CANNES — Why broadly advertise convertibles to everyone in Russia when you can now target potential buyers by vehicle segment? \u201cThe thing that\u2019s really exciting me right now is actually being able to create more relevant one-to-one communications with consumers,\u201d says Allyson Witherspoon, Nissan Motor Corp.\u2019s GM, Global Brand Engagement.<\/p>\n
\u201cWe have so much available data in our hands now that we\u2019re able to customize content and have more personal conversations with consumers, as opposed to just kind of talking at them whether or not it\u2019s relevant to them in their daily lives,\u201d Witherspoon adds in this interview with Beet.TV at the Cannes Lions International Festival<\/a> of Creativity.<\/p>\n Addressable advertising is enabling Nissan to find people who are actually in-market for certain vehicle groupings. \u201cThe way we look at our vehicles, it\u2019s by segments. So if you\u2019re interested in an SUV, let\u2019s concentrate and focus on providing messages based around an SUV.\u201d<\/p>\n This is much more effective than the traditional broad-brush approach to selling things, according to Witherspoon. \u201cFor example, in a global market, we don\u2019t need to be communicating about convertibles in Russia,\u201d she says. \u201cWe can find much more relevant and personalized experiences for people that are in market, currently shopping for automotive, as well as by segment. So if they\u2019re shopping for sedans or SUV\u2019s or trucks, we can actually customize those messages.\u201d<\/p>\n