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Polk, Cobalt Offer New Marketing Solution for Targeting Local Markets

January 30, 2014

SEATTLE and SOUTHFIELD, Mich. — Polk, recently purchased by IHS Inc., and Cobalt, a business unit of ADP Dealer Services Inc., today announced that the Polk Territory Pro solution is now available to franchised dealers subscribing to Cobalt PowerBrand.

PowerBrand is a dealer-controlled, multichannel digital advertising solution that leverages Polk’s hyper-local advertising platform, Polk Territory Pro. The connection provides Cobalt PowerBrand dealers a competitive landscape and local market insights, revealing opportunities for business growth and taking their digital targeted marketing efforts to the next level, officials said.

“Territory Pro provides a new level of insight to dealers when it comes to digital advertising campaigns,” said Brad Korner, Polk’s vice president of automotive retail and media. “Allowing dealers to adjust and reallocate campaign budgets and plans based on changes and opportunities in their local markets enables better business planning. It also offers an opportunity to align advertising and marketing budgets to drive vehicle sales and service opportunities.”

The insight included in the quarterly Territory Pro report available through PowerBrand identifies:

  • ZIP code-level insight of in-market prospects for targeted marketing campaigns
  • New- and used-vehicle information, including which vehicles are being sold by competitors in the same market
  • Service opportunities
  • Segment, make and model detail
  • Age of vehicles in the area based on VIO (Vehicles in Operation) data

“Cobalt is focused on providing dealers with the business insights they need to make smart advertising decisions,” said Max Steckler, vice president of global advertising solutions/business intelligence for Cobalt. “Polk market analysis, complemented by Cobalt’s own analytics, provides dealers with unmatched intelligence in achieving their sales objectives.”

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