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GM delivered 27 percent more online display ads than Toyota in January, but Toyota delivered 32 percent more ads per person reached, according to the first public release of advertiser-level data from comScore’s Ad Metrix service, in this case for online advertising by auto manufacturers, reports MarketingCharts.
GM Leads in Online Ads among Auto Manufacturers
See table of top auto manufacturer advertisers by total display ad views, Jan. ‘08.
“GM has really led the auto industry in its use of online advertising,” said Alistair Sutcliffe, comScore Advertising Solutions VP. “And, their recent announcement that half of their $3 billion annual advertising budget would be spent online in the coming years is likely to be a bellwether for many industries.”
Portals and Auto-Resource Sites Are Advertised on Most
The top publisher sites - see table - on which auto manufacturers advertise are primarily portals and auto resource sites.
Yahoo Sites (936 million display ad views) and Microsoft Sites (585 million display ad views) deliver the most total impressions for auto manufacturers, and both also deliver significant reach with these impressions.
Auto resource sites also factor prominently into auto manufacturers’ online advertising strategies, with AutoTrader (114 million display ad views) and Edmunds.com (98 million display ad views) leading the way. Though these sites have a narrower reach than portals, they represent a desirable and highly targeted audience for auto manufacturers.
Toyota Scion xB Has Most-Viewed Display Ad
comScore Ad Metrix also provides visibility into aspects of the display ads being viewed, including ad size and file type (view table):
“Many traditional advertisers are beginning to understand that the internet enables them to efficiently build their brands by achieving their demographic reach and frequency goals while at the same time reaching the most attractive, behaviorally defined target segments. This is a winning recipe for achieving an attractive return on one’s advertising investment,” Sutcliffe said.
About the data: comScore Ad Metrix measures the number of times each advertisers’ ads are viewed and where they are viewed, along with information on the demographics and online behavior of internet users being reached. comScore Ad Metrix also provides reach and frequency calculations, samples of the creative ad units delivered, and information on ad sizes.
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