Mobile Advertising

Presidential Candidates: Support the Economy by Making Automotive a Priority

It is a presidential election year, which is creating a flood of advertisements along with politicians pounding on podiums to convince voters they are the best candidate for the job. Politicians present their plans to turn the United States economy around and create jobs. Both parties discuss plans to invest in small companies and sexy high tech companies such as Facebook, and mobile devices including phones and tablets. Too often, they fail to discuss plans to attract and retain...
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Digital Video: Television's Friend or Foe?

Digital video is, to put it mildly, a very hot topic in the online and mobile advertising industry. Recently, moves by digital video companies have placed them in direct competition with television. Let me explain. Companies like Hulu and Netflix have created a model to view content previously reserved for larger screens, be they television or theater. YouTube, the largest video viewing service, recently broke their service into channels with original content. Two different models, both...
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The Three Benefits of Digital Video and TV

Everyone wants to figure out what effect the digital landscape is going to have on the mammoth $70B television advertising spend that occurs yearly. Already, we've seen display advertising video ad nets, like Videology, TubeMogul and Adap.TV begin to buy remnant inventory through the Real-Time Bidding (RTB) process, out of exchanges and Demand Side Platforms (DSPs). While each of their business models is different, this is a drop in the bucket compared to the total television/video inventory...Re...
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Facebook Weighs the Annoyance Threshold of Mobile Ads

Everyone's favorite social network, Facebook, is looking to diversify revenue streams. As Facebook has been more recently known to do, they're trying to be prudent around their strategy by assessing the amount of ads they can serve and limit user dissonance. It's a difficult balance because Facebook has never served mobile ads, until recently. Also, according to the Vancouver Sun, customers aren't particularly keen to mobile advertising messages on their social networks. Serving ads into this...R...
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Super Bowl Automotive Ad-ness

The Super Bowl always garners gaudy numbers for their ad campaigns. Now, we're getting prequel ad hype by some automotive brands, intending to move customers' attention from digital video to the large screen with teasers and themed commercials. They're utilizing their own properties and YouTube to increase "watches" and subsequent anticipation of their ad campaigns. It seems to be paying off for Acura, with this ad boasting guest spots from Jerry Seinfeld and and Jay Leno competing to be...Read...
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The Automotive Zero Moment of Truth

There is no denying the fact that the internet has changed the shopping process for consumers as they're influenced by online search, display advertising, social media and online reviews to more easily make buying decisions about the brands, companies and products they want to purchase. This has always been the case in the automotive world; people often went to the library to pick up an issue of Consumer Reports to check out what kind of car they should buy before schlepping to multiple...Read...
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The Three Ways Analytics and Data can Drive Online Ad Spend in 2012

For online display advertising of all types, 2011 was a banner (no pun intended) year. This segment (which includes rich media, banner ads, online video and sponsorship) was expected to grow to 37% of the market, according to the Internet Advertising Bureau's mid year Internet Advertising Revenue Report. Then in Q3, the industry saw a spike of 22% overall. So, online advertising is strong. Consumers are taking advantage of the interactive media access points that are availed to them through...Rea...
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Connectivity in Cars, the Next Great Platform

Once again, we're coming up on the end of the year - that time between Thanksgiving and New Year Year's Eve when everyone seems to be making their predictions about what's going to be hot or next in the coming year. Digital marketers are no different and one of my favorite publications, Mashable, has released a video of '5 Key Digital Media and Advertising Trends for 2012.'  Usually I hate to say I told you so, but if you haven't been heeding the contents of this blog then, "I told you so,...
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Google+ Business Pages & Why the Automotive Industry Should Care

Hopefully you've heard, if you're a marketer or manager of any brand, that Google+ just launched business pages. Originally, pages were sent out to beta testers who sent invites to friends and business associates to allow the Google branded social network to grow organically.There were NO businesses allowed, from the inception. A few months and about 20 million personal page signups later, Google opened up Google+ to businesses, and the digital marketing world couldn't be more abuzz with...Read...
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De-Mystifying Online Audience Data

Audience data has become increasingly important in digital marketing, including online display, video, mobile and social media. Data allows advertisers, agencies and web publishers to optimize ad delivery, evaluate campaign results, improve site selection and retarget ads to other sites. Data also enhances the value of media to marketers by delivering their advertising message to better-qualified prospects.With the growing reliance on audience data for online advertising, many questions are...Rea...
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TV Advertising Enters the Age of Databases

