Beep! Automotive Ad Network Introduces Brand-Specific Targeting
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But First Snide's Remarks; We applaud Bleep! and couldn't agree more that in order for car makers to become more successful with their interactive advertising efforts they must deliver their brand's messages directly to potential buyers, instead of mass conquest "car interest" viewers...that's what TV is for.
Sounds like the right thing to do...but, and this is a BIG BUT, for publishers to provide access to this "deep down in the funnel audience" the car makers must be willing to acknowledge that traditional mass reach CPM's are not relevant, because attracting a distilled and concentrated audience is just to expensive to aggregate and maintain at a mass reach Internet CPM and should be compared to Direct Mail results CPM's which are more analogous.
The Auto Channel believes that only the Internet (and Direct Mail) can consistently deliver highly focused and targeted brand messages that in-market brand-specific car buyers want to see. This is why The Auto Channel has published its Brand-Specific Buyers Guides for more than 8 years.
These brand-specific buyers guides offer car makers a platform from which to reach potential buyers "way down in the funnel" while they are immersed in their final touchy-feely brand and model exposure...but are still looking for a final reason an excuse that will reinforce "their almost but not quite purchase decision". Welcome Beep! it's been cold out here by ourselves. msnide@theautochannel.com
DETROIT, June 15, 2010; Goodway Group's Beep! Automotive Ad Network today announced its brand-specific targeting initiative, providing the first opportunity for automotive advertisers to effectively reach auto shoppers that are most likely to purchase an individual brand.
Using behavioral data, Beep! Automotive reveals where auto shoppers are actively engaging online. Then to determine the auto shoppers most likely to engage with a particular brand, Goodway layers the user-specific data to target the campaign specific to that brand's customer profile.
"The ad network model keeps campaigns cost-effective and eliminates waste," said Senior Vice President Dan Mauch. "We've gone beyond the traditional model of ad networks and added a layer of targeting that is specific to the brand's customer. This helps target not only auto shoppers, but auto shoppers that fit the mold of a brand's key demographic."
Goodway Group originated in Detroit 35 years ago, and was the first marketing services firm to run a newspaper insert campaign for a major domestic brand minivan launch. With the industry shift from traditional to online advertising in recent years, Goodway coupled its strong automotive retail marketing roots with top digital expertise to launch the Beep! Automotive Ad Network. The company has grown from serving one major automotive brand to creating campaigns for 18 different automotive brands at the Tier 1 and Tier 2 level. Since the launch of Beep! Automotive, Goodway has experienced 50% growth year over year.
"It's not enough to target the consumer searching for cars online," said Mauch. "A brand such as Buick, who now sells vehicles appealing to a younger and more affluent crowd, would have customers engaging on different sites than a competitive import brand, whose target may still skew older."
About Goodway Group
Goodway Group is a third-generation, 80-year-old marketing services company that owns and operates three ad networks, Beep! Automotive, SWAY Political, and IvyPixel. With more than thirty years of specialized experience in retail marketing, Goodway brings and applies its wealth of experience in retail marketing to online media to deliver measurable, effective results.
