Burst Media launches auto ad network

A new vertical advertising network could impact automotive sales over the next few years, which could be hugely important with the slowing economy in the US. Auto buyers are few and far between; Burst Media has launched a behavioral targeting platform to help auto advertisers better find and target prospective auto buyers on the Internet. The ads will be targeted to consumers who have shown interest in buying a car.

by Kristina Knight

The network is powered by Burst's adConductor and is said to engage consumers even when they are viewing content other than automotive.

"This allows auto marketers to reach consumers who display an active interest in buying a car, even when they're engaged in other, lifestyle-oriented content," said David Cooperstein, chief marketing officer of Burst Media.

The platform works by identifying behaviors which point toward a user being an interested car buyer - consumers who do price searches or search for specific makes or models of vehicles on in-market websites. Ads will be displayed to consumers when they visit one of more than 4,500 websites in the Burst network.

In addition to targeting in-market consumers, the ads are designed with specific car information which will appeal to the consumers. The ads can be packaged along with this content to reach specific demographics.

Tags: automotive advertising, Burst Media, online advertising, vertical ad network