Haymarket Brands
Display: Become an opinion of the opinionated
PistonHeads is unique. It is the emotive property of the community that created it, and one of the world’s largest. It has 4.28 million unique users per month, who make over 189.8 million page impressions. It is highly trusted and users pass on this information to friends and family.
Display advertising by site area
20 percent of PistonHeads reader earn £50-£75k; a further 21 percent have household incomes over £75k. Promote to this straight talking, irreverent and discerning audience from various areas of the site.
- Choose from home page, forums and classifieds
- Capitalise on ‘must visit’ lure for car lovers
Display advertising within classifieds
Brands can define highly granular display campaigns within the classifieds section, based on both make and model.
- Appeal to brand enthusiasts with new product information
- Target conquests from rival brands with desirable alternatives
Geographical targeting
Defined classified searches can be enhanced by PistonHeads’ geographically-targeted advertising solutions.
- Offers opportunities to regional businesses such as specialist dealers
- Target high net income postcode areas
Behavioural targeting
Advertising effectiveness can be increased with targeted campaigns based around PistonHeads users’ profiles.
- Selective display based on data including previous browsing history and forum responses
- Increase relevancy of campaigns to users with strong buying power
PistonHeads - Retail
Famous for used cars, PistonHeads now showcases over 150,000 cars for sale from over 2,000 dealers.
While the heart and soul of the website is dedicated to the core enthusiast, the increasingly diverse range of cars being sold is proof of an ever-diversifying audience, from the mid-modified market to the more general used car buyer.
Furthermore, the simple yet effective functionality allows all consumers to easily access the type of car they are looking for.
Current advertisers don’t just love the quantity of enquiries they receive: PH also provides a high quality of buyer, so dealers don’t have to worry about time-wasters or poor leads.
To demonstrate this:
• 60% own 2 or more cars
• 10% own 4 or more cars
• Over 50% have bought or sold on PistonHeads
• Nearly 70% plan to buy in the next 12 months
• Nearly 30% plan to buy in the next 3 months
(Source: PH User Survey, July 2009)
So, whether you have 5 cars or 5,000 cars, give the Dealer Sales Team a call on 020 8267 5746 and let us help you sell your stock more effectively.
Creative Solutions Creative solutions: Unique communications opportunity PistonHeads readers trust other users MORE than motoring journalists. You can capitalise on this ambassadorial influence with incentives and events no other channel could run. This will generate discussion within forums and build engagement with brands and products. Bespoke campaigns to speak with the PistonHeads community.
Renaultsport Reader Track day 6 PHers visited Bedford Autodrome to test the Megane RS 250. Resultant reader road test used in a microsite: 14,000 unique users, 30,000 pageviews. 
Renault Megane Microsite - http://www.pistonheads.com/subsite/megane/
Renault Megane Article - http://www.pistonheads.com/doc.asp?c=52&i=21620
Sony Gran Turismo 5 launch Competition for 30 PHers to win invites to GT5 preview evening, with a further competition on the night to win a Mercedes SLS AMG Driving Experience. 16,413 pageviews, 141 forum comments. 
Competition Announcement Article - http://www.pistonheads.com/news/default.asp?storyId=21936
Competition Winners Article - http://www.pistonheads.com/news/default.asp?storyId=22012
BMW 5 Series reader preview day Pre-launch access for 4 PHers to the new BMW 5 Series in a photo studio: 11,932 campaign pageviews. 
Article - http://www.pistonheads.com/lotus/default.asp?storyId=21121
McLaren technology centre technical talk Live video stream from launch of new MP4-12C supercar in the General Gassing forum: 29,342 pageviews, 388 ‘live stream’ forum comments. 
Read Article
Key Facts
Website (January 2012)
Web visits – 10.14 million
Unique Users – 4.24 million
Page Impressions – 189.2 million
