Carsales rolls out SAS's Intelligent Advertising technology

Automotive advertising company says the data insights delivered through the platform's data analytics capabilities will drive better marketing

Australian automotive advertising website, Carsales.com.au, has rolled out SAS’s Intelligent Advertising platform solution to improve its marketing efforts and manage ad delivery.

The company is switching from an undisclosed former supplier and will use SAS’s cloud-based platform for advertising workflow management, forecasting, yield analysis and reporting.

In a statement, Carsales commercial director, Anthony Saines, said it was a big decision to move from its previous supplier, but believed SAS was a better choice both in terms of product set as well as company heritage.

He noted the vendor’s single platform capability as well as simpler pricing model based on an ‘all-you-can-eat’ approach.

“We knew SAS was a highly competent vendor and a main advantage for us is that they are not, themselves, a media provide and will therefore never compete with us or profit from our data,” he said.

Carsales serves an average of 150 million ads on mobile devices, 330 million ads and desktops, and 140 million ads on apps per month, figures that continue to rise as data-driven advertising becomes the norm. The platform implementation and use is the responsibility of the company’s marketing function.

The data insights Carsales will derive from using the new analytics platform will also help drive the company’s marketing efforts.

“With a state-of-the-art ad server, the benefits of a cloud environment and the ability to forecast and segment our data, we can ensure our advertisers deliver better and more relevant targeted advertising to make the customer experience richer,” Saines added.

Related: Measuring up to customer expectations: Medibank rolls out SAS marketing technology to drive new customer engagement

SAS’s Intelligent Advertising platform is based on technology acquired through the enterprise vendor’s purchase of ad server technology company, aiMatch, in 2012.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

3-pronged marketing approach for property disruptor Brickx

Read more

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Ryota Miyagi

Brene Brown: What it takes to be a brave leader right now

Read more

Well said! It is high time to look into the cultural values and beliefs of the audience before serving with the ads. If it is against the...

Praveen Kumar

The X factor in multicultural media planning and buying - Digital advertising - CMO Australia

Read more

I completely agree with you. High-quality customer service only strengthens loyalty to the company and helps to increase sales and increa...

Natali

Mercer CMO: How B2B brands can achieve customer love

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in