Nielsen Adds IHS Markit's Polk Automotive Solutions

Nielsen has partnered with information and analytics firm IHS Markit to integrate data from the latter company's automotive research specialist Polk Automotive Solutions into its audience and outcomes measurement solutions.

IHS acquired Polk in 2013, adding a suite of products built on US vehicle data assets spanning the entire car-buying lifecycle. Polk Automotive Audiences are built on the analytics of more than 50 million new and used vehicle transactions per year across the US, and include every make and model.

Through the partnership, Nielsen says that marketers will gain access to information on how and when to engage auto buyers, implement cross-screen targeting and activation of auto audience segments, while understanding if their campaigns are reaching desired auto audiences. In addition, marketers will be able to observe the impact of their ads on auto-focused audiences, and determine the incremental sales lift driven by their campaigns. Clients will also be able to personalize ad messages based on criteria such as buying stage, vehicle attributes, and brand affinity.

Nielsen audience segments for Polk Audiences are currently available for activation in the Nielsen Auto Cloud, and this data will also be used for TV outcomes measurement, to help understand how TV advertising leads to outcomes. Joe Kyriakoza (pictured), VP and General Manager, Polk Automotive Solutions, comments: 'By adding new dynamic elements to a historically static medium for reaching audiences, our collaboration with Nielsen is a significant step forward for advertisers and marketers. Optimization and measurement utilizing Polk data helps the industry move beyond basic tools and legacy metrics toward evaluating actual sales activity, a key imperative today.'

Web sites: www.nielsen.com and www.ihsmarkit.com .