carwow joins forces with LiveRamp to give the automotive industry unique insight and access to in-market buyers via one simple solution
carwow, the largest online new and nearly new car buying marketplace in Europe, has announced that it has partnered with LiveRamp to utilise Safe Haven, a product that enables brands and their partners to collaborate with marketing data to recognise new revenue streams, more effectively manage their media budgets, and tie spend to actual outcomes in a permissioned and secure way. Safe Haven is powered by LiveRamp, the leading global data connectivity platform. carwow will be leveraging LiveRamp Safe Haven to deliver a market-leading data solution to advertisers in the automotive industry.
For years, automotive advertisers have looked for solutions to reach and influence those individuals who both felt favourably about their brand and who were looking to purchase a new car in the near future. The problem has typically been in identifying and capturing these prospective customers in the first place, often leaving them with no alternative but to allocate large budgets to general above the line campaigns, hoping to reach the right people at the right time.
carwow and LiveRamp recognised that collaborating using Safe Haven could enable automotive advertisers to reach groups of in-market, brand-friendly prospects – all while maintaining consumer privacy. carwow’s unique position as an established digital marketplace enables it to offer a uniquely comprehensive view of customer behaviour at all phases of the funnel, from consideration stage to sale, across all major makes and models.
Automotive marketing planners and strategists will now be able to accurately benchmark the true effectiveness of campaigns using the measurement capabilities enabled by the LiveRamp Safe Haven environment, by connecting campaign audiences with those who went on to enquire and purchase.
This insight allows relevant automotive advertisers to target users who have shown interest in specific makes or models on carwow, as in-market car buyers browse multiple digital channels and publishers throughout the car buying journey. By using only first-party data, prospective customers can be reached across all of their devices seamlessly whilst at the same time overcoming the limitations of traditional cookie-based advertising.
Hasan Nergiz, Director of OEM at carwow said “Car buying remains typically the second most expensive single purchase in a household, so there will be several potential touch points 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.”
Graham Tricker, UK Sales Director at LiveRamp, said: “We are thrilled to welcome carwow as a strategic partner to the LiveRamp ecosystem. The automotive industry has faced more challenges than most in recent times, but we see a genuine opportunity for auto brands to benefit from in-market new car buyer data. carwow’s consumer focus and LiveRamp’s connectivity capabilities put the partnership in a unique position to offer unparalleled, people-based insights, optimised audiences and media measurement services. We believe this partnership will go a long way to enhancing the car-buying experience for consumers in an increasingly digitally-focused world.”
carwow chose LiveRamp as their data connectivity partner of choice due to its market leading technology, which already integrates with 100s of advertiser DSPs and data platforms, as well as all its established relationships with key platforms such as Facebook, Twitter and Snap. LiveRamp’s data connectivity solutions enable people-based marketing, supporting both carwow’s strong commitment for consumer privacy, while also enabling effective outreach on the core platforms used by car buyers.
About Carwow
carwow launched in 2009 with the purpose of simplifying the process of buying a new car and is now the leading marketplace for buying new and nearly new cars, operating in the UK, Germany and Spain. £5B+ worth of cars have been bought via carwow and the company has secured a total of £55m from leading VCs, including the recent Series D round led by Daimler. Headquartered in Victoria, London the brand is also live in Germany and Spain and currently employs 250+ staff in Europe.