Premion, Tegna’s connected TV advertising company, said it expanded its relationship with IHS Markit to use Polk Automotive Solutions data to target ad campaigns and measure their results.

Automotive advertisers using the Premion platform to create regional and local streaming campaigns will be able to incorporate Polk audience segments and data on sales, make and model, price and vehicle type. 

“Automotive marketers have been among early adopters of streaming TV advertising, which has quickly evolved as a priority customer acquisition and performance marketing channel,” said Dave Marquard, head of product at Premion. “With Polk Automotive Solutions, we’re accelerating the power of streaming TV advertising to empower our advertisers to reach high-value audiences and measure true sales performance by matching OTT viewership with verified vehicle sales.”

Tegna said it expects Premion to finish the year up between 45% and 50% in revenues for the year in its most-recent earnings report.

Also Read: Premion to Use Cadent Identity Graph for Cross-Platform Ads

IHS Markit’s Polk data includes 30 years of vehicle ownership history, more than 125 million households and more than 49 million new and used vehicle transactions (in 2020) to deliver an end-to-end CTV and OTT advertising solution for automotive advertisers.

“Today’s auto intenders are OTT viewers. As automotive marketers follow their audiences on streaming TV platforms, they need timely data-driven insights to target, optimize, and measure campaign spending,” said Joe Kyriakoza, VP and general manager, Polk Automotive Solutions at IHS Markit. “With this integration, we’re further empowering automotive advertisers with a more complete understanding of audience behavior and connecting OTT viewership to direct business results by driving new vehicle sales.”

Premion, launched in 2016, delivers billions of impressions for thousands of clients in more than 200 DMAs with inventory directly sourced from about 125 premium publishers.

Tegna said it will provide expanded measurement of the results of linear and streaming ad campaigns for its automotive and streaming campaigns.

At its presentation at the NewFronts Tuesday, Tegna said advertisers in those categories will have access to outcome and sales data from IHS Markit’s Polk Automotive Solutions and Arrivalist when they place campaign via Tegna and its Premion CTV ad unit.

Also Read: Tegna Expects Higher 1Q Earnings on 6% Revenue Gain

“These new attribution offerings allow automotive and tourism clients to advertise with Tegna and Premion with greater confidence, knowing we deliver proven results and unmatched measurement insights,” said Tim Fagan, senior VP and chief revenue officer for Tegna. “In the coming months, Tegna Attribution will add additional capabilities to our leading measurement platform, offering greater industry-specific insights to our robust outcome-based model that delivers actionable intelligence to advertisers.”

Also Read: NewFronts Speakers See Advertisers Changing Channels from Traditional TV

Beginning in early summer 2021, automotive advertisers that subscribe to Tegna Attribution will receive Polk Demand Signals advanced measurement data, including number of sales, make and model, price, and vehicle type to measure ROI for their campaigns.

“With this integration and access to Polk Demand Signals and measurement capabilities, automotive clients advertising on Tegna platforms can gain a more complete understanding of consumer behavior throughout the buying cycle,” said Joe Kyriakoza, vice president and general manager, Polk Automotive Solutions at IHS Markit. “Through this innovative arrangement with Tegna, dealers will have an opportunity to tie their media dollars and optimize to KPIs that actually impact their bottom line – driving new car sales.”

Beginning today, Tegna Attribution can provide tourism clients with measurement metrics including arrivals to destinations, cities of origin and days and distance to arrival.

“Arrivalist’s partnership with Tegna greatly expands travel and destination marketers’ ability to measure the success of their campaigns and adds value with advanced metrics tailored to our industry,” said Cree Lawson, founder and CEO, Arrivalist. “By advertising with Tegna brands can leverage Arrivalist’s trusted location data for deeper insights into audience, efficiency and ROI.”

TV measurement and analytics company 605 said it made data deals with Catalina, PlaceIQ and Polk Automotive solutions by IHS Market that will enable the company to faster and more accurately measure campaigns and analyze their impact in the marketplace.

The data firms bring 605 additional information about shopper intelligence, geo-location and auto purchases. Combined with its TV viewing data from 21 million households, 605 will be able to report on the consumer behavior and business outcomes resulting from ad campaigns via ad campaigns via its PLATF0RM TV measurement service and its attribution offering IMP4CT.

