The automaker—whose brands include Chevrolet, Cadillac, Buick and GMC—ranks as the nation’s fifth-largest ad spender at $3.14 billion in 2018, according to the latest figures from the Ad Age Datacenter. Of that total ad spend, 83 percent was shoveled into TV.
Wahl did not say how much the 66 percent shift amounts to in raw dollars, but she is bullish on connected TV’s targeting capabilities. “We are seeing that it returns results so quickly,” she said, referencing a three-month test performed by Cadillac that led to what she described as a “10 percent increase in effectiveness.” That, she added, “allows us to re-put those dollars into more investments.”
This will probably be a big tailwind for TTD and TLRA.