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BtoB

Study: Automakers rerouting ad dollars online

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New York—Automakers will dramatically increase their spending on online marketing in the next two years, according to a study released Thursday by online research company eMarketer.

The study predicts that automakers will boost their online ad spend to $2.7 billion in 2007, up from $1.4 billion in 2005.

“Automotive advertising online will continue to grow at double-digit levels, at least through 2007,” the study said. “eMarketer predicts 35% growth in the automotive category this year, following 38% growth in 2005.”

One major interest for automakers, the study said, is behavioral targeting, which has garnered the “biggest buzz” for online automotive campaigns.

—Matthew Schwartz

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