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  1. Applications
  2. Customer Experience
  3. Advertising
  4. Audiences

Reach the right audience for your automotive campaign

Your success depends on reaching the right customer

But it’s more than just reaching the right audience; you must be in the right environments at every point in your customer’s journey. Oracle Advertising provides you with a comprehensive view of your customers through online data, purchase-based data, contextual intelligence, and brand safety signals.

Whether you want to drive loyalty among your current owners, build awareness among prospective customers, engage consumers actively in the research phase, or convert a sale when someone is ready to buy, we’ve got the tools to help you target the right people, no matter where they are in their buying process.

Oracle targeting tools

Vehicle ownership

We compile various ownership signals to provide you with variety of ways to target customers within our digital audience marketplace. These audiences contain offline signals, such as vehicle registrations and aftermarket service providers at the VIN level, and online sources, such as auto parts websites.

Browsing behavior

We source in-market signals from online auto research and other automotive industry-specific sites, as well as behavioral data from across the web, including user visits, clicks, use of financial calculators, vehicle builds, comparisons, and more.

Contextual intelligence

We crawl 15 billion web pages each month in more than 170 languages, helping you align your brand with relevant content and extend your reach into privacy-conscious environments.

Learn more about Oracle Contextual Intelligence

Advantages of Oracle Advertising

Tactics to help you reach the right customers across the entire marketing funnel

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Protect your brand from unsafe content

Brand safety is no small issue. Protecting consumer trust means protecting your brand from content that doesn’t align with its values. Engage customers at the right moment and on safe touchpoints with speed, scale, and control—all before you bid on inventory—using Oracle’s brand safety solutions.

  • Industry-trusted brand safety categories
  • Immediate brand protection
  • Unlimited custom-tailored brand suitability solutions
  • Transparent and measurable

Deliver messaging within highly relevant and trending content

Oracle Predicts (PDF) (part of Oracle Contextual Intelligence) segments dynamically place your brand at the center of the conversation through daily automated optimization, allowing you to expand your reach by aligning your creative with trending content in real time.

  • Target trending automotive content
  • Drive on-target reach
  • Support evergreen, seasonal, or major brand tentpoles, such as auto shows
  • Find adjacent topics with daily optimization

Reach your intended audience based on vehicle ownership data

Build loyalty and stay top of mind with existing vehicle owners or lure owners of competitive vehicles away by leveraging vehicle registration data, aftermarket service providers, and online signals, such as researching vehicle maintenance or shopping for parts. Custom audiences are also available with the help of your Oracle account manager. Vehicle ownership data categories include the following:

  • Body style
  • Loyalists
  • Makes and models
  • Mileage
  • Number of vehicles owned
  • Purchase timing recent buyers
  • Vehicle age

Find prospective customers actively in-market

Reach in-market for new vehicle consumers at various stages throughout the marketing funnel. These in-market audiences are built by using shopping and ownership signals across our internal data spine and our robust data partnerships. Sources include auto research sites, online car-building sites, financial calculators, and more. Oracle’s in-market audience categories include:

  • Body style
  • Buy or lease
  • Condition
  • Fuel type
  • Makes and models
  • Purchase motivators

Awareness tactics to reach relevant, top-of-funnel consumers

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Segment customers based on various demographic attributes

Zero in on relevant buyers by targeting specific demographics, such as age, gender, and various financial attributes throughout your advertising campaigns. Oracle Audiences has demographics that are curated from the best available data sources, including the United States Census, registration and warranty information, public records, and browser language settings. Our demographic audience categories include:

  • Age
  • Education
  • Family composition
  • Financial attributes
  • Gender
  • Geographic location
  • Home attributes
  • Language

Connect with consumers as they read highly relevant content

Oracle Contextual Intelligence allows you to connect with customers by aligning your ad creative to their mindset and life moments, improving awareness in a relevant space. Tap into various curated and custom options tailored to your brand’s strategy, including:

  • Curated context segments across automotive categories for a broader reach
  • Seasonal or tentpole event content alignment for relevancy
  • Curated dynamic segments to keep up with trending content
  • Custom segments to surround relevant content specific to your brand or strategy
  • Competitive content targeting to sway prospects

Leverage lifestyle audiences to engage with relevant people and tailor messaging

Use our digital, third-party audiences for a 360-degree customer view, including where they shop, what they buy, what websites they visit, their demographic and psychographic attributes, and more. Our named audience segments include:

  • Affluent baby boomers
  • Backyard farmers
  • Career-driven millennials
  • DIYers
  • Eco-friendly consumers
  • Fashionistas
  • Indulgent dog owners
  • Plant parents
  • Sports fans
  • Working-class parents
  • Yacht life
  • Young and hip

Find your audience based on proximity data

Have confidence that you are reaching people who have access to your dealership or automotive retail locations, especially when driving in-store KPIs. Since many consumers shop close to where they live, you can easily target specific households within a certain radius of your location. Our automotive locations include:

  • Advance Auto Parts
  • AutoZone
  • Firestone
  • Goodyear
  • Jiffy Lube
  • Midas
  • NAPA Auto Parts
  • Pep Boys
  • Valvoline
  • Custom options available

Interest and consideration tactics to reach active, mid-funnel consumers

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Deliver messaging in highly relevant content

Align your ad creative to the most relevant impressions available to target individuals who actively show interest in auto content.

