By teaming up with Polk, we’re now able to offer our clients access to important data points for the automotive industry, helping them to target and optimize messages for their target audience segments.
New York, NY (Vocus) April 1, 2010
Visible World a leading provider of targeted television advertising, and R. L. Polk & Co., a provider of automotive information and marketing solutions, today announced that they have formed a partnership to enable automated data-driven TV ad targeting for automotive clients.
Advertisers can now use Visible World’s addressable technology in combination with Polk’s automotive data to target TV advertisements. Polk’s industry-specific data will now be available via Visible World’s Conductor, a Web-based campaign management system that enables sophisticated, data-driven segmentation for TV ads. Polk is the most recent major data provider to join forces with Visible World, adding yet another unique layer to the broad data capabilities of Visible World’s Conductor. Last year, Acxiom, Experian and Nielsen announced partnerships with Visible World to make their data available via Visible World’s campaign management system.
“By teaming up with Polk, we’re now able to offer our clients access to important data points for the automotive industry, helping them to target and optimize messages for their target audience segments,” says Seth Haberman, CEO of Visible World.
As a result of the partnership, advertisers can now utilize some of the same sophisticated automotive data they have been using for direct mail for television campaigns. For example, auto marketers could segment their audience by propensity to sell various vehicle segment types in specific sub-DMA geographies, and drill down even further to take into consideration data regarding lease vs. buy, historical average MSRP and other factors. There is also a unique capability to target segments based on Polk’s unique models that identify “households most likely to be in the market for a vehicle” within a certain time period.
Visible World’s Conductor instantly calculates optimal rotations across thousands of targets on the specified media buy and automates campaign execution. This enables advertisers to automatically determine an optimal rotation of their ads, down to a neighborhood
“We’re excited to work with Visible World in delivering a new solution for automotive advertisers,” says Stephen Polk, Chairman, President and CEO of R. L. Polk & Co. “Our direct marketing clients have had access to advanced segmentation and targeting capabilities in direct and online marketing. Now with Visible World, we can offer them new data targeting capabilities and accountable solutions for one of the most influential automotive advertising mediums, television.”
This announcement comes at a time when automotive ad spend is predicted to rise. Borrell Associates reported that broadcast TV ad spending for the automotive market will rise in 2010. And, automotive advertisers will look to more addressable TV advertising solutions to help drive greater measurability and ROI .
About Visible World
Visible World is the leading provider of targeted television advertising solutions. Our suite of services enables advertisers, agencies, and media companies to deliver addressable, interactive, and measurable ads. Visible World campaigns increase ad relevance and engagement by providing capabilities to target real-time offers, products, and creative based on geography, programming, inventory levels, time of day, weather, and other data-driven conditions. Today, Visible World helps over 200 advertisers target consumers in ~100 millions U.S. television households and across more than 1,500 major websites. To learn more please visit http://www.visibleworld.com.
About R. L. Polk & Co.
R. L. Polk & Co. is the premier provider of automotive information and marketing solutions. Polk collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, media companies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Mich. with operations in Australia, Canada, China, France, Germany, Japan, Spain, the United Kingdom and the United States.
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