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 ha dato il via alla sua presentazione riflettendo sulle origini di Nielsen Auto Cloud. Il concetto iniziale è nato da una domanda che Damian si è posto un giorno sul tapis roulant (tra tutti i posti): Come possiamo riunire le migliori intuizioni e analisi del settore automobilistico con i dati sul consumo dei media e sulle transazioni e le capacità tecnologiche di Nielsen? J.D. Power è stata subito considerata il partner ideale per questo viaggio.
"Nielsen Auto Cloud non è solo un'altra esperienza di vendor che si limita a controllare le caselle dei dati, ma è veramente incentrata sui risultati e sulla misurazione dei KPI ad essi associati", ha dichiarato Damian. "Questa piattaforma può offrire un valore incredibile ai marchi automobilistici, alle agenzie e ai clienti dei media".
Damian ha quindi illustrato i pilastri guida di Nielsen Auto Cloud con le funzionalità di allineamento integrate nella piattaforma:
- 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.
"Ci sono due grandi idee sbagliate riguardo al percorso d'acquisto. Il primo presuppone che le persone non abbiano un pregiudizio intrinseco nei confronti dei marchi (invece ce l'hanno), e il secondo presuppone che si tratti di un processo di eliminazione, partendo da alcuni marchi e poi restringendo il campo (non è così)", ha detto Amenah.
Ha poi portato sul palco Mark Ortiz, responsabile del marketing e della strategia digitale di Acura, e Pierre Bouvard, Chief Insights Officer di Westwood One. Il gruppo ha discusso le maggiori sfide e opportunità che i marchi devono affrontare nel panorama mediatico odierno, il ruolo della TV e del digitale nella creazione di consapevolezza e le principali tendenze che influenzano il marketing automobilistico.
Per quanto riguarda il futuro della pubblicità automobilistica, il gruppo ritiene che una delle tendenze chiave che influenzerà il marketing automobilistico sarà il veicolo connesso, in particolare la sua capacità di chiudere il cerchio tra l'esposizione alla campagna e le visite al concessionario. Hanno inoltre concordato sul fatto che i media tradizionali, come la TV e la radio, rimarranno importanti. I marchi dovranno ancora stratificare il loro media mix utilizzando i dati, ma anche assicurarsi di veicolare il messaggio del marchio in modo coerente su tutti i canali. Detto questo, piattaforme come la TV connessa continueranno a evolversi e a sconvolgere questo media mix.
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.
