The IHS Automotive Blog | Driven by Polk

Digital Video: Television's Friend or Foe?

Digital video is, to put it mildly, a very hot topic in the online and mobile advertising industry. Recently, moves by digital video companies have placed them in direct competition with television. Let me explain. Companies like Hulu and Netflix have created a model to view content previously reserved for larger screens, be they television or theater. YouTube, the largest video viewing service, recently broke their service into channels with original content. Two different models, both...
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The Three Benefits of Digital Video and TV

Everyone wants to figure out what effect the digital landscape is going to have on the mammoth $70B television advertising spend that occurs yearly. Already, we've seen display advertising video ad nets, like Videology, TubeMogul and Adap.TV begin to buy remnant inventory through the Real-Time Bidding (RTB) process, out of exchanges and Demand Side Platforms (DSPs). While each of their business models is different, this is a drop in the bucket compared to the total television/video inventory...Re...
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Facebook Weighs the Annoyance Threshold of Mobile Ads

Everyone's favorite social network, Facebook, is looking to diversify revenue streams. As Facebook has been more recently known to do, they're trying to be prudent around their strategy by assessing the amount of ads they can serve and limit user dissonance. It's a difficult balance because Facebook has never served mobile ads, until recently. Also, according to the Vancouver Sun, customers aren't particularly keen to mobile advertising messages on their social networks. Serving ads into this...R...
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OMMA Metrics Research and Data

Last week, I attended Online Marketing and Media Association's (OMMA) two-day Metrics &Research and Data events. The conversations around data and metrics were extremely high level, which is counter-thetical to the typical rhetoric at big conferences. Often, speakers and panels dance the platitude shuffle and never say anything really controversial. This particular set of conferences was completely different.  The first day consisted of the Metrics and Research portion of OMMA's content....
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The Electric Vehicle Story Continues

According to my friends at Auto Week (@AutoweekUSA on Twitter), Honda is working with Google, the City of Torrance, CA and Stanford University to conduct tests on a fleet of Honda Fit EVs. In what is being dubbed the "Honda Electric Vehicle Demonstration Program," it sounds as if the goal is to conduct research to understand the challenges and opportunities associated with advancing the Electric Vehicle market. (Image source: Auto Week.) In a recent blog post The Road is a Vehicle Charger,...
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Why Auto Dealers Should Care About Pinterest

Have you heard of the next new social media phenomenon, Pinterest? No? Well that's why I'm here, to keep you updated on the latest, greatest and potentially profitable ideas in social media. Pinterest is a two-year old social media site, still in beta, that allows users to find things (pictures, videos, infographics, etc) on the web that they like and pin them to their own page, which contains boards that they can name. Usually these boards center around hobbies or aspirational items....
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The Road is a Vehicle Charger

One could hardly argue that oil has provided America, and the world, an increased quality of life for roughly a century. In the same breath, that statement can be turned around in admittance that obtaining and controlling this finite resource has caused an issue or two between the covetous nations. Administrations and environmental activists alike have accusatorily pointed toward major consumers of the substance as profiteers, when attempting to make a point for political or social reasons....Rea...
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Super Bowl Automotive Ad-ness

The Super Bowl always garners gaudy numbers for their ad campaigns. Now, we're getting prequel ad hype by some automotive brands, intending to move customers' attention from digital video to the large screen with teasers and themed commercials. They're utilizing their own properties and YouTube to increase "watches" and subsequent anticipation of their ad campaigns. It seems to be paying off for Acura, with this ad boasting guest spots from Jerry Seinfeld and and Jay Leno competing to be...Read...
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The Automotive Zero Moment of Truth

There is no denying the fact that the internet has changed the shopping process for consumers as they're influenced by online search, display advertising, social media and online reviews to more easily make buying decisions about the brands, companies and products they want to purchase. This has always been the case in the automotive world; people often went to the library to pick up an issue of Consumer Reports to check out what kind of car they should buy before schlepping to multiple...Read...
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Marketing Technology Winners and Losers at the North American International Auto Show

I noticed much more enthusiasm at the industry preview and press week, which was held during the North American International Auto Show. I went to multiple events where forced optimism from the previous couple of years was replaced with genuine excitement and positivity. On Thursday, January 12, I finally walked the show floor. The cars look great this year, but that isn't why I went. I had a subversive motive for walking the floor this year. I wanted to see how each OEM ranked in their NAIAS...R...
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The Three Ways Analytics and Data can Drive Online Ad Spend in 2012

