In the first of a series of reports dedicated to different categories, we take a look at the automotive industry, its advertising market, and the unique marketing challenges it faces.

The automotive industry faces substantial disruption over the next few years as it copes with more technological change than many other industries. The auto industry has traditionally been slow to adapt, but is now being forced to respond to evolving consumer needs and advancements in technology. Brands are having to rethink the types of model they produce, the technology they include, and the way they communicate with consumers. They are building a new approach to paid advertising to cope with the declining reach of linear television, traditionally by far the most important channel for auto advertisers, and take advantage of emerging channels online, where consumers are conducting more research than ever.

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