Westwood One’s Big, Cloudy Move With Nielsen


In a move designed to transform its auto marketing and measurement capabilities, Westwood One and a growing podcast technology for publishers and advertisers have each selected the Nielsen Auto Cloud, fueled by J.D. Power to handle the job.

This means that automotive industry marketers can now target car buyers across radio, streaming audio and podcast media using what Nielsen boasts are the most recent, detailed and accurate car shopping and purchase data available.

The Nielsen Auto Cloud was launched earlier this year, and Westwood One and Panoply Media will use it to offer their auto clients such actionable insights as car shopping behavior, make, model and feature preferences, lease expiration, brand affinities, as well as media engagement and geo-location. “This fundamental enhancement helps improve auto marketing outcomes across brand building, purchase intent and sales metrics,” Nielsen notes.

Damian Garbaccio, an EVP at Nielsen, says the auto clients of both WWO and Panoply “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.”

As WWO President and Cumulus Media EVP/Corporate Marketing Suzanne Grimes sees it, Westwood One is “the first mass reach media company” to sign on to the Nielsen Auto Cloud. It will be used expressly for the Westwood One ROI Guarantee audio insights platform.

“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,” Grimes said, allowing WWO to 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.”

“Podcasting’s highly engaged listeners makes it the ideal medium to reach motivated car buyers,” said Panoply CEO Brendan Monaghan. “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.”