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BizReport : Advertising : March 25, 2009


Car companies focusing on SUVs

From the what-are-they-thinking file, a new report from comScore shows that automotive manufactures are focusing online ad efforts on SUVs rather than more fuel-efficient car models. Although many SUV models are now more fuel efficient or have hybrid versions available, it would see that auto makers would have better luck focusing on the cheaper, most-fuel-efficient small car/sedan models.

by Kristina Knight

According to the comScore report found that Ford was the top advertiser (481 million display ad impressions) in January followed by Toyota (384 million impressions) and General Motors (316 million impressions). Altogether the 'Big Three' - Ford, General Motors and Chrysler - accounted for more than 25% of all auto ads served online.

Why are auto makers focusing on high-dollar vehicles when the economy is still in a slump?

"The collective online advertising strategy of automakers shows a low level of online advertising for their green models and higher levels for their heavier gas consumption vehicles," said Jeff Hackett, comScore senior vice president. "While SUVs may still drive a larger share of sales for the automakers, comScore research has shown that online is an effective brand-building medium and now might be a good time to begin shifting allocation of dollars and mindshare towards the models of the future."

So it would seem that auto makers are still stuck in the past. Although it makes sense to advertise high-dollar cars and trucks, making more sales of cheaper cars could account for a larger campaign ROI overall.






Tags: auto advertising, automotive, comScore Media Metrix, online advertising








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