Kia, Nissan and Infiniti accelerate targeted ads with behavioural and offline data

Kia, Nissan and Infiniti targeting audiences based on the vehicles they own to develop bespoke online campaigns tailored to their consumption habits.

KiaLeaf-Product-2014_440
Kia is using DVLA vehicle registration data to serve targeted ads to households across the UK.

The carmakers are employing a Specific Media-developed “Garage Access” tool to pull their campaigns away from concentrating solely on direct acquisitions to being more engagement led. Metrics such as awareness and purchase intent are being used to steer the efforts, which will promote brand loyalty and targeted post-sales messaging.

It combines anonymised DVLA vehicle registration data from Experian with data about channel usage across all devices in more than 19 million UK homes. Car brands are already able to access vehicle registration data but upcoming initiatives mark the first time behavioral data is being added to deliver content at a more granular level.

It means the likes of Kia and Nissan are able to tailor their efforts to snare customers from rivals through targeted content, while also focus solely on engaging their existing fans. Automotive brands have been reluctant to adopt tactics such as this in past due to concerns over the measurability of online initiatives beyond direct marketing and CRM.

Nissan is using the tool to push its Leaf electric vehicle range to people it identifies as most likely to want to own a secondary vehicle that is electric. Meanwhile, Kia is targeting homeowners who have just bought one of its cars with post-sales messages shaped around how those households are consuming media.

Previous efforts would have pushed the content based on the number of devices in a home, increasing the risk of duplicated ads. However, upcoming campaigns are built around media consumption patterns using data gleaned from every households’ wi-fi connection point. For example, upcoming ads for Infiniti’s online videos will run across smartphones, tablets, laptops and connected TVs based on each house’s specific consumption habits.  

The move is the latest example of how auto manufactures are evolving their strategies to adapt to a more complex and shorter consumer decision-making process. Ford is extending its real-time marketing strategy to other divisions to try and develop a more integrated customer journey, while Nissan is investing in Instagram to boost its status among future car owners.

Latest from Marketing Week

Marketoonist on being agile

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here