Banner Advertising – Can It Drive Dealership Traffic?

Statistics say 8 out of 10 car buyers now use the Internet during the car-buying process. 

Recommendations from online customer reviews and social media have replaced family and friends in importance.   eMarketer, June 2008

But can banner advertising reach these internet shoppers  and provide a solid ROI?    Can banner advertising effectively reach car buyers looking to buy with a call-to-action message?  The answer is YES!

First, your banner ads should only target people who have been identified as in the market.  This is done through behavior and re-targeting programs.  Otherwise I suggest you stay away from banner ads.

 Banner advertising can act like TV or Radio advertising.

Picture the banner advertising as basically the first 5 seconds of a TV or Radio ad.   We need to engage them and to get the hand raisers attention.  If you get thier attention two positive things happen.

1)  The in market shopper visits  the Dealer’s website.  By clicking the banner ad the internet user is linked to the Dealership’s website.  In this case, the banner ad has brought the Dealership a potential car buyer to their website that they would not have had otherwise.


2)  They give Dealerships a way to promote brand awareness and generate exposure on the internet.  The impact of delivering millions of advertising impressions to potential car buyers is very powerful.  Remember your banner ad is only be viewed by those that are in the market for a car.

Here is how the targeting of car shoppers works!

A main feature in banner advertising is the ability to target internet users with specific online behaviors. This allows a Dealership to place banner ads in front of internet users targeted as auto shoppers.

This is done by collecting data on the websites internet users’ visits.  When they visit automotive related websites, read automotive content or perform Google searches with automotive keywords, they’re targeted as automotive shoppers.  Now when they browse the internet, your Dealership’s banner ad is placed in front of them and only them.

Here’s some information you should know!

Banner advertising account for 21% of all online advertising and but fallen over the last couple years [Search Engine Advertising at over 50% is the number one source for online advertising].   

In addition, Click-Thru-Rates [CTR] have also fallen for banner ads over the last two years. Studies from comScore showed a 50% drop in CTR from 2007 to 2009. 32% of internet users clicked on banner ads in 2007 to only 16% in 2009.

However, this is only part of the story.  Case studies conducted by comScore from over 200 ad campaigns showed quantifiable impact and awareness from online ad exposures from impressions:

  • Incremental online sales of 27% and offline sales of 17% following online exposure.
  • Increased visitations to the advertiser’s website following online exposure – 65% lift the following week and 45% increase over four weeks.
  • Search queries also increased with online exposure – 52% increase in searches the week following the first ad exposure.

Online advertising can offer a compelling value proposition to reach internet users and is something you need to look into.  But remember only if you target should you consider banner advertising.

Let me know your opinion of banner advertising?



One Response to Banner Advertising – Can It Drive Dealership Traffic?

  1. Hi – very good website you have established. I enjoyed reading this posting. I did want to write a comment to tell you that the design of this site is very aesthetically delightful. I used to be a graphic designer, now I am a copy editor in chief for a merchandising firm. I have always enjoyed playing with information processing systems and am attempting to learn code in my free time (which there is never enough of lol).

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