Ad spend in the auto industry is on the rise, showing 19 percent quarter-over-quarter growth at the end of Q1 2010, according to data from Nielsen. Marketers who want to capitalize on this rising trend to get their careers in the fast lane should take note that auto leaders will likely be looking to build mobile campaigns.
A recent study from Media Mind, Making Display Advertising the Engine for Automotive Growth, shows mobile display ad success, indicating the platform has a promising future in the auto industry. The firm predicts mobile ad spend will increase accordingly.
Mobile display banners saw click-through rates of about 0.4 percent, while standard displays were clicked just 0.2 percent of the time. Even more impressively, mobile auto ads had a conversion rate of 0.5 percent – outranking expandable, polite and standard banners
“The effectiveness of mobile ads show that the small mobile screen can deliver results for advertisers,” said Gal Trifon, CEO and co-founder of MediaMind. “This presents an opportunity for the automotive industry to shift to more targeted and efficient digital media
It also presents an opportunity for marketers who can show off their mobile skills to land jobs in the auto sector.
Recently, the Interactive Advertising Bureau offered some best practice tips to those looking to boost their mobile marketing skills. One of the points the IAB most emphasized was the need for mobile ads to lead to mobile-specific landing pages, especially if these pages provide consumers with ecommerce options.
