In a bid to better target its advertising, Toyota (TM) is trying something new.
The Japanese auto giant is teaming with satellite TV provider DirecTV (DTV) to send ads for the new electric RAV4 specifically to subscribers who are considered most likely to try new technology. The concept, dubbed dynamic advertising, allows companies to direct their ads at specific groups considered most receptive to the marketing messages, Bloomberg notes.
It also allows them to avoid the higher costs of a mass marketing campaign. Under the arrangement, outside marketing firms collect data on subscribers, identifying demographic and spending information.
DirecTV has a total of about 20 million subscribers. Of those, 12 million have new high-definition set-top boxes that can receive targeted ads.
The new marketing idea is being promoted by TV service providers as a way to preserve the $73 billion annual U.S. television advertising market and fend off challenges from Internet streaming devices from major technology players like Intel (INTC), Sony (SNE), Apple (AAPL) and Google (GOOG).
Shares of Toyota rose fractionally in Monday morning trading, while DirecTV fell modestly.