Premion Expands Polk Automotive Data For CTV/OTT

Tegna’s regional/ local CTV/OTT platform Premion has expanded its partnership with IHS Market to enable users to apply Polk data to target and measure automotive campaigns.

The new offering lets advertisers find and reach 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.

The available Polk data span 30 years of vehicle ownership history, more than 125 million households and more than 49 million new and used vehicle transactions made in 2020.

Last month, Premion announced new attribution capabilities for automotive and tourism campaigns, through Polk and Arrivalist, respectively.

The attribution offering with Polk connects advertising schedule details to verified new car sales. Automotive advertisers that subscribe to the product  receive Polk Demand Signals advanced measurement data, including number of sales, make and model, price, and vehicle type to measure ROI for their campaigns.

In May, during its Q1 earnings report, Tegna said that Premion is on pace to grow 45% to 50% in 2021 over 2020.

Tegna doesn’t break out quarterly results for the service, but in March said that Premion grew 40%, to $145 million, for the 2020 year.

Read more on MediaPost here.