Gail Chiasson, North American Editor
The Digital Place-based Advertising Association announced today that J.D. Power will begin including a digital place-based media viewing question in its bi-annual Automotive Media and Marketing Report.
The first study that will include metrics about DPb advertising will be released in July 2014.
The new question was added after discussion by J.D. Power and DPAA’s Research and Standards Committee, led by chairman Scott Marden, research director at Captivate Network, in conjunction with Anna Fountas, vice president/research for DPAA.
The digital place-based media will ask recent new vehicle drivers whether they recall viewing DPb screens in particular venues over the past six months and past 30 days. Venues included will be airports/airplanes, bars/restaurants, gas stations, health clubs/fitness centers, office building lobbies, office building elevators, retail stores, shopping malls and sports stadiums/arenas.
“We appreciate J.D. Power’s acknowledgement that digital place-based media is a growing component of automotive marketing plans and look forward to working with the company to share this data with marketers,” says Marsden.
“As announced at our Video Everywhere Summit in October, we are undertaking a major sales initiative in the automotive category, beginning with a campaign that we developed and executed for the Tri State Ford Dealers in the New York DMA,” says Barry Frey, president and CEO, DPAA. “The multi-network campaign delivered digital video impressions to hard-to-reach, light TV and auto intender viewers. As we move forward with additional automotive campaigns for a variety of dealer groups, the new J.D. Power data will prove to be a valuable and actionable addition to the extensive metrics that we are able to bring to the table for planning and measurement purposes.”
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