Cox Automotive, Roku group as much as share how streaming TV advert campaigns influence car-shopping journey


Picture credit score: renata colella /

Cox Automotive and Roku at the moment are working collectively to assist decide how promoting on streaming TV can influence the buyer car-buying journey, together with all phases of that course of, from net searching to buy.

The partnership brings collectively automotive information from Cox and TV streaming information from  Roku to assist entrepreneurs “join advert publicity to each stage of the procuring journey for the primary time,” the businesses stated in a information launch.

In a nutshell, right here’s how it will work.

An automotive model determines its audience and launches a streaming advert marketing campaign with Roku. The advert publicity information that Roku captures is then despatched to Cox Automotive, which pairs it with the corporate’s first-party information set.

Cox can then present experiences exhibiting how streaming advert publicity correlates with client conduct throughout its properties, like Kelley Blue Guide or Autotrader.

“The advert measurement of the long run will begin with information from direct client relationships as a result of it’s extra correct and scalable,” says Asaf Davidov, head of advert measurement and analysis at Roku, in a information launch. “Roku and Cox are uniquely positioned to accomplice with auto entrepreneurs to go underneath the hood and make each advertising greenback work more durable.”

Cox Automotive vice chairman of operations/promoting Steve Lind added: ““With our information capabilities mixed, we are going to supply auto advertisers a holistic view of the buyer auto journey, revolutionizing how advertisers measure the influence of their digital promoting funding.

 “Cox Automotive’s unparalleled viewers paired with the info insights from Roku will present a brand new have a look at efficiency throughout each stage of the automotive purchaser journey,” Lind stated.

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