|HOME||MEDIABIZBLOGGERS.com||WOMEN in MEDIA||HOOKED UP||MEMBERSHIP INFO||MEMBER COMPANIES||MEDIA BUSINESS REPORT||ECONOMIC FORECASTS||RESEARCH|
Published: October 26, 2011 at 03:11 AM GMT
Last Updated: October 25, 2011 at 03:11 AM GMT
Daimler AG launched a new Smart Car campaign this week. MediaPost covered the details in an article, Smart to Break TV Ad, outlining a media plan with spots on cable networks like Bravo, Logo, Planet Green, Discovery, Sundance, E!, and HGTV. This is a smart media plan considering the eco-friendly, urban, young target audience.
But is it as smart as the car's namesake? Today, there are new sources of smarter TV planning with companies like Simulmedia, TRA, and TiVo. In fact, Simulmedia's tagline reads "Smarter TV Ads Today," and claims "web-like ad targeting" for television buying using Set-Top-Box (STB) data. TRA, a well-established player in the CPG category, now has an automotive practice that combines Experian and television STB databases. TiVo's Audience Research group leverages a panel of 40,000 households to survey and create a viewing profile based on the exact segment a brand is targeting.
For example with respect to a niche auto launch, the TiVo panel would be surveyed about behavior and specific lifestyle questions. This yields a bulls-eye media plan based on 1) short-term buyers; and 2) a TV profile built on lifestyle, interests, and attitudes. I am not sure if Daimler AG leveraged these methods for the current campaign, but for a truly Smart Car, it is worth an education in the latest media tools available.
Greg DePalma is Vice President of Audience Insights at TiVo Inc., where he consults with advertiser, agency, and network clients to increase commercial effectiveness in a DVR world. Greg can be reached at email@example.com.
Read all Greg's MediaBizBloggers commentaries at InteracTiVoty.
Check us out on Facebook at MediaBizBloggers.com
Follow our Twitter updates @MediaBizBlogger
The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggers.com management or associated bloggers. MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries.
Tablets out-shipped portable computers this year for the first time ever. There are more tablet models to choose from than ever before, which means there are tablets for everyone… including your kids! Two years ago, just 8 percent of kids had access to tablets; today, that number is 40 percent, and it's trending up.Read More
It is generally acknowledged that “engagement” is a good thing. It is better, at every level if your message (whatever form that takes) is not only “seen” (whatever that means) by a large number of people, but that a good number of those people choose to do something that approximates to actually reading it, hearing it or viewing it and furthermore that they indicate that they have done so in some way or other. The problem with the notion of engagement is that there are almost as many definitions as there are conferences on the subject.Read More