Data & Analytics

LiveRamp and Carwow partnership enables automotive brands to reach in-market buyers

May 14, 2020  |   Graham Tricker

Today, carwow and LiveRamp are announcing a joint data partnership and market-leading solution for marketers and advertisers in the automotive industry.

Carwow is the largest online, new and nearly-new, car-buying marketplace in Europe, and we are thrilled to welcome them as a strategic partner to the LiveRamp ecosystem.

For years, automotive advertisers have looked for solutions to reach and influence those individuals who both felt favourably about their brand and who were looking to purchase a new car in the near future. The problem has typically been in identifying and capturing these prospective customers in the first place, often leaving the brand with little alternative but to allocate large budgets to general above-the-line campaigns, hoping to reach the right people at the right time.

carwow can now develop strategic data partnerships that will enable automotive advertisers to reach groups of in-market, brand-friendly prospects in a privacy-safe way. carwow’s unique position as an established digital marketplace enables it to offer a comprehensive view of customer behaviour at every stage of the car-buying journey, from consideration to sale. Automotive marketers will now be able to accurately benchmark the true effectiveness of their campaigns using LiveRamp Safe Haven’s measurement capabilities, by connecting campaign audiences with those who went on to enquire and purchase.

This insight allows automotive advertisers to target users who have shown interest in specific makes or models on carwow, as in-market car buyers browse multiple digital channels and publishers throughout the car buying journey. Using first-party data, automotive brands can reach prospects across any device and deliver a seamless experience, all while overcoming the limitations of traditional, cookie-based advertising.

Hasan Nergiz, Director of OEM at carwow has said of the partnership, “Car-buying remains typically the second most expensive single purchase in a household, so there will be several potential touch points for the in-market car buyer across a variety of digital platforms while they research to get the confidence that they need. Facilitating the access and application of best-in-class insight, LiveRamp Safe Haven is a cutting edge platform that will unlock the entire car buying digital journey, and offer a vital tool for brands to shape and optimise their marketing strategy.”

The automotive industry has faced more challenges than most in recent times, but this is a genuine opportunity for auto brands to benefit from in-market, new car-buyer data. carwow’s consumer focus and LiveRamp’s connectivity capabilities put this partnership in a unique position to offer unparalleled, people-based insights, optimised audiences and media measurement services.

Most importantly, we believe this partnership will go a long way to enhancing the car-buying experience for consumers, in an increasingly digitally-focused world.

 

Read more about data partnerships enabled by LiveRamp Safe Haven.