How Auto Advertising Should Adapt to Support Evolving Buying Journey

To say the auto industry is in flux is an understatement, but even as change roils the automotive marketplace, one thing remains clear: continued dealer success depends largely on the buyer experience. 

As consumer demand grows for Electric Vehicles and digital alternatives to traditional showroom visits and vehicle purchases, advertising campaigns must evolve as well to align with and amplify these themes, especially in regions where EV interest is already high and support infrastructure for them is expanding.

Wherever possible, marketers should use data about buyers, dealers, and EV infrastructure support efforts to inform their campaign strategies. Using data to fine-tune those campaigns will help ensure that messaging resonates with buyers and prospects, without promising more than manufacturers and infrastructure advancement efforts are likely to deliver in the short term.

Auto advertising efforts must also align with what local dealers are willing or able to support. “You’ve had two kinds of camps – those who say they don’t need to spend as much or more on advertising, and those who have said ‘I’m going to continue to build my brand and serve my customers,” said David Regn, Co-Founder and CEO of Stream Companies, who is part of Effectv’s Auto Advisory Council. He added those in the latter camp have also been able to grow revenues and profits and are better positioned for the coming changes.

Effectv can help auto dealers to develop TV advertising campaigns to convey how they are supporting the evolving buying journey and use data to deliver and optimize campaigns to reach and resonate with the right audiences.