Carsales mediahouse officially launched its self-serve platform in Ignition, unveiled its category-based measurement capability including Attribution to Sale, showcased its evolved native media offering and shed insight into the latest results from the IPSOS and carsales; 'The Journey to vehicle Ownership' 2023 research at its upfronts today.
Ignition enables marketers and ad buyers with insights to drive advertising investment and address modern marketing challenges. Carsales mediahouse’s advertising solutions can be accessed in real-time – with the ability to plan, buy and measure.
Davor Vilusic, carsales' EGM of media, said carsales mediahouse's insights and customer profiling tools help marketers and ad buyers identify the right audience to target at scale.
"This enables greater efficiency while importantly ensuring that planning and buying is underpinned by the same quality data set," he said.
To evaluate campaign effectiveness, carsales mediahouse can provide closed loop measurement in multiple forms without the use of the third party cookie - from classic attribution and time-based analysis to the gold standard of experimentation and even econometric modelling that delivers an understanding of the true causal impacts of campaigns.
Carsales mediahouse’s Attribution to Sale measurement solution provides category advertisers with the ability to track from an impression all the way to a vehicle being purchased at a dealership. All of this is made possible due to carsales’ scale of over 12 million members and ability to observe over 2.4B interactions across its network per quarter.
Vilusic said serving as the home for Australians as they move through life, carsales observed a substantial growth in reach and engagement across its platforms.
"This consolidates our market advantages, and more importantly, allows us to turn data into valuable and actionable insights for our customers,” he said.
‘The Journey to Vehicle Ownership’ research has helped shape carsales’ new product development and aims to track Australian car shopping habits – suggesting ways brands can adapt to meet current and future needs in four distinct journey stages: landscape, validate, select and ownership.
The research shows car review/comparison sites are the most influential media source across each stage of the buying journey ahead of broadcast, search and social channels, and carsales' editorial content is the most trusted source of information.
Vilusic said the time it takes from trigger to purchase has changed from 7 months in 2021, to 6 months in 2023.
"In carsales Brand Health Report, conducted by Nature, Jan-Mar 2022 - 69% of respondents said that carsales editorial content is a trusted source of info," he said.
"The journey continues to be complex, with shoppers backtracking and hesitating (46% of buyers pause, or reverse progress), creating opportunities for brands to enhance their visibility and engagement with shoppers. carsales mediahouse can help connect brands to Australians in a deeper and different way, to ensure effective influence of current and future campaigns.”
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