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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.