1. Full Name I Company I Job Title I Email
Automotive Advertising Creative is Key-But Why?
Brian Janks I Media Monitors I Director of Automotive Insights I

2. Broadcast Is Alive And Well
Radio, TV and Cable still make up the majority of media spend in Automotive
While digital allows some targeting advantages “Traditional Media” is still the overarching message the majority of consumers receive

3. Media Expenditure

4. The “Base” Message Transcends The Medium
You have seen it many times the manufacturer will “brand” to vehicle and all messaging with follow the theme…..

5. When you see this, what comes to mind?

7. The message was also used in digital ads at the dealer level

8. Tampa Market: Top Advertising Dealers YTD
Account
Parent
AdRev®
Tampa-St. Petersburg
Fuccillo Kia
Fuccillo Automotive Group Inc
$1,010,298
Veterans Ford Tampa
Greenway Automotive Inc
$715,786
Brandon Honda-Sun Toyota
Morgan Auto Group LLC
$495,708
Maus Nissan
David Maus Automotive Group
$441,015
Stadium Toyota
$269,609
Lexus Of Clearwater-Tampa Bay
AutoNation Inc
$236,096
Toyota Of Tampa Bay
$215,172
Carvana
DriveTime Sales & Finance Co LLC
$205,137
Parks Lincoln
Parks Motor Group
$195,706
Brandon Ford
$194,826
DriveTime
DriveTime Automotive Group Inc
$193,410
Elder Ford
Elder Automotive Group
$159,720
Parks Ford
$148,156
Brandon Honda
$147,567
Wesley Chapel Nissan
Rosario Automotive Group
$134,781
Tampa Honda-Wesley Chapel Honda
Williams Automotive Group
$134,399
Wesley Chapel Toyota Scion
$128,378
Mastro Subaru
Mastro Auto Group
$109,855
Jerry Ulm Dodge Chrysler Jeep RAM
$101,712
Bartow Ford
Bartow Ford Company
$98,311
AdRev is based on TV, Radio and Cable spend estimates in the market data is proprietary to Media Monitors

9. Brand vs Retail
Both Honda and Ford Dealer Associations push pricing

10. Brand Message vs “The Deal”
Is it better to promote your dealership as a brand?
Should you be pushing price or features?
How much should you rely on the manufacturer and the dealer association to promote a strong “Brand Message”

11. National Level Honda Is Pushing “Brand” More Than Ford

12. Local Honda Dealers - Twice The Brand Advertising As Ford Dealers

13. Knowing Competitive Messaging Is Key
At the dealer level it allows you to react in both broadcast and digital on:
Price
Offers
Features
At the Dealer Association level
Know the makes and models your competitors are “pushing”
Know the TV, Cable & Radio shows where specific vehicles are being advertised

14. Mixed Messages

15. At the dealer level, Ford still pushes “The Deal”

16. In Conclusion
The consumer does not differentiate from “traditional” media and digital so dealers need to be as up to date on traditional as much as digital
To know the specific message in all advertising daily allows you to react in real time.

17. Contact Info
Full Name: Brian C. Janks
Company: Media Monitors
Job Title: Director Automotive Insights