Polk And Datalogix Extend Exclusive Digital Automotive Partnership Through 2016
Increased demand drives companies to expand to search, mobile, video, and social targeting to deliver ground-breaking automotive digital marketing solutions
SOUTHFIELD, MI and WESTMINSTER, CO--May 8, 2013: Polk and Datalogix (DLX) announced today the extension and expansion of their exclusive relationship that enables automotive marketers to accurately reach a true car buying audience, and to deliver offline sales measurement via the DLX Auto powered by Polk offering. This agreement continues to position Datalogix as the exclusive distributor of Polk's audience data to the digital space, enabling access to Polk's industry-leading data through all leading publishers, ad networks, portals, and agency platforms.
The new three-year extension expands the exclusive relationship to include social, search, video, and mobile targeting offerings in addition to online display advertising. The agreement also extends the distribution relationship for the OnRamp product (which transforms a marketer's offline CRM data into a digitally addressable audience) and the DLX ROI product which provides measurement of the offline vehicle sales impact of online campaigns.
"We are pleased with the way the Datalogix relationship has developed over the past three years," said John McBride, Polk's Digital Practice Leader. "We recognize that their significant footprint throughout the digital landscape, with the largest publishers and tech companies, provides an unmatched distribution channel for our automotive audience segments and measurement products."
The DLX ROI for automotive product developed by DLX and Polk provides the ability to close the loop on vehicle sales. This offering has proven pervasive in the auto industry and has emerged as the industry standard, aiding nine of the top 10 auto manufacturers and hundreds of auto dealers in uncovering the true sales impact of their digital programs. DLX ROI measures actual vehicle sales from digital media programs at the largest scale available to marketers.
Recent findings include a campaign that demonstrated an 8-to-1 sales lift vs. a valid control group for a leading import manufacturer. In another example, Datalogix helped a luxury car brand learn that its website visitors were most likely to purchase from the manufacturer when consumers actively located one of its dealerships online.
"This alliance is both exciting and critical for automotive marketers," said Joe Kyriakoza, General Manager of DLX Auto. "DLX Auto is committed to adding an important layer of intelligence to the automotive measurement landscape, and to providing marketers the ability to reach audiences at every stage of the car buyer's lifecycle and across multiple media partners and platforms."
DLX Auto powered by Polk for both audience targeting and sales measurement is available through most leading publishers, ad networks, portals, social media, mobile companies and agency trading desks.