From Media Buyer/Planner:
“GM, in what could signal a no-look-back shift to digital marketing, will dedicate half of its $3 billion budget to digital and one-to-one marketing in the next three years. As the country’s third largest advertiser, GM’s switch may be the online marketing shot heard round the automotive world.
The news is not good for traditional media and may be exacerbated by a directive from GM’s Brent Dewar, vp-field sales, service and parts in North America. Dewar told Ad Age late last year that the auto maker will try to persuade its regional dealer ad groups “to shift their focus to digital vs. spot TV” starting this spring after the dealer co-ops, which spend $500 million annually, are revamped.
Other car makers are also upping online buys; Hyundai will double its online spending in 2008 over 2007.
Auto dealers are increasingly shifting their spend to online, with a particular focus on customer ratings and reviews and online video. 59 percent of dealers say they plan to use video on their own websites within the next 12 months, up from the current 33 percent.”