EV sales will hit a record 16.7M in 2024, despite reports of a slowdown. In Canada, the government says zero emission vehicles (ZEV) should make up 100% of new vehicle sales by 2035.
Toronto-based ad tech company mplus is launching proprietary EV audience segments created through its Zero-Party Data (0PD) Platform to reach EV-interested cohorts. It enables auto manufacturers and advertisers to activate precise, privacy-compliant EV ad campaigns tailored to Canadian consumers. These segments include EV Ready, EV Curious, and EV Skeptic, offering deep insights into audience behaviors, aspirations, and purchase readiness.
“Our proprietary segments aren’t just about identifying potential buyers; they’re about understanding what motivates them to choose an EV,” says Will Oatley, co-founder of mplus. “EV Ready audiences, for example, prioritize sustainability, advanced technology, and performance, while EV Curious buyers are more practical, focusing on cost of ownership and charging accessibility.”
The mplus Zero-Party Data Platform captures rich, first-person insights from Canadian consumers. This gives advertisers a deeper understanding of whom to target, and when. It allows manufacturers to activate campaigns targeted at specific EV segments by purchase windows, such as most likely to buy within 0–90 days, 90–180 days, or 180–360 days. These segments go further to identify preferences by vehicle type (SUV vs. sedan) and region, empowering advertisers with precision in their targeting.
Canada’s EV market has historically been underserved in terms of comprehensive consumer insights. mplus addresses this gap by leveraging its deterministic seed panel, surveying consumers directly through its zero-party data platform. By engaging users in both English and French, mplus’ new EV segments deliver nationwide insights that are relevant for brands across the auto industry.
Unlike traditional tracking methods reliant on third-party cookies, the mplus 0PD Platform ensures insights are built on data that consumers willingly and proactively share. This creates a privacy-first foundation for building audience segments aligned with personal values, purchasing habits, and technological aspirations.
“Auto manufacturers now have an opportunity to engage EV-ready consumers at precisely the right moment in their journey,” Oatley adds. “This level of segmentation and activation simply hasn’t been available in the Canadian EV space until now.”
For more information, visit https://mplustech.io/
