Toyota is employing an experimental advertising strategy for its $50,000 all-electric RAV4 crossover. The Japanese carmaker is collaborating with DirecTV to reach potential customers who were identified as tech-savvy early adopters in Los Angeles, San Francisco and San Diego. DirectTV is using a new tool that gathers satellite-TV subscriber data to help marketers like Toyota reach more consumers, thereby improving the effectiveness of ads.
Dionne Colvin, Toyota's national media marketing manager, remarked that a mass campaign “doesn't make sense," but they want to “get the message out." This new technology -- known as dynamic advertising -- reflects a push by TV networks, cable and satellite carriers and providers of Web-based TV services in the US to help marketers like Toyota link more directly with audiences.
This new technology poses a threat to the traditional method of showing commercials over TV to reach a population, many of whom typically are not interested in the products.
DirecTV hires marketing-data companies that gather consumer information from credit cards and other sources to identify consumers who are likely to buy the product or serve.
DirecTV can transmit the ads only to subscribers who are within the targeted criteria. This innovative advertising method could have DirecTV take a good chunk of the $73 billion marketers spent annually on U.S. TV advertising.