PureCars connects the upper-funnel TV ads on Raycom’s networks to search, pre-roll video views and lower-funnel messaging on Facebook.
“Raycom afforded us one more path for customer acquisition,” Anspach said. “If you add a level of synchronization to your TV buy using keyword bids, display ads Facebook targeting or pre-roll, it’s very effective.”
For instance, while brand marketers might use lookalike audiences to fine-tune segments to build awareness of a certain car, they wouldn’t necessarily have regional or local visibility into inventory.
So a tier-one ad on Facebook is more likely to be generic, with some segmentation to improve placement in the news feed. But because PureCars works with local dealers, it has a lot of data about how cars move and which vehicles on a lot might need a boost, Anspach said.
“We can segment down to the VIN (vehicle identification number) level for a user who has shown specific intent on that vehicle,” Anspach explained.
Raycom also wants to boost advertiser campaigns with unique, first-party data.
“Through the acquisition, we got third-party data from PureCars, as well as our own first-party data,” Fiveash said. “We’re in the really early days of translating that into competitive advantage, but we’re spending time figuring out how we [add more value as a combined offering than] those who just buy third-party data.”