CarandDriver.com Uses Media Modeling to Boost Ad Revenue and Site Traffic.Business Editors NEW YORK--(BUSINESS WIRE)--October 1, 2001 Lagardere Active's CarandDriver.com, the one-stop destination that empowers automotive consumers with independent and authoritative information to make intelligent purchasing decisions, today announced that a recent digital campaign created and managed by Beyond Interactive increased advertising revenue and overall traffic for the publisher. Beyond Interactive, a digital marketing communications Marketing communications (or marcom) are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales company and partner company of Grey Global Group (Nasdaq:GREY), built a predictive model for the client which took into consideration CarandDriver.com's media spending, promotions on Lagardere Active sister properties, and publicity across all other platforms, including print, television, radio and online. The agency then used the model to plan media spends, resulting in a significant increase in traffic to the site and increased revenue from ad sales. "Given the difficult financial landscape the online market is facing today, it is essential to execute marketing campaigns that will deliver maximum ROI (Return On Investment) The monetary benefits derived from having spent money on developing or revising a system. In the IT world, there are more ways to compute ROI than Carter has liver pills (and for those of you who never heard of that expression, it means a lot). ," said Zvia Herrmann, vice president, Automotive Network, Lagardere Active. "Beyond Interactive's modeling tools helped us determine what media spends were most effective and ultimately helped CarandDriver.com effectively reach our desired audience - both car lovers and those in the market to buy a car." "As a web publisher, it was essential for CarandDriver.com to analyze its marketing efforts on a granular granular /gran·u·lar/ (gran´u-lar) made up of or marked by presence of granules or grains. gran·u·lar adj. 1. Composed or appearing to be composed of granules or grains. 2. , customized level to determine which expenditures drove unique visitors A count of how many different people access a Web site. For example, if a user leaves and comes back to the site five times during the measurement period, that person is counted as one unique visitor, but would count as five "user sessions. to the site and increased advertising value," said Michele Madansky, Senior Vice President, Marketing Intelligence, Beyond Interactive. "The success of the model we created for CarandDriver.com sets an example for how brands can profit from their data and information." "We hope to further leverage the assets of the Car and Driver brand to include integrated advertising across our properties - CarandDriver.com, Car and Driver magazine and Car and Driver Television," added Ms. Herrmann. About Lagardere Active North America North America, third largest continent (1990 est. pop. 365,000,000), c.9,400,000 sq mi (24,346,000 sq km), the northern of the two continents of the Western Hemisphere. Lagardere Active focuses on the digital exploitation of HFM's core brands encompassing the Internet, interactive television, broadband, wireless and cable television and will create new content categories. Based in New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , Lagardere Active North America is a subsidiary of French parent company Lagardere SCA (Single Connector Attachment) An 80-pin plug and socket used to connect peripherals. With a SCSI drive, it rolls three cables (power, data channel and ID configuration) into one connector for fast installation and removal. that also owns Hachette Filipacchi Magazines (HFM HFM Hauptfeuerwehrmann (Austria, serve-struggled of fire-brigade) HFM Hemifacial Microsomia HFM Health Facilities Management (journal) HFM Human Factors and Medicine HFM Hemophilia Foundation of Michigan ) in the U.S. and is comprised of the former Hachette Filipacchi New Media properties including top online destinations such as caranddriver.com, and elle.com, and its television production arm, RTM (1) (RealTime Model) Refers to a system or architecture that performs operations in real time. See real time. (2) (Release/Released To M Productions. About CarandDriver.com CarandDriver.com provides the same unmatched coverage of the auto industry as Car and Driver magazine, but offers expanded interactive features such as a comprehensive Buyers Guide with pricing and specifications, road tests and reviews, insurance center, daily industry news, driving tips, community center, downloadable desktop pictures and more. CarandDriver.com is a one-stop destination site that empowers consumers with independent and authoritative information to make intelligent purchase decisions. About Beyond Interactive Beyond Interactive is a digital marketing communications company that brings together proprietary data analysis tools with a team of world-class professionals to create synchronized syn·chro·nize v. syn·chro·nized, syn·chro·niz·ing, syn·chro·niz·es v.intr. 1. To occur at the same time; be simultaneous. 2. To operate in unison. v.tr. 1. marketing programs that generate measurable success. With services including MediaCompass, a tool that measures marketing effectiveness Marketing Effectiveness is the function of improving how marketers go to market with the goal of optimizing their marketing spend to achieve even better results for both the short-term and long-term. Also related to Marketing ROI and Return on Marketing Investment (ROMI). across all communication channels, Beyond Interactive is able to give clients marketing insights that lead to hard profits. Clients include Procter & Gamble, Oracle and DoubleClick. The company has locations in 23 countries representing 80% of the global online population. Beyond Interactive is a MediaCom company and a partner company of Grey Global Group (Nasdaq:GREY). |
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