Ford Dealers Experiment With Addressable Advertising

Steve Hall

Oct. 18, 2004
1 min read

A group of New York and New Jersey Ford dealers are experimenting with addressable advertising – the practice of delivering customized advertising using database marketing. The dealer association is running nine versions of the same spot with each delivered based on geography, income and demographics as determined by zip code. Granted, this is hardly what addressable advertising will resemble in the future with true, individualized message targeting but marketers are at least getting their feet wet.

To put the campaign in place, the dealership group worked with its agency, J. Walter Thompson and Visible World’s Intellispot software.

The first :15 seconds of each :30 are the same. The second :15 uses the same footage but superimposes different financing options over the second half of the spot.

Visible World EVP Claudio Marcus acknowledges the industry is in its infancy. “We are in the diaper stage right now,” Mr. Marcus said, “and many marketers and media buyers are just beginning to understand what it could mean to execute cable TV campaigns in much the same way as direct marketers use household data to plan and execute mailings.”

Steve Hall

TRENDING AROUND THE WEB

I retired three years ago and I still wake up at 5:30am out of habit — but now I just sit in the kitchen drinking coffee alone because there’s nowhere to go and nobody who needs me to show up anymore

Global English Editing

Psychology says the adults who bond most intensely with dogs share a common trait. They are high-empathy individuals who spent years managing other people’s emotions and found that the dog was the first relationship where their emotional labor wasn’t required and their presence alone was enough

Global English Editing

The art of walking away from people who drain you without explaining yourself is one of the hardest skills an adult can develop—and the ones who master it all understand something about self-worth that most people learn far too late

Global English Editing

7 things I quietly stopped defending after I turned 70 — and the unexpected peace that came with each one

Global English Editing

Psychology says if you grew up in a household where love was unpredictable and you still managed to become a person capable of loving others steadily, you didn’t just survive a difficult childhood — you rewrote its ending without anyone helping you find the pen

Global English Editing

Psychology says the adults most likely to have no close friends by midlife aren’t the antisocial ones. They’re the high-functioning ones who became everyone’s support system and never learned how to receive the same thing back.

Global English Editing

Ford Dealers Experiment With Addressable Advertising

Steve Hall

RECENT ARTICLES

Lazy people who become highly disciplined often practice these 10 simple habits

People who light up every room they walk into usually display these 8 subtle behaviors

10 little things to start doing now to get ahead of everyone else in 5 years

People who are naturally quiet but highly observant usually display these 8 subtle behaviors

If a man feels proud to have you in his life, he’ll usually display these 9 behaviors

Dad Uses Hot Daughter to Sell Car on eBay

TRENDING AROUND THE WEB

I retired three years ago and I still wake up at 5:30am out of habit — but now I just sit in the kitchen drinking coffee alone because there’s nowhere to go and nobody who needs me to show up anymore

Global English Editing

Psychology says the adults who bond most intensely with dogs share a common trait. They are high-empathy individuals who spent years managing other people’s emotions and found that the dog was the first relationship where their emotional labor wasn’t required and their presence alone was enough

Global English Editing

The art of walking away from people who drain you without explaining yourself is one of the hardest skills an adult can develop—and the ones who master it all understand something about self-worth that most people learn far too late

Global English Editing

7 things I quietly stopped defending after I turned 70 — and the unexpected peace that came with each one

Global English Editing

Psychology says if you grew up in a household where love was unpredictable and you still managed to become a person capable of loving others steadily, you didn’t just survive a difficult childhood — you rewrote its ending without anyone helping you find the pen

Global English Editing

Psychology says the adults most likely to have no close friends by midlife aren’t the antisocial ones. They’re the high-functioning ones who became everyone’s support system and never learned how to receive the same thing back.

Global English Editing