Using the AudienceScience segmentation technology, CAR, Parker's, and FT.com have identified a proportion of their audiences visiting www.parkers.co.uk, www.carmagazine.co.uk or www.ft.com who are interested in buying a car and are likely to have an above average income.
The first campaign to utilise this data will be the SEAT Exeo, booked through Mediacom. SEAT’s campaign strategy is to position Exeo as the car of choice for the ‘switched on’ businessman.
The campaign offers an ideal solution for SEAT: Parker's, which has over 1.1 million unique users*, reaches the ABC1s of market car buyers; CAR delivers a high quality pool of motoring aficionados and the FT delivering an upscale business audience.
Running from February until the end of May, the campaign will deliver targeted leaderboard ad units across the three sites.
Stuart Adam, Bauer Media’s Commercial Director for Consumer Cars, said: "Parker's and CAR are experts in their fields delivering market leading car buying information, news, comment and scoops. Partnering with FT.com and using the AudienceScience Gateway to leverage the combined value of our data is an exceptional opportunity for us to create solutions that unlock the commercial viability of our audience, once they have left the traditional boundaries of our websites.”
“We are particularly excited to be working with MediaCom on this campaign and I look forward to exploring how we can work with other VW brands in the coming months."
“This is an excellent example of how, by leveraging the power of technology, data and partnerships, new creative solutions can be developed to target online audiences effectively” comments Stuart Colman, Managing Director European Operations at Audience Science.
Damien Hodge MediaCom - Head Of Online comments: "We are always looking to test new digital opportunities that allow online media to be more accurate and efficient. The SEAT Exeo campaign demands high quality branding whilst maximising performance. By utilising this data fusion we can not only run in key high quality automotive and financial environments, but also ensure high relevancy and low wastage which will enhance the campaign performance."
