Co-op advertising has finally filtered into the digital media space to the tune of $1.7 billion in available dollars. Brand managers are offering programs for local retailers, subsidizing everything from banner ads to website development that help promote the brand. If you’re wondering how to tap into that lucrative stream or what small and medium businesses (SMBs) are doing with digital co-op, this is the report to read.
In our annual outlook, we estimate automotive advertising to hit $31 billion this year, about 14 percent of an increase over 2011. The biggest gainer? You guessed it, digital media. In fact, digital media will account for almost 90 percent of all automotive advertising growth this year as dealers and manufacturers drive more spending toward streaming video commercials, targeted social media ads and mobile. This 37-page report is our annual review of trends in both new and used car sales and the latest fluctuations in spending by manufacturers, dealers, dealer groups and private-party sellers.
Automotive advertising is finally on the rebound. Our annual look at this important ad segment pegs it at $22.6 billion this year, running about 7 percent ahead of last year. Our 2011 Local Automotive Advertising Outlook examines trends in new-car sales (down), used-car sales (up) and the underlying mechanics causing dealers to shift their spending toward channels like online media and cinema advertising. The report, which includes 20 charts and graphs, dives deeper into the online phenomenon, showing that auto dealers are the most aggressive local advertisers on the web, and that they’re likely to carry that mentality over to mobile media.