Bauer Illuminate
Shining a light on the UK’s most valuable audiences
Bauer Illuminate is Bauer Media’s premium, data-led targeted advertising solution across digital display and video.
Using Bauer’s rich first-party data, advertisers can target more than 400 different audiences across our trusted, brand-safe audio and publishing portfolio – throughout the purchase funnel.
Our targeting spans automotive targeting across consumer cars and B2B; alongside our extended portfolio covering categories including entertainment, lifestyle, motorcycling, and outdoors.
Illuminate also unlocks detailed insights and actionable recommendations to help advertisers understand who is viewing and engaging with their activity.
Our first-party approach is futureproof, reaching 100% of Bauer’s consented users now and after third-party cookies are phased out.
B2C: Flexible, funnel-based audience targeting designed for the modern autos market
Reach users at three stages of the funnel, covering Awareness, Engagement, and Intent.
As part of the overall portfolio, Bauer has a diverse digital portfolio reaching millions of potential car-buying prospects a month – enabling us to introduce your brand to new audiences throughout the funnel.
This means Bauer is uniquely positioned for your brand to influence car buying decisions at ownership stage and all in-market research stages.
Bauer does not rely on third-party data, and data is processed securely on the user’s device – unlocking opportunities to target in real-time, in all browsing environments. We can also layer data such as age band, gender, social grade, and geographic region to help you refine your audience.
Awareness (Demo)
Age, Gender, Social Grade, Interests (e.g., Fashion, Tech, Sport)
Awareness (In Market)
Auto In Market, Car Owners
Engagement
Body Style, Budget, Car Enthusiasts, Car Leasing, Car Parts and Accessories, Condition, Fuel Type, Manufacturer
Intent
Model + Competitor Set
B2B: Flexible, funnel-based audience targeting reaching qualified audiences across key sectors
Reach users at three stages of the funnel, covering Awareness, Interest, and Engagement.
Based on our extensive knowledge of the B2B market, we have identified three stages of targeting to reach users based on specific levels of interest.
The first stage is our awareness audience, reaching Business Decision Makers. This are designed for B2B campaigns spanning each of our markets, based on users declaring they are in decision making positions or engagement across our portfolio.
The second stage is interest – targeted at specific sectors. This is based on a narrowing of declared positions and content; designed to reach users operating in the Automotive Industry, Fleet Decision Making, or Commercial Fleet sectors.
The final stage is engagement – targeted at particular areas within each sector. This is intended for businesses with a clear specialism or highly targeted message in areas including Used Cars, New Cars, EV Transition, Fleet Procurement and Corporate & Social Responsibility.
At engagement, you can also reach User Choosers.
Bauer does not rely on third-party data, and data is processed securely on the user’s device – unlocking opportunities to target in real-time, in all browsing environments.
Whatever message your business is looking to communicate, there is Illuminate targeting to help you reach a qualified audience.
Delivering results for automotive brands
A car brand compared Bauer Illuminate automotive intent targeting to traditional keyword-based contextual targeting on Parkers and Car.
To isolate the impact of Illuminate targeting, identical creative was used with either auto intent or keyword make/model targeting.
Source: Bauer DMP
Source: Bauer Ad Server
In addition to a 7% lift in CTR, we also observed increases in engagement metrics and users spending more time reading content
Sources: Bauer DMP & Ad Server
Illuminate campaigns deliver in brand-safe, trusted environments
Bauer Media UK is certified by:
IAB UK Gold Standard 2.1
Improving digital advertising experience, helps compliance with GDPR and ePrivacy law, tackles ad fraud and upholds brand safety.
Trustworthy Accountability Group
Brand Safety Certified Guidelines focus on minimising the risk of ad misplacement. We are proactively delivering on the industry demand for more transparency in digital media.
We are committed to:
Improving the digital ad experience and ecosystem
Proactively delivering on industry demand for transparency
Supporting cross-industry, independently verified programmes
Assuring our clients that they can trade with confidence
How to buy
Bauer Illuminate can only be bought Direct, Programmatic Guaranteed, or via PMPs for a limited set of audiences. A comparison of these buying options is provided below.
