Commentary

Data Drives Auto Marketing Regionally, Seasonally

How automotive marketers approach online marketing is vastly different depending on the season and where customers reside.

The “Eye on Auto” report from global data company Eyeota offers insight into these unique twists. The report focuses on 2018 data across all global regions, aggregating Eyeota's proprietary audience data …

5 comments about "Data Drives Auto Marketing Regionally, Seasonally".
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  1. James Smith from J. R. Smith Group, May 14, 2019 at 4:12 p.m.

    Tanya was there any guidance regarding data use at the dealership level? 

  2. Tanya Gazdik from MediaPost replied, May 14, 2019 at 5:19 p.m.

    Hi James--Here's what I was able to find from the report that was dealer related: Auto Parts and Auto Dealerships advertisers are gradually investing more of their marketing budgets into audience data targeting, representing a combined 8% share in Q4 2018 (up from 4% in Q1 2018). Given the granularity of parts, makes and models, this group is more focused on in Intent (e.g. make or model purchase intent) and Owner/Purchased (e.g. make/model owners) audience segments.

  3. Ed Papazian from Media Dynamics Inc, May 14, 2019 at 5:53 p.m.

    If the latest spending percentage for "data" based targeting is only 8%----even if this represents a gradual increase in share---this is hardly justification for the headline which one would take to mean that "data" plays a dominant role.

  4. Tanya Gazdik from MediaPost replied, May 14, 2019 at 6:09 p.m.

    You may want to read the entire report before commenting further. Thanks. 

  5. Ed Papazian from Media Dynamics Inc, May 14, 2019 at 6:20 p.m.

    Always willing to read and hopefully, to learn, Tanya. Can you give me a link to the report?

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About the Author

Senior reporter Tanya Gazdik covers automotive, sports and pets for MediaPost's "Marketing Daily." She is the chief programmer for MediaPost's Marketing: Automotive conferences and is the lead juror for MediaPost's annual Marketing: Automotive awards. She previously was the deputy editor of MediaPost, animal welfare reporter at "The (Toledo) Blade," Detroit bureau chief of "Adweek" and associate editor at "Ward's Automotive Reports" and "Ward's AutoWorld."

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