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 iniciou sua apresentação refletindo sobre as origens do Nielsen Auto Cloud. O conceito inicial, na verdade, evoluiu a partir de uma pergunta que Damian fez a si mesmo um dia na esteira (entre todos os lugares): Como podemos reunir os melhores insights e análises do setor automotivo com o consumo de mídia, os dados de transações e os recursos tecnológicos da Nielsen? A J.D. Power foi imediatamente considerada a parceira ideal para essa jornada.
"O Nielsen Auto Cloud não é apenas mais uma experiência de fornecedor que apenas verifica as caixas de dados, ele realmente trata de resultados com medição de KPI associada a eles", disse Damian. "Essa plataforma pode oferecer um valor incrível para marcas automotivas, agências e clientes de mídia."
Em seguida, Damian detalhou os pilares de orientação do Nielsen Auto Cloud com recursos de alinhamento incorporados à plataforma:
- 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.
"Há dois grandes equívocos no caminho para a compra. O primeiro pressupõe que as pessoas não têm uma tendência intrínseca à marca (elas têm), e o segundo pressupõe que se trata de um processo de eliminação, começando com algumas marcas e depois reduzindo-as (não é assim)", disse Amenah.
Em seguida, ela trouxe ao palco Mark Ortiz, diretor de marketing digital e estratégia da Acura, e Pierre Bouvard, diretor de insights da Westwood One. O painel discutiu os maiores desafios e oportunidades que as marcas enfrentam ao navegar no cenário atual da mídia, o papel da TV e do digital na conscientização e as principais tendências que influenciam o marketing automotivo.
Sobre o futuro da publicidade automotiva, o painel acreditava que uma das principais tendências que influenciariam o marketing automotivo seria o veículo conectado, particularmente sua capacidade de fechar o ciclo entre a exposição da campanha e as visitas à concessionária. Eles também concordaram que a mídia tradicional, como a TV e o rádio, continuará sendo importante. As marcas ainda precisarão combinar seu mix de mídia usando dados, mas também se certificar de que estão conduzindo consistentemente as mensagens da marca em todos os canais. Dito isso, plataformas como a TV conectada continuarão a evoluir e a perturbar esse mix de mídia.
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.
