Westwood One Adds Nielsen Auto Cloud for Ad Offerings

RADIO ONLINE | Wednesday, November 7, 2018 | 8:06pm CT

Nielsen signs Westwood One to use its "Nielsen Auto Cloud" for their auto marketing and measurement capabilities. Auto marketers can now target car buyers across radio, streaming audio and podcast media. The Nielsen Auto Cloud matches listeners of all types with J.D. Power and Nielsen car shopping, purchase and audience data. Launched earlier this year, Nielsen Auto Cloud is working to help auto brands, agencies and media partners to improve marketing performance in the auto path to purchase.

With the Nielsen Auto Cloud, Westwood One can offer auto clients insights including car shopping behavior, make, model and feature preferences, lease expiration, brand affinities, as well as media engagement and geo-location. This enhancement helps improve auto marketing outcomes across brand building, purchase intent and sales metrics.

"We are thrilled that Westwood One and Panoply chose the Nielsen Auto Cloud to make data-driven, outcomes-based auto marketing in audio a reality," said Nielsen EVP Damian Garbaccio. "Their auto clients can now take full advantage of each audio channel in a way that better serves the car buying journey. From mass-brand building with over-the-air radio to more targeted customer acquisition in podcasts and streaming, the Nielsen Auto Cloud helps marketers quickly adapt to changes in car shopping behavior and improve sales results."

"We're the first mass reach media company to sign on to the Nielsen Auto Cloud for our industry-leading Westwood One ROI Guarantee audio insights platform," said Suzanne Grimes, EVP, Corporate Marketing, Cumulus Media and President, Westwood One. "Westwood One can now match AM/FM radio, streaming, and podcast audience insights from our weekly audience of a quarter of a billion listeners with J.D. Power's car shopping and auto ownership data. We can create a powerful roadmap for Tier One auto to reach the right consumer at the top of the purchase funnel. This targeting at scale makes AM/FM radio a powerful advertising environment to build auto brands and drive unaided awareness."