|
Getting your Trinity Audio player ready...
|
Bauer Media has announced the expansion of its solution Bauer Illuminate for the automotive market, allowing auto advertisers to accurately target audiences at different stages of their car-buying journey.
Using first-party data, car advertisers can send targeted messages to relevant automotive cohorts at key stages of the car-buying journey across Bauer’s portfolio of automotive brands including Parkers, Car, Fleet News, Automotive Management, Classic Car and Practical Classics.
Bauer’s research found that audiences look at car buying advice at three key stages: an early stage (‘Awareness’ phase), to those further down the funnel and looking at certain body style or fuel type (‘Engagement’ phase), to consumers who are in deep research stage and typically eight weeks away from purchase (‘Intent’ phase).
Early trials have shown that when targeting users during the ‘Engagement’ stage, dwell time increased by 50% and the number of users that engage with car adverts by 13%.
The introduction of the service follows the launch of Bauer Autoventure in 2020, which married Bauer’s Automotive titles with its audio business, providing automotive brands creative advertising solutions.
Jim Burton, Digital Commercial Director, Bauer Autoventure, comments, “The data signals we see allow us to build auto audiences in real-time and play a pivotal part in building audiences across the different buying funnel stages that engage with our clients’ messages.”
Clients and agencies are becoming increasingly reliant on publishers to provide accurate and reliable audience insight as they plan for a cookieless world. The extension of Bauer Illuminate will provide auto brands with confidence and help mitigate the risk and volatility that will naturally arise as third-party data soon phases out.
Simon Kilby, MD, Bauer Media Advertising
