To provide automotive marketers a boost in advertising effectiveness and measurement, a new marketing and measurement platform now blends the capabilities of Nielsen Marketing Cloud’s technology with J.D. Power’s car-buyer intelligence and insights.
The companies announced the launch of the new Nielsen Auto Cloud marketing and measurement platform powered by J.D. Power on Monday.
Via the new cloud technology solution, in addition to omnichannel advertising and campaign measurement features, automotive advertisers can directly access audience data from Nielsen with buyer insights from J.D. Power, the company said.
“We are thrilled to launch this game-changing automotive solution with J.D. Power,” Nielsen executive vice president Damian Garbaccio said in a news release. “The Nielsen Auto Cloud’s combination of data, technology and measurement capabilities is unique to the auto advertising world.
“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,” Garbaccio said.
Marketers can target audiences and personalize advertising messages using detailed insights from Nielsen and J.D. Power that's related to vehicle features, buying stage, brand affinities, media engagement, geo-location and device type, according to J.D. Power.
“Nielsen and J.D. Power are ushering in a new era for the auto industry,” said Bernardo Rodriguez, J.D. Power’s chief digital officer. “We’re empowering auto marketers with immediately actionable intelligence ... whether for consumer insights, cross-media planning and targeting, or campaign measurement.”
Meanwhile, in addition to having the ability to plan and activate car-buyer audiences across TV and digital, both Nielsen Auto Cloud’s always-on frequency management and in-flight analytics capabilities allow users to measure and control what types of ads people see throughout each ad campaigns’ run.
Furthermore, J.D. Power said that the new platform is also fitted with campaign measurement and optimization capabilities that can help clients react to buying behavior changes instantly.
“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 The Interpublic Group of Companies global chief data and marketing technology officer Arun Kumar. “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.”