Channel Seven: The Online Automotive Upfront, Part One

For over 40 years, advertisers have adopted the technique, called the upfront, of locking in television sponsorship packages months in advance of the television season. Lately, much discussion has surrounded this method of buying for the online ad market.

The automotive industry has emerged as a big player in the online upfront, locking in lengthy sponsorships on sites such as Edmunds, Kelly Blue Book and Autobytel. With 77 percent of car buyers using the Internet in preparation of purchase, according to a November 2002 Jupiter Research study, automotive manufacturers are ensuring they have a strong presence in front of these potential customers.