Online car buying comparison site Carwow has signed a data marketing deal with LiveRamp in an effort to give the company’s advertising clients greater scope for personalised communications as well as open up new revenue steams.
The company is using the Safe Haven platform, which it is claimed allows brands to more effectively manage their media budgets by linking spend to actual outcomes in a permissioned and secure way.
LiveRamp insists the platform will allow automotive advertisers to reach groups of “brand-friendly” prospects, all the way from consideration stage to sale, across all major makes and models, while maintaining consumer privacy.
By using only first-party data, LiveRamp reckons prospective customers can be reached across all of their devices while at the same time overcoming the limitations of traditional cookie-based advertising.
TBWA\London is Carwow’s creative and strategic agency; Mindshare division Grow handles media.
Carwow director of OEM Hasan Nergiz said: “Car buying remains typically the second most expensive single purchase in a household, so there will be several potential touchpoints 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.
“Gauging the effectiveness of marketing and advertising spend has historically been a major challenge, and we are confident that this partnership with LiveRamp will bring an exciting new proposition to market to tackle that, which will be especially useful in the industry post Covid-19.”
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