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Staying Ahead of the Curve: Top Stories in Automotive and Marketing for March 2023

It has been an exciting few weeks for digital media and auto retail! Check out a recap of some of the top stories our team has found interesting. 

TikTok: Marketers Are Mad for It

Despite security concerns and potential prohibition, marketers continue to be infatuated with TikTok. With 75% of marketers planning to increase their TikTok spending, this channel continues to be an excellent way to influence younger buyers, and dealers love its “progressiveness.” So, it’s no surprise that TikTok has the U.S. government thinking about banning it. But for marketers, it remains a valuable tool to reach new customers.

Privacy vs. Relevancy: What Do Users Want?

Google is working on a balancing act between profits and privacy, but do users really want privacy? Or is it the government that thinks users want privacy? Many consumers prefer relevant ads and are willing to give up some privacy to achieve that. However, some users prefer complete privacy, which can lead to irrelevant ads. At Omni, we ensure our ad targeting is both relevant and respectful of users’ privacy preferences.

Netflix’s Ad-Supported Service is Picking Up Momentum

Netflix’s ad-supported service is gaining momentum, with one million monthly users. However, it still has a long way to go to catch up with the ad kings, Hulu and Peacock, and YouTube, where more people are watching ads at this very second than have ever watched an ad on Netflix. As its password-sharing crackdown looms, Netflix could see even more subscribers from booted users, providing us with a larger audience to target.

People Love Pre-Orders for Vehicles

Recent studies show that 41% of recent shoppers plan to pre-order their next vehicle through a local dealer. It’s clear that cars are evolving with the times, and people are pre-ordering them like they’re the latest iPhone. As we move towards a more digital world, the ability to pre-order vehicles online is becoming increasingly important for consumers. We help dealers reach these consumers with targeted and effective advertising strategies.

Zero-Party Data for a Clean and Efficient Future

GM is investing in zero-party data (consumer opt-in) as the demise of third-party cookies continues. This investment is a smart move considering the need for accurate data in advertising. Just like cars need a clean and efficient system on the road, advertising needs a clean and efficient system for targeting customers. Zero-party data may be the solution for a cookie-less future.

We always keep up with the latest marketing trends and technology to help dealers effectively reach their target customers. If you’re looking to elevate your advertising game, contact us today.