For six years now, auto sales have been booming, and auto advertising right along with them. But that’s unlikely to continue. Borrell Associates’ Kip Cassino and Corey Elliott talk about why they’re projecting the slowdown, how dealer and dealer association goals differ, and what trends media buyers and planners should be watching in the industry.
To most media people, programmatic, or automated, buying is the equivalent of a flying car. It’s something they think of being way off in the future. But that perception is incorrect, according to a new report on local programmatic from Borrell Associates. Kip Cassino, Borrell Associates EVP, talks about why programmatic is suddenly so hot, how national advertising will be impacted, and what sales reps can expect in this digital future.
Kip Cassino, EVP at Borrell Associates, talks about how digital advertising was affected by the recession, how traditional media companies are adjusting their Web strategies, and how newspapers are making a major Internet push.
Borrell Associates executive VP Kip Cassino predicts that by 2015, 26% of all local ad dollars will be spent online, pushing digital local ad revenue past traditional media for the first time.