Home » PPA article Bauer Illuminate navigates a cookieless future for auto advertisers

PPA article Bauer Illuminate navigates a cookieless future for auto advertisers

Bauer Media has as we speak introduced the growth of Bauer Illuminate for the automotive market, permitting auto advertisers to precisely goal audiences at totally different phases of their automotive shopping for journey, utilizing distinctive and invaluable first-party information gathered from Bauer’s community of top quality, model protected automotive digital platforms.

This primary-party info aids manufacturers to ship focused messages to related automotive cohorts at key phases of the automotive shopping for journey, rising effectivity and engagement. This consists of audiences taking a look at basic automotive shopping for recommendation at an early stage (‘Consciousness’ part), to these additional down the funnel and taking a look at sure physique model or gasoline sort (‘Engagement’ part), to customers who’re in deep analysis stage and usually eight weeks away from buy (‘Intent’ part). Early trials have proven that when focusing on customers through the ‘Engagement’ stage utilizing Illuminate, dwell time elevated by 50% and the variety of customers that interact with automotive adverts by 13%.

The introduction of the service follows the launch of Bauer Autoventure in 2020, which married Bauer’s Automotive titles akin to Parkers, Automobile, Fleet Information, Automotive Administration, Basic Automobile and Sensible Classics with its market-leading audio enterprise, offering automotive manufacturers inventive promoting options. With the growth of Bauer Illuminate, auto manufacturers will now be capable to profit from each Bauer’s creativity and perception to create campaigns with impression – particularly because the trade quickly strikes to a cookieless world.

Jim Burton, Digital Business Director, Bauer Autoventure, mentioned: “Bauer Illuminate’s automotive resolution is an evolution of the very profitable focusing on that the auto trade and us as a premium auto writer have been accustomed to for the final 15+ years. The info indicators we see enable us to construct these auto audiences in actual time and play a pivotal half in constructing audiences throughout the totally different shopping for funnel phases that can interact with our shoppers’ messages. We’re excited to roll out Illuminate with extra of our shoppers, serving to them to construct campaigns from model consciousness proper by way of to efficiency campaigns that attain extremely certified audiences with an elevated propensity to have interaction.”