Today's guest blog is from our own Paul Jacobs, who provides insight on how advertisers can better connect with consumers by advertising more with radio.
While glancing at a recent copy of Automotive News, I saw yet another headline about where automobile advertising is going - downhill. This article points out that not only will ad spending by the car companies be down 16% this year, but a larger percentage of the remaining $15 billion they will spend is shifting from TV and print media to the Internet.
How about in their car? It's understandable why advertisers might determine that some "old media" might not be as effective as they used to be, and I also "get" the value of targeted online advertising. But let's face it - no matter how big online usage has become, car companies will still need to drive traffic and build brands. Those basic rules of advertising haven't changed.
We'd better make it for them.