The whitepaper on this Australian first study into better understanding the impact of contextual relevance on brand metrics is now available. Please refer to the summary below for a brief overview.

Research Objective:

• Understand the power of contextual advertising on the Carsales network in building brand equity for automotive brands, across multiple auto campaigns

How did the campaign perform?

• Framing campaign evaluation around the purchase funnel helps understand the stage potential customers are at with respect to discovering a brand vs their competitors and, importantly, if the campaign is successful in shifting brand metrics.
• The key to the purchase funnel is analysing conversion rates from one stage of the funnel to the next and the ability to zero in on a brand’s strengths and weaknesses.

Key findings:

• For digital automotive advertising on Carsales, context does impact the campaign performance for active recommendation and intention
• Campaigns on the Carsales network saw a 50% uplift for active recommendation compared to total campaign exposure

To read the full whitepaper please click here.