AUDI, Range Rover, Volkswagen, Suzuki and Polestar are among the first brands to use ITV’s new Auto Match addressable advertising service.
Announced in March, the new advertising solution is in partnership with Carwow, allowing car advertisers to connect with known active car buyers through ITVX.
By securely matching Carwow’s audience data with ITVX’s registered users, Auto Match enables precise audience targeting. This allows car manufacturers to reach over 1.3 million known active new car buyers and measure post-ad exposure uplift on key metrics such as website traffic, car configurations, and sales.
Sepi Arani, Carwow Global Managing Director at Carwow, said: “Our partnership with ITVX helps our OEM and dealer partners reach car buyers far beyond the Carwow platform, when they’re relaxing in front of their favourite TV shows. Auto Match is already helping our partners deliver smarter, more impactful campaigns to in-market customers and is the latest in a line of data-driven innovations at Carwow.”
ITV has also partnered with leading car industry web analytics company Sophus3 to provide insights and measurement. Results from initial Auto Match campaigns show that it drives more web visits, creates a stronger intent to buy, and narrows a car buyer’s shortlist.
Compared to a standard ITVX campaign, Auto Match claims to generate 129% more visits across both car brand site and related Carwow pages, is 133% more effective at shifting viewers towards active mid-funnel actions, such as configurations and stock checks, and narrows buyers’ shortlists – reducing the number of car brands Carwow users consider by 27%.
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