Headline Roundup: Display Ads Evolving With Buyer Intent

This week’s roundup of intent data industry news and announcements explores purchase intent in the automotive industry, Amazon making serious power moves, and the future of television ads (and how buyer intent will inevitably influence them).

Amazon to Launch Ads via Mobile

Amazon has big plans that will disrupt the digital advertising market that has, as Bloomberg states, been dominated by Google and Facebook until now. Rumblings report that Amazon intends to sell spots for video ads on their mobile shopping app.

While they’ve long been the leading contender when it comes to online sales in the U.S., selling digital ad spots on their mobile app opens up the opportunity for them to not only rake in the consumers’ collective “dollar,” but the dollar of the brands who are looking to reach said consumers who are showing intent and already have their wallet in hand.

Amazon has yet to speak publicly on the matter, but their stance is one of power. Brands know that shoppers browsing the platform are already far along in the buyer’s journey and would be foolish to let that opportunity to advertise their product pass by.

Personalized for Your (Home) Screen

This interesting Forbes article delves into the future of advertising. It’s nothing new that ads are personalized to you on your smartphone and your computer, but what about addressable TV advertising capabilities?

CTV or “Connected Television” is exactly what you’d guess: a television connected to the internet via a wireless internet provider. Now remember, this is the same internet provider that is displaying ads customized to your specific intent signal on your social media and other websites you’re browsing. So, why can’t these personalized ads replace the uniform ads that are being shown to each viewer’s screen displaying the program?

Well, they can. And they will.

Until now, marketers have displayed their ads on networks or programs that viewing demographic fit their target audience. Now, the same buyer intent data that fuels digital advertising can reach consumers during their weekend binge of their favorite sitcom. And the ads won’t just make it to any living room; they’ll make it to the right living room.

Know Your Buyers Need for Speed

Unrelated to display ads, but relevant nonetheless — a recent press release announced that V12 — a leading provider of customer acquisition solutions — launched “Dealer Conquest,” an end-to-end solution powered by V12’s purchase intent singnals that offers the capabilities to find those in the market to buy a vehicle.

The announcement outlined the three acquisition and conquest packages V12 is offering on a subscription basis — V12 Traffic, V12 Attribution, and V12 Velocity Dealer CRM.

There was a gap in the automotive market, and V12 saw the need to fill it — their CEO Andy Frawley explained, “One of the biggest challenges for automotive dealerships today is identifying shoppers who are expressing active intent to purchase and converting them into customers. Powered by V12 Signals, our leading purchase intender database solution, we are able to provide dealerships with deep insights into who is actively shopping at their lot or a competitor’s location within the previous 24 to 48 hours.”