R.L. Polk & Co. and Jupiter Media Metrix have combined forces to create the Polk-Media Metrix Automotive Internet Intelligence Report, a quarterly chronicle that the companies say can help auto companies target specific customers with online advertising.
The report provides demographic information about online users, their Internet habits and what vehicles they own.
Polk, of Southfield, Mich., is an automotive research company; Jupiter Media Metrix is a technology measurement company in New York .
Steve Flinker, senior vice president of the original equipment manufacturers group at Polk, said the report links automotive ownership information with Internet use. He said the information will be useful to auto companies and their ad agencies in deciding which Web sites will give them the most return for their advertising dollars.
According to Competitive Media Reporting, automakers spent $104 million on Internet ads last year, up 14 percent from 1999. It was the fifth year since 1996 that the industry has increased Internet ad spending.
About 20,000 Internet users participated in the first study, released Wednesday, July 25, said Doug McFarland, president of Media Metrix, the online ratings unit of Jupiter Media Metrix.
Flinker said preliminary research indicates there is interest in the report, but that Polk has not begun to market it to automakers.