Carsales mediahouse has officially launched its Ignition self-serve platform, unveiled its category-based measurement capability, showcased its native media offering and presented its 2023 research ‘The Journey to vehicle Ownership’.
The company says there has been a surge in demand for cars bikes, boats and caravans – driven by necessity or people’s desire for lifestyle changes. It says this presents challenges and opportunities for brands in the category.
It says Ignition, is a self-serve ad manager, and enables marketers and ad buyers with unique insights to drive effective advertising investment and address modern marketing challenges. Carsales mediahouse says it’s advertising solutions can be accessed in real-time – with the ability to plan, buy and measure.
“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,” Carsales EGM- Media, Davor Vilusic says.
To evaluate campaign effectiveness, Carsales mediahouse says it can provide closed loop measurement in multiple forms without the use of the 3rd party cookie – from attribution and time-based analysis to experimentation and even econometric modelling that delivers an understanding of the true causal impacts of campaigns.
Carsales mediahouse say it’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. It says all of this is made possible due to Carsales’ scale of more than 12 million members and ability to observe over 2.4B interactions across its network per quarter.
“Serving as the home for Australians as they move through life, we observed a substantial growth in reach and engagement across our platforms. This consolidates our market advantages, and more importantly, allows us to turn data into valuable and actionable insights for our customers,” Vilusic says.
‘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 information1. carsales.com.au is the top-performing site throughout the auto buyer journey and leads in all metrics along the way (Awareness, Relevance, and Importance).
“The time it takes from trigger to purchase has changed from 7 months in 2021, to 6 months in 2023,” Vilusic says.
“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.”
