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Matlock Advertising applies Adfusion's Panoramic ad platform in BMW
campaign
(July 20, 2012) Luxury auto-maker BMW needed to find a way to parlay a brand's existing cache into customer enthusiasm and loyalty for its redesigned BMW 3 Series. Its African-American marketing agency, Matlock Advertising and PR, turned to an innovative new tool: interactive, Panoramic online advertising. Adfusion's Panoramic content-based ad platform was chosen for its ability to target a specific relevant audience and immerse them in an educational interactive brand experience. The Challenge: As part of BMW's marketing goals for the redesign, Matlock was charged with promoting the launch to college-educated African-American adults, ages 25 to 54, with household incomes in excess of $75,000. Their goals were to create awareness of the redesign, educate the audience on the benefits and features of the vehicles, and drive favorability with the target audience. The Solution: Adfusion designers built a custom Panoramic ad around the BMW 3 Series. The ad integrated a custom article, videos, a variety of engagement widgets and multiple calls-to-action. Next, the ad was placed in purchased targeted media that aligned with the specified demographic. An editorial-based headline unit further served as an audience filter by encouraging the targeted audience to opt in to learn more. Matlock was charged only for unique visitors who opted in to engage with the Panoramic ad. The Results: To verify the Panoramic platform's impact on brand lift and favorability, Adfusion leveraged Vizu's Ad Catalyst solution. The insight provided Matlock third-party data on the effectiveness of the Panoramic ad. "Brand recognition and awareness were the key deliverables we were looking for," said Edward Rutland, executive vice president and managing partner of Matlock Advertising and PR. "Panoramic supplied the platform we needed to get our message out, and Vizu provided the proof that it worked." Adfusion, a division of ARAnet, Inc., is a content-based online advertising platform. More than 125 million U.S. consumers have engaged with Adfusion's client campaigns. Offering solutions for performance, brand and mobile advertisers, Adfusion delivers effective, measurable results on a pay-for-performance basis. Go to Target Market News homepage RECENT STORIES Black Cable TV Ratings for Week of June 25 - July 1 BET Awards easily take No.1 cable show, VH1 remains week's top cable network Black TV Ratings for Week of June 25 - July 1 'America's Got Talent,' Olympic trials give NBC a win with black viewers E. Morris Communications creates winning debut campaign for juice drink line Africa Channel signs sponsorship deal to compete in 2013 NASCAR racing season Black journalists honor NorthStar publisher as 'Entrepreneur of the Year' Black Cable TV Ratings for Week of June 18 - 24 VH1 wins the week's trifecta on the Top 25 cable favorites in black households Black TV Ratings for Week of June 18 - 24 Black viewers were 35 percent of the total audience for NBA championship game Africa Channel signs sponsorship deal to compete in 2013 NASCAR racing season ASPiRE will launch with series, 'ABFF Independent' featuring Black filmmakers BET leads coalition of Black media, ad agencies in effort to increase ad dollars Click here for more recent news stories and our news archive Return to top of page |
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 TARGET MARKET NEWS 228 S. Wabash Ave. Chicago, Il 60604 312-408-1881 Copyright (c) 2012 All rights reserved info@targetmarketnews.com Supplier Services |
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