With the focus switching to the embattled auto industry, one of the sectors most active in BT, agency panelists confirmed that ad dollars are increasingly shifting from branded, top-of-the-funnel
campaigns to performance-based formats and lead generation as automakers and dealers desparately try to sell cars. While car makers are still spending on high level, consideration-driven ad buys on TV
and traditional media, "marketers are getting a little bit smarter, weighing against lower-funnel purchase and intent" in paid search and direct marketing campaigns. Much of the performance-based buys
of course rely on BT to find in-market auto shoppers across the WEb.
