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BizReport : Advertising archives : June 11, 2008

Compete will power behavioral targeting for auto marketers

Both automakers and sellers are looking for more from the American consumer, but very few Americans are buying cars now. With gas prices soaring and mileage per gallon remaining the same or dropping, many are choosing to drive older cars longer than they used to. Better targeting and better ads could change that trend.

by Kristina Knight

compete.gifAutomakers have been the first to change thus far. They are reducing the number of low-miles-per-gallon trucks and SUVs made and increasing the number of high-miles-per-gallon compacts and cars made. Consumers, however, are still leery which leaves car sellers looking for more.

A new ad targeting solution from Compete will power behaviorally targeted ads to Goodway Group's Beep! Automotive Advertising Network.

“Goodway specializes in reaching the right consumers at the right times," said Brenda Aulinskis, sales director for Compete. “Today, shopper activity is highly dispersed across the Web, and our solutions will help Goodway's advertisers determine the most effective sites out there for their unique message.”

The partnership will allow Goodway's network to use Compete targeting solutions Behavior Match and Online Channel Effectiveness to find the right consumer at the right time.

Correct targeting could be the difference between automakers and sellers having a below average year or finally seeing their economy turn back around.

Tags: advertising network, auto advertising, online advertising

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