IMMI: Japanese auto ads perform better

According to a recent report from IMMI, Japanese carmakers are hitting US automakers where they live: advertising revenue. According to the report Japanese ads are much better targeted than American ads and thus are performing better.

by Kristina Knight

The report is based on television and radio ads, not online opportunities. Still the results are quite interesting and are an indication of how important targeting - online or offline - can be.

Researchers found that Japanese car ads reached 22% more consumers than US car ads. Japanese ads obtained a 116% reach compared to US/domestic ads (94% reach) and European ads (89% reach).

Amanda Welsh, head of research for Integrated Media Measurement Inc. (IMMI) said, “Rather than looking at isolated data, which will yield an incomplete picture, marketers need to implement a cross-platform measurement strategy to evaluate the effectiveness of campaigns that are on multiple platforms. In addition to providing a more accurate analysis, this will also give marketers insight on how to use their budgets more efficiently and exponentially increase their reach by exploiting the synergy between media platforms.”

The same type of data can be used with online ad efforts. Couple with a television, newspaper or magazine advertising campaign, a website can offer even more information to consumers for very little cost. Offline ads can point to an online space and online spaces can offer e-commerce solutions or simply more product information.