Automotive website and video on demand online channel DriverTV has launched a content and advertising network; the new network will allow online publishers and marketers to pair up targeted overlay and display ads with relevant video content.
General Motors, BMW and Volvo have signed on as charter advertisers; the network is also backed by NBC, which has a minority stake in the project. Adify will power the ability to share advertising revenue between network affiliates.
The DriverTV network focuses on producing, aggregating and distributing promotional online video for in market automotive consumers. The new platform allows DriverTV players to be 'skinned' to match the feel of any publisher or advertiser website.
In the US, the automotive industry has become a nightly new topic with the so-called Big 3 - General Motors, Ford and Chrysler - have petitioned for a bailout much like the bailout given to banking and lending institutions earlier this fall. It isn't just the manufacturers who are hurting; local dealerships and resellers are also having trouble reaching in-market consumers. This new network is a way for auto marketers to reach an in market, engaged audience with relevant, targeted content.
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