Nielsen Auto Cloud a Dream for Driving Change Among Marketers

quotAuto marketers can now target car buyers across radio streaming audio and podcast media using recent detailed and accurate car shopping and purchase data available from Nielsen and JD Powerquot said Damian Garbaccio Executive Vice President at Nielsenamp160 quotThis should have a huge impact on marketing performance andamp160most importantlyamp160car salesquotThe Nielsen Auto Cloud which exclusively leverages JD Power39s and Nielsen39s extensive car shopping and ownership data launched in August of this yearamp160 It marks a sea change in capabilities for automotive marketingamp160 Historically advertisers have been hamstrung by incomplete and highly dated information about car shoppers much of it gleaned from DMV recordsamp160 The Auto Cloud provides daily car buying data and insights across over 250 shopping attributes for realtime pinpoint targeting at scaleamp160 This allows auto marketers to more effectively reach shoppers with the right message based on where they are in the path to purchaseThe fact that both Westwood One and Panoply were quick to add the Auto Cloud39s capabilities is a testament both to the power of the Auto Cloud and the foresight of the audio content giantsamp160 quotWe39re the first mass reach media company to sign on to the Nielsen Auto Cloud for our industryleading Westwood One ROI Guarantee audio insights platformquot said Suzanne Grimes Executive Vice President Corporate Marketing Cumulus Media and President Westwood Oneamp160 quotWestwood One can now match AMFM radio streamingamp160and podcast audience insights from our weekly audience of a quarter of a billion listenersquotMatt Turck Chief Revenue Officer at Panoply Media agreedamp160 quotAdding Nielsen Auto Cloud data to Panoply39s Megaphone Targeted Marketplace advertising technology gives our automotive clients the ability to target prospective car buyers with even more precision and target by car model feature sets lease expirationsamp160and morequot he saidamp160 quotAdditionally the ability to match ad exposure to purchase intent gives our clients a clearer lens into the effectiveness of podcast advertisingquotThese added carbuying insights help Westwood One and Panoply transform how they work with auto OEMS and their agenciesamp160 For instance it is well known that auto shoppers tend to start their journey towards a purchase with a car in mindamp160 This initial desire is built upon many things including past experiences but can be influenced by relevant marketing messagesamp160 However new Nielsen data shows that while this is true as a consumer nears purchaseamp160the number of brands they consider actually increasesAs Nate Hutchins Vice President Client Strategyamp160Automotiveamp160and coauthor of the Nielsen Auto Marketing Report 2018amp160told me quotSomewhat surprisingly we also found people don39t shop for cars by a simple process of elimination starting with a list of preferred vehicles and whittling it down Consumers actually double the number of brands they consider as they get closer purchasequotThis finding plays to the strengths of the Nielsen Auto Cloud as the platform provides what has historically been missing for auto advertisers amp160the ability to use current date data and insights to provide highly targeted messaging to a consumer wherever they are at in the sales cycleamp160 This allows for the messaging to change and become more refined based on wherever consumers areamp160at any given momentamp160and what behaviors they are exhibitingAnd as Turck pointedamp160out by combining the Nielsen Auto Cloud capabilities with those of companies like Panoply or Westwood One marketers now have this type of power at scaleamp160 quotToday a majority of podcast advertising is bought contextually against specific podcastsquot he notedamp160 quotIt is effective but not efficient especially for auto brands that want to reach prospective buyers at scaleamp160amp160We39re powering a shift in the way podcast ads are bought and sold giving advertisers the ability to target audiences by demographics and intentamp160amp160For example if an auto brand wants to reach podcast listeners who are 39men and women ages 1834 who live in a suburban area and are in the market for a hybrid SUV39amp160they39re now able to do so in an efficient way thanks to the data from Nielsen Auto CloudquotUltimately these new capabilities support what has been a longlived trend in marketing refinement of data toolsamp160and learnings to continue to drive marketing efficienciesamp160 Though there is some validity to the feeling that marketing continues to evolve at a hectic rate Westwood One Panoply and Nielsen remind of us a fundamentally important pointamp160 The right media companies paired with the right tools are what drive results and thus these companies are more critical than ever for serving the needs of marketersAs a marketer myself I find this very reassuringClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Nielsen Auto Cloud a Dream for Driving Change Among Marketers

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