Premion Expands CTV & OTT Capabilities with Polk Automotive Solutions by IHS Markit
Reaching High-Value Audiences and Matching Verified Car Sales for Automotive Advertisers
June 14, 2021 – NEW YORK – Premion, an industry-leading premium CTV/OTT advertising platform for regional and local advertisers, announced today an expanded partnership with IHS Markit to leverage Polk Automotive Solutions to bolster audience targeting and sales lift measurement for CTV and OTT campaigns for automotive advertisers.
Building on the attribution partnership announced at the IAB Newfronts last month, Premion will leverage market-leading automotive insights from IHS Markit that includes 30 years of vehicle ownership history, more than 125 million households and more than 49 million new and used vehicle transactions (in 2020) to deliver an end-to-end CTV and OTT advertising solution for automotive advertisers.
The new offering empowers advertisers to find and reach the most qualified automotive consumers and connect the outcome of advertising campaigns to business results, including verified new vehicle sales. Automotive advertisers can gain access to Polk Automotive Solutions audience segments and advanced performance insights, including number of sales, make and model, price, and vehicle type to measure ROI for their streaming TV advertising campaigns.
“Automotive marketers have been among early adopters of streaming TV advertising, which has quickly evolved as a priority customer acquisition and performance marketing channel,” said Dave Marquard, head of product at Premion. “With Polk Automotive Solutions, we’re accelerating the power of streaming TV advertising to empower our advertisers to reach high-value audiences and measure true sales performance by matching OTT viewership with verified vehicle sales.”
“Today’s auto intenders are OTT viewers. As automotive marketers follow their audiences on streaming TV platforms, they need timely data-driven insights to target, optimize, and measure campaign spending,” said Joe Kyriakoza, vice president and general manager, Polk Automotive Solutions at IHS Markit. “With this integration, we’re further empowering automotive advertisers with a more complete understanding of audience behavior and connecting OTT viewership to direct business results by driving new vehicle sales.”
As the local OTT advertising leader, Premion delivers billions of impressions for thousands of clients in more than 200 DMAs. Premion was recently awarded the 2021 Tech Leadership Awards in the Best OTT and Streaming Technology product category, was a recipient of the 2020 Cynopsis Adtech Award in the Outstanding Local Advertising Solution category, and achieved the TAG Certified Against Fraud Seal from the Trustworthy Accountability Group (TAG).
Launched in 2016 by TEGNA Inc. (NYSE: TGNA), Premion is an industry-leading premium CTV/OTT advertising platform for regional and local advertisers. Gray Television, Inc. (NYSE: GTN) acquired a minority stake in Premion in 2020. With directly sourced inventory from 125+ premium publishers, Premion delivers transparency and brand safety, making it easy for advertisers to target and reach engaged audiences at scale. For more information, visit www.premion.com.