ITV Announces Launch Brands For Auto Match

Automotive companies including Range Rover, Volkswagen, Audi, Suzuki and Polestar are among the first brands to use ITV’s new addressable advertising solution for car manufacturers - Auto Match.

Auto Match, which was announced in March this year, is a groundbreaking new advertising solution in partnership with Carwow, the UK's largest online destination for car changing. Available through ITV’s advanced self-serve programmatic platform Planet V, it empowers car advertisers to connect with known active car buyers through ITVX.

ITV has also partnered with leading car industry web analytics company, Sophus3 to provide comprehensive insights and measurement. Results from initial Auto Match campaigns show that it drives more web visits, creates a stronger intent to buy, and narrows a car buyer’s shortlist.

Compared to a standard ITVX campaign, Auto Match generates 129% more visits across both car brand site and related Carwow pages, is 133% more effective at shifting viewers towards active mid-funnel actions, such as configurations and stock checks, and narrows buyers’ shortlists - reducing the number of car brands Carwow users consider by 27%.

Sophus3's technology, which partners with 26 car manufacturers, matches known ITVX Auto Match-exposed viewers to ensuing behaviours on both car advertisers' websites and on Carwow. A range of key performance behaviours are analysed, including visits, configurations, and test drive enquiries, providing advertisers with a deeper understanding of campaign effectiveness and return on investment.

Auto Match, TV's first dedicated commerce solution in the Autos market, is powered by Carwow’s extensive first-party data. By securely matching Carwow's audience data with ITVX’s registered users, Auto Match enables precise audience targeting. This allows car manufacturers to reach over 1.3 million known active new car buyers and measure post-ad exposure uplift on key metrics such as website traffic, car configurations, and sales.