Sophus3, the leading auto industry web analytics specialist, has measured a significant increase in online engagement and intent among buyers exposed to TV advertising, for the first time joining the dots between TV ads and sales.
As the exclusive insights and measurement partner for Auto Match, ITV’s groundbreaking addressable advertising solution for auto brands in partnership with Carwow, Sophus3 allows brands to track accurately how TV advertising influences the car-buying journey.
Does TV advertising work for auto brands?
Sophus3’s proprietary technology securely matches known ITVX Auto Match-exposed viewers to client websites and Carwow, analysing a range of behaviours, including visits, configurations and test drive enquiries. It provides advertisers with a clear, data-driven understanding of their return on investment.
The initial results confirm that Auto Match drives more measurable, high-intent actions than a standard ITVX ad campaign:
- 129% more visits across both the car brand’s site and Carwow
- 133% more effective at shifting viewers towards active mid-funnel actions
- 27% reduction in the number of competitor brands Carwow users consider
Leading brands see early success
The platform has quickly been adopted by major automotive companies, including Range Rover, Mercedes, Volkswagen, Audi, Suzuki and Polestar.
Scott Gairns, MD of Sophus3, said: “This is a transformative step for our auto industry digital benchmarking platform, eDataXchange. Our partnership with ITV and Carwow for the first time reveals the true effect of TV advertising on car buyers.’
Interested in understanding how your TV advertising influences the car buyer journey? Please contact us to hear more.