FORBES: C-Execs Spend More Time ON THE WEB THAN TV,RADIO,PRINT, And You Throw Budget Crumbs To The Internet...Why?
For over 6 years sales execs from The Auto Channel have been calling on advertising agencies for the auto makers, trying to convince them that their client’s prospects are right here on TACH, surfing and dreaming about their next car.
Some car makers and their ad agency buyers and planners intuitively understood that what we were saying made good sense, and placed advertising with TACH.
But to their own detriment, most car makers (and their ad agency) have not kept up with the times, they do not provide the budgets or leadership to ensure that the car makers product advertising is seen within relevant unbiased automotive content (just like magazines-Duh). Since the inception of The World Wide Web as an advertising and information medium, access to in-depth research has been the major attraction for intelligent web savvy auto buyers and enthusiasts.
Old Fashioned, pitifully limited, and wholly unrealistic "Interactive Budgets" have prevented car makers from economically and efficiently impacting the researchers/prospects who would welcome the opportunity to include relevant car maker advertising as a vital part of their research.
We all know that when someone is in the market for a new car or truck they seek out not only relevant editorial information, but also the advertising from car makers that can help them make decisions, or reinforce their purchase choice.
Car makers think nothing of spending $20, $30, $40 or even more to mail a single targeted prospect, a cardboard box which includes slick print and a video, with the hope that they will look at the contents and then make an appointment for a test drive…HEY GUYS that cost is more than a $20,000 CPM…and you want your agencies to pay a thousandth of that for our medium…just what is the cost-per-click-through for those direct mail packages?
Alas and alack, I guess that the limited budgets have forced buyers to buy the safe and defendable Yahoo, AOL and other "mass" reach websites, although I thought that's what TV was for.
This is not rocket science or brain surgery, ad agency media professionals need the auto maker’s mandate (and budget) to allow them to place advertising expenditures where they would do the most good!
To help our cause(while we still have one), I have republished a report which helps support our 6 year old supposition…that The Auto Channel should definitely be included on every buy where you are trying to sell vehicles to technologically savvy up-market buyers.
Hopefully this report will entice you non-believers to reallocate your budgets to reflect the reality of today’s media marketplace...there should be no more excuses.
Bob Gordon
President and Co-publisher
The Auto Channel
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 eMarketer "Online Advertising Update"
Published by eMarketer and Forbes.com, the "Online Advertising Update" provides an objective, information-rich overview of the online ad market, including its growth and effectiveness, as well as CEO research data from Research.net. To get your free copy of the Online Advertising Update, click HERE!
New research from Research.net proves that C-level Executives live on the Web.
Research.net Research Key Findings
Research.net surveyed 286 C-Level Executives (Chief Executive titles - CEO, CFO, CIO; plus Owner/Partner) about their media consumption, attitudes toward advertising and perception of online business and financial sites. The panel is recruited by email from Forbes.com registrants.
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