Specific Media's Householding™ Solution Extends to the Garage

IRVINE, Calif., Oct. 15, 2013 /PRNewswire/ -- Specific Media today announces the launch of the Householding™ for Automotive product suite.  Householding™ is the holistic media-planning solution that allows advertisers to reach all internet-connected devices within the multi-screen household launched by Specific Media one year ago.  This innovative approach to targeting households rather than individual devices takes a big step forward with one of the most family-driven decisions made, acquiring a new vehicle. In collaboration with Datalogix and Polk, the Householding™ suite adds the ever-important data point on what vehicles are in a consumer's garage.

Research shows that the vehicle is often the second largest purchase made by any family after their home.  Very often it is the family stage and household composition that drives vehicle purchase intent.  Providing the ability to deliver relevant messaging to all the connected devices in the modern home where an average family of four has eleven such devices is key to effective message management.  Combining this with vehicle garage information makes this a "killer app" for automakers looking to promote new vehicle launches or events.

Householding provides advertisers and brands with previously elusive data on the overall reach of multi-platform, multi-format campaigns. The solution approaches all connected devices in a house as part of the same ecosystem, meaning all screens – PC, tablet, laptop, mobile, games console and IPTVs – can be secured through one media buy. By clustering all devices connected through a household's IP address, Specific Media's product eradicates audience fragmentation by treating all screens as part of a unified whole and provides truly authentic, multi-device frequency capping. All of these features make ad delivery more efficient and cost-effective.

"Our clients have experienced tremendous success with Householding™ in the past year, but wanted to add a unique enhancement to make it even more powerful for Automotive marketers," adds Jon Schulz, Head of Global Automotive for Specific Media.  "We could not pick two better companies to activate this connection between the household and the garage than Polk and Datalogix."

A key component of this strategic alliance is linking the 85 million Specific Media households with the over 110 million garages captured by the DLX Auto powered by Polk offering.  This matching process creates seamless campaign execution on all types of automotive targeting at scale.  With this new solution, an advertiser can now run a single campaign and reach all targeted vehicle owners nationwide, generate optimal awareness via multi-platform messaging and ultimately influence the brand awareness and favorability.  Connect once, activate everywhere.

"Specific Media's Householding™ offering presents an innovative approach to utilizing our audience solutions," said Joe Kyriakoza, General Manager, Automotive for Datalogix. "Its multi-device reach will surely benefit automotive marketers looking to influence households with varying types of vehicle ownership traits."

"Polk continues to be a leader in the automotive data space and has grown our digital footprint in partnership with our delivery partner Datalogix," says John McBride, Head of Digital for Polk.  "We have been able to create an all-new solution here by combining our respective strengths of SM, DLX and Polk."

For more information about Specific Media and Householding™ for Automotive, please visit:  www.specificmedia.com.

About Specific Media

Specific Media is a next generation media platform company that enables brands to seamlessly connect with consumers no matter where they are. Working across formats and screens, Specific Media makes addressable advertising a reality. Specific Media's suite of products inspire brands to think differently about their marketing initiatives – combining formats such as video and display and incorporating creative original programming to drive deep engagement and loyalty. As consumers discover new ways to consume content in the digital era, Specific Media will make sure your brand reaches them in the ways they desire. Get – and stay – connected at Specific Media. Learn more at www.specificmedia.com.

About Polk

Polk is the premier provider of automotive information and marketing solutions.  The organization collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, media companies, consulting organizations, government agencies and market research firms make good business decisions. Polk is based in Southfield, Michigan with operations in Australia, Canada, China, France, Germany, Italy, Japan, South Korea, Spain, the United Kingdom and the United States. For more information, please visit www.polk.com.

About Datalogix

Datalogix is the big data company connecting digital advertising to offline sales. 
We help leading brands reach audiences of buyers across display, video, mobile and social. DLX ROI® is the industry standard for measuring the offline sales lift resulting from digital marketing campaigns. The Company's expertise spans the major consumer segments, including Retail, CPG, and Automotive. For more information, please visit: http://www.datalogix.com/

SOURCE Specific Media