The IHS Automotive Blog | Driven by Polk

De-Mystifying Online Audience Data

Audience data has become increasingly important in digital marketing, including online display, video, mobile and social media. Data allows advertisers, agencies and web publishers to optimize ad delivery, evaluate campaign results, improve site selection and retarget ads to other sites. Data also enhances the value of media to marketers by delivering their advertising message to better-qualified prospects.With the growing reliance on audience data for online advertising, many questions are...Rea...
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TV Advertising Enters the Age of Databases

Last week, I had the pleasure of participating in an automotive panel at Rentrak's 4th Annual Industry Insights Forum in New York. Their audience – mostly senior TV network and affiliate executives, agency media planners, analytics and data providers – agreed that TV is becoming more metrics-rich than ever before, which is good news for a mature, entrenched advertising ecosystem that finds itself in the throes of disruptive technology.The concept of "best available screen" is changing the...
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The Mystery of Steve Jobs' Plateless Car...solved (maybe)

My post last Friday, "The Mystery of Steve Jobs' Plateless Car," got a lot of attention in the blogosphere. There were several intriguing comments, a few questions and even some answers that came to light from this conversation, which I thought were worth sharing.One thing that struck me based on the comments was a perception about who was looking into Steve Jobs car. Just to clarify, Polk did not run any type of look-up about Mr. Jobs or his car from our data sources. The story I told is...
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The Mystery of Steve Jobs' Plateless Car

We were all saddened by the news of Steve Jobs' passing earlier this week. There is no denying the tremendous positive influence he had on the technology and products we use every day. There are many moving tributes to Mr. Jobs in the social media, and I would encourage you to take some time to explore them.But for now, I'd like to share something about Steve Jobs that you might not know. It's about his car. Since automotive marketing is what we do here at Polk, I thought it was a relevant...Read...
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Polk Automotive Connections 2011 - Closing Thoughts

Throughout September, I had the privilege to lead Day 2 of the Polk Automotive Connections Summit 2011, titled, "Connecting Brands and Audiences across Multiple Channels." The conference was well attended and so far, feedback has been very positive. Despite the diverse audience in three different locations (Long Beach, CA, Southfield, MI and Park Ridge, NJ), I observed several recurring themes about the challenges we are facing in today's automotive digital marketing landscape.
  1. Technology is...
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Do You Click Through?

One of the greatest things about online advertising is its measurability, right? Where else can a marketer get so much data to assess campaign success? After all, there are impressions, click-throughs, view-throughs, page views, time spent, and many more data points from which to derive unique formulae for determining ad effectiveness. But blessings can also be curses, and sometimes the abundance of data points can create analysis paralysis. How are marketers supposed to know which metrics...Read...
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Why "BT" is "BS"

Much of my time at Polk is spent developing our digital marketing capabilities. Our newest product is Online Audience Targeting, which uses Polk's proven predictive marketing models and, through our partner DataLogix, deploys them online to target automotive digital marketing campaigns.  In the world of display ad targeting, we often find our audience data being compared to behavioral targeting data (or "BT"). There's a huge difference between targeting behaviors (like online auto "intenders"...R...
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Mini's Audacious Challenge: Part II

Much to my disappointment (but not surprise), Porsche has declined to participate in Mini's road race challenge pitting the Cooper S against the 911 Carrera S at the Road Atlanta racetrack. But in keeping with its "little OEM that could" persona, Mini is not giving up. Mini USA's president, Jim McDowell, has issued yet another personal challenge to Porsche Cars North America's CEO, Detlev von Platen. Take a look. As the proposed race day (June 21) approaches, Mini has unleashed yet another... Rea...
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Mini's Audacious Challenge - A Multi-Channel Marketing Campaign of Fun

Ok, here's an example of an OEM using multi-channel automotive marketing tactics to execute a campaign that’s got something for everyone. Even those like me, with no chance of buying a Mini or a Porsche in the foreseeable future, can't look away. It's a road race challenge with something for everyone. Think of it: Mini Cooper vs. Porsche 911. It's got humor (just look at the cars next to each other and you can't help but smile). It's got social appeal. Watch this YouTube video featuring Mini's...
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How Does Your Company "Integ-RATE"?

In September, I attended a session at the Interactive Advertising Bureau MIXX Conference entitled "The End of Digital Marketing." In his presentation, Google President Nikesh Arora opined that digital marketing is not a discipline unto itself, but simply a part of marketing in general. The same principle can be applied to online automotive marketing. I propose that the auto market as a whole consists of both online and offline elements, neither of which will do the job alone. This was the...
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Online Brand Advertising: Where Have You Been All My Life?

Last week, I attended the BlueKai Data Boot Camp, a digital marketing event in New York.  The focus was on behavioral targeting (using previous internet behavior to target relevant advertising messages to users). This field is expanding in new and exciting ways. Some companies are using social networks to find more people who “look” like the target market.  Others have figured out how to bridge offline consumer data to the internet for use in online targeting.But one thing they all had...
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