DETROIT — Goodway Group's Beep Automotive Ad Network rolled out a new targeted initiative to reach online vehicle shoppers. What's different about this new approach is executives say this strategy pinpoints shoppers who are most likely to purchase an individual brand.

The company explained it can use behavioral data to reach consumers who are likely to consider a specific brand. Executives believe the data can be layered in order to drill down to a better channeled campaign.

"The ad network model keeps campaigns cost-effective and eliminates waste," asserted Dan Mauch, Goodway's senior vice president

"We've gone beyond the traditional model of ad networks and added a layer of targeting that is specific to the brand's customer," Mauch continued.

"This helps target not only auto shoppers, but auto shoppers that fit the mold of a brand's key demographic," he added.

Mauch went on to share a specific example of how this program could operate, because as he stressed, "It's not enough to target the consumer searching for cars online."

"A brand such as Buick, who now sells vehicles appealing to a younger and more affluent crowd, would have customers engaging on different sites than a competitive import brand, whose target may still skew older," he explained.

Goodway contends its industry experience that dates back 35 years provided the roots for this latest digital strategy launch. The company thinks it's helped the industry transition from traditional advertising avenues to online initiatives.

Executives pointed out that programs such as this brand-targeted one through the Beep Automotive Ad Network have pushed Goodway to 50 percent year-over-year growth. The company reiterated that it's gone from serving one major brand to creating campaigns for 18 different nameplates at the Tier 1 and Tier 2 level.

Goodway Adds Another Client

In other company news announced on Tuesday, Goodway revealed that PSCars.com is the newest client of the Beep Automotive Ad Network.

PSCars.com offers shoppers what it calls its Car Configurator, a three-dimensional interface that provides 360-degree images of the interior and exterior of a vehicle with the capability of side-by-side comparisons. A link is available so shoppers can receive online quotes from dealers.

"As an emerging company it's important to find partners that have a proven reputation and can help us grow to the next level," noted Terrence Smalley, marketing director of practical systems for PSCars.com.

"Beep Automotive stood out as having an excellent reputation in automotive retail and top digital expertise," Smalley added.

Mauch shared his enthusiasm about boosting the company's client base with PSCars.com.

"Beep Automotive is built to work with companies where every dollar counts," Mauch stressed.

"Our behavior match system provides true accountability for every ad served — providing a targeted, highly efficient and cost-effective campaign," he continued.

"We look forward to helping PSCars.com strengthen their position as the leading 3-D virtual showroom for auto shoppers," Mauch concluded.