Nielsen announced that Westwood One and Panoply Media will be using the Nielsen Auto Cloud for their auto marketing and measurement capabilities. So what does this really mean?
By using the Nielsen Auto Cloud, Westwood and Panoply will be able to offer auto clients insights, including car shopping behavior, make, model and feature preferences, lease expiration, brand affinities, media engagement, and geo-location.
This also allows auto marketers to target car buyers across radio, streaming audio, and podcasts using the most recent car shopping and purchase data available.
The Nielsen Auto Cloud was launched earlier this year. It matches listeners of all types with J.D. Power and Nielsen data.
“We’re the first mass reach media company to sign on to the Nielsen Auto Cloud for our industry-leading Westwood One ROI Guarantee audio insights platform,” said Suzanne Grimes, EVP, Corporate Marketing, Cumulus Media and President, Westwood One. “Westwood One can now match AM/FM radio, streaming, and podcast audience insights from our weekly audience of a quarter of a billion listeners with J.D. Power’s car shopping and auto ownership data. We can create a powerful roadmap for Tier One auto to reach the right consumer at the top of the purchase funnel. This targeting at scale makes AM/FM radio a powerful advertising environment to build auto brands and drive unaided awareness.”
“Podcasting’s highly engaged listeners makes it the ideal medium to reach motivated car buyers,” said Brendan Monaghan, CEO of Panoply. “Adding Nielsen Auto Cloud data to our podcast audience-targeting technology lets auto advertisers act on incredible shopping and purchase insights. It also allows us to better serve our publishing clients by filling their ad inventory with more interesting and relevant messages.”