The Future of Programmatic Marketing in the Auto Industry
The automotive industry has been relatively slow to adopt programmatic advertising compared to other industries. However, by 2024 programmatic ad spending in the auto sector is expected to grow significantly as more automotive brands realize the benefits of using automated, data-driven advertising. Here are some key ways programmatic marketing will impact the auto industry in the coming years:
Targeting Will Become More Precise
Programmatic platforms allow auto brands to target customers based on detailed data like demographics, browsing history, and real-time location. This means ads can be highly customized to reach consumers when they are actually shopping for a car or visiting dealerships. Brands will be able to serve ads on websites frequented by their target audience. Programmatic TV advertising will also grow, enabling automakers to show tailored ads to households likely in the market for a new vehicle.
More Brand Safety Controls
Programmatic advertising has suffered in the past from ads appearing next to inappropriate or low quality content. However automakers, known for being protective of their reputations, will demand transparency and brand safety assurances from programmatic vendors. Ad placement on high-quality sites and avoidance of unsuitable content will be top priorities. Private marketplace deals will be popular options.
Better Attribution and Measurement
One huge advantage of programmatic is the ability to track campaigns from ad view to conversion. Automakers will be able to definitively measure test drive requests, foot traffic to dealerships, and sales tied directly to programmatic ads. This attribution data will allow auto brands to optimize ad spending and improve return on ad spend. Dashboards will provide real-time campaign performance analytics.
The Use of First-Party Data
Third-party data usage faced headwinds in 2022 over privacy concerns. In 2024, automakers will rely more heavily on their own first-party data from sources like loyalty programs, website engagement, and CRM systems. This will allow more personalized messaging while adhering to consumer privacy preferences. Contextual targeting and real-time behavioral signals will also be used to reach the right audiences.
The Bottom Line
Programmatic advertising provides the auto industry an efficient, targeted way to drive engagement and sales. By 2024, programmatic will become an essential marketing channel for automakers looking to reach consumers during the car buying journey with impactful, data-driven campaigns. Brands that embrace programmatic will have a significant competitive advantage in the marketplace.
Programmatic advertising offers small businesses a powerful tool to reach their target audience effectively. By understanding the basics, defining campaign goals, and selecting the right platform, small businesses can embark on successful programmatic campaigns, driving brand awareness, engagement, and conversions in an increasingly digital landscape. SilverBack Advertising can answer these questions and more. As industry leading programmatic experts, SilverBack Advertising, works with industry leaders like The Trade Desk and Amazon Ads to build Data Fusion Marketing, the most advanced tech stack in programmatic media buying.