Ad researcher Kelsey Group, forecasts worldwide annual ad spending by automakers and their ancillaries will hold steady at $40 billion (€27.71bn; £19.80bn) through 2011.
Much of that moolah, says Kelsey, will be devoted to digital and out-of-home media - although in 2008 across-the-board spend will remain flat at best.
By 2011, however, online's share of global auto adspend will grow to 13%, up from 5% in 2007.
Kelsey's prediction reflects the current digital media spend trend, as reported by TNS Media Intelligence. Automakers and their local dealers have increased internet spending fourfold since 2002 - from $175m to $739m, says TNS.
Moreover, the digital spend predictions exclude search ads which are likely to account for many millions more.
According to Brent Dewar, General Motors' vp-field sales, service and parts for North America, he is trying to persuade dealer groups "to shift their focus to digital versus spot TV."
Data sourced from AdAge.com; additional content by WARC staff, 18 December 2007
Submitted by aki - 2007-12-18 06:34:36
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