Last week, I had the pleasure of participating in an automotive panel at Rentrak's 4th Annual Industry Insights Forum in New York. Their audience – mostly senior TV network and affiliate executives, agency media planners, analytics and data providers – agreed that TV is becoming more metrics-rich than ever before, which is good news for a mature, entrenched advertising ecosystem that finds itself in the throes of disruptive technology.The concept of "best available screen" is changing the...
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The Year of Video: Online Advertising's Next 'Big' Thing

After doing a month and a half North American tour of just about every imaginable entity within the digital advertising ecosystem, from mobile advertisers to social media agencies and industry conferences, I have come up with this conclusion. Every year since 2006 has been "the year of mobile," but 2012 will be the "year of video." The idea that storytelling is the most important marketing trait since message clarity; mixed with higher engagement and consumer immersion; with a touch of...Read...
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Polk Automotive Connections 2011 - Closing Thoughts

Throughout September, I had the privilege to lead Day 2 of the Polk Automotive Connections Summit 2011, titled, "Connecting Brands and Audiences across Multiple Channels." The conference was well attended and so far, feedback has been very positive. Despite the diverse audience in three different locations (Long Beach, CA, Southfield, MI and Park Ridge, NJ), I observed several recurring themes about the challenges we are facing in today's automotive digital marketing landscape.
  1. Technology is...
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Digital Advertising, Multi-Channel Campaign Attribution and Lavender Scented Tires

About six months ago, we at Polk decided to do a conference to tout the virtues of multi-channel marketing in the automotive space. This idea eventually materialized into what is now known as Polk Automotive Connections. Day 2, the digital marketing focused portion, was chocked full of excellent content with digital advertisers from all channels and strata of the industry.  The day started off with Polk discussing the trends in digital marketing and automotive market size. Then, Collective Media ...
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Take a Picture of Your TV

Since two-thirds of smartphone and tablet owners use them while watching TV, then "take a picture of your tv" sounds like a reasonable request - potentially even an ingenious one. The process of moving eyeballs across channels to engage, entrust, and eventually encapsulate a target market in the funnel of communication could very well be the direction that digital marketing is headed. In fact the majority of tech users, at all stages of life, indicate multiple screens as complimentary...
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Local Online Advertising Made Easy

If you're a local business and/or have rarely advertised online because of the complexity and time involved, then "man have I got the solution for you." Just a couple of days ago, our good friends at Google launched a new service that is very helpful to new digital marketing practitioners looking to target local prospects. Google Adwords now has a service called Express. It's a quick and easy process for getting a locally targeted ad placed online with relative ease. But wait, there's more!...
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Where is the Aftermarket In-Vehicle Infotainment Industry?

In-Vehicle Infotainment (IVI) holds the promise of integrating all things navigable, sociable and mobile...able into a vehicle. The possibilities hold great promise. Acceptance and demand for manufacturers to make cars with embedded systems has grown with an increase in technology acceptance, and now the connected consumer is expecting a connected car. Chrysler's UConnect, Ford's Sync, and BMW's iDrive are all great examples of systems that OEMs have installed to make the driving experience...
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Location, Location, Location

I'm noticing that, in life, things tend to come full circle. Put another way, the pendulum will swing back to the opposite side, eventually. Whatever metaphor or analogy you want to use, some behaviors or axioms make sense and no matter what external factors temporarily change them - they always come back around. In digital marketing circles, location is re-entering the lexicon as a cornerstone of marketing strategy. There was a time in the early oughts when the big buzz was about content,...
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Android Technology Drives Smartphone Sales

In case you missed it, Google's Droid Operating System (OS) is dominating smartphone sales. The open Software Development Kit (SDK) and digital marketing platforms allow developers to go wild making cool apps, while hardware brands can tweak the software for differentiation between phones, creating continuity and customization in one base OS. More importantly, advertisers have found that working with the Google technology is easier and potentially more lucrative, since we learned last year...
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Automakers are Going to the Super Bowl

Stuart Elliott recently reported in the New York Times that the automotive industry could be buying the most commercial time of any advertiser category during this Sunday's Super Bowl, vying with beverages and movies for the top spot. There may be as many as nine car brands, from economy makes like Chevrolet, Hyundai and Kia to luxury market vehicles like BMW and Mercedes-Benz, peddling their wares during what is typically the most-watched television program of the year.For the Chevrolet...
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