October 2, 2022


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PPA article Bauer Illuminate navigates a cookieless future for auto advertisers


Bauer Media has right now announced the growth of Bauer Illuminate for the automotive industry, allowing for auto advertisers to accurately goal audiences at distinctive levels of their car buying journey, working with exceptional and a must have initially-occasion data collected from Bauer’s community of substantial quality, model protected automotive electronic platforms.

This very first-get together information and facts aids manufacturers to send out targeted messages to suitable automotive cohorts at critical levels of the motor vehicle buying journey, escalating performance and engagement. This consists of audiences hunting at normal vehicle acquiring information at an early stage (‘Awareness’ stage), to individuals additional down the funnel and wanting at sure system type or gasoline variety (‘Engagement’ stage), to people who are in deep research phase and normally eight months absent from order (‘Intent’ stage). Early trials have proven that when focusing on buyers in the course of the ‘Engagement’ phase applying Illuminate, dwell time enhanced by 50% and the quantity of customers that have interaction with auto adverts by 13%.

The introduction of the provider follows the start of Bauer Autoventure in 2020, which married Bauer’s Automotive titles this sort of as Parkers, Car, Fleet Information, Automotive Management, Classic Car or truck and Sensible Classics with its market-primary audio company, giving automotive manufacturers resourceful promoting alternatives. With the growth of Bauer Illuminate, vehicle makes will now be capable to gain from both equally Bauer’s creativeness and insight to generate campaigns with influence – particularly as the sector swiftly moves to a cookieless environment.

Jim Burton, Digital Commercial Director, Bauer Autoventure, mentioned: “Bauer Illuminate’s automotive answer is an evolution of the incredibly effective targeting that the car marketplace and us as a high quality auto publisher have been accustomed to for the previous 15+ years. The information alerts we see allow for us to build those auto audiences in real time and participate in a pivotal part in making audiences throughout the different obtaining funnel stages that will engage with our clients’ messages. We’re energized to roll out Illuminate with a lot more of our consumers, helping them to build campaigns from manufacturer recognition ideal through to efficiency campaigns that arrive at hugely qualified audiences with an increased propensity to engage.”


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