Vehix, Scripps Drive Online Pact
Deal Looks To Build TV Stations' Auto Ad Revenue
By Multi Channel News Staff -- Multichannel News, 6/22/2008 2:56:00 AM
Vehix and E.W. Scripps Co. have inked a deal to boost auto advertising for its local TV station affiliates in nine markets.
Scripps will allow automotive dealers to link their local affiliate advertising to a co-branded site featuring Vehix’s new and used car-buying services. That site will include pricing, rebates and specifications, information on automobiles and trucks as well as expert and user reviews. It also will provide tools to compare vehicles across brands according to pricing, ratings and specs.
After customers have selected the vehicle they want, they can submit a secure online request to purchase their desired vehicle and receive a no-haggle price quote from a local Vehix member dealer.
With more consumers turning to the Internet for auto purchases,Vehix, which is owned by Comcast Spotlight, the cable operator's ad unit, and Scripps believe this partnership will provide multi-platform campaigns designed to inform the consumer, provide more choice in local markets and improve the overall car-buying experience.
“In today’s business climate, it’s vital that auto dealers be able to reach customers in both traditional and online media,” says Derek Mattson, CEO of Vehix in a statement. “This partnership benefits everyone by increasing visitors to Vehix.com, increasing sales for local television affiliates and local auto dealers and providing customers with the information they need to make a wise choice when buying a new or used car.”
Added Adam Symson, vice president of interactive for the Scripps Television Station Group: “Automotive has historically been one of the top-spending categories for local advertising at television stations, and Scripps is always searching for ways to help our advertisers realize better results from their marketing dollars. Vehix is a technology partner that will allow us to deliver unique digital solutions to help our local automotive clients.”
