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From: Jared Hamilton
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Charles McCarthy

Charles McCarthy Marketing Copywriter

Exclusive Blog Posts

The Most Wonderful Time of Year for Luxury

The Most Wonderful Time of Year for Luxury

It’s that time of year again: lights line the houses, the air is brisk, and luxury manufacturers are trying to make sure their vehicles are the best …

The Recruiter: Episode 4- People Use Google to Find Jobs

The Recruiter: Episode 4- People Use Google to Find Jobs

How to title your help wanted ad so it gets found on the internet. Please use Google in their job search. Use what people call themselves on their resu…

* The Recruiter* Episode 3 Law of Diminishing Return

* The Recruiter* Episode 3 Law of Diminishing Return

When do you hire and how many? what are you basing your decision on? Don't decide by how many desks you have or that's what you normally run with. …

Lenders must lend or drivers won't drive

Lenders must lend or drivers won't drive

In my opinion, sub prime customers are being considered more risky by the lenders that once targeted them. Even traditional co-signers are proving not to b…

4 Reasons to Improve CRM Utilization in 2017

4 Reasons to Improve CRM Utilization in 2017

Yes, dealers are creating a tremendous amount of data. The problem is, most of it is junk. Data is like this 1958 Tops Baseball Card complete set. You have…

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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