Urban Science Sets New Benchmark in Auto Ad Targeting with AI

Urban Science, a leading global automotive consultancy and technology firm, has launched its enhanced In-Market Audiences, utilizing the company’s unrivaled industry sales data—updated daily—and advanced machine learning capabilities. This innovation establishes a new standard for how U.S.-based automotive marketers target and engage customers and prospects.

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Key Features of In-Market Audiences

• Unmatched Purchase Rates: Advertisers can access a wider range of on-demand audience segments with purchase rates up to 10 times higher for overall audiences, 25 times higher for specific vehicle brand audiences, and seven times higher for vehicle segment audiences.
• Predictive Targeting: The enhanced offerings empower marketers to reach prospects predicted to buy within the next 90 days, ensuring timely engagement.

Urban Science collaborates with leading agencies, publishers, and platforms to deliver its industry-exclusive data across tiers and channels—at speed and scale.

Comprehensive Targeting Segments

Urban Science’s In-Market Audiences include people-based targeting segments for:

• Specific automotive brands
• Particular vehicle makes or models, including existing or launch models
• Defined vehicle segments, such as electric vehicles (EV)
• Competitors, customizable to meet any campaign needs

By combining extensive industry expertise with household demographics and advanced machine learning technology, Urban Science identifies patterns in vehicle purchase behavior. This enables advertisers to predict which vehicle(s) a household is likely to buy next, providing audiences rooted in science, not speculation.

Strategic Insights from Urban Science

“As the need for accurate and actionable data across the automotive media landscape intensifies—particularly in the EV and hybrid segments—leveraging the industry’s most recent and accurate data will remain crucial for creating efficient and effective cross-channel advertising campaigns,” said Rick Jones, Vice President of AdTech at Urban Science. “We’re confident our enhanced In-Market Audiences will empower marketers to operate with enhanced precision, supporting high-stakes business and marketing strategies with a science-driven approach.”

Without readily available access to daily industry sales data, automakers, dealers, and demand-side platforms (DSPs) face challenges in effectively targeting potential car buyers. Urban Science’s EV audiences help marketers navigate these hurdles, offering a clear view of purchase behavior—key to driving future sales—with purchase rates up to five times higher for EV audiences.

Complementary Solutions

Urban Science’s In-Market Audiences complement the company’s SalesMatch solution, which measures cross-channel audience touchpoints against actual sales nationwide on a daily basis, revealing the true effectiveness of marketing campaigns. Automotive advertisers can also see if targeted prospects purchased vehicles from competitors, allowing for quick and efficient campaign optimization to defend and grow market share.

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Source – prnewswire