GNYADA August 2017 Newsletter

AlliedMember Memo

Dealer Advertising in the Cord-Cutting Era New York viewers stick with TV, above the national rate 8

couple other important factors, when reviewing allocation of their ad budgets: TV Ads Can Be Targeted, Too Most dealers are aware that digital ads can be served to individuals’ com- puters and mobile devices based on statistics like click patterns, time spent on certain sites, etc. However, did you know targeted ads can be delivered via television as well? “Dealers can do very digital-like buys using TV,” says Ed Renicker, President of Altice Media Solutions, a GNYADAAllied Member. “We have access to data that allows us to get granular and see where the action happens. Households are addressed based on their buying patterns, and every spot is delivered and tracked to measure results for advertisers.”

According to Scarborough Research, 83% of adults 25-54 in the metro New York area who are in the market to buy or lease a new vehicle in the next year are active cable or satellite subscribers. This contrasts with reports of "cord- cutting", which has seen a decline in some nationwide cable, satellite, and other pay TV subscriptions. In greater New York, however, the top 20 TV networks actually saw an overall 7% increase in primetime viewership in the first quarter of 2017 vs. 2016. Given this, new car dealers in this region are advised to think twice before decreasing their TV advertising presence. In addition to noting whether cord- cutting is taking place in their area, local dealerships should consider a Beginning September 18, 2017, dealers must use a revised version of the I-9 Form, required by U.S. Citizenship and Immigration Services (USCIS) for employment eligibility verification. Employers are required to complete and retain an I-9 for all employees. The new I-9 form is marked 07/17/17 N . Until September 18, dealers can use either the new form or the prior form, marked 11/14/16 N. The latest changes to the form include: Renumbered list of acceptable List C documents; FS-240 Consular Report of Birth Abroad has been added to List C; n n

The Tube Still Rules Even in the cord-cutting era, likely car-buyers continue to be especially motivated by TV ads. A recent study by the Video Advertising Bureau sur- veyed adults who intended to pur- chase or lease a vehicle in the next six months — results found that likely car buyers were twice as motivated by TV advertisements to visit a local dealership than any other medium. Renicker concludes, “When it comes to brand building and brand aware- ness, there’s nothing like television to get that done.” This article reflects the opinions and find- ings of Altice Media Solutions. The Association thanks AMS for contributing to this article. GNYADA member dealers can contact AMS, at 212.382.5300, to find out more about delivering targeted TV ads within their designated market area.

New I-9 Forms Must Be Used as of 9/18 9

Department of State documents have been combined into one category.

electronic storage, access should be limited to authorized personnel only. Proper retention is essential, as deal- ers may be required to submit the original form during an audit. Dealers can download the new I-9 form at https://www.uscis.gov/i-9 .

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Record Retention Requirements Dealers must retain each employee’s I-9, in paper or electronic form, for as long as the employee works at the dealership. After the employee leaves, dealers must keep this form on file for either three years after the date of hire or one year after termination or resignation, whichever is longer. Since these forms contain personal identifying information, they should be kept in a separate file, not the employee’s personnel file, and stored in a secure space that only authorized personnel can access. If a dealer uses

Greater New York Automobile Dealers Association • www.gnyada.com

The Newsletter • August 2017

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