THE POWER OF CONTEXT: How advertising within relevant context helps to build brand equity
In the first Australian study of its kind, carsales.com Limited commissioned Nielsen to examine and compare the campaign performance of automotive advertisers, both on the carsales network and in non-contextually relevant environments, to better understand the effect that relevant context has on brand equity.
The study confirmed that the relevant context of carsales resulted in improved brand funnel metrics for automotive brands appearing on the carsales network, and delivered a significant increase in active recommendation.
Additionally, the research demonstrated that authentic data can be incredibly influential when used in conjunction with contextually relevant activity.
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