Even though ad spending in the auto industry is expected to slow down or stay flat next year, advertising researcher Kelsey Group predicts the emphasis will shift from TV and print to online and out-of-home advertising.
The report predicted that online global auto ad spending will grow to 13% in 2011 from 5% in 2007, with traditional newspaper classifieds’ share shrinking to 10% from 14% and newspaper display ads to 14% from 17% during the same period.
According to TNS Media Intelligence, online advertising has increased to $739 last year from about $175 million in 2002. Automakers like General Motors and Hyundai Motors America already increased their online efforts since many consumers usually go to the Web for their car shopping. Still, traditional media control the large chunk of advertising as depicted in the graph below.
via Advertising Age
Originally posted on December 18, 2007 @ 11:44 am