Automotive content and e-commerce brand Autovia has announced the launch of a new first-party data solution. Partnering with customer data platform BlueConic, the new strategy will see the brand build and unify its first-party data, using this intelligence to connect consenting audiences with car makers, dealers and other automotive service providers.
In a press release, the company said that the strategy was ‘win-win’ in terms of improving both the reader/viewer experience and the quality of leads being provided to Autovia’s commercial partners.
Working with BlueConic, the brand will capture individual-level consent – along with other audience attributes – across all of its online platforms and social media sites. This data can then be stored in persistent, person-level profiles, which will build progressively in real-time and detail consenting users’ interests, preferences, and other relevant information like potential lifetime value.
“Our readers and viewers are among the most strongly engaged in the automotive publishing world and they deserve the least distracting and most relevant information when they are in the market for new products,” said John Webb, Managing Director, Automotive Data, Demand Generation & Commercial Operations. “At the same time our partners rely on us to provide the most reliable new business leads in the industry and our strategy is to bring both sides together in the most harmonious and mutually beneficial way.”
Earlier this month it was announced that Future Plc had acquired Dennis Publishing for £300m. Within that move, Autovia was syphoned off to remain under the ownership of Exponent, the private equity firm that bought Dennis in 2018. Autovia’s range of platforms includes Auto Express, DrivingElectric.com and the online car supermarket BuyaCar.co.uk.
Jacqueline Rousseau-Anderson, SVP of Customer Success at BlueConic said: “We are really excited to be working with Autovia to implement more innovative ways to drive new revenue streams. As Britain’s leading automotive content and commerce platform, they recognise the critical importance of expanding audience monetisation and we’re looking forward to designing some creative solutions together.”