Digital Dealer - March 2019 - 25

WHAT YOU HAVE ON YOUR WEBSITE MUST ALIGN
WITH THE INFORMATION OUT THERE IN THE DIGITAL
UNIVERSE, WHEREVER IT IS FOUND."
and age. For instance, if
you plan to run a weekend campaign on sporty/
muscle/performance cars,
that metric can be filtered/
dialed in to produce the
media usage of previous
customers who bought
that type of vehicle.
As you dig through the
Nielsen report, a couple
of things jump out at you.
If your primary target
audience is Hispanic, you
need to have some of your
spend in radio (not necessarily all Hispanic radio).
You also want to be on
live/time-shift TV and have
some ads on social media
in a format that works best
on smartphones. If your
primary target audience is
Asian, forget radio. Spend
most of your media dollars
in digital. If your primary
target audience is Black,
make sure you have plenty
of Live TV dollars in the
mix. Black Americans
spend almost twice the
amount of average live TV
time as other demographics. Your own local media
habits analysis will guide
you to programs/channels.
Don't jump to the conclusion that you need BET or
racially-specific programming.
If your primary target is
folks over 50, put a little
more weight on the live
TV and radio spend, but
include digital ads and
social media. More folks

over 50 are more addicted
to social media than you
might imagine.
One of the most interesting aspects of this report for
digital ad buyers was the
fact that smartphone usage
dwarfs accessing the Internet on a computer. In other
words, more people are
looking at apps/websites
on the smartphone in all
age demographics than on
a computer. That requires
some very creative thinking

age group, just place all
of your ads at 9pm and
all will be fine. Radio's
greatest strength is 8am
till 5pm, peaking around
3pm. Live TV is strongest
from 6pm till 11pm, and it's
king of the hill from 11pm
till dawn. And even though
you won't hit as many eyes
and ears after 11pm, 73%
of media time spent at
11pm is on TV. Prices are
dirt cheap overnight and
the eyes and ears you do

YOU MUST
UNDERSTAND YOUR
LOCAL/REGIONAL
MARKETPLACE AUDIENCE
TARGET TO MAXIMIZE
YOUR MEDIA SPEND
EFFECTIVENESS."
on the part of your content
provider (not only from the
placement side, but from
what your creative looks
like, how effective the
message is, and how easy
it is to direct folks to your
own site or communication
link). And what will you
advertise? Is it only price/
payment with links or is
there any room for 'share
of mind' branding of your
dealership?
Media usage by time of
day is an important metric
to look at. If you want to
hit the absolute maximum
number of people in every

hit will be at an effective
rate.
An important point to
make is, with ever-increasing (multi-tasking) simultaneous use of various mediums, in particular where
digital media is used to
gather information on an
ad on traditional media,
it is more important than
ever to support that interactively with an easy to
access, easy to remember
URL and/or phone number
for your dealership.
A dealership website
was important 10 years
ago. Today it is critical
D I G I TA L D E A L E R . C O M

in the success of landing
potential buyers on your
turf and developing a
thread of communication,
that hopefully leads to a
sale. Even on third-party
sites like TrueCar, Carfax,
CarGurus, etc, a customer
may abandon that site and
search for your own website to get details on a vehicle. What you have on your
website must align with the
information out there in the
digital universe, wherever it
is found. One of the tactics
some of the major hotel
brands have used in skirting third-party site bookings
is the price guarantee.
Marriott and others offer
a 'low-price' guarantee
along with other benefits for
booking on their own site.
In many ways, these chains
have turned the tables on
the third-party bookers
aggregating inventory. The
savvy car dealer can do the
same.
For further insight and a
copy of the Nielsen report,
which offers charts/graphics that help you better
understand the research
measurements, email
jim@cbcads.com.
J IM BOLDEBOOK is founder
of CBC Automotive Marketing,
an advertising/marketing agency
working with some of America's
most successful dealerships. He
has been in the broadcasting,

advertising and marketing ﬁelds
for almost 50 years. EMAIL:
jim@cbcads.com

MARCH 2019

http://www.DIGITALDEALER.COM

Digital Dealer - March 2019

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