Cost-Effectively Reaching the In-Market Auto Buyer
Executive Summary
There is a commonly-held belief that third party automotive information sites provide the best channel to reach in-market auto buyers. While these sites offer attractive inventory proven to drive leads, low inventory levels and high rates make this one of the most expensive online channels for auto marketers. This white paper presents the ad network model as one alternative, by using data from five auto campaigns to demonstrate that, when used effectively, the extensive reach and optimization capabilities of networks can deliver in-market auto buyers on a more cost-effective basis.
