Primedia Offers Behavioral Targeting For Its Auto Sites
Web site visitors are segmented for advertisers based on online behavior.
Primedia Automotive Digital, a portfolio of 60 automotive sites that includes the Web sites of the company’s enthusiast titles as well as the In-Market Network for car buyers, is taking the inherent tracking capabilities of digital technology one step further. The automotive division of Primedia Enthusiast Media, which was sold to Source Interlink Companies for $1.2 billion in May, has partnered with online behavior targeting firm Revenue Science to track how users are making their way across Primedia’s auto network. The new data will allow Primedia’s marketing customers to target specific user segments.
Data compiled by Revenue Science groups users by segment;those looking for a used sports car or users looking for a used sports car by make and model in Connecticut, for example. Advertisers can see what segments are available and plan their campaigns accordingly. It’s a strategy that points to marketers’ increasing appetite for online tracking and behavior metrics, which allow them to finely target their branding messages.
Accordingly, the data opens up new opportunities for the automotive sales team. "It allows Primedia sales teams to sell segments based on past behavior, a ﾑbottom up’ approach, while giving advertisers the opportunity to look for certain types of user segments that may not yet be identified, a ‘top down’ approach," said Jeff Hirsch, chief revenue officer for Revenue Science.
For Dan Mauch, Primedia Automotive Digital’s vice president of advertising sales, the data allows greater opportunities for premium selling. "The crux of this agreement is that Primedia and, by extension, our advertisers, will be able to target auto enthusiasts and the in-market buyer;those people who are in the market for a new or used vehicle;with a message that is based on their behavior across our entire network. That’s a powerful continuum of properties for our advertisers," he says.
According to Nielsen//NetRatings SiteCensus, Primedia’s automotive network reaches 11 million unique visitors and generates over 75 million page views each month.