Viamedia Geo-Graph · Prepared for Hendrick Automotive Group · Polk and Placer · Q1 2027
Know who. Know where.
Budget
Day 1Mon, Jan 4
0impressions served today (modeled)
0impressions to date
0%of today's impressions in high-response cells
0cells faded out today
View
of audience cells live across Hendrick trade areas
How Polk and Placer work together
Polk says who is ready to buy. Placer shows where they shop and who showed up.
Polk · who
Vehicles in operation, lease maturities and replacement timing by ZIP set each cell's weight and the store it points to: a RAV4 lease ending in four months near Hendrick Toyota Concord, an eight-year-old X5 near BMW of Southpoint.
Placer · where
Visits to competing franchise dealers and used-car superstores in each Hendrick market show which areas are shopping right now. The model refreshes weekly, so weight follows live demand.
Activation
Each layer runs as a PMP or PG audience across CTV and OTT, local linear, online video and display, with creative routed to the nearest Hendrick store for the brand the household is shopping.
Measurement
Placer counts incremental visits to Hendrick showrooms and service drives against holdout areas that don't run, so every layer and market ends with a cost per incremental visit.
Daily flighting
Proposed next step
A Q1 test for Hendrick, built on Polk and measured by Placer
Audiences
Polk conquest households near lease-end, Hendrick owners due to replace, and Placer shoppers seen at competing dealers in the last 30 days, all inside Hendrick trade areas.
Window
January 4 through March 31, covering lease-end season, Presidents Day weekend, the Daytona 500, tax refunds and the Q1 close.
Measure
Incremental Hendrick store visits from Placer against holdout areas, read by layer, market and brand, from Charlotte and Raleigh-Durham to Atlanta, Kansas City and Dallas-Fort Worth.
Budget
$250K to read all three layers in the core Carolinas markets, or $500K to $1M to scale across all eleven states. Bought as PMP and PG deals.