Location and location data have been identified as crucial “horizontal enabling technologies” by PlaceIQ’s CEO Duncan McCall. These technologies empower brands to refine audience targeting, improve segmentation, gain valuable business and operational insights, optimize offline attribution, and enhance media planning. The automotive industry is no exception, increasingly leveraging Martech Car Tools to connect with consumers in innovative ways.
Recent announcements highlight the expanding role of location data in diverse advertising formats, from linear TV attribution to digital out-of-home (OOH) and the burgeoning field of in-car advertising. Cuebiq’s recent announcement detailed their expanded TV attribution capabilities to encompass linear and advanced television, while HERE and Verve have forged a partnership aimed at pioneering in-car advertising solutions. These developments underscore the growing importance of martech car tools in the automotive sector.
Bridging TV Advertising to Dealership Visits
Cuebiq is at the forefront of companies offering offline attribution for TV and OTT video advertising, joining established players like Foursquare, Placed, PlaceIQ, Simplifi, Factual, and NinthDecimal in tracking the impact of video content and TV programming on in-store visits. These martech car tools are essential for automotive brands looking to measure the effectiveness of their TV ad spend.
Similar to Foursquare and others, Cuebiq collaborates with Inscape, a Vizio-owned TV manufacturer. Cuebiq also highlights its unique position as “the first location intelligence company to leverage Gracenote ad exposure data derived from its proprietary ACR technology running on millions of Smart TVs.” By anonymously aggregating TV viewing data and matching it with mobile device location data, advertisers can now effectively analyze which audience segments exposed to their automotive ads subsequently visited dealerships or related businesses within a defined attribution window. This capability is a game-changer for automotive marketers relying on martech car tools for precise campaign measurement.
Extending Digital OOH to the In-Car Experience
Mobile-location data firm Verve and mapping and location platform HERE are collaborating to extend the reach of digital out-of-home (OOH) advertising directly into vehicles. HERE’s robust location data sets will enhance Verve’s platform, paving the way for delivering targeted advertisements through car infotainment systems. This innovative approach represents a significant evolution in martech car tools for automotive advertising.
Waze already integrates various ad formats within its navigation app, a platform predominantly used while driving. Looking further back, connected-navigation pioneer Dash partnered with Yahoo in 2007 to deliver local search content to drivers, foreshadowing the potential for in-car advertising. While Dash’s vision was ahead of its time, HERE’s current advancements in connected car technology are making in-dash advertising an increasingly imminent reality. These advancements in martech car tools are creating new avenues for reaching drivers.
A previous study by Cuebiq revealed that while traditional OOH advertising outperformed mobile-only campaigns, combining mobile and OOH strategies yielded a more than twofold increase in effectiveness compared to OOH alone. This data emphasizes the synergistic potential of integrated martech car tools in the automotive marketing landscape.
The Strategic Importance of Location Data and Martech Car Tools
These examples clearly illustrate the versatility and broad applicability of location data across diverse marketing scenarios, especially within the automotive industry. Location data should be considered a fundamental component of every automotive brand’s marketing strategy, regardless of their sales model. Martech car tools leveraging this data are becoming indispensable.
Location data provides invaluable real-world behavioral insights and competitive intelligence. Dealership visitation, for example, serves as a strong indicator of purchase intent in the automotive sector. Location data, integrated through martech car tools, can be effectively utilized across multiple platforms to assess the offline sales impact of various digital media channels, which is crucial given that the vast majority of car transactions still occur at physical dealerships. Embracing martech car tools and location data is no longer optional but a necessity for automotive brands seeking to thrive in a competitive market.
