AT&T AdWorks Drives Targeted Auto Ad Deal
AT&T AdWorks, AT&T’s advanced TV ad arm, said it has inked a deal with IHS Automotive that aims to help marketers measure the effectiveness of their TV auto advertising campaigns.
AT&T AdWorks said it will use Polk statistical data from IHS Automotive to measure – on an anonymous and aggregate basis -- the effectiveness of TV automotive advertising on vehicle purchases. This new offering does not target individual consumers, but rather the TV shows they’re most likely to watch, AT&T AdWorks said.
The deal also gives automotive advertisers the ability to use data-optimized audience-targeting capabilities with AT&T AdWorks TV Blueprint to target commercials to specific audience segments, boiled down to consumers who are interested in luxury cars, SUVs or a specific model or a particular vehicle.
AT&T AdWorks TV Blueprint uses anonymous and aggregate proprietary viewership data from more than 15 million U-verse set-top boxes to develop custom, data-optimized media plans.
“We will provide automotive advertisers with the necessary tools to sell more vehicles through our agreement with IHS Automotive,” said Mike Welch, president, AT&T AdWorks, in a statement. “Automotive advertisers will obtain greater insights about when to air their advertisements on TV and the resulting purchases at local dealerships. The advertisers will also get value by using AT&T AdWorks’ advanced advertising solutions to serve commercials to TV audiences most interested in buying a new vehicle.”
“Establishing the link between vehicle preferences and television viewing is critical in making the right advertising decisions,” added John McBride, VP, digital and media solutions at IHS Automotive.
The smarter way to stay on top of the multichannel video marketplace. Sign up below.