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Open House 25, Navigating the Road Ahead
August 28, 2024
With a focus on data-driven and privacy-compliant solutions carsales mediahouse offers the best of both worlds with a walled garden ecosystem, combined with the flexibility of the open web.
This week, carsales mediahouse held its annual upfront event, “Open House”. Held on the banks of the Yarra River in Melbourne, Open House highlighted how carsales mediahouse is adapting to a raft of issues currently developing such as new privacy regulations and technological changes that are reshaping the marketing ecosystem. With a focus on data-driven and privacy-compliant solutions, the publisher empowered marketers and advertisers to navigate the complexities of the road ahead with confidence.
Davor Vilusic, carsales EGM – Media, shared: "At carsales mediahouse, our commitment to data-driven innovation ensures that advertisers don’t have to choose between performance and privacy.
“Everything has its pros and cons, but we offer advertisers the best of both worlds - a closed ecosystem combined with the flexibility of the open web. With strategic investments in privacy-enhancing solutions like a unified ID, AI-driven technologies and Data Clean Rooms, we've helped advertisers bridge the gap between compliance and results. Today's announcement of carsales CAPI continues our dedication to demonstrating how advertisers’ investment on carsales influences user behaviour on their own website”.
Advanced targeting and measurement, with privacy at its core.
The centrepiece of this year’s announcements was the launch of carsales CAPI (Conversions API), technology designed to enhance audience targeting, ad performance, and measurement, all while prioritising privacy-by-design. Leveraging AI-driven targeting, carsales CAPI identifies audiences with the highest conversion potential and extends reach through look-alike models. This technology integrates carsales' first-party data with advertisers' own website data, offering bespoke insights into visitor behaviour across the carsales network all without the need for third-party cookies. These insights are accessible via Ignition, allowing advertisers to measure and optimise their campaigns with real-time transparency, all while adhering to the highest privacy standards.
Vilusic adds, "The announcement of carsales CAPI continues our dedication to demonstrating how an advertiser’s investment on carsales influences user behaviour on their own website.”
In addition to carsales CAPI, the team were proud to announce that a partnership between sesimi and Ignition is currently underway. The partnership with the brand management platform allows businesses to efficiently create, manage, and deploy branded content, ensuring consistent brand presence across all channels. This eliminates manual processes, significantly improving efficiency and turnaround times, further enhancing carsales mediahouse’ ability to deliver high-quality content and elevate your brand's presence in the market.
mediahouse success stories
With a track record of success stories, carsales mediahouse continues to prove itself as the ideal partner for full-funnel marketing strategies, helping clients achieve business success from branding and consideration to the point of sale. As an example of this, a recent campaign for Nissan e-POWER demonstrated significant results, including an interaction rate of nearly 31% for the landing page, a 42% uplift in awareness, and a 15% uplift in consideration for the XTRAIL e-POWER variant.
Vanya Mariani, carsales Commercial Director of Media, shared: “We’ve seen remarkable success stories where our strategies have driven significant business outcomes. From initial brand awareness to final purchase decisions, our comprehensive approach helps clients navigate each stage of the consumer journey effectively. With a strong emphasis on data-driven and privacy-compliant marketing, carsales mediahouse is setting new standards in the industry, helping brands connect with their audiences in deeper, more meaningful way.
The road ahead
With the announcements at Open House, carsales mediahouse accelerates ahead of category competitors and levels itself against big tech, by offering a best-of-both-world approach of a closed ecosystem combined with the flexibility of the open web helping advertisers bridge the gap between compliance and results.
mediahouse success stories
With a track record of success stories, carsales mediahouse continues to prove itself as the ideal partner for full-funnel marketing strategies, helping clients achieve business success from branding and consideration to the point of sale. As an example of this, a recent campaign for Nissan e-POWER demonstrated significant results, including an interaction rate of nearly 31% for the landing page, a 42% uplift in awareness, and a 15% uplift in consideration for the XTRAIL e-POWER variant.
Vanya Mariani, carsales Commercial Director of Media, shared: “We’ve seen remarkable success stories where our strategies have driven significant business outcomes. From initial brand awareness to final purchase decisions, our comprehensive approach helps clients navigate each stage of the consumer journey effectively. With a strong emphasis on data-driven and privacy-compliant marketing, carsales mediahouse is setting new standards in the industry, helping brands connect with their audiences in deeper, more meaningful way.
The road ahead
With the announcements at Open House, carsales mediahouse accelerates ahead of category competitors and levels itself against big tech, by offering a best-of-both-world approach of a closed ecosystem combined with the flexibility of the open web helping advertisers bridge the gap between compliance and results.
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