InsightExpress and Polk Link Ad Exposure with Auto Buying

US online research and analytics company InsightExpress has added auto specialist Polk's census of vehicle registration data to its own Ignite Auto research solution, to provide marketers with an understanding of how ad exposure drives buying behavior.

Ignite Auto is powered by InsightExpress' patent pending Ignite Network panel-based data analytics and research platform, which links digital ad exposure and off-line purchase behavior.

Through the partnership, InsightExpress flags specific opt-in panel members who have been exposed to an auto campaign, and matches these panelists against Polk's vehicle registration data. The result is designed to reveal the impact of an online campaign - from ad exposure and brand attitudes, to actual purchase behavior as revealed by a registration census.

John McBride (pictured), Director, Sales and Client Services and Digital Marketing Practice Leader for Polk, comments: 'As media budgets continue to shift to digital channels, automotive marketers want to understand the impact of their increased spending on vehicle purchase behavior. Polk's alliance with InsightExpress provides a unique view into this highly coveted consumer behavior.'

Web sites: www.insightexpress.com and www.polk.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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