Cadillac Shifts Advertising Dollars to Digital

I've been working in Marketing Analytics for 5 years and counting and have been focused on the Auto Industry for the last year and half, so this article about Cadillac definitely caught my eye: In Bid to Go Global, Cadillac Shifts Advertising Dollars to Digital

Cadillac has allocated 25% of it's budget to digital advertising, up from 17% 3 years ago in an effort to rebuild it's brand around the ATS nameplate, pitting it against BMW.

Although Cadillac launched the ATS with a Superbowl TV commercial earlier this year, they later publicly said that they won't be advertising in the Superbowl in 2013 and cannot justify the price tag.

Cadillac is focusing on generating this digital content which is going to get a boost from its integration with Microsoft's launch of Windows 8.  Where Cadillac content will be embedded on the OS of over 60 devices during the launch.

Cadillac specifically is focusing on digital to build the American GM sub-brand globally.  Nearly their entire campaign in Europe is digital.

Although it's been a hard few years for GM and it's definitely an interesting position to pit Cadillac directly against BMW, I wouldn't be surprised if this tactic is very successful for them in terms of ROI.  Digital advertising is a fraction of the cost of more traditional forms--especially Superbowl TV Advertising.  And if you watch the link for the commercial they put it, it's pretty engaging!  We'll see if the other players in the industry continue to follow suit.