TidalTV — an online video advertising platform and solutions provider—today announced the launch of the industry's most comprehensive set of audience targeting products for the automotive industry. The products enable local, regional and national automotive advertisers to leverage Polk market intelligence, via Datalogix, for video targeting at scale against distinct auto consumer segments and links online ad exposure directly to offline automotive purchase activity.
By aligning with Polk—the premier provider of automotive information and marketing solutions—and Datalogix—the leader at integrating database marketing and digital media—TidalTV continues to bridge the gap between targeted online video exposure and real world purchase behaviors.
Integrating Polk data directly and through Datalogix's technology, TidalTV can now provide auto manufacturers and regional or local dealers an online video advertising solution to reach consumers who are likely to be in the market for a car – by vehicle style and make.
"This product brings auto advertisers a scalable targeting solution for online video and mobile video campaigns that gives manufacturers and dealers the ability to reach the right consumers for their advertising objectives," said Kevin Haley, Chief Scientist, TidalTV. "Coupled with our complementary products that measure brand metrics and offline purchases, it is a tremendously exciting evolution, and one that could significantly impact the flow of automotive dollars to online video as marketers seek greater addressability and accountability in their media spend."
"As the exclusive on line targeting provider of Polk data to the digital marketplace, we continue to roll out additional household level automotive segments in response to the growing demand among auto marketers," said Joe Kyriakoza, General Manager, Automotive, Datalogix. "By working with Polk and TidalTV to pair this robust auto data with the unique targeting capabilities of online video, we're helping create a truly powerful new platform for automotive marketers in the interactive space."
Automotive marketers spend more than $13 billion in measured media annually, with 50-60% of those dollars going toward television. (Source: Kantar Media, 2010 Spending). TidalTV's new product offering enables these marketers to take advantage of the important brand building capabilities associated with traditional television, while leveraging the precise targeting and ROI optimization capabilities of digital video.
"Automotive marketers have come to rely on Polk market intelligence to gain insights into their consumers and achieve better return on their media investments for many years," said Andrew Price, vice president, sales and client services at Polk. "Our relationships with TidalTV and Datalogix bring this same intelligence to the online video space—a growing medium that we believe will become an increasingly important brand-building tool for automotive advertisers."