Shifting Focus

Auto advertisers know, perhaps better than anyone, how hard it is to get consumers’ attention. With 34 brands constantly introducing new models, breaking through the clutter is more difficult than ever. The 30-second spot, once a staple of the new-model introduction, is no longer the star of the show. While TV campaigns are still vital to the auto industry, often those campaigns are just one part of a larger effort by automakers to grab the attention of potential buyers that are bombarded with thousands of media images every day.