The new arrangement lets companies on the Internet target their ads to ADVO’s
ATZs (ADVO Targeting Zones), niche consumer clusters of about 3,500
households each, based on the number of consumers in each cluster that own or
use high-tech products.
The consumer data is derived from Polk’s High-Tech Connect database, which
contains over 24 million records. ADVO can also use the Polk data to target
clients’ ads by ZIP Codes or even to entire markets nationwide. Financial
arrangements were not disclosed.
“Many traditional retailers are now also selling online, while Internet-only
merchants are quickly gaining new ground,” said Rick Kurz, ADVO’s senior vice
president of strategic business development. “Our new arrangement with Polk
makes our proprietary ATZ distribution program even smarter and more aligned
with retailers’ evolving needs. We can now use various levels of targeting to
help deliver customers to our clients’ brick and mortar stores as well as
their ‘virtual’ ones, in a single, efficient purchase.”