Nielsen and J.D. Power are banding together to bring auto marketers a new platform that will allow them to measure and target car buyers more precisely to boost return on investment.
Through the Nielsen Auto Cloud, auto marketers will have access to Nielsen's shopping and behavioral data, along with buy insights pulled from J.D. Power's vehicle sales data, to improve marketing performance, the companies said Monday.
"We're empowering auto marketers with immediately actionable intelligence ... whether for consumer insights, cross-media planning and targeting or for campaign measurement," Bernardo Rodriguez, chief digital officer at J.D. Power, said in a statement.
Media buyers can customize advertising messages and target car buyers through criteria such as features, styles, buying stage, brand affinities, media engagement, geolocation and more. The companies said users have the ability to plan and activate these car-buyer audiences across TV and digital platforms.
The companies declined to disclose pricing details.
"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," Damian Garbaccio, executive vice president at Nielsen, said in the statement.
Under the agreement, the platform offers campaign measurement to help media buyers adapt to shifts in buying behavior. It also provides frequency management and in-flight analytics, which allows marketers to receive sales and user response data while a campaign is in process. It further has the ability to measure and control the frequency and types of ads people see throughout an ad campaign's life cycle.