TEGNA at IAB NewFronts: What to Expect in our New Partnership With Polk Automotive
“Forever and ever our clients have known that advertising works, but haven’t been entirely sure which exact tactics, targeting, and programs are driving which outcomes,” says Jessica Daigle, VP of Sales Intelligence at TEGNA. That’s where TEGNA Attribution comes into play. This first-to-market approach measures outcomes for TV and OTT using advanced closed-loop attribution to …
“Forever and ever our clients have known that advertising works, but haven’t been entirely sure which exact tactics, targeting, and programs are driving which outcomes,” says Jessica Daigle, VP of Sales Intelligence at TEGNA.
That’s where TEGNA Attribution comes into play.
This first-to-market approach measures outcomes for TV and OTT using advanced closed-loop attribution to capture data that can tell you if someone arrived at your destination, or landed on your website, as a result of seeing your ad campaign.
TEGNA Attribution has been revolutionary for many of our clients. But now in a new collaboration with Polk Automotive Solutions by IHS Markit, announced at the 2021 IAB NewFronts, we’re taking measuring automotive outcomes to the next level.
“We live and breathe the automotive industry each and every day, says Scott Hedges, head of sales at Polk Automotive Solutions, IHS Markit. “We’ve been a leader in this space with the industry’s most robust marketing data available.
This robust data enables advertisers to reach the most qualified automotive consumers with Polk Audiences and connects advertising schedule details to verified new car sales. Launching early summer 2021, automotive advertisers that subscribe to the product will receive access to Polk Demand Signals, including insight into the number of sales, make, model, and vehicle type to measure ROI and optimize their campaigns.
“We are excited to pair our data with TEGNA’s award-winning solutions, one of the first in the local TV space to be able to connect an exposure to an outcome that matters,” says Hedges. “We think that dollars spent with TEGNA from a media standpoint will work harder because of the accountability attached to it. Together, we’re going to bring a lot of value to advertisers.”
“With this integration and access to our Polk Demand Signals measurement capabilities, automotive clients advertising on TEGNA platforms can gain a more complete understanding of consumer behavior throughout the buying cycle,” said Joe Kyriakoza, vice president and general manager, Polk Automotive Solutions, IHS Markit. “Through this innovative arrangement with TEGNA, dealers will have an opportunity to tie their media dollars and optimize to KPIs that actually impact their bottom line – driving new car sales.”
Tim Fagan, SVP and chief revenue officer at TEGNA, echos this excitement.
“These new attribution offerings allow automotive and tourism clients to advertise with TEGNA and Premion with greater confidence, knowing we deliver proven results and unmatched measurement insights,” said Fagan.
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