With Motor Vehicles now the largest category for online advertising spend (general display) in 2012*, it was no wonder the IAB Automotive Seminar on 26 Feb was jam-packed! The delegate list read like a rather impressive car showroom with brands such as Audi, Ferrari, Lexus, Maserati, Mercedes Benz and VW in the audience.
The morning seminar included insights from TMS, Audi & Holler Sydney, InMobi & MediaMotive, on topics such as the new consumer and path to purchase, using innovation to connect with the new, hyper-informed and technologically connected consumer and how to make measurement meaningful. We also revealed the findings of a brand new research by InMobi on how Australian consumers are using their smartphones when buying a new car.
Key themes covered by all speakers included understanding and listening to your consumers, especially in the way they consume media on multiple devices and at different stages of the purchase patch; importance of mobile as an auto information seeking medium; simplifying measurement and ensuring you are measuring the right things; and using innovation and creativity to compete in the extremely competitive automotive sector.
* PwC - IAB Online Advertising Expenditure Report – December 2012