Automotive Marketers Use Programmatic to Move Consumers from Laptop to Lot

New York, NY, October 21, 2014 - A new study released by Collective shows that over 75% of automotive marketers are using programmatic technology to target the right audience. The study conducted by Advertiser Perceptions, a global leader in research-based advertiser insights, surveyed marketers on their use of programmatic and multiscreen for their marketing campaigns.

"Eighty percent of auto shopping happens online. With a three to six-month lead time, there's an opportunity to build awareness with consumers and influence their decision," said Collective Chief Executive Officer Joe Apprendi. "The key is to find that consumer across a myriad of auto sites regardless of the device on which they're conducting research."

In the past year, automotive marketers surveyed have spent nearly $9 million on programmatic media buying to meet their marketing objectives. Fifty-five percent used programmatic to increase message association, 53% to increase sales, and 51% to increase purchase intent. Seventy percent of automotive marketers intend to increase programmatic spending in the next twelve months.

Collective recently released Collective Wheelhouse, a two-tier solution for national and regional automotive marketers, looking to reach consumers who are near or in-market to purchase a vehicle. Fueled by proprietary data, Wheelhouse finds and targets an audience across multiple digital screens, amplifying a brand's message and influencing a car purchaser's decision.

"Programmatic ad buying can potentially address one of the traditional challenges for automotive marketers-advertising across dealerships or tiers," said Collective President and Chief Revenue Officer Jill Botway. "Such a buy allows cost efficiencies, and when coupled with Collective Wheelhouse's proprietary modeling capabilities, enables marketers to identify their most valuable consumer at scale."