For online display advertising of all types, 2011 was a banner (no pun intended) year. This segment (which includes rich media, banner ads, online video and sponsorship) was expected to grow to 37% of the market, according to the Internet Advertising Bureau's mid year Internet Advertising Revenue Report. Then in Q3, the industry saw a spike of 22% overall. So, online advertising is strong. Consumers are taking advantage of the interactive media access points that are availed to them through...Rea...
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Connectivity in Cars, the Next Great Platform

Once again, we're coming up on the end of the year - that time between Thanksgiving and New Year Year's Eve when everyone seems to be making their predictions about what's going to be hot or next in the coming year. Digital marketers are no different and one of my favorite publications, Mashable, has released a video of '5 Key Digital Media and Advertising Trends for 2012.'  Usually I hate to say I told you so, but if you haven't been heeding the contents of this blog then, "I told you so,...
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Ford Capitalizes on the Viral Vehicle Launch

Media Post is reporting that Ford will launch the 2013 Escape - which was lauded for itsnew design at the 2011 LA Auto Show - with yet another social media campaign. This one follows the road-trip soul of the Focus Rally, but throws a twist on it. Dubbed 'Escape Routes,' this campaign will feature six two-person teams that compete from city-to-city by driving around for clues, figuring out mental/active challenges and flexing their social media interaction prowess. Next spring, these teams...
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Google+ Business Pages & Why the Automotive Industry Should Care

Hopefully you've heard, if you're a marketer or manager of any brand, that Google+ just launched business pages. Originally, pages were sent out to beta testers who sent invites to friends and business associates to allow the Google branded social network to grow organically.There were NO businesses allowed, from the inception. A few months and about 20 million personal page signups later, Google opened up Google+ to businesses, and the digital marketing world couldn't be more abuzz with...Read...
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The Year of Video: Online Advertising's Next 'Big' Thing

After doing a month and a half North American tour of just about every imaginable entity within the digital advertising ecosystem, from mobile advertisers to social media agencies and industry conferences, I have come up with this conclusion. Every year since 2006 has been "the year of mobile," but 2012 will be the "year of video." The idea that storytelling is the most important marketing trait since message clarity; mixed with higher engagement and consumer immersion; with a touch of...Read...
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Digital Advertising, Multi-Channel Campaign Attribution and Lavender Scented Tires

About six months ago, we at Polk decided to do a conference to tout the virtues of multi-channel marketing in the automotive space. This idea eventually materialized into what is now known as Polk Automotive Connections. Day 2, the digital marketing focused portion, was chocked full of excellent content with digital advertisers from all channels and strata of the industry.  The day started off with Polk discussing the trends in digital marketing and automotive market size. Then, Collective Media ...
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ADTECHOPOLY

Before we go any further, I have to say this made me LOL (Laugh out Loud for you tech squares) with an embarrassing level of computer nerd in my throat. I don't care, though. It's awesome. LUMA Partners and the keeper of the ad ecosystem scroll, Terence Kawaja, have done it again. AdTechopoly is supposedly the brainchild of a Twitter conversation between Kawaja (@tkawaja) and Brian Morrissey of DIGIDAY (@bmorrissey).Anything that helps 'ad' a little humor, if no additional insight, into the...
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Why Online Sentiment Analysis is the New Focus Group

Starting back in the mid-90's the popularity of internet chat rooms was obvious, as internet users have eagerly taken to the digital airwaves to tell the world a thing or two about their feelings. At first, there were a bunch of (mostly) kids going in to complain or engage in very immature conversations. Not long after that, forums developed so internet users of a certain interest could speak with people all over the world that shared that same interest. Along with blogs, forums and fledgling...R...
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Take a Picture of Your TV

Since two-thirds of smartphone and tablet owners use them while watching TV, then "take a picture of your tv" sounds like a reasonable request - potentially even an ingenious one. The process of moving eyeballs across channels to engage, entrust, and eventually encapsulate a target market in the funnel of communication could very well be the direction that digital marketing is headed. In fact the majority of tech users, at all stages of life, indicate multiple screens as complimentary...
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Local Online Advertising Made Easy

If you're a local business and/or have rarely advertised online because of the complexity and time involved, then "man have I got the solution for you." Just a couple of days ago, our good friends at Google launched a new service that is very helpful to new digital marketing practitioners looking to target local prospects. Google Adwords now has a service called Express. It's a quick and easy process for getting a locally targeted ad placed online with relative ease. But wait, there's more!...
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