I should probably start with a disclaimer. This article is going to piss off other advertising and marketing agencies. Especially those that “specialize” in the world of “automotive”.
It’s going to make Dealers angry. It’s going to frustrate BDC managers.
But perhaps most of all, it’s probably going to have you shaking your head in agreement…because FINALLY someone is talking about that which you’ve suspected.
Your ad agency is taking you, Mr. and Ms. Automotive, for a ride.
I’m talking about display advertising. You know, all of those banners that you’re spending tens of thousands of dollars a month on.
You’ve long suspected that something wasn’t right. Not just because of your ridiculously, painfully atrocious CTR that your ad agency insists is well above “industry average”. But you’ve suspected it because you have fat fingers. And you’re constantly accidentally clicking on the ads while trying to find the damn (x) button to close the ad so you can just read your article.
You’re not alone. The entire business model of display advertising will soon be forced to take a knee.
A new report from PageFair and Priori Data shows that nearly 420 million people worldwide, or one in five smartphone users, is now using ad blocking software on their cellphones. That’s an increase of 90% over last year.
It’s a huge number. But more important is the fact that it’s indicative of a trend.
Listen, we work in a LOT of different industries…and I can tell you that for as advanced as the world of automotive believes it is, it’s not. While many industries started shifting away from banner ads more than a year ago…you guys are throwing cash at these companies as if they were a world class stripper in Vegas. And just like in Vegas, it’s leaving you wondering why you’ve got nothing to show for your money besides frustration and an empty wallet.
Click below to read the full article:
Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.