“With Valvoline HD, we’re targeting a very specific individual – fleet owners and operators nationwide. So, it’s a lot industry publications, but being able to find people outside of those publications is what’s most interesting. We’re able to use device ID targeting for the actual fleet headquarters to then identify who that fleet owner is. So, if there are 500 people in a building, we know we’re able to segment that further and get down to the behavioral criteria that is most interesting to them. We are doing two things with Valvoline HD: we’re driving leads for their sales team, utilizing media as a kind of sales assistant for their teams to capture peoples’ attention and make them aware of HD, but we’re also generating leads from where the sales team can then call on that person, so it’s no longer a cold call.”