Back from a difficult 2009, auto advertisers are expected to increase spending 4% across all media and 14% for Online advertising specifically (Borrell Associates). There is a belief among dealers that the online channels drive a majority of their walk-in traffic (although no specific data supports this assumption). In regards to the mobile channel, auto manufacturers and auto retailers alike have shown a willingness to invest in branded applications for both iPhones and Android operating systems as well as in-app-ads for the iPad.
Auto ad spend in the mobile vertical has been ramping up significantly in 2010, pushing it into the number 9 spot on the top 10 verticals list. And research from InsightExpress reveals a better impact for mobile advertising compared to online ads estimated of 4 times higher when considering automotive purchase intent. Other mobile ad verticals measured were CPG (3x), Entertainment (4x), Travel (5x), Technology (7x), and Retail (8x). Earlier this year, Kia ran a mobile campaign in partnership with mobile music provider Pandora where it leveraged banner and in-App video that saw significantly higher response rates than traditional web advertising (Mobile Marketer).
A particularly important component in the rise of mobile campaigns is the ability for advertisers to develop specific and targeted rich media for smartphone handsets. Expanded Rich Media increased 3% to represent 6% of the Campaign Destination Mix in June. Automotive brands, like Entertainment advertisers, are designing rich media elements in their campaigns that are unique to mobile – not just re-purposing creative from the Wired Web (Millennial Media’s S.M.A.R.T. report, June 2010).
Additionally, the trend by advertisers using the Targeted-Audience campaign methods (Demographic, GEO, Audience Takeover and Behavioral Audience), continued in July 2010 on the Millennial network (80% reach) with 43% of campaigns utilizing these methods. They also noted that advertisers in the Automotive, Telecom and Retail & Restaurant verticals leveraged the Store Locator/View Map post-click campaign action to drive offline traffic to their bricks-and-mortar locations.
Lenco Mobile customizes mobile campaigns for both auto manufacturers and auto dealerships.
Lenco Mobile designs custom solutions that reach consumers wherever they may be searching for products and services. Leading channel solutions coupled with specialized industry expertise in such verticals as Automotive, Telecom, Banking, Education and Retail, provide clients with tangible results by understanding unique customer dispositions.
Customized online and mobile programs for the automotive industry include developing strategies and specific campaigns around auto manufacturer’s and auto dealership efforts to generate targeted mobile marketing messages that reach consumers in all phases of the purchase funnel. Specific tactics are leveraged in mobile (MMS/SMS), lead generation (partner sites, mobi sites and apps), internet radio advertising (video, display and audio units), and loyalty based programs.
These campaigns will provide relevant information and services to customers supporting sales & marketing, research, pricing, customer services and retention programs for both the auto manufacturers and their dealerships. Past campaigns include major automotive brands such as Mercedes, Toyota, Alpha Romeo, Land Rover, Nissan and Ford.