Nielsen launches automotive ad insights platform
The cloud technology combines purchase-based audience data from Nielsen’s Marketing Cloud with JD Power’s insights on car-buyers from vehicle sales data.
Automotive advertisers, agencies and media owners using the platform will be able to target audiences and personalise advertising messages based on criteria including car features and styles, buying stage, media engagement, location and the type of device they’re using.
Interpublic Group (IPG) has been using the technology to strengthen its audience measurement platform for auto clients.
The technology also incorporates Nielsen’s planning and measurement tools, including multi-touch attribution and marketing mix modelling.
Damian Garbaccio, executive vice-president at Nielsen, said: "Auto marketers can now be more responsive to changes in buying behaviour, more personalised with their advertising and content, better at measuring outcomes, and – ultimately – more efficient with their media investments."
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