Media Alert: Rocket Fuel Powers INDYCAR ‘Rivals’ Digital Ad Campaign

INDYCAR Achieves 100% Lift in Target Audience Tune-in for Verizon IndyCar Series Season

Rocket Fuel (NASDAQ:FUEL), a leading provider of artificial intelligence (AI) advertising and marketing solutions for global agencies and brands, published a customer success story highlighting the use of Rocket Fuel’s AI and Big Data-powered media buying platform in INDYCAR’s successful digital advertising campaign.

“INDYCAR experienced a substantial step forward in 2014 across many of its marketing and communications platforms,” said CJ O’Donnell, CMO, INDYCAR and Indianapolis Motor Speedway. “Our ‘Rivals’ campaign was a successful first step in the evolution of the INDYCAR brand, and it clearly resonated with a passionate Verizon INDYCAR Series audience. Rocket Fuel was instrumental in that campaign, and allowed us to engage our target audience throughout its duration.”

INDYCAR used Rocket Fuel to help build its overall audience and drive viewership for its race broadcasts on ABC and NBCSN during the 2014 Verizon IndyCar Series Season. As a result, Rocket Fuel extended the campaign promos beyond TV’s reach. People exposed to the Rocket Fuel digital campaign were 21% more likely to watch IndyCar races during the 2014 season. In addition, this same audience watched more race time throughout the entire season. Rocket Fuel also focused on IndyCar’s strategic “Victory Circle” target audience and drove a 100% lift in tune-in for that group.

Rocket Fuel’s results were measured by Nielsen Watch Effect, a leading provider of cause-and-effect tests in the industry, evaluating the impact of advertising on TV viewing that is tracked by Nielsen currency panels. Nielsen provides perspective on how well digital advertising complements existing TV promotion budgets in order to maximize viewership in a cross-screen world.

Full details on INDYCAR’s success with Rocket Fuel can be found in the featured customer success story at http://rocketfuel.com/successtory/detail/indycar-success-story. To date, Rocket Fuel has profiled the success of more than 50 satisfied clients in published case studies, all of which are available at http://rocketfuel.com/about-rocket-fuel#success_stories.

About Rocket Fuel

Rocket Fuel delivers a leading programmatic media-buying platform at Big Data scale that harnesses the power of artificial intelligence (AI) to improve marketing ROI in digital media across web, mobile, video, and social channels. Rocket Fuel powers digital advertising and marketing programs globally for customers in North America, Latin America, Europe, and APAC. Customers trust Rocket Fuel’s Advertising That Learns® platform to achieve brand and direct-response objectives in diverse industries from luxury cars to financial services to retail. Rocket Fuel currently operates in more than 20 offices worldwide and trades on the NASDAQ Global Select Market under the ticker symbol “FUEL.” For more information, please visit http://www.rocketfuel.com or call 1-888-717-8873.

Rocket FuelKenya Hayes, [e-mail]