Motor industry 'embracing the internet'

Category: Online marketing

March 28th 08, 09:00

The automobile industry is beginning to recognise the value of internet marketing strategies, according to a new report.

Digital world analyst comScore has released its Ad Metrix, which reveals that General Motors was the top cyberspace advertiser among car manufacturers in January.

The company delivered almost 1.7 billion total display ad views in America, which comScore claims is indicative of a growing trend in the industry.

Alistair Sutcliffe, vice-president of comScore Advertising Solutions, says that General Motors' announcement that it is to direct half of its $3 billion (£1.5 billion) advertising budget to online strategies should act as a "bellwether" for other sectors.

"Many traditional advertisers are beginning to understand that the internet enables them to efficiently build their brands by achieving their demographic reach and frequency goals while at the same time reaching the most attractive, behaviourally-defined target segments," he asserts.

Some two million car insurance policies were purchased on the web in 2007, according to another recent report from comScore.

This news story was brought to you by Bluhalo, a leading UK digital agency.

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