Automotive advertising: changing habits for big gains

The automotive advertising landscape has evolved far beyond a one-size-fits-all approach.

Selling cars has rarely been more complex than it is today, with dealers and OEMs under pressure from tightening margins, electrification targets and shifting consumer behaviour. In that environment, the difference between getting real value from advertising and simply spending on it becomes far more pronounced.

Automotive advertising has evolved rapidly, as brands and retailers now have access to richer data, more precise targeting and greater control over when and how they speak to drivers. The tools are more sophisticated and better suited to today’s challenges than ever before, but the issue is that planning and measurement have not evolved as quickly.

Automotive marketing has largely followed a familiar pattern, with budgets flowing towards the largest platforms, success judged by leads and clicks and volume expected to do the heavy lifting. That concentration has created reliance on one or two major platforms, making diversification feel uncomfortable.

Dealers frustrated by cost increases

Rising costs on major platforms have left many dealers questioning the returns they are receiving and the control they have. Some are exploring alternatives, but others remain unclear about what options exist to help them become more self-sufficient.

In today’s market, it’s possible to understand real ownership, real intent and real lifecycle moments, enabling campaigns to be planned and measured against specific objectives rather than a one-size-fits-all model that is used regardless of whether their campaigns are around used cars, new cars, EVs or aftermarket retention.

Different objectives require different approaches, yet success is still often reduced to traffic volumes or lead counts, creating a gap between what technology enables and how performance is assessed.

Turning data into advantage

Many OEMs are already experimenting with more data-led approaches to targeting and measurement through specialist partners. Adoption at the dealer level has been slower, often constrained by habit or limited visibility of what is possible.

Dealers are sitting on valuable first-party data within CRM systems, service records and sales databases that is rarely used beyond email or basic remarketing. That data can now be securely matched against wider media audiences, enabling dealers to reach known customers and prospects across display, connected TV, mobile, outdoor and direct mail with greater precision.

Platforms such as Rhino’s Halo and identity providers like LiveRamp enable dealers to connect their data into the wider advertising ecosystem in a privacy-compliant way, allowing more accurate targeting, reduced waste and measurement against real customer records rather than anonymous clicks.

What dealers should do next

If dealers are unsure where to begin, the first step is to audit the data they already hold and understand its quality and completeness. The second is to speak to partners who can connect that data into the wider media ecosystem through clean room or identity solutions. The third is to test and measure performance against real commercial outcomes such as service bookings, repeat purchases or retained customers.

In a market where brand loyalty is low and challenger brands are appearing with increasing confidence, those who take control of their own data and integrate it into how campaigns are planned and measured will be better placed to protect margin and build long-term resilience, whilst relieving reliance on big brand platforms.