Viamedia Geo-Graph · Prepared for Buick · 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
of audience cells live nationwide
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 vehicle it targets: a CR-V lease ending in four months, an eight-year-old Encore.
Placer · where
Visits to Toyota, Honda, Hyundai, Kia, Lexus and Acura stores show which areas are actively 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 matched to the vehicle the household drives today.
Measurement
Placer counts incremental visits to Buick-GMC dealers against holdout areas that don't run, so every layer and nameplate ends with a cost per incremental visit.
Weekly flighting
Proposed next step
A Q1 test for Buick, built on Polk and measured by Placer
Audiences
Polk conquest households near lease-end, Polk loyalty households due to replace, and Placer shoppers seen at competing dealers in the last 30 days.
Window
January 4 through March 31, covering lease-end season, Presidents Day weekend, tax refunds and the Q1 close.
Measure
Incremental Buick-GMC dealer visits from Placer against holdout areas, read by layer, region and nameplate: Envista, Encore GX, Envision and Enclave.
Budget
$250K to read all three layers, or $500K to $1M to scale the strongest. Bought as PMP and PG deals in the DSPs Buick already uses.