GM Roars Forward Into Digital Ad Channels

Advertising Age – Digital [Login required]

general-motors-gm-logoThe country’s third-largest advertiser is getting ready to shift fully half of its $3 billion budget into digital and one-to-one marketing within the next three years.
The goal is to go well beyond the banner — GM spent $197 million in online ads last year, according to TNS Media Intelligence — to encompass gaming, search, mobile and a broad array of interactive applications, according to several executives close to the automaker. In the last few years GM has shifted several hundred million dollars from TV and print to digital and one-to-one, and that trend will accelerate, said the executives.

Online product research
But a pattern is developing among automakers whereby TV and print are deployed for launches in order to raise awareness, while more of the continuous branding and sales activity shifts online — as automakers and many of their dealers accept that the purchase process increasingly begins, and sometimes even effectively ends, on the internet.

At a time when a slowing economy is taking a toll on advertising, the prospect of billions of dollars fleeing TV, print, newspaper, radio and outdoor is unwelcome, to say the least.

1. Includes broadcast, cable syndication 2. includes national and local Source: TNS Media Intelligence


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