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...Read More »
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
nature...Read More »
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 based...Read More »
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 More »
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.
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 More »
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"...Read More »
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...
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 Jim...
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.
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 in common...Read More »
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