SAN DIEGO, CA — AUGUST 14, 2006 — Claritas Inc., the premier provider of intelligent marketing information and target marketing services, and R. L. Polk & Co., the premier provider of automotive information and marketing solutions, announced today the introduction of a database module that allows cable companies to leverage their investment in Polk data on the Claritas AdSelect™ web site to help drive automotive advertising sales. Claritas AdSelect is an analysis tool designed to show advertisers the geographic advantage of cable and the quality of their coverage areas.
Called the AdSelect Polk Module, it gives users the power to analyze markets, using Polk's unmatched depth of automotive registration data.
“We’re very pleased to partner with Claritas and leverage the strengths of both organizations to assist cable advertisers,” said Audrey Takacs, Vice President, R. L. Polk & Co. “Every market is unique and users will quickly benefit from the power that the AdSelect Polk Module has to offer.”
“The Module was designed following in-depth studies Claritas conducted with several MSOs on how they currently use Polk data and how they would like to use Polk data,” said Claritas Vice President Morris Sneor.
Sneor said that based on the information from the MSOs the module was developed to include such features as a unique “selection” tab that enables cable companies to show how their market reaches the automotive dealership's customer base better than the competing media.
“The value of AdSelect’s Polk Module,” said Phyllis Leibert, Senior Director, Corporate Research for Time Warner Cable Media Sales, “is that Time Warner can demonstrate the most resourceful way an advertiser could reach its target audience on-the-fly, and combine this with auto registrations and potential for sales by make and model.”
In addition, a cable company user can also produce visuals of their market areas with thematic maps, as well as generate standard and custom reports needed for them to complete a market area analysis, he said.
“The beauty of AdSelect's Polk Module is that it uniquely gives ad sales reps and their marketing coordinators the ability to compare cable system zones with an auto dealer's trade area and a competitive medium,” said Sneor.
“This allows them to perform what-if analyses by selecting specific zones easily and immediately while seeing how the buy changes. It takes the guess-work out of finding the optimum zones to meet each auto dealer's needs,” he added.
Other module features allow the user to:
- Perform ZIP or Zone-based coverage and waste analyses to optimize each auto dealer's advertising buy which translates into less waste and greater return on investment for their advertising dollars.
- Compare the auto dealers’ trade areas with the cable company’s coverage/territory and with competitive media.
- Compare the auto dealers’ trade areas with specific zones or ZIP Codes with their competitors and with competitive media.
- Process summary or detailed auto registration and dealer reports about their markets or coverage zones.
For more information on the AdSelect Polk Module call 1-866-737-7429 or email info@claritas.com.
About R. L. Polk & Co.
R. L. Polk & Co. is the premier provider of automotive information and marketing solutions. Polk 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, media companies, finance and insurance companies, advertising agencies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Mich. with operations in Australia, Canada, China, France, Germany, Japan, Spain, the United Kingdom and the United States.
About Claritas
Since 1971, San Diego-based Claritas has been the pre-eminent source of accurate, up-to-date marketing information about people, households and businesses within any geographic area in the United States. Its target marketing services are aimed at reducing the cost of customer acquisition and growing customer value. Claritas offers industry-leading consumer segmentation systems, consulting services and software applications for site analysis, advertising sales and customer targeting. Claritas is a division of VNU, a world-leading information and media company that includes ACNielsen, Nielsen Media Research, Spectra Marketing Systems and Scarborough Research, among others. To learn more about Claritas and VNU products and services visit their web sites at www.claritas.com and www.VNU.com.