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carsales upfronts 2023: introducing carsales mediahouse
February 3, 2023
carsales mediahouse launches its largest media innovation leap with carsales match, Fuse and Ignition
It might be 25 years old, but carsales is just firing up.
Now Australia’s undisputed leader in the car classified space is forging a path that will drive it to become a data-rich marketing force.
And carsales mediahouse is set to bring the same start-up vigour to the media space that’s kept the company at the top for so long.
“We’ve been helping people move since 1997,” says VanyaMariani (above), carsales’ Commercial Director Media (Sales & CustomerSolutions).
“We are with them at their trigger points, we guidethem through milestones, we aid their inspiration, we ease their concerns, weinform their decisions… we satisfy their needs and passions and power theirpastimes.
“And who are we? We are a data and technology business thatgets Australians as they move through life.”
For the first time in three years, Vanya and the carsalesmediahouse team presented to more than 150 media, OEM and marketing professionals from across the country, as part of the carsales Open House 2023 upfront event.
Guests enjoyed refreshments and coffee ahead of an informative presentation from Vanya and EGM - Media, Davor Vilusic, before the team welcomed a selection of special guests for an insightful panel discussion.
From left to right: moderator Gai Le Roy, Gabbi Stubbs, Stephen Kyefulumya, Ben Shepherd, Monica Tumelty, Tom Noble
The Marketing and Strategy Lead – Data Management Solutions from Adobe APAC, Gabbi Stubbs, was joined by Bain and Company Expert Vice President Ben Shepherd and Suncorp’s Marketing Transformation and Adoption lead, Monica Tumelty.
Rounding out the panel was the Director of Marketing and Communications at Stellantis, Tom Noble, and carsales’ own Stephen Kyefulumya, the GM of Media Product and Technology for carsales mediahouse.
The event, held at Half Acre in South Melbourne, served as the launch pad for carsales mediahouse, the tip of the spear for the company’s ambitions in the ultra-competitive media sector.
In addition to its tried and proven product offerings, carsales will introduce three new innovative marketing initiatives to its repertoire; people-based marketing via a new partnership with Adobe called carsales Match; a unique platform economy play via a new self-service offering called Ignition; and a full-funnel execution solution to client briefs via a team of specialists known as Fuse.
carsales match will offer marketers the ability to use rich profiling data from online and offline sources to segment and precisely target their known customers.
It will also allow advertisers to build look-a-likes of their customers for prospecting, and offer the ability to tightly target audiences to match media efficiency.
Ignition, meanwhile, is an easy-to-use self-service platform that provides marketing decision-makers with rich, unique insights to better drive effective advertising investment.
And underlining carsales’ comprehensive creative abilities is Fuse, carsales mediahouse’s own specialist team which brings together strategic planning services, bespoke campaign solutions, creative services and branded content executions.
Underpinning the carsales mediahouse strategy is the power of pure, safe and relevant data, with 10.9 million members¹ proving there is both breadth and depth in the carsales environment.
“Ultimately we are a search engine,” says Davor, who, along with Vanya, is one of the architects of carsales mediahouse.
“A search engine that uniquely goes deeper into the category-specific behaviour.”
- 1 . carsales internal data, total members across carsales network, September 2022
In addition to its tried and proven product offerings, carsales will introduce three new innovative marketing initiatives to its repertoire; people-based marketing via a new partnership with Adobe called carsales Match; a unique platform economy play via a new self-service offering called Ignition; and a full-funnel execution solution to client briefs via a team of specialists known as Fuse.
carsales match will offer marketers the ability to use rich profiling data from online and offline sources to segment and precisely target their known customers.
It will also allow advertisers to build look-a-likes of their customers for prospecting, and offer the ability to tightly target audiences to match media efficiency.
Ignition, meanwhile, is an easy-to-use self-service platform that provides marketing decision-makers with rich, unique insights to better drive effective advertising investment.
And underlining carsales’ comprehensive creative abilities is Fuse, carsales mediahouse’s own specialist team which brings together strategic planning services, bespoke campaign solutions, creative services and branded content executions.
Underpinning the carsales mediahouse strategy is the power of pure, safe and relevant data, with 10.9 million members¹ proving there is both breadth and depth in the carsales environment.
“Ultimately we are a search engine,” says Davor, who, along with Vanya, is one of the architects of carsales mediahouse.
“A search engine that uniquely goes deeper into the category-specific behaviour.”
- 1 . carsales internal data, total members across carsales network, September 2022
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