Downturn Likely to Curb Auto Ad Experiments

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Automotive brands have been among the most aggressive–and most willing to experiment–online advertisers in recent years. But in the face of plummeting car sales and with each of the Big 3 seeking a government bailout, that era may be ending.

Though many predict digital media will benefit overall from the auto industry’s growing need to justify every marketing dollar, insiders said automakers’ online budgets are likely to be more focused on reaching a shrinking pool of in-market car buyers and less centered around splashy branding efforts.

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