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BizReport : Advertising : May 15, 2007
Ford will take more ads online
Look for a lot more online ads related to Ford's Lincoln and Mercury product lines. According to reports, the motor company has inked a significant deal with Specific Media, a behavioral targeting advertising network, to provide all of it's online advertising efforts.
For the next 12 months, Specific Media will serve up all of the online ads for Lincoln and Mercury products.
"By leveraging Specific Media's extensive consumer Data Network and a suite of innovative targeting technologies, Ford has the unique ability to effectively and efficiently target the wide spectrum of potential vehicle buyers and ultimately increase our return on investment," said Larry Carney, Digital Group Director at Mediaedge:cia, Team Detroit.
According to reports, the ads will target women aged 24-54 who are "independent and business-minded". The ads will also aim to attract in-market consumers.
More automotive ad-dollars have been heading online in the past 12 months as auto dealers realized that consumers were already researching their next car purchase online. The auto ad spend is expected to reach $4 billion by 2010. Even so, many marketers wonder how to best attract in-market consumers.
According to Specific Media, their ad-serving platform has nearly 100% accuracy in targeting consumers through behavioral, contextual, demographic, geographic and retargeting methods. If the Ford deal goes well, marketers can expect to see even more auto ad dollars move to the online spectrum in the coming months.
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Comments
Great to see Ford moving more media dollars away from Network TV, Radio, Magazines and Newspapers and addressing consumers in their medium of choice: The Internet.
Posted by: Jack Roberts on May 17, 2007 03:19