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Auto Industry To Invest In Internet Advertising

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On: Mon, May 7, 2012 at 12:56PM | By: Chris Weiss

Auto Industry To Invest In Internet Advertising

Automotive commercials have been among the most interesting forms of advertising this year. Between Fiat's sultry Romanian model (+ Charlie Sheen), the return of Ferris Bueller and Chevy's raft of Sonic stunts, automotive commercials have both shocked and entertained throughout the first few months of 2012. According to a new study, automotive investment in advertising will only increase throughout this year.

Borrel Associates expects spending on auto advertising to increase 14 percent. Unfortunately for fans of funny, entertaining and otherwise attention-worthy ads, most of that increased investment will be on Internet advertising, and not necessarily creative endeavors like Ford's new reality series. We're talking targeted marking like banner ads and search buys...zzzzzzzz. The report implies that digital sales are slowly replacing broadcast ads as the go-to for auto advertising.

Overall, Borrel anticipates 90 percent of the new advertising money landing onto the Internet. The heaviest period of spending will begin this month and last through August, as auto companies attempt to capitalize on increased consumer interest spurred by holiday sales and warmer, clearer weather.

While the report has positive projections for car and light truck sales, it does indicate that high gas prices and restricted credit could interfere with sales.


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