The vast majority of automotive consumers—71%—report using their smartphones as part of the buying process, with 63% using their phones for research while they are physically at the dealership. And dealers are catching on, shifting massive amounts of advertising dollars to mobile channels. If you aren’t advertising on mobile, you can be sure your competitors are: the automotive industry is projected to spend nearly $2 billion on mobile ads this year, in the US alone.
We will take a comprehensive look at the best practices—and some potential pitfalls—of this rapidly-expanding industry.
Mobile vs. Desktop
It’s just a smaller screen, right? Not quite. Learn to create mobile-first campaigns, designed to leverage mobile functionality like GPS and the touchscreen. Find out which ads perform best within mobile apps, and gain a deeper understanding of the specific mindset consumers have while using a mobile device.
Mobile Apps vs. Mobile Ads
Learn to weigh the pros and cons of developing a native mobile app, compared to launching a mobile rich media ad campaign.
Target the Perfect Audience
You’ll learn a number of ways to focus the reach of your mobile ad campaigns to target only ideal consumers. Learn how the GPS on people’s phones can be used to help your dealership target a locally-relevant audience.
Choosing a Mobile Ad Network
Due to the extreme complexity of how mobile ad networks function, it can be difficult to know for certain that your mobile ad spend is being put to use garnering meaningful impressions on websites and apps reflecting the interests of prospective customers. Learn what you should look for in a mobile ad network—and what to avoid.
Optimize Performance
Learn to take advantage of the diverse options available to customize your mobile ads to increase consumer attention and engagement. This includes best practices for mobile ad design, and how to ensure you provide an effective call-to-action.
The Rich Media Advantage
Modern technology is driving a speedy shift to more engaging Rich Media Ad Units—especially in the automotive industry. Learn why rich media ads are driving 3.5x the performance of traditional banner ads.
Influence Consumer Action
You will learn techniques to deliver the sort of mobile ad experience that drives consumer awareness, triggers phone calls, or brings in increased foot traffic to your dealerships. Learn the best practices for ad design and personalized promotional offers.
Re-engage With SMS
Mobile ads can pay long-term dividends, if handled correctly. Learn the techniques for building and re-marketing to a loyal SMS opt-in database, providing offers and updates exclusive to your locations.
About The Speaker
Since founding FunMobility in 1999, Adam Lavine has been involved in nearly every aspect of the mobile industry—from ringtones, to apps, to mobile ads. He is a member and former chairman of the MMA Mobile Coupon Ad Unit Standards committee, and a recipient of the prestigious IBM Leader Award for Excellence in Retail Technology. His list of clients has included 3M, Disney, Chiquita, MTV, AT&T, and Verizon. See this session and more at the 17th Digital Dealer Conference & Exposition in Las Vegas, September 23-25, 2014.
