Braving new territory
Instead of buying ad space on big portals, is Toyota targeting local newspapers, TV station sites and even video games.
The roadblock campaign for Toyota's 2008 Highlander was run on Monday, hitting the homepages of 130 local newspapers and TV stations.
Toyota's agency Saatchi & Saatchi made the buy through Centro, which facilitates such local online outlet advertising efforts, reports BrandWeek.
Toyota reportedly decided on the strategy after realizing it could reach the 18-49-year-old demographic on sites more relevant to their daily lives than large portals.
Buying space on portals like Yahoo is also costly and difficult, with inventory snapped up far in advance, as well as a low return on investment.
The car company also made online headlines with an ad that puts the Toyota Tacoma squarely within the World of Warcraft video game.
News of the spot made it to the front page of the social news site Digg, where gamers chortled over Toyota's intentions.