ITV and Carwow deliver a 133% uplift in mid-funnel actions for car manufacturers
Goal
Empower car advertisers to connect with known active car buyers through ITVX.
Challenge
ITV wanted to extend its commerce offering into the automotive vertical and needed a partner to deliver high-quality segments of known, active new-car buyers and to measure post-ad exposure uplift.
Solution
Carwow's 1.3 million active new-car buyers made it the perfect partner for ITV to create Auto Match. Using InfoSum, Carwow's audience data is securely matched with ITVX users without exposing data. Auto Match enables manufacturers to target in-market buyers at key purchase points across TV to drive actions and measure results. The first brands using it included Range Rover, Volkswagen, Audi, Suzuki, and Polestar.
Results
The initial results confirm that Auto Match drives more measurable, high-intent actions than a standard ITVX ad campaign. A partnership with Sophus3 enabled ITV and Carwow to track ad exposure and web behaviours on both car advertisers' websites and Carwow, including visits, configurations, and test drive enquiries.
