Volvo, a launch partner for Time Inc.’s Real Time ad product, is taking targeting to a whole new level.
The deal works like this: Time Inc. works with partner SocialFlow to place Volvo ads next to trending content, giving "the car-maker access to a part of a publisher’s audience that’s rarely monetized – its social feed," according to Ad Exchanger. Additionally, with the Volvo campaign, Time Inc. targeted audiences using Facebook’s audience data. Time Inc. reportedly reaches 180 million people on seven social platforms, with 40% of that audience on Facebook.
“Everything about our marketing strategy now is targeted," said Bodil Eriksson, executive vice president of marketing and communications for Volvo North America. And as a niche brand, the company has to make those targeted dollars stretch.