New York, NY, Nov. 6, 2018 – Today, Nielsen (NYSE: NLSN) announced that Westwood One and Panoply Media have selected the Nielsen Auto Cloud fueled by J.D. Power to transform their auto marketing and measurement capabilities. Auto marketers can now target car buyers across radio, streaming audio and podcast media using the most recent, detailed and accurate car shopping and purchase data available. The Nielsen Auto Cloud—launched earlier this year—is helping auto brands and their agency and media partners improve marketing performance at every stage in the auto path to purchase.
With the Nielsen Auto Cloud, Westwood One and Panoply will offer their auto clients actionable insights including car shopping behavior, make, model and feature preferences, lease expiration, brand affinities, as well as media engagement and geo-location. This fundamental enhancement helps improve auto marketing outcomes across brand building, purchase intent and sales metrics.
“We are thrilled that Westwood One and Panoply chose the Nielsen Auto Cloud to make data-driven, outcomes-based auto marketing in audio a reality,” said Damian Garbaccio, EVP, Nielsen. “Their auto clients can now take full advantage of each audio channel in a way that better serves the car buying journey. From mass-brand building with over-the-air radio to more targeted customer acquisition in podcasts and streaming, the Nielsen Auto Cloud helps marketers quickly adapt to changes in car shopping behavior and improve sales results.”
“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.”
Auto advertisers now have exponentially faster access to detailed car shopping information, enabling them to deliver more relevant messages that better meet the changing needs of car buyers. The data that powers these next-generation auto marketing and measurement capabilities is exclusive to the Nielsen Auto Cloud.
“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.”
The Nielsen Auto Cloud matches listeners of all types with exclusive J.D. Power and Nielsen car shopping, purchase and audience data. This includes brand affinities, car types, lease expiration, feature preferences, shopping behavior, and ownership penetration by radio and podcast format. Insights from the Nielsen Auto Cloud will better help Westwood One and Panoply showcase where in the path to purchase stage prospective audio consumers are.
Westwood One’s over-the-air radio, streaming audio and podcast channels offer auto advertisers a powerful platform and mass targeting opportunity to build top-of-mind brand awareness among potential buyers. In the same way, these auto brands can target uniquely engaged podcast audiences across Panoply’s Megaphone Targeted Marketplace, which serves several billion impressions yearly.