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Charles McCarthy

Charles McCarthy Marketing Copywriter

Exclusive Blog Posts

Why Educating Car Shoppers Is So Important!

Why Educating Car Shoppers Is So Important!

The average consumer doesn’t understand the complex dynamics of the automotive industry. In fact, they probably don’t even care enough to learn about i…

OP-CODES?

OP-CODES?

      At one time or another, we are all (assumably) guilty of running the same service specials online month to month. Asking …

Top 6 Things Car Dealers Do To Make Car Buying Difficult

Top 6 Things Car Dealers Do To Make Car Buying Difficult

[youtube https://www.youtube.com/watch?v=3R7Y3kZIDVg] Your Turn To Drive discusses Top 6 Things Car Dealers Do To Make Car Buying Difficult.  Jim D…

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

Looking for a new way to win over people more likely to send a text message than to call? Set up this free message extension for your text ads on the Googl…

Must-See NADA 100 Expo Displays for Fixed Ops

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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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