Host Kyle Mountsier sits down with Jennifer Vianello, Chief Marketing Officer at Cars Commerce, to discuss the evolving landscape of automotive marketing and the power of first-party audience data. Jennifer shares her unique perspective as a boomerang employee, having worked at Cars.com in its early startup days before returning over a decade later to lead marketing for the newly branded Cars Commerce. She details how consumer behavior in car buying remains unchanged, with shoppers expanding their options before narrowing down their final choice, making marketplaces essential for research and discovery.
The conversation dives into how Cars Commerce’s media network connects real in-market shoppers with dealers, leveraging AI-driven tools like VIN Performance Media to match the right cars with the right buyers. Jennifer emphasizes the importance of branding in performance marketing, explaining that strong brands drive better results across all advertising channels. She also debunks common myths about online car buying, revealing that Gen Z is less likely to purchase a car fully online than experienced buyers like Boomers. With a suite of tailored ad solutions, Cars Commerce is simplifying dealer marketing, ensuring that every campaign aligns with a specific business outcome, from awareness to VDP views to website traffic.
0:00 Intro – Live from the Cars Commerce booth at NADA.
0:49 The Boomerang Journey – Jennifer’s return to Cars Commerce after 12 years.
2:13 Rebranding to Cars Commerce – Aligning with the future of connected retail.
3:12 Consumer behavior hasn’t changed – Buyers expand their search before narrowing down.
4:48 Marketplaces remain critical – Shoppers need research depth before selecting a dealer.
5:15 When VIN-specific marketing works – It depends on the consumer’s buying stage.
7:20 The power of first-party data – Cars Commerce helps dealers target real in-market buyers.
9:46 Four key media solutions – Video, display, VIN-specific ads, and social media for dealers.
Learn more about Cars Commerce:https://www.carscommerce.inc/
Jennifer Vianello is the CMO atCars Commerce
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