Silverback + Urban Science: The Science Behind Achieving Better Advertising Results
A changing media landscape requires changing strategies and tactics.
Digitization, increasing automation and new business models have disrupted other industries. Now it’s the automotive industry’s turn. According to a recent Nielsen report1, over the next two years, more than half of marketers said they are planning to decrease their linear TV budgets. At the same time, they’re planning to increase budgets across multiple paid digital channels, with some of the largest gains predicted for social media (up 53%), display and online video (each 50%, including mobile), and connected TV (up 37%).
As linear TV budgets drop and paid digital increases, the questions of “how much to spend” and “where to spend it” remain.
The natural inclination to pull back…and why you shouldn’t.
The probability of a downturn over the next 12 months stands at 47.5%, up sharply from 30% odds in June, according to the latest Bloomberg monthly survey of economists2. Although there’s a natural inclination to pull back, save more and ride out economic lows such as the ones predicted by Bloomberg, analysts point to the potential of losing market share to competitors as one of the major reasons brands should not cut back on ad spend during a recession3.
Renowned merchant and marketing pioneer John Wannamaker once famously said, “Half the money I spend on advertising is wasted; I just don’t know which half.” More than a century later, automotive dealership groups are still grappling with the answer. And now, more than ever, they are under tremendous pressure to make every dollar count. But how can you improve the chances that the strategies and tactics you’re using will be “on the money”?
That’s what Haselwood Automotive Group wanted to know from its agency, SilverBack Advertising, which collaborated with Urban Science® Media Performance solutions for answers.