尼尔森和 IHS Markit 借助 Polk 汽车解决方案加速受众和成果测量

战略关系使营销人员能够就如何以及何时与汽车买家接触做出更明智的决策

New York, NY – June 15, 2021 – Today, Nielsen (NLSN) announced a strategic relationship with IHS Markit (NYSE: INFO), a leading provider of automotive information and insights. Through this collaboration, Nielsen will integrate comprehensive automotive data from Polk Automotive Solutions by IHS Markit into its audience and outcomes measurement solutions. Leveraging Nielsen offerings, advertisers will have a clearer understanding of today’s auto consumers, empowering them to make more effective, data-driven marketing decisions about engaging with auto audiences.

As the automotive industry adapts to an economy profoundly affected by the COVID-19 pandemic and changing consumer preferences, marketers realize the need to be more astute in how and when to reach current vehicle owners and in-market buyers. Bringing together Polk Automotive Solutions and advanced Nielsen solutions enables marketers to leverage  comprehensive information on new and used vehicle transactions and more than 30 years of robust automotive behavior data to inform their planning, activation, measurement and outcomes initiatives. Polk Automotive Audiences are built on the analytics of more than 50 million new and used vehicle transactions per year across the U.S. and are inclusive of every make and model.

"IHS Markit Polk汽车解决方案副总裁兼总经理Joe Kyriakoza表示："我们与尼尔森的合作为接触受众的静态媒体增添了新的动态元素，是广告商和营销人员向前迈出的重要一步。"利用 Polk 数据进行优化和测量，有助于行业超越基本工具和传统指标，评估实际销售活动，这是当前的关键所在。

通过这种关系，营销人员可以更有效地决定如何吸引汽车受众、实施跨屏定位和激活汽车受众细分市场，并了解他们的营销活动是否触及了所需的汽车受众。此外，营销人员还能观察其广告对汽车受众的影响，并确定其营销活动带来的增量销售提升。出版商也将能够展示其平台的影响力并宣传自己的优势，获得向广告商证明实际价值所需的关键指标。 

其中，客户可以

• 根据不同的标准（如购买阶段、详细的车辆属性、品牌亲和力等）接触受众并个性化广告信息
• 利用 Polk 受众细分优化媒体计划，提高媒体购买的效率和效果
• 通过优化 Polk Audiences 的覆盖范围和频率，提高活动绩效并减少活动浪费
• 更好地了解跨平台、创意、网络和买家的媒体性能洞察力

"尼尔森商业战略总经理Ameneh Atai表示："强大的数据和洞察力在帮助精明的营销人员就如何分配和优化媒体支出做出明智决策方面发挥着越来越重要的作用。"通过将Polk Automotive Solutions纳入尼尔森的跨媒体产品，我们将为品牌提供无与伦比的洞察力和指导，帮助他们精准、自信地做出所有营销决策。

尼尔森 受众群体 for Polk Audiences are currently available for activation in the Nielsen Auto Cloud, helping marketers target vehicle owners based on their auto behaviors. This data will also be leveraged for TV outcomes measurement, providing the ability to gain granular insights in how TV advertising leads to outcomes. Over the next 12 months, Nielsen will continue to expand Polk Automotive Solutions into additional offerings across planning, audience measurement and outcomes in a phased approach.