Volkswagen has signed on to DirectTV's national addressable advertising platform. VW of America, via GroupM and MediaCom, makes it the first automotive company in the compact/mid-size class to run an addressable TV ad campaign. This platform will allow the automaker to advertise directly to households that are in the market to purchase a new car. The campaign will showcase VWoA’s Springtoberfest Event and focus on mid-size and compact models.
“Television has always been an important part of our marketing mix and it is critical that we evolve our approach to the channel with technology advancements,” said Raashee Gupta Erry, Media & Connections Planning Manager at VWoA.
The addressable ads are available on 46 networks in over 11 million households, per the network.