Why Putting Every Ad Dollar Into Google Is a Trap (+ How to Fix It) | Jason Goldberg, General Manager of Automotive at The Trade Desk
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RSS Feed 71% of the brands a car shopper will ever consider are already in their head before they type a single search, and Jason Goldberg says that's exactly why dealers putting 90% or more of their ad budget into search and social are showing up too late.
He walks through how dealers in one automaker's regions pooled their ad dollars into streaming TV and audio to buy the customer instead of the network, and argues that as AI shopping agents start requesting quotes on their own, dealers who don't build a brand will end up selling a commodity.
Jason Goldberg is the General Manager of Automotive at The Trade Desk, an AI-built advertising platform that sees 20 million ad opportunities every second across streaming TV, audio, online video, and the open internet.
Topics:
02:05 20 Million Ad Opportunities Per Second.
05:50 Dealers Pool Dollars For Streaming.
08:30 Buying The Consumer, Not The Publisher.
14:40 Click Doesn't Sell The Car.
16:10 Three Partners Take Credit For One Sale.
30:30 60/40 Split Delivers 3X Results.
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3. The Trade Desk - By the time a lead reaches your CRM, buyers have often already narrowed down their options. Research from The Trade Desk Intelligence and PA Consulting found that 71% of the brands a car buyer ultimately considers are selected early in the shopping journey. Learn more @ here and download the research report here.
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