ORLANDO, Fl – Auto makers have long used TV as a key advertising channel. So, in the new era of internet-connected TV changing, are car manufacturers changing gear?
In this video interview with Beet.TV at the ANA’s Masters of Marketing conference, Shenan Reed, Global Chief Media Officer of automotive brand General Motors, explained the benefits of connected TV (CTV).
“The beauty of CTV is it often allows us to actually pick across the different… programming; (it) allows us to be more targeted with our audiences and understand the exact frequency that we’re getting within the platform,” said Reed.
GM has always been a major spender in TV, a medium that has long been about mass-scale reach, though it sat out the 2024 Super Bowl commercials.
Now CTV enables it to zero-in on specific audience characteristics. Those characteristics are getting more granular.
For example, rather than targeting ads around content that …