THE POWER OF CONTEXT - White Paper

New white paper from carsales and Nielsen delves into the campaign performances of automotive advertisers.

In the first Australian study of its kind, we commissioned Nielsen to determine the power of context by measuring what impact the contextual relevance of carsales had for automotive advertisers on our network.

The results of the study confirm that relevant context is powerful, and that it positively influences campaign performance. 

Across 16 campaigns from 8 of Australia’s top OEMs, the context of carsales positively shifted brand funnel metrics for automotive brands, and increased Active Recommendation by 50%.

Active Recommendation is crucial in calculating both a Brand Equity Index and Net Promoter Score which are ways of measuring customer loyalty, and are intrinsically linked with sales performance.