Digital Car Shoppers Engage with Traditional Local Media
Nielsen’s latest Watch Report on the media touch points of digital shoppers found live TV, specifically local news and broadcast, continues to be an effective medium to reach digital auto shoppers. According to Nielsen, consumers’ decisions like shopping for a vehicle have become more complex, even as consumers have become more informed prior to visiting a dealership. While a consumer’s journey is fragmented and media viewing options abound, according to Nielsen live TV continues to be an effective medium to reach digital auto shoppers. As media companies look to engage local dealerships with advertising, it’s critical to understand the benefits of traditional and digital channels and how they can give advertisers a competitive edge.
In our most recent Local Commerce Monitor (LCM) survey of small businesses we look at small businesses that use cable/TV and found that when it comes to video they are advanced users across digital platforms (including social) as well as have a high adoption of channels like Instagram and Pinterest. While small businesses that advertise on cable/TV spend more than the average SMB they give the second highest percent of their ad spend budget to social and other digital channels.
Broadcast and cable companies can gain a competitive edge over digital-only companies by highlighting the benefits and competitive advantages to cross media advertising to local auto dealers and auto aftermarket services.