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Charles McCarthy

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Exclusive Blog Posts

2017 Presidents Club Insights - Patrick McMullen

2017 Presidents Club Insights - Patrick McMullen

Listen to what Patrick McMullen from MAXDigital has to say about the future of automotive, what dealers can do today to prepare, and how DrivingSales Presi…

Five Tips for Selling Used or Certified Pre-Owned Vehicles

Five Tips for Selling Used or Certified Pre-Owned Vehicles

Selling used or certified pre-owned vehicles can be daunting task. With prices, laws, and competition varying across the country selling a pre-owned car fo…

What Motivates Your Employees to Perform?

What Motivates Your Employees to Perform?

Sorting through resumes, you find applicants who show potential. There are some with experience to walk on the job and set your service department abla…

How to Recruit the Best Talent for Your Dealership

How to Recruit the Best Talent for Your Dealership

Employee turnover can cost a dealership approximately $400,000 per year through lost sales, service offerings, new hire search, and training expenses even …

2017 Presidents Club Insights - Mark Brown

2017 Presidents Club Insights - Mark Brown

Hear from Mark Brown, sales director at Grappone Auto, about what he thinks is coming for the auto industry, how dealers can prepare, and how the DrivingSa…

How Your Dealership Can Tackle Tier 1 Advertising Investments this Football Season

This article was written by Chris Remuzzi, Manager of Advertising Performance at Dealer.com

Football and TV advertising go together like Gatorade and a victorious, unsuspecting head coach. That’s because an audience of millions of football fans tunes in each week to watch the advertisement-optimized telecast of their favorite teams taking to the gridiron. Car manufacturer ads aired during the commercial breaks reach as broad a swath of viewers as possible, sparking their interest by showcasing new vehicles, inventory clearances, or other specials and incentives. They also cost OEMs millions.

Most car dealerships don’t have the budget to place an ad spot on the weekend’s football games. But they don’t have to. By serving up optimally relevant digital display ads to a targeted in-market audience, dealerships can reach the right shoppers as they jump online after, or often during, the game.

 

As the September inventory “sell down” advances, targeted display advertising – ads that reach the shoppers (including football viewers) across 99 percent of the web – is the most cost efficient way to clear space for new inventory and align dealership campaigns with Tier 1 ad spend. Additionally, summer’s end – and its traditional web search traffic high mark – shouldn’t translate into a display ad scale down. On the contrary, display ad traffic remains steady into the fall*, as should your display ad investment.

There’s a consistently captive football audience out there that’s exposed to a steady stream of flashy Tier 1 advertisements. Dealers can capture as much of the traffic those campaigns generate through targeted, timely display ads, and drive more shoppers to their websites.

*Dealers using Dealer.com Display Advertising during May-August 2013 saw only .46% more leads compared to September-December 2013.

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