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At $35.5 billion, automotive is the second-largest advertising category in the U.S. With a budget of that size, automotive marketers have the opportunity to experiment with their campaigns by trying innovative digital strategies and tactics that are proven to capture the attention of today’s “always-on” consumer.

Auto marketing is no longer a one-sided effort driven by the brand, but the creation of real-time relationships driven by value. So how can auto marketers drive more value? By taking advantage of moments.

Traditionally, media planners have focused on applying demographic and behavioral data to target potential consumers, but media-buying strategies can drive better results when combining data from important real-time and historical moments in the consumer’s journey with demographic targeting to drive consumer engagement.

Continue reading at AdAge.com