Published at: 12th May 2022
- Autovia and Haymarket Automotive will pool first party audience data to offer new, industry-leading insights to advertisers
- Collaboration combines car-buying audiences from the UK’s biggest automotive brands including Autocar, Auto Express, Carbuyer and What Car?
- New digital insights offer will help advertisers stay on top of buyer trends in a market that is undergoing a once-in-a-century change towards electrification
Automotive digital publishers Autovia and Haymarket Automotive will pool first party audience data to offer industry-leading value to advertising clients, following a new deal announced between the two companies today.
Under the terms of the collaboration, the specialist automotive market leaders – owners of powerhouse brands including Autocar, Auto Express, Carbuyer and What Car? – will combine their unique data sets to offer clients best-in-class data-driven advertising solutions on the open web and other digitised channels.
The collaboration comes as the industry is undergoing a once-in-a-century change towards electrification, with new brands competing for market space against traditional OEMs, and customer buying habits and requirements changing each year.
“Both Autovia and Haymarket Automotive are fortunate enough to command hugely valuable audiences that drive car sales in the UK, and our first party customer data is second to none,” commented Autovia Group Advertising Director, Steve Machin. “By coming together we are able to provide an even stronger offering for OEMs, for the first time allowing them to use the collective intelligence across our websites and audiences”.
Chris Daniels, Chief Revenue Officer of Haymarket Automotive, added: “Today’s announcement is significant for the fact it brings two traditional competitors together in order to provide a truly unique offering for advertisers in the automotive industry. We believe that our combined data sets will provide advertisers with unrivalled access and insights into a committed in-market audience.”
The innovative new digital solution will be powered by established market experts Crimtan. By offering dynamic connected media delivery against highly targeted audience signals from the publishers’ data in real-time, advertisers can precisely target active in-market buyers.
Advertisers will be offered cross-channel opportunities utilising newly digitised platforms in new advertising formats. These will include geo-location technology delivering relevancy through digital “out of home” (DOOH), as well as connected televisions (CTV).
“Our first party publishing data is unique as it understands every users’ journey and we are able to share this insight and service with prospective advertisers,” added Daniels.
“As a result our customers can take advantage of a simple and effective way to deliver timely and relevant messaging to their target audience as they take their next steps in the car purchase journey.”
Paul Goad, CEO of Crimtan, added: “This deal puts us – and therefore our clients – on the front foot, ready for when the Google third party changes come into force next year. By working together with Autovia and Haymarket Automotive, we are ensuring that we have a future-proofed first party audience offering ready-for-market.”
Autovia is the UK’s most influential automotive media business with the largest audience delivered across digital, social, video and print, helping millions of people enjoy, research and purchase cars.
Autovia is the only media portfolio to cover the entire UK car market from performance and classic cars to the mass market – its titles include Auto Express, BuyaCar, Car Throttle, DrivingElectric, Car Buyer, evo and Octane.
The group has earned the enviable reputation as the partner of choice for the automotive industry by supplying audience data, insight, and just-in-time, high quality leads.
Its experienced editorial experts have unrivalled access to the UK and global car industry, making them the established and trusted authority on all things automotive. Across the brands they test more than 1,500 cars every year.
Driver Power, Autovia’s always-on insight brand, captures the opinions, intentions and aspirations of 60,000 car buyers and owners every year. It’s the UK’s largest and most respected car ownership survey.
In 2021 Autovia brands recorded over 100m website visits, generating more than 250m page views. They have over 14m users across major social media channels and sell over 2.5 million magazines per year.
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About Haymarket Automotive
Haymarket Automotive comprises of Autocar, Car Accessory Trader, Classic & Sports Car, Move Electric and What Car?, delivering an unrivalled scale of engaged, in-market, enthusiast and industry audiences across digital, social, video and print platforms, as well as helping millions of people run, research and purchase cars each year.
What Car? is the UK’s leading consumer motoring champion and has been helping the nation’s car buyers to make purchasing decisions for more than 45 years. Its reviews are widely regarded as the most comprehensive source of new car advice.
Whatcar.com offers verdicts and data on every new car, and has won numerous awards and accolades. It attracts 2.2m unique users and more than 12m page impressions every month.
Autocar specialises in revealing the secrets of new cars, while its famous road tests are used by the industry and consumers alike as the authoritative benchmark. As such, its readers are recognised as the most influential in the UK. The knowledge they glean from the website and magazine and pass on leads to thousands of car purchases a year.
Autocar has 13 editions worldwide, while, Autocar’s YouTube channel has become the most authoritative motoring video site in the world, garnering more than 250 million views and over 800,000 subscribers.
Crimtan are the global experts in total lifecycle marketing for programmatic.
Launched in 2009, the company’s mission is to be a trusted partner who delivers the most relevant, consented programmatic advertising, that drives exceptional incremental ROI across every stage of the customer lifecycle.
Crimtan have offices across the world, including London, Chicago, Dubai, Singapore, Sydney and Tokyo.
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