ALLIANCE DELIVERS IMPROVED AUTO ADVERTISING EFFECTIVENESS AND MEASUREMENT
Today Nielsen (NYSE: NLSN) launched the Nielsen Auto Cloud fueled by J.D. Power, a robust marketing and measurement platform that combines the power of the Nielsen Marketing Cloud with J.D. Power’s world-class car-buyer intelligence and insights. This next-generation cloud technology provides automotive advertisers, agencies and media owners direct access to audience data from Nielsen with buyer insights from J.D. Power, as well as omnichannel advertising and campaign measurement capabilities to help improve marketing performance.
For the first time, automotive marketers can target audiences and personalize their advertising messages based on a diverse set of criteria such as car features and styles, buying stage, brand affinities, as well as media engagement, geo-location and device type using data from Nielsen and J.D. Power. Clients now have the ability to plan and activate these car-buyer audiences across TV and digital. Additionally, built-in campaign measurement and optimization capabilities help clients instantly adapt to changes in buying behavior leading to better marketing return-on-investment.
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“The Nielsen Auto Cloud gives us incredible access to granular data from Nielsen complemented by insights from J.D. Power, allowing us to create high-value audiences for our clients,” said Arun Kumar, Global Chief Data & Marketing Technology Officer, IPG. “With this, we will strengthen our Audience Measurement Platform, improving our ability to target car-buyers based on a variety of criteria including their preferred brands, car models, styles and features. That means better performing media investments for our auto clients, more innovative marketing solutions, and ultimately, better consumer experiences.”
The Nielsen Auto Cloud provides marketers with exclusive access to the intelligence and insights derived from J.D. Power’s unique vehicle sales data. These car-buyer insights, coupled with Nielsen Data Management Platform (DMP) technology and Nielsen’s gold-standard media and purchase-based audience data, enable auto advertisers to reach consumers with greater precision across all media channels.
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The Nielsen Auto Cloud’s always-on frequency management and in-flight analytics capabilities enable clients to proactively measure and control how often and what types of ads people see throughout the life of a campaign. Additionally, clients can leverage established Nielsen planning and measurement solutions, including multi-touch attribution (MTA) and marketing mix modeling (MMM), to measure the efficacy and return-on-investment of their marketing spend.
“Nielsen and J.D. Power are ushering in a new era for the auto industry,” said Bernardo Rodriguez, Chief Digital Officer, J.D. Power. “We’re empowering auto marketers with immediately actionable intelligence…whether for consumer insights, cross-media planning and targeting, or campaign measurement.”
“We are thrilled to launch this game-changing automotive solution with J.D. Power. The Nielsen Auto Cloud’s combination of data, technology and measurement capabilities is unique to the auto advertising world,” said Damian Garbaccio, EVP at Nielsen. “Auto marketers can now be more responsive to changes in buying behavior, more personalized with their advertising and content, better at measuring outcomes, and—ultimately—more efficient with their media investments.”
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