#USA #Columbus #Clarivoy #automotive marketing #Media Attribution

Clarivoy Launches Innovative 'Marketplace Visit Attribution'

Clarivoy, a renowned leader in multi-touch sales attribution and identity resolution within the automotive sector, has unveiled a cutting-edge metric known as Marketplace Visit Attribution (MVA). This development is a significant leap forward for automotive marketers, offering them enhanced capabilities to measure their advertising impact more effectively than ever before.

The MVA metric is the result of strategic collaborations with various leading automotive marketplaces like Autotrader, Cars.com, CarGurus, and Edmunds. Coupled with insights derived from Comcast Advertising's Media Solutions, this metric offers unparalleled visibility into how ads across traditional and digital platforms—such as linear TV, connected TV (CTV), online video, and display—directly affect consumer interactions with marketplace sites and dealership platforms.

Elevating Advertising Measurement

What sets Clarivoy's MVA apart is its unique ability to connect ad exposure to consumer journeys deterministically. This means that every touchpoint in a consumer's journey—from seeing a car ad on linear TV to eventually visiting an automotive marketplace—can now be traced and quantified. Such insights have historically been difficult to capture within consumer buying pathways, making the MVA a game-changer for automotive advertisers seeking clarity about their media spend efficacy.

Steve White, CEO of Clarivoy, articulated the groundbreaking nature of the MVA, stating, "We are unlocking a completely new dimension in automotive advertising measurement. By leveraging our strong partnerships with industry-leading marketplaces and Comcast's extensive set-top box data, we can measure the impact of diverse advertising formats on consumer behavior precisely."

Methodology Behind the Metrics

Clarivoy's proprietary technology operates by integrating marketplace shopper data with anonymized ad exposure insights gathered from campaigns run on Comcast Advertising platforms. This comprehensive and compliant methodology ensures that clients receive aggregated insights into how various ad channels influence consumer behavior. Key metrics that can be derived from the MVA include:

• - Marketplace Visits Attributed: Understanding how visits to automotive marketplaces correlate with specific advertising efforts across different media channels.
• - Deterministic Attribution: Gaining insights into how many dealership website visits can be directly attributed to advertising campaigns.
• - Attributed Leads and Sales: Measuring the actual impact of ads on generating leads and sales for dealerships.

Anthony Jingoli, Comcast Advertising's Head of Local Automotive Strategy, emphasized the importance of this collaboration, noting, "Clarivoy has set the standard for the auto industry when it comes to clear, unbiased measurement metrics. By integrating their capabilities with Comcast’s insights, we’re ensuring that auto advertisers can maximize the impact of their media investments."

A Comprehensive View of Advertising Impact

The MVA fundamentally alters how media effectiveness is assessed in automotive marketing. Traditionally, gaps have existed between advertising expenditures and tangible outcomes. With this new metric, automotive marketers and marketplace partners can bridge these gaps and understand the true value generated from their advertising strategies.

In addition to the innovative MVA, Clarivoy boasts the ability to monitor and analyze over 160 million automotive shopping sessions monthly. By harnessing proprietary datasets and audience management tools, the company positions itself to provide marketers and marketplaces with a robust correlation between their media investments and measurable business results.

For further information on Clarivoy and its pioneering solutions, visit Clarivoy.com.