videology first to offer cross-device audience targeting for automotive marketers
Extends Hot Spot Targeting Across Online, Mobile and Connected TV
Leveraging Polk’s Offline Database of Consumers’ Automotive Buying Habits
New York, September 17, 2012— Videology—a digital video advertising platform and solutions provider—announced today, through its relationship with Polk, the ability to offer targeted video and display advertising at scale against discrete auto consumer segments across three screens.
Through this integration, and additional work with Datalogix, Videology can now provide auto manufacturers, as well as regional or local dealers, an integrated, cross-screen advertising platform to reach consumers likely to be in-market or to have a greater affinity for a particular vehicle or brand. Also, using Polk data, Videology can identify the ideal automotive “hot spots” based on geographic registration data for a type of car—for instance, markets with a high penetration of luxury car buyers—or even for specific makes and models. The ability to identify and target these “hot spots” across devices—a first in digital media—allows auto marketers to reduce waste while achieving sufficient scale against their targeted consumers across all screens—including online, mobile devices and connected TV.
“We first partnered with Polk last year to offer ‘hot spot’ targeted campaigns for online video,” said Aleck Schleider, Vice President, Data and Analytics, Videology. “Based on the success of that initiative, we worked to extend this product to include both video and display advertising, as well as mobile devices and connected TV.”
“The roll out of this product follows the overall strategy of our company,” Schleider added. “We are working to break down the silos between devices and ad formats, which is more in line with the way that consumers are using media and allows advertisers to gain a truer measure of overall ROI.”
A Videology analysis found that automotive was the second highest spending ad category in online video in Q2 2012 at 13% of the total spend, up from 6% in Q1 2012 (Videology, total U.S. impressions). While some of this increase may be cyclical based on seasonality, more auto advertisers are also embracing the targeting and customizable creative abilities of video, tied to measurable ROI return.
“We began working with Videology to bring our data intelligence to online video last year,” said Paula Skier, Polk’s Senior Product Marketing Manager for digital products. “Even within the relatively short time period that we have been working together, consumers’ use of mobile media and other connected devices has grown, and auto advertisers’ demand for consistent data across screens has escalated. We’re thrilled that together with Videology, we’re now able to answer the need for device-agnostic delivery of Polk data.”
Videology (videologygroup.com) is a device-agnostic video advertising technology that works across all screens to connect brands with consumers. Videology achieves this through mathematically-driven data analyses that allow it to target precise consumer segments—at scale—by demographics, psychographics, and behavioral segments. This precise targeting permits advertisers to extract increased value from every media impression, and allows content partners to monetize their audience more effectively.
Videology, Inc., is a privately-held, venture-backed company, whose investors include NEA, Valhalla Partners and Comcast Ventures. The company is headquartered in Baltimore, MD, with key offices in New York, Austin and London, and sales teams across North America.
Polk is the premier provider of automotive information and marketing solutions. The organization 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, Michigan with operations in Australia, Canada, China, France, Germany, Italy, Japan, South Korea, Spain, the United Kingdom and the United States.