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Charles McCarthy

Charles McCarthy Marketing Copywriter

Exclusive Blog Posts

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

Quick Tips for Improving Dealership Culture

Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

The Biggest Mistake Dealers Make When It Comes to Customer Retention

The Biggest Mistake Dealers Make When It Comes to Customer Retention

Jim Roche is the Divisional VP of Marketing & Managed Services at Xtime. We asked him to tell us the biggest mistake he sees dealers making today when …

Is 2018 the Year of Customer Convenience?

Is 2018 the Year of Customer Convenience?

It seems that every year has a theme attached to it in terms of where dealerships’ focus will be. Which themes or buzzwords will dominate 2018? We…

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Today's customers walk into your showroom better-informed than ever before. Because they've done their research ahead of time, 89% walk into t…

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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