ITV and Carwow launch Auto Match advertising solution for car manufacturers

ITV has entered into a retail partnership with Carwow to match ITVX’s registered users with the retail platform’s audience insights.

The new advertising solution called Auto Match is available through ITV’s advanced self-serve programmatic platform Planet V, enabling car manufacturers to connect with known active car buyers.

Auto Match is the first dedicated TV commerce solution and allows for highly targeted advertising. With access to over 1.3 million active new car buyers, Auto Match provides car manufacturers with the ability to measure post-ad exposure uplift on key metrics such as website traffic, car configurations, and sales.

Carwow’s data-driven approach is fuelled by engaged users actively researching and configuring vehicles. ITV’s platform enhances this by offering precise audience targeting to in-market car buyers at critical points in the purchase journey. This marks Carwow’s first offsite commerce media offering, expanding its reach beyond its own platform.

Carwow Group attracts 7.3 million unique users monthly and accounts for 10% of the UK’s retail new car sales. Its media division enables automotive brands to leverage targeted, data-driven advertising across the UK and Europe, In the UK alone, Carwow’s media revenue grew by 67% year-on-year, strengthening strategic partnerships with 45 OEMs. ITV holds a minority stake in Carwow through its ITV AdVentures Invest Media for Equity programme.

Jay Rajdev, controller of advanced advertising at ITV, stated: “By combining ITVX’s scale and power with Carwow’s high-quality auto intender data, we are offering automotive advertisers an unparalleled opportunity to connect with in-market car buyers and drive measurable results. We’ve seen great success with FMCG brands through our existing Planet V solutions, such as Retail Match, and now Auto Match extends this commerce-driven approach to an exciting new sector with immense growth potential.”

Sepi Arani, global managing director – commercial and media at Carwow, added: “By leveraging our deep understanding of in-market car buyers, this partnership with ITV allows manufacturers and dealer groups to reach our audience beyond the Carwow platform—this time, while they’re watching their favourite TV shows. Auto Match is the latest in our line of data-driven innovations, expanding our Commerce Media offering with highly effective, targeted advertising.”

A beta launch of Auto Match is already in motion, targeting key automotive segments with select advertisers participating in a pilot programme