At this year’s J.D. Power Automotive Roundtable (AMR), top speakers from both inside and outside the automotive industry came together to discuss the most crucial issues, including how today’s consumers shop for cars, how they are influenced by advertising and what experiences they’ve come to expect post-purchase. The two-day symposium is now in its 13th year, and this year, Nielsen was front and center, establishing itself as a leader in automotive marketing technology and an authority in consumer path-to-purchase expertise.
On the first day of the conference, Damian Garbaccio, EVP, Advertiser Direct and Marketing Cloud at Nielsen, and Bernardo Rodriguez, Chief Digital Officer at J.D. Power, announced the companies’ recently formed alliance and the launch of the Nielsen Auto Cloud fueled by J.D. Power as part of the Product Innovation Keynote.
Damian memulai presentasinya dengan merefleksikan asal-usul Nielsen Auto Cloud. Konsep awal sebenarnya berevolusi dari pertanyaan yang Damian ajukan pada dirinya sendiri pada suatu hari di atas treadmill: Bagaimana kami dapat menyatukan wawasan dan analitik terbaik di industri otomotif dengan konsumsi media dan data transaksi serta kemampuan teknologi Nielsen? J.D. Power segera dianggap sebagai mitra yang optimal dalam perjalanan ke depan ini.
"Nielsen Auto Cloud bukan sekadar pengalaman vendor lain yang hanya mencentang kotak-kotak data, ini benar-benar tentang hasil dengan pengukuran KPI yang terkait dengannya," kata Damian. "Platform ini dapat menawarkan nilai yang luar biasa untuk merek otomotif, agensi dan klien media."
Damian kemudian menjabarkan pilar-pilar pemandu Nielsen Auto Cloud dengan kemampuan penyelarasan yang sudah tertanam di dalam platform:
- Know Your Customers – In order to understand their customers, auto marketers need to know who their next buyers will be, which starts with actionable data and insights. With the Nielsen Auto Cloud, marketers can now target car shoppers (and personalize the message) based on a diverse set of criteria such as car features and styles, buying stage, media engagement, and geo-location using data from Nielsen and J.D. Power.
- Adapting to Buying Behavior – It is imperative for marketers to understand the consumer’s auto path to purchase. This takes advanced measurement and technology capabilities that allow for real-time optimization. Yet most auto marketers haven’t had access to such capabilities until now. For instance, the Nielsen Auto Cloud’s always-on frequency management features enable clients to proactively measure and control how often and what types of ads people see throughout the life of a campaign.
- Engage Across Media – As referenced in our recently released Nielsen Auto Marketing Report 2018, marketers need to employ an omnichannel strategy to account for the nuances in brand building and to encourage purchase consideration. With the Nielsen Auto Cloud, marketers can engage car buyers across all screens, from linear to digital, with targeting capabilities that are channel agnostic. They can also employ very specific targeting techniques such as using geo-targeting as part of a mobile ad campaign to drive shoppers to nearby dealerships.
During the presentation, Damian also introduced the new Nielsen Auto Cloud commercial, which is currently featured as part of a larger ad campaign running across Automotive News, WSJ, NYT, and AdWeek until mid-December.
The event also provided an ideal opportunity for us to not only prove Nielsen as an innovator in automotive marketing technology but as an influential thought leader in the auto path-to-purchase. Ameneh Atai, SVP, Advertiser Direct and Marketing Cloud at Nielsen, led a breakout panel discussion the next day titled, “Where the Rubber Meets the Road: Auto Marketing’s New Reality.” Ameneh shared some key insights taken directly from our newly launched Nielsen Auto Marketing Report 2018 as a springboard for discussion.
"Ada dua kesalahpahaman besar dalam proses pembelian. Yang pertama mengasumsikan bahwa orang tidak memiliki bias merek intrinsik (padahal mereka punya), dan yang kedua mengasumsikan bahwa ini adalah proses eliminasi, dimulai dari beberapa merek, lalu mengerucutkannya (padahal tidak)," ujar Aminah.
Ia kemudian menghadirkan Mark Ortiz, Kepala Pemasaran dan Strategi Digital untuk Acura, dan Pierre Bouvard, Chief Insights Officer di Westwood One. Panel ini membahas tantangan dan peluang terbesar yang dihadapi merek dalam menavigasi lanskap media saat ini, peran TV dan digital dalam membangun kesadaran, dan tren utama yang memengaruhi pemasaran mobil.
Mengenai masa depan periklanan otomotif, panel percaya bahwa salah satu tren utama yang akan mempengaruhi pemasaran otomotif adalah kendaraan yang terhubung, terutama kemampuannya untuk menutup lingkaran antara eksposur kampanye dan kunjungan ke diler. Mereka juga sepakat bahwa media tradisional seperti TV dan radio akan tetap menjadi pemain penting. Merek masih perlu melapisi bauran media mereka dengan menggunakan data, tetapi juga memastikan bahwa mereka secara konsisten mendorong pesan merek di semua saluran. Meskipun demikian, platform seperti TV terkoneksi akan terus berkembang dan mengganggu bauran media ini.
The J.D. Power AMR has grown into the industry’s leading event coalescing the most important players around the most salient trends affecting the auto industry—from car-buying behavior to product innovation to the way marketers approach advertising and customer experiences. In the Nielsen Auto Cloud powered by J.D. Power, we’ve developed a solution to help auto brands stay ahead of the curve, cut through the clutter and deliver improved ROI.
The launch of the Nielsen Auto Cloud at AMR not only raised the company’s profile in the auto space, it also introduced the biggest OEM and agency players to one of our biggest breakthrough solutions in 2018.
