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.
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