Westwood One, Panoply Media sign on for Nielsen tech to target car buyers

Nielsen announced that Westwood One and Panoply Media will use its technology for auto marketing and measurement. Both parties will leverage the Nielsen Auto Cloud fueled by J.D. Power to target car buyers across radio, streaming audio, and podcast media with relevant messages that meet the changing needs of their audiences. The Nielsen Auto Cloud can provide audience data such as brand affinities, car types, lease expiration, feature preferences, shopping behavior, and ownership penetration by radio and podcast format.

“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 Damian Garbaccio, EVP at Nielsen. “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.”

“Podcasting’s highly engaged listeners makes it the ideal medium to reach motivated car buyers,” Panoply CEO Brendan Monaghan said. “Adding Nielsen Auto Cloud data to our podcast audience-targeting technology lets auto advertisers act on incredible shopping and purchase insights. It also allows us to better serve our publishing clients by filling their ad inventory with more interesting and relevant messages.”

“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,” said Suzanne Grimes, EVP, Corporate Marketing, Cumulus Media and President, Westwood One. “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.”

Anna Washenko