Seven West Media and CarsGuide partner to drive results

• Research shows brands how to get onto car buyers shortlists

Seven West Media and CarsGuide are launching an offering to automotive advertisers using insights that point to a major change in car buyer behaviour, building on the partnership SWM and CarsGuide announced in October 2019.

Commissioned by CarsGuide in 2019, the research confirms the traditional funnel model as out of date with consumers no longer shopping for cars by simple process of elimination but rather increasing the number of brands under consideration before reducing.

Referred to as the ‘Wave’, the research which surveyed over 1,200 Australian auto intenders and recent buyers, supports findings from overseas studies commissioned by McKinsey and Nielsen. All three studies reveal the number of brands under consideration more than doubles in the research phase, increasing the opportunities for advertisers to ‘interrupt’ buyer shortlists during their research.

CarsGuide’s partnership with SWM aims to leverage these unique and powerful audience insights in concert with CarsGuide editorial to ensure automotive advertisers reach the right auto intender audiences at the most relevant points along their journey.

Commenting on the partnership, SWM chief revenue officer Kurt Burnette said: “SWM is an audience company that creates and distributes trusted information and hugely popular entertainment. We want to innovate and create meaningful and proven business outcomes for our advertising partners by connecting with that engaged audience. We are delighted to be working with CarsGuide who is also that trusted source of information in the Auto sector.

“By coming together for the first time and creating unique products, SWM and CarsGuide can provide an end to end view of the auto intender journey to be able to connect with, offering unique platforms and multiple data points to reach both the passive and active stage consumer the CarsGuide research has identified.”

CEO of Cox Automotive Media Solutions Group, Shaun Cornelius said: “CarsGuide have the experts, data and audience insights to inform market leading content that caters to buyer needs and aspirations in a way that no other editorial content provider can currently match.

“We hold a very different view of the car buyer and their potential triggers. And it’s paying dividends with CarsGuide ranked the country’s number 1 automotive editorial site 14 out of the last 16 months.”*

Subaru is one automotive brand working on leveraging the new partnership between SWM and CarsGuide. Amanda Leaney, general manager, marketing, at Subaru Australia, said: “The partnership between CarsGuide and Seven West Media provides a new way for Subaru to reach Auto intenders and Australians at scale. Through a combination of data and content we are now able to deliver meaningful messages to audiences about our vehicles in both automotive specific environments and lifestyle properties to help us achieve business growth.”

To help advertisers capitalise on this, CarsGuide has developed a number of offerings via its internal agency CarsGuide Labs including 3D car scans and a new suite of content driven display ad units.

Additionally, SWM and CarsGuide have launched a new auto segment, Under The Hood, during The Morning Show, Seven’s market-leading morning show. Under The Hood features Matt Baseley from The Morning Show, along with CarsGuide reporter Nedahl Stelio.

*Nielsen Digital Content Ratings (Monthly) Tagged, October 2018, November 2018, December 2018, January 2019, February 2019, March 2019, April 2019, May 2019, June 2019, July 2019, August 2019 and September 2019, October 2019, November 2019, December 2019, January 2020, P18+, PC, Smartphones & Tablets

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