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The economic recession has created many challenges for the auto industry. In 2009, auto sales in the U.S. reached the lowest levels seen since 1982. Because consumers were postponing or canceling new car purchases, the average incentive per vehicle rose to a record 20% of sticker price. 2 out of 3 Detroit automakers required government financing and bankruptcy protection. The future, however, does hold promise as the industry restructures and consumers regain confidence. U.S. Total Light Vehicle Sales are forecast to grow 11% annually from 2010 to 2013.
U.S. advertising spend in the automotive category, the largest ad category by spend, fell 31% in the first half of 2009 compared to the first half of 2008. Innovative marketers are seizing the opportunity by leveraging the reach, scale and accountability of online. In the first half of 2009, automotive advertisers accounted for 11% of total internet ad spend ($1.2 billion), and in 2008, automotive advertisers totaled $2.8 billion in internet ad spend, up 12% from 2007, according to the IAB Internet Advertising Report conducted by PricewaterhouseCoopers.
This first IAB Seller’s Guide offers publishers an overview of the transformation of advertising in the automotive industry and answers the following key questions:
Automotive Advertising Trends: What are the key issues facing automotive manufacturers, dealers & consumers?
Opportunities: Where are the opportunities to attract automotive marketers?
Case Studies: How have previous interactive ad campaigns met automotive marketing objectives?