General Motors (GM) is fulfilling its promise of delivering real-time, real-driver insights to brands that want to learn more about how consumers in transit respond to radio ads.
This curated information is particularly useful to enterprises like Taco Bell, a chain of Mexican-inspired quick-service restaurants (QSR), which conducted a trial study addressing how GM drivers in Columbus, Ohio responded to its audio messages.
“Radio is such a key channel for our business,” Sasha Wolfe, Taco’s Bell head/media, explained to delegates at the Advertising Research Foundation’s (ARF) online AUDIENCExSCIENCE event.
“For the communication plans that we build, people are...