BizReport

RSS feed Get our RSS feed

News by Topic




BizReport : Advertising : November 13, 2009


Borrell: Auto industry online ad spend to rise next year

Spending by auto manufacturers and car dealers across the U.S. is set to shift up a gear next year, according to new research from Borrell Associates.

by Helen Leggatt

borrell assoc logo.jpgAfter a few years of idling, and even some stalling, auto advertising across all segments is set to rev up again, rising 4.1% to just over $19 billion in 2010.

When it comes to online, the medium has been paying dividends with much foot traffic to dealerships generated from online campaigns. Online advertising will account for around 5% of total ad spend this year.

Borrell's latest study, "Running on Empty", forecasts that auto manufacturers will increase online spending by 14% next year, while new- and used-car dealers will up theirs by around 9%.

Video and audio offerings, in particular, have proven themselves popular with consumers online seeking out as much information on how a car looks, sounds and handles. According to Borrell, "All the pieces are in place for a break-out to more common use next year."

Earlier this year, PointRoll released data showing that rich media ads outperformed other formats within the auto advertising segment.

Tags: ad spend, automobile industry, car dealership, marketing budgets, online advertising, online video










Subscribe to BizReport






http://www.bizreport.com/2009/11/borrell_auto_industry_online_ad_spend_to_rise_next_year.html

 

 

Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.