thinkLA Automotive Breakfast 2014 - Greg Johns Presentation

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This document discusses the state of digital marketing in the automotive industry. It notes that while digital spending is growing, television still receives the majority (70-80%) of marketing budgets. Measurement of digital efforts is also challenging due to issues with cross-device tracking and competitive environments. The document outlines several problems with digital marketing including fraud, lack of standards, and complexity that does not scale with increased spending. It emphasizes that successful digital strategies require focus, execution, innovation and scaling of efforts.

Education Business News & Politics

DIGITAL IN THE DRIVER’S SEAT
thinkLA AUTOMOTIVE BREAKFAST 2014

TRP
TRP
TRP
TRP
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DIGITAL IS NOT IN THE DRIVER’S SEAT
(at least not yet for auto marketing)

2-3%
OF VIEWERS IN-MARKET
70-80%
OF BUDGET IN TV

• Competitive measurement problems
SHARE OF VOICE FOCUS

COST TO SERVICE PER DOLLAR OF SPEND
$0.05-0.09
$0.02-0.04
$0.15-0.20

IN SOME CASES 50+ BIDDERS!!!!IN SOME CASES 50+ BIDDERS!!

The Essence of Strategy is
Choosing What Not to Do
- Michael Porter

DEFINED
INNOVATION
SCALE
WINNERS
FOCUS &
EXECUTION

thinkLA Automotive Breakfast 2014 - Greg Johns Presentation

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