In a downtrodden economy, dealers know that every advertising dollar must work harder than ever to deliver quantifiable results. One method of advertising that is having trouble delivering those quantifiable results is newspaper. With newspaper circulations decreasing nationwide, many dealers are increasingly looking to online advertising as a cost-effective approach to reaching their target audience.
While purchasing empty advertising real estate on a vertical or niche site that seems to fit is certainly one approach to capturing eyeballs online, a more strategic method exists for dealers: behavioral targeting. Behavioral targeting is a tool that can deliver a high degree of efficiency and measurability, even on a hyper-local level.
Online advertising networks leverage behavioral targeting to anonymously identify users who exhibit behavior patterns demonstrating purchase intent across an extensive network of Websites. If a consumer visits an auto resource site, a car blog, and an OEM site in a condensed period of time, for example, an effective ad network can predict with a high level of certainty that this consumer is shopping for a vehicle and can then serve the user a relevant automotive ad. In addition, effective ad networks can employ a complementary targeting technique called geo-targeting to ensure the consumer is based in the dealer’s region.
Be warned, however, that there are differences among ad networks and their behavioral targeting techniques. Less effective behavioral targeting practices often designate ‘in-market’ consumers by looking at a single data point, such as if a consumer visits one auto endemic site. In this situation, however, a high level of uncertainty should still exist as to whether that consumer is in-market to make a purchase or simply reading something they found interesting on the Web. It is the ability to track a series of movements across multiple sites, over a condensed period of time, which set the best ad networks apart from the pack.
Superior behavioral targeting has brought success to many of the dealerships that have tried it. Moritz BMW Cadillac MINI in Arlington, Texas, for example, had maximized its search engine marketing (SEM) and added targeted display advertising to extend its customer acquisition efforts online. To help with their efforts, Moritz partnered with ad network, Specific Media, to conduct a campaign aimed at reaching in-market luxury auto shoppers in the Dallas-Fort Worth area. By implementing behavioral, geographic, and retargeting (serving multiple ads to consumers who had previously visited their Website) technologies, the network helped the dealership seek out consumers who then took quantifiable actions on the dealer’s site.
Moritz tracked lead form submissions, quote requests, and online user engagement with its inventory to measure the success of the campaign, and found an impressive 20 percent increase in site traffic and qualified leads over the duration.
An effective online ad network can provide dealers with a viable advertising medium that delivers efficiency, flexibility, and high ROI. Additionally, a sound ad network partner can help dealers make adjustments during and after the campaign by analyzing reporting metrics to gauge the campaign’s impact. 
Remember that only one in five customers will actively submit a “request for quote” or a lead through a Website, so dealers must consider other means of measuring success. An effective network will go beyond Website-reach and click-through rates; a truly effective network will measure campaign success by impact on increased audience reach, engagement, search, and competitive share metrics. Such valuable information about user interaction with dealer ads and Websites can also be used to better inform current and future media planning. 
Given the highly measurable results and extensive reach online ad networks can deliver, targeted display advertising can play an integral role in dealers’ advertising mix—and that holds true in the best and worst of economic times.
Todd Stainbrook serves as director, automotive category, for Specific Media. In this position, he works closely with automotive OEMs and dealerships to help them plan, execute, and measure their strategic online marketing initiatives.