Automakers Sit Out Of Super Bowl Commercials And Turn To Mobile

 

 

 

 

 

Volkswagen, Lincoln, and Jaguar have made decisions to skip on the expensive Super Bowl commercials despite years of big game sponsorship with television ads and leverage mobile.  This decision points to how mobile marketing is an effective way to micro-target a consumer who is likely to engage with the brand.

 

The car brands’ absence from one of the world’s most-watched TV events shows how mobile’s growth is reshaping the marketing landscape to a much wider range of advertisers.

 

 

“A brand’s optimum audience exists on the 364 days a year besides Super Bowl Sunday,” said Jim Lawson, managing partner of AdTheorent, New York. “Marketers are looking for return on investment, and the Super Bowl isn’t the only way to get there, and it is certainly not the most cost-effective for many advertisers.
“Huge investments in Super Bowl TV commercials can be detrimental to other effective advertising opportunities,” he said.
“In the digital age, marketers are increasingly relying on data, including metrics such as return on ad spend to drive their decisions. There are many more efficient and effective channels, such as mobile, to reach a very targeted consumer that is likely to engage with a brand,” he said.

Data Driven

 

 

 

 

With vast amounts of big-data available and the ability to target a specific audience in a personalized way, auto brands are choosing a more data-driven approach.

 

 

“If an advertiser has the right data about its audience, and uses it intelligently, every day can be Super Bowl Sunday,” Mr. Lawson said.

 

“Volkswagen is a great fan of the Super Bowl, and it has been a strong platform for the brand and our campaigns,” said the statement from Volkswagen of America, Herndon, VA. “However, for 2015 we have opted to not participate due to other priorities and initiatives across all platforms.

 

“We hope to rejoin the Super Bowl when we feel it is appropriate for our brand,” it said.

 

“The automakers on the record sitting it out this year are those that don’t have a big product splash to make,” said Dave Zoia, editorial director of Ward’s Auto.

 

Automakers are aiming to entice millennials buyers who resist traditional advertising.

 

“The marketing landscape has shifted, and continues to do so,” AdTheorent’s Mr. Lawson said.  “More and more money is being shifted from television in general to mobile, and this will continue.”
Marketers are using the intelligence that Big Data provides to make more informed purchasing decisions.
“Mobile has ushered in a new era and new opportunities to reach the right consumer in an intelligent way, delivering ROI,” he said.  “The Super Bowl is no longer the end all, be all, because there are so many other ways to reach clearly defined audiences without spending $4.5 million dollars for a 30-second blip on the radar.”
Car brands are realizing that mobile marketing can be a more effective way to reach their audience and boosting their brand.
“The notion of TV as superior to other screens is anachronistic – mobile audiences, and the data available about those users, have changed the landscape,” Mr. Lawson said.
 For more information on how to implement these strategies into your dealership’s mobile ad campaigns, contact Elena Ciccotelli at elena@automotivemobilesolutions.com for a free consultation.

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