J.D. Power, Nielsen Launch Nielsen Auto Cloud

On Monday, Nielsen introduced the Nielsen Auto Cloud fueled by J.D. Power, a marketing and measurement platform that combines the power of the Nielsen Marketing Cloud with J.D. Power’s world-class car-buyer intelligence and insights.

The companies said this next-generation cloud technology provides automotive advertisers, agencies and media owners direct access to audience data from Nielsen with buyer insights from J.D. Power, as well as omnichannel advertising and campaign measurement capabilities to help improve marketing performance.

For the first time, automotive marketers can target audiences and personalize their advertising messages based on a diverse set of criteria such as car features and styles, buying stage, brand affinities, as well as media engagement, geo-location and device type using data from Nielsen and J.D. Power.

Clients now have the ability to plan and activate these car-buyer audiences across TV and digital. Additionally, built-in campaign measurement and optimization capabilities help clients instantly adapt to changes in buying behavior leading to better marketing return-on-investment.

“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 Arun Kumar, global chief data and marketing technology officer, IPG. “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.”

The Nielsen Auto Cloud provides marketers with exclusive access to the intelligence and insights derived from J.D. Power’s unique vehicle sales data. These car-buyer insights are coupled with Nielsen Data Management Platform (DMP) technology and Nielsen’s media and purchase-based audience data.

The companies said “Nielsen Auto Cloud’s always-on frequency management and in-flight analytics capabilities enable clients to proactively measure and control how often and what types of ads people see throughout the life of a campaign. Additionally, clients can leverage established Nielsen planning and measurement solutions, including multi-touch attribution (MTA) and marketing mix modeling (MMM), to measure the efficacy and return-on-investment of their marketing spend.”