For the automotive industry, the challenges faced at the height of the recession are lessening, with a reported 14% increase in online advertising this year. It’s been estimated that this now comprises 11.4% of total US online ad spending, and will reach $3.24bn this year, increasing by 18% to $3.82bn next year. Furthermore, many of the major brands have been returning to big ticket events and ATL media buys.
The global recession prompted numerous automotive manufacturers to modify their core brand messages, to weather financially testing times by attracting different consumers. Pearlfinders has spoken to marketers at some of America’s leading car brands for their perspectives on current marcoms priorities.