Media Alert: Rocket Fuel Powers INDYCAR ‘Rivals’ Digital Ad Campaign
April 07 2015 - 9:00AM
Business Wire
INDYCAR Achieves 100% Lift in Target Audience
Tune-in for Verizon IndyCar Series Season
Rocket Fuel (NASDAQ:FUEL), a leading provider of artificial
intelligence (AI) advertising and marketing solutions for global
agencies and brands, published a customer success story
highlighting the use of Rocket Fuel’s AI and Big Data-powered media
buying platform in INDYCAR’s successful digital advertising
campaign.
“INDYCAR experienced a substantial step forward in 2014 across
many of its marketing and communications platforms,” said CJ
O’Donnell, CMO, INDYCAR and Indianapolis Motor Speedway. “Our
‘Rivals’ campaign was a successful first step in the evolution of
the INDYCAR brand, and it clearly resonated with a passionate
Verizon INDYCAR Series audience. Rocket Fuel was instrumental in
that campaign, and allowed us to engage our target audience
throughout its duration.”
INDYCAR used Rocket Fuel to help build its overall audience and
drive viewership for its race broadcasts on ABC and NBCSN during
the 2014 Verizon IndyCar Series Season. As a result, Rocket Fuel
extended the campaign promos beyond TV’s reach. People exposed to
the Rocket Fuel digital campaign were 21% more likely to watch
IndyCar races during the 2014 season. In addition, this same
audience watched more race time throughout the entire season.
Rocket Fuel also focused on IndyCar’s strategic “Victory Circle”
target audience and drove a 100% lift in tune-in for that
group.
Rocket Fuel’s results were measured by Nielsen Watch Effect, a
leading provider of cause-and-effect tests in the industry,
evaluating the impact of advertising on TV viewing that is tracked
by Nielsen currency panels. Nielsen provides perspective on how
well digital advertising complements existing TV promotion budgets
in order to maximize viewership in a cross-screen world.
Full details on INDYCAR’s success with Rocket Fuel can be found
in the featured customer success story at
http://rocketfuel.com/successtory/detail/indycar-success-story. To
date, Rocket Fuel has profiled the success of more than 50
satisfied clients in published case studies, all of which are
available at
http://rocketfuel.com/about-rocket-fuel#success_stories.
About Rocket Fuel
Rocket Fuel delivers a leading programmatic media-buying
platform at Big Data scale that harnesses the power of artificial
intelligence (AI) to improve marketing ROI in digital media across
web, mobile, video, and social channels. Rocket Fuel powers digital
advertising and marketing programs globally for customers in North
America, Latin America, Europe, and APAC. Customers trust Rocket
Fuel’s Advertising That Learns® platform to achieve brand and
direct-response objectives in diverse industries from luxury cars
to financial services to retail. Rocket Fuel currently operates in
more than 20 offices worldwide and trades on the NASDAQ Global
Select Market under the ticker symbol “FUEL.” For more information,
please visit http://www.rocketfuel.com or call 1-888-717-8873.
Rocket FuelKenya Hayes, 650-481-6178pr@rocketfuel.com
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