  • Custom segments tailored to car make or model
  • Surrounding dealership proximity data and car make/model review inventory
  • Dynamic segments aligned to trending auto content

Leverage interest signals to find relevant audiences

Engage with people who demonstrate an affinity for cars at varying levels of granularity based on past online engagement with news, blogs, vehicle research, and more. Examples of digital audience categories built using interest signals include:

  • Auto enthusiasts
  • Body styles
  • Condition
  • Fuel type
  • Makes and models
  • Other vehicles

Connect with consumers at key life stages

Entering a new life stage typically means spending more across different retail segments. Leveraging digital audiences that are curated from both online and offline signals will help you identify and target consumers who spend and behave using traits specific to a major life event. Our life stage and event audience examples include:

  • Career changers
  • College life
  • Empty nesters
  • First-time homebuyers
  • Graduation
  • Just married
  • New movers
  • New parents
  • Newly engaged
  • Retirement

Reach your intended audience based on vehicle ownership data

Build loyalty and stay top of mind with existing vehicle owners or lure away likely owners of competitive vehicles by leveraging vehicle registration data, aftermarket service providers, and online signals, such as researching vehicle maintenance or shopping for parts. Check out the audience examples below to inspire your loyalty and conquest campaigns.

  • One-year (or less) owners
  • Two-year owners
  • Three-year owners
  • Four-year owners
  • Acura MDX
  • Buick loyalists
  • Honda switchers
  • Leased vehicle
  • Owner of cars with 100,000 to 149,999 current miles

Use lease expiration data to find likely prospects

The end of a lease term provides a strong indication of who is, or will soon be, in the market for a new vehicle. These custom audiences are particularly valuable to identify prospective customers at the mid and lower funnel. Choose from:

  • Lease end in 3 months or less
  • Lease end in 3 to 6 months
  • Lease end in 6 to 12 months

Incorporate financial health audiences in your plan

Purchasing a new, or new-to-you, vehicle is a significant expense for most people. Leveraging financial health audiences can help you reach the most optimal audiences and tailor your messaging accordingly. Check out some credit-related audiences from our data partners below.

  • Established consumers
  • High ability to pay
  • Highest ability to pay—the top 20%
  • Moderate ability to pay
  • Thriving consumers
  • Up-and-coming consumers

Engage with audiences who frequently spend on automotive services

While most people don’t buy and sell cars all that often, spending on routine maintenance is another story. Leverage these digital audiences to expand your market or build brand loyalty among your current customers.

  • Auto insurance high spenders
  • Auto parts frequent purchasers
  • Auto service and repair frequent spenders
  • Car wash high spenders
  • Chevron customers
  • Frequent gas purchasers
  • Shell customers
  • Tire sales and repair high spenders
  • Truck stop frequent purchasers

Leverage active shopper tactics to help convert customers who are ready to buy

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Actively engage in-market customers

Use in-market targeting for those who are on the lot and ready to buy. Oracle’s in-market audiences are informed by shopping and ownership signals across our internal data spine and our robust data partnerships, including sources, such as auto comparison sites, online car-building websites, financial calculators, expiring car leases, and more. Our in-market audiences include the following:

  • Auto tech enthusiast motivator
  • Car leases
  • Diesel
  • Dodge Charger
  • Hyundai Santa Fe
  • Luxury car
  • Minivans
  • New car
  • Range Rover
  • Safety-first motivator
  • Sedans
  • Used car less than five years old
  • Volvo

Use visitation data to find potential customers

Leverage Oracle Advertising partnerships with location-based data providers to target people who have visited specific dealerships, or who have been to specific automotive retail locations. Target the types of consumers who would be most interested in your products by using fully customizable Oracle Audiences segments, including:

  • Dealerships by make
  • Domestic dealerships
  • European dealerships
  • Foreign dealerships
  • Frequency
  • Luxury dealerships
  • Recency
  • Truck dealerships

Deliver messaging in highly relevant content as users show intent

Tap into consumers who are actively showing intent for a particular purchase in real time.

  • Align with active car-buying environments, such as financing/lease websites
  • Car sales (potentially selling older model prior to upgrade)

Contact the Oracle Advertising Hotline to get started

Contact the Advertising Hotline