DirecTV and Toyota to Launch Dynamic Advertising and a New Era of Marketing (Bloomberg)
In a new advertising endeavor, DirecTV and Toyota have teamed up to try out “dynamic advertising.” This new approach threatens the traditional advertising model which shotguns product marketing — trying to capture the broadest segment possible with a single ad. Dynamic advertising allows companies like Toyota to sift through mountains of consumer data to target a very narrow segment of consumers — in this case, people most likely to purchase an all-electric, RV-4 SUV. This approach will greatly reduce the amount spent on broad-based advertising, and threatens to reshape how America does business. And for investors who focus on the nexus between communication and advertising, it could mean a need to completely overhaul existing portfolio holdings.
Jim Woods has over 20 years of experience in the markets from working as a stockbroker,
financial journalist, and money manager. As well as a book author and regular contributor to
numerous investment websites, Jim is the editor of:
Bob Carlson provides independent, objective research covering all the financial issues of retirement and retirement planning. In addition, Bob serves as Chairman of the Board of Trustees of the Fairfax County (VA) Employees’ Retirement System, which has over $2.8 billion in assets.
Hilary Kramer is an investment analyst and portfolio manager with 30 years of experience on Wall Street. Since 2010, Hilary's financial publications have provided stock analysis and investment advice to her subscribers: