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Chrysler’s Jeep division will try something new this fall when it launches the Jeep Commander SUV in October. Besides advertising on network TV, Internet and other traditional media, Jeep will be the first auto advertiser on a new service from DirecTV. The interactive service lets Chrysler measure click-throughs and time spent viewing ad content, as it might gauge traffic to an Internet Web site. Ad links reside on the DirectTV home page. BBDO in Detroit handles the account.
Julie Roehm, director of marketing communications at Chrysler, said measurability is a critical element of the effort.
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