carsales Reveals New Research On The Power Of Context In Advertising

carsales Reveals New Research On The Power Of Context In Advertising
SHARE
THIS



In the first Australian study of its kind, carsales has found that consumers are 50 per cent more likely to engage with an advertisement if it is placed in a context that is relevant to the brand, which goes against the current trend of marketers shifting towards programmatic advertising.

In an era when it is increasingly difficult to get consumers attention, the study found that automotive advertisements are more powerful when placed in a relevant environment, for example, a consumer is likely to be more receptive to a car ad if it is placed next to reviews of similar cars.

While the research focused on the power of context in the automotive industry, the same ideology can be applied to a range of industries, from real estate to fashion.

“Nielsen’s research provides strong empirical evidence to confirm what many people in the marketing industry have always assumed – that people are more likely to engage with an advertisement for a car if they’re already thinking about cars, ” said Sam Granleese, director of product and insights at carsales.com.au.

“However, over the past few years, marketers have been shifting away from advertising in relevant environments in favour of programmatic advertising due to ease and cost-effectiveness. Our new research confirms that relevant context still has a major impact on the effectiveness of advertising.”

With the aim of better understanding the impact contextual relevance has on automotive advertisers on the carsales network, the company commissioned Nielsen to dissect 16 advertising campaigns by 8 of the top automotive brands in Australia.

The study found that automotive campaigns on the carsales network saw a 50% uplift for ‘Active Recommendation’, which is a consumer’s willingness to spontaneously recommend a brand and demonstrates that they are loyal and enthusiastic.

The data was released during a keynote speech on the future of automotive marketing delivered by Granleese at the company’s Auto Futures 2017 Upfronts event in Sydney today.

Led by the carsales marketing solutions team, Auto Futures 2017 Upfronts presents ROI-focussed and effective solutions to ensure marketing, advertising and automotive industry players understand, engage and convert customers.

As well as discussing carsales’ findings on the power of context, Granleese explored the shift by car manufacturers towards ownership services for new and pre-owned cars, and the rise of analytical customers, who are hungry for information but still need physical shopping experiences.

Please login with linkedin to comment

transparency

Latest News

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence
  • Advertising
  • Marketing

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence

Aussie Pooch Mobile recently took out the number one spot in the Marketing category of this year’s Topfranchise Awards organised by 10 Thousand Feet Research and online marketplace SEEK Business. B&T sat down with Aussie Pooch Mobile’s marketing manager, Tracy Sullivan, to chat about the strategy behind their success. Why have you focused on online […]

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move
  • Marketing
  • Media

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move

Independent research consultancy, Nature, has announced an interstate expansion with the establishment of a Sydney office in the New Year. The announcement comes off the back of the business being recognised as Research Agency of the Year at the B&T Awards in November. According to Nature’s founder and managing director, Chris Crook, the move is a natural […]

by B&T Magazine

B&T Magazine
Paper Moose & Skillsroad Tackle Youth Unemployment
  • Campaigns
  • Technology

Paper Moose & Skillsroad Tackle Youth Unemployment

The NSW Business Chamber’s Skillsroad initiative has teamed up with independent makers agency Paper Moose to create an immersive, multi-touchpoint virtual reality experience. The initiative is an  effort to raise young Australians’ awareness of apprenticeships and traineeships for various careers. The digital experience, funded by the NSW Government Department of Industry, brings viewers into the […]

QMS NZ Finalises MediaWorks Merger
  • Media

QMS NZ Finalises MediaWorks Merger

QMS Media Limited has finalised terms for the merger of its New Zealand out-of-home, digital media and production business (QMS NZ) with MediaWorks, New Zealand’s leading independent radio, TV and digital business. The merger on completion will establish the newly combined QMS and MediaWorks as the largest multi-media advertising group in the country. In late […]

Headspace Australia Launches Instagram Campaign For Year 12 Students
  • Media

Headspace Australia Launches Instagram Campaign For Year 12 Students

Australian celebrities and creators are sharing their support for Year 12 students this week, in a new initiative from Instagram and headspace Australia. Launched today ahead of end-of-school exam results, #GramFam Australia features messages from ARIA winner Amy Shark, TV presenters including Lisa Wilkinson and Sandra Sully, comedian Peter Helliar, Home & Away star Olivia […]

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences
  • Media

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences

oOh!media’s audience reach has extended to well above 90 per cent of the Australian population with the integration of Adshel’s assets into the business, according to analysis of audience data. The audience reach data was announced as oOh! rebrands the Adshel assets to Commute by oOh!. Audience data from MOVE shows oOh!’s reach is unmatched […]

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer
  • Media

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer

The Australian Radio Network’s iHeartRadio Australia has teamed up with Surf Life Saving NSW (SLS NSW) for another year of ‘Surf Life Sounds’. The digital radio station features a mix of this summer’s hits, providing the official soundtrack to a safe summer at the beach while celebrating Australian beach culture. The Surf Life Sounds name […]

Sky News Bolsters Editorial Team With Two New Hires
  • Media

Sky News Bolsters Editorial Team With Two New Hires

Sky News today announced further expansion and investment in its editorial leadership team with the appointment of two new roles across its newsroom operations. Experienced television news director, Chris Willis has been appointed to the newly created leadership position of executive editor of news and talk. In this senior editorial role, Willis will have overall responsibility […]