Nearly two-thirds of car dealers polled by Cars.com plan to spend more on online advertising next year.
Nearly two-thirds of car dealers plan to increase their online ad budgets next year, according to a recent Cars.com dealer poll.
In its monthly dealer newsletter, Cars.com asked dealers about their online advertising plans for 2007. More than 20 percent said they will maintain their current spending levels, while 18 percent expect to spend less.
"Dealers increasingly recognize the value of Internet advertising and the exceptional return on investment it offers, particularly when compared to radio, outdoor and direct mail programs," said Mitch Golub, president of Cars.com. "Unlike these other media, effectively placed Internet advertising reaches more in-market car buyers and drives more high-quality traffic to dealer stores."
Despite worries earlier this year sparked by Yahoo's third-quarter slowdown concerns, the auto industry is still spending money online, according to Golub.
Recent studies from eMarketer and other researchers also call for continued growth. The latest numbers from eMarketer for the automotive industry estimate auto companies will nearly double their online spending in two years, going from $1.4 billion in 2005 to $2.7 billion in total online advertising in 2007. TNS Media Intelligence reported automakers doubling and tripling their online ad spend this year.
Cars.com is an online automotive classifieds and research site owned by several newspaper companies, including Belo, Gannett, McClatchy, Tribune and The Washington Post, via their Classified Ventures joint venture.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.
Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.
With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT