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.
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.