Tuesday, 22 July 2014 13:14

Carsales changes vehicles to SAS Featured


Classified automotive advertising website carsales.com has migrated to a SAS cloud-based platform in a move which it says is designed to provide an integrated platform for seamless advertising workflow management, forecasting, yield analysis and reporting.

Carsales has deployed the SAS Intelligent Advertising platform. Each month carsales serves an average of 150 million ads on mobile devices, 140 million ads on apps, and 330 million ads on desktops.

“It was a big decision to move from our previous supplier but you only do a migration like this if you are convinced it is a better product,” said Carsales’ commercial director Anthony Saines.

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

“The future of advertising is all about becoming data rich and understanding more about customers. Having this data means getting sophisticated about ensuring offline and online data is amalgamated, analysed, segmented, and then making the best use of this.”

Saines said the insights Carsales gains from analysing its data with the SAS solution will also 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.”

There were also operational reasons for choosing SAS, Saines says. “It’s a single platform solution that combines all the services you need. Also, the pricing is much simpler in that instead of a separate price for each service, SAS offers a single ‘all-you-can-eat’ price in terms of product functionality.”

According to David Bowie, SAS Australia and New Zealand managing director, the company’s relatively new SAS Intelligent Advertising for Publishers suite is “fast enjoying high acceptance, globally.”

“The system is genuinely much more than an ad server and the industry has long needed a solution of this class. Now, publishers can manage everything on a single platform – inventory and order management, forecasting and optimisation, reporting and visualisation.” 


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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).



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