“605 is committed to providing marketers, advertisers and programmers with the most complete audience data and analytic tools for insights, measurement and attribution of TV and cross-screen campaigns," said Kristin Dolan, 605’s founder and CEO. "Our ability to deterministically match audience data with TV viewership on a census-level scale, partnered with the capabilities of fellow industry leaders in the data and analytics space, helps facilitate improved outcomes. Catalina, PlaceIQ and IHS Markit are outstanding partners who share our demonstrated commitment to faster and deeper insights, more effective outcomes and a more sophisticated approach to measurement and attribution.”

605 has been building up capabilities to understand how viewers are watching TV across linear, time shifted and digital content, enabling marketers to target the audiences they want.

“As a big believer in the importance of closed loop measurement for brands and retailers, Catalina is proud to partner with 605 as a like-minded company focused on identifying and delivering the most impactful audiences – and measurable results,” said Brian Dunphy, senior VP, channel sales, strategic partnerships & business development. “605 has been advancing the TV industry’s standard of measurement, and we are thrilled to contribute Catalina shopper intelligence data and insights to this effort.”

“Being trusted as the location data provider to 605’s audience targeting and measurement dataset is a testament not only to our shared data standards, but our united strategic focus of finding innovative ways to deliver value to our clients," added Brian Bradtke, VP of partner development at PlaceIQ. "We are happy to join 605 and other esteemed leaders at the forefront of the shift toward newer, more granular, viewership and measurement solutions."  

The first uses of 8K displays will get underway in 2018, though the bulk of TV panel manufacturing will be focused on 4K/Ultra HD this year, according to a new forecast from IHS Markit.

The research firm predicts that just 1% of displays in the 60-inch and larger category will support 7680 x 4320 pixel resolution in 2018, and climb to 9% in 2020, and reach 19% by 2024. As a point of comparison, 4K/UHD panels accounted for more than 98% of displays that are 60 inches and larger in 2017, but will dip to 81% by 2024, IHS Markit found in its new Display Long-Term Demand Forecast Tracker.

“As UHD has rapidly replaced full HD in the super large-sized TV display market, panel makers are willing to supply differentiated products with higher resolution and improve profit margin with premium products,” Ricky Park, director at IHS Markit, said in a statement. “Year 2018 will become the first year of the 8K resolution TV display.”

The research notes that Innolux started developing 8K panels in 2017, and produced its first 8K LCD TV display (60Hz, 65-inch) in Q4 2017, which will be supplied to Sharp and to Chinese TV makers in the start. Sharp also mass-produced its first 8K LCD TV display, a 70-inch model, in Q4 2017 to support the Sharp TV brand in China, IHS Markit pointed out, adding that Samsung and Sony also plan to release “flagship” 8K TV models later this year, and will “consume almost all” 120Hz 8K panels from Innolux, AUO and Samsung Display, with sizes ranging from 65 inches to 85 inches.

LG Display also introduced an 88-inch 8K OLED TV display this week at CES in Las Vegas.

The HDMI Forum and the HDMI Licensing Authority are likewise preparing for the 8K era with HDMI 2.1, a new spec for connectors and cables (released on Nov. 28, 2017) that will support resolutions up to 10K, data rates of 48 Gbps, as well as Dynamic HDR and other advanced features.  

RELATED: HDMI 2.1 Targets Resolutions of up to 10K

“This year, you’re actually going to see some commercial products” supporting 8K, Rob Tobias, president of HDMI LA, said at a press event XX at CES that provided an update on HDMI 2.1 efforts. He noted that the move to 8K will be driven in part by video productions being planned for the 2020 Summer Olympics in Tokyo and the 2022 Winter Games to be hosted in Beijing.

Looking beyond resolution, he said Dynamic HDR, which will enable “ideal values” in areas such as depth, brightness, contrast and wider color gamuts on a scene-by-scene or even a frame-by-frame basis (rather than being applied statically to the entire video asset), “pops the image off the screen.”

Tobias also predicted that Dynamic HDR will emerge as “one of the standout technologies that consumers can really grasp and see,” while HDMI 2.1’s use of variable refresh rate and a low-latency model will deliver a better experience for gamers.

He said the new spec’s support for eARC (enhanced Audio Return Channel), which enables up to 32-channel and object-based audio, will also be key as consumers desire both picture and sound to complete the “home theater experience.”

Cris Pasqualino, chairman of the HDMI Forum, said alter that implementing compliance testing for all elements of HDMI 2.1 is a “top priority.”

Those elements will come way of a staged rollout. “It’s a very deep spec,” he said, adding that some initial components tied to compliance testing should be expected by Q2 2018.