Do Mobile Ads Really Sell Cars?
Are mobile ads actually selling cars? Can marketers track back and deliver ROI and other metrics? Those were the key questions Elgin Kim had for a panel of auto industry marketing execs at the OMMA Mobile show in Los Angeles.
â€œI donâ€™t really know where youâ€™re going with that,â€ said Mike Sage, VP, Sage Auto Group. â€œAll weâ€™re trying to do is get to young ladies like Tiffany on her phone. Itâ€™s a matter of having her come to Universal before going to another dealership. For us itâ€™s all about the call to action. The content comes from manufacturers.â€
Hyperfactoryâ€™s Daniel Blackburn had a more concrete answer, saying that he knows from dealer feedback that mobile contributed significantly to moving some 3,000 units of a particular line of Jaguars. He said that one of the major hurdles to mobile effectiveness is the lack of geo-targeting capabilities, which we know will soon be a standard requirement in all smartphones. â€œGPS enabled targeting is really where we want to go,â€ he said. â€œWeâ€™ll spend the money; itâ€™s just a matter of where.â€