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Online and Social Media Marketing Specialist, BMW
Consumers don’t buy new cars every day, or even every year—that’s why the automotive industry faces a particular set of advertising challenges. Targeting is critical, and focusing on channels that reach the right demographic is a top priority. Björn Ollhäuser, online and social media marketing specialist at BMW, spoke with eMarketer’s Maria Minsker about why the brand has embraced some social networks but has steered clear of others.
eMarketer: What role does social media play in your overall video advertising strategy?
Björn Ollhäuser: Social media ads are not a substitute for classic advertising, but they still represent a crucial part. There are definitely advantages to social video—in the on-demand economy, we are delivering content that is relevant at the right time, unlike TV advertising, where consumption is more linear. Social media provides the opportunity for a targeted push.