Digital media consumption and online shopping are changing the way the automotive industry thinks about advertising. More consumers are seeking a car-buying experience that resembles the way they buy other products, making digital engagement more crucial.
“We’re finally at a place where we’re taking that digital-first approach,” Allyson Witherspoon, U.S. chief marketing officer of Nissan Motor Corp., said in this interview with Beet.TV. “We’ve been talking about it for years, and based on what we’ve seen and how consumers are shopping and consuming media, it’s here.”
Automotive marketers like Nissan are looking for publishers whose content is valuable to consumers and whose advertising formats provide an opportunity for more interaction.
“The days of banners and things like that — that needs to go, because more and more shopping is happening online,” Witherspoon said. “As advertisers, we need to have interesting and engaging formats in order to be able to communicate …