New York City -- The old adage “Race on Sunday, Sell on Monday” works only when consumers can see something like those track cars actually in the showrooms. That concept -- the whole basis of NASCAR, in fact -- has pretty much disappeared as racers have evolved past the point of recognizability.
Montreal, Canada -- Automakers are presented with unique marketing challenges every day, but one of the biggest these days is preparing buyers for a product completely outside what they have come to expect. That’s especially true of the fabled Porsche brand, which has had performance and the internal-combustion engine in its DNA since “Number One,” the prototype for the legendary 356, was completed in 1948.
It's no secret that America's TV viewers have an insane amount of choices. Comcast Spotlight estimates that it would actually take a full year of 24/7 viewing to watch all the new programming produced in 2018 alone. Not only are consumers watching TV on a lot of channels, they're streaming it, tuning in on tablets and smartphones and sometimes doing two of these things at once. That helps explain why the media buying environment in 2019 is so challenging for some retail and brand categories, such as auto dealers. In mid-May, Comcast Spotlight held an Automotive Advisory Council (AAC) meeting at Comcast Technology Center in Philadelphia, at which there were lively discussions about where auto advertising and marketing are going. I was one of the featured speakers, representing MediaVillage. The following is an overview of what I shared.