertising program selected by Ford is designed to provide trackable results, quality traffic, targeted advertising and an effective ROI.
Geotargeted dealer display ads appearing on truck related