RVIA Economic Impact Study

The Recreation Vehicle Industry Association commissioned an Economic Impact Study on the RV industry, released on June 7, 2016. The study found that the RV industry contributes about $49.7 billion in economic output or 0.28 percent of the Gross Domestic Product. Through its production and distribution linkages, the industry impacts firms in 426 of the 440 sectors of the United States economy.

Nationwide, the industry is responsible for 216,170 jobs, both directly and inderectly, creating an economic impact of $37.5 billion. The full study results, along with each individual state and congressional district's economic impact is available on the website by clicking here .

Web Exclusive: Dynamic Online Advertising Taking Center Stage

Fri Nov 17, 2017

151093562330101.jpgThe days of normal online advertising are over.

Dynamic advertising is beginning its reign over internet advertising, allowing dealerships to upload vehicle inventory, along with information such as make, model, year and more. Then, the websites can automatically generate advertisements for interested shoppers that are designed to drive the consumer back to the vehicle detail page or anywhere else the advertiser wants them to go.

Facebook, the social media giant, has jumped into the game as well, bringing more relevancy to ads and open dialogue to dealership service shops by tailoring its dynamic ads and lead ads offerings, according to a story by Automotive News.

The topic of dynamic advertising was a popular one at the RVDA Convention/Expo in Las Vegas the week of Nov. 6-10 as several seminar speakers covered the topics, from Genius Monkey to Level5 Advertising.

“What if you knew what the customer was looking at every day?” Level5’s Rich Delancy asked the crowded room at the Bally’s Hotel and Casino. “What if you saw everything they clicked on, every page they went to on your website? This is why every website you now have has just become outdated.”

The illusion of online privacy can be dismissed, Genius Monkey’s Jeremy Hudgens says. The tracking of clicks and page impressions can be matched up with clicks elsewhere, other sites that are visited regularly by the same IP address. Even though the tracking is done through a number and not the actual name, phone numbers can be gathered to give businesses the number of a person who has been on the dealership’s website browsing the newest models.

“This system allows you to profile your audience every hour of every day,” Delancy says.

Stephanie Latham, Facebook’s Automotive Director, says the dynamic ads matches vehicles to people whose activity on and off Facebook suggests they’re in market for a new vehicle and can further target the ads to people with interests that are similar to those already in-market shoppers, according to the story by Automotive News.

“We’ve listened to everything we’ve heard in the industry on what we need to do to make these more compelling and impactful for auto,” Latham says. “Buying a car is such a low-frequency, high-consideration purchase, we want to make sure we’re giving dealers and manufacturers the tools and opportunities to catch the right person with the right vehicle at the right time.”

The message from seminar speakers at RVDA was clear: The world of advertising is changing again.