AUTOTRADER NATIONAL AD SOLUTIONS

Transcription

1 AUTOTRADER NATIONAL AD SOLUTIONS 1

2 AUDIENCE EXTENSION Audience Extension creates the opportunity to reach auto shoppers throughout their digital journey to keep your brand and models top of mind. Use Audience Extensions on the YouTube and the Facebook platform, including Instagram Cox Auto audience targets include: Intenders Make & Model Trade-In Competitors filter by new, used, and Certified shoppers 2

3 AUTOTRADER CLASSICS SPONSORSHIP Reach car enthusiasts who are buying and selling classic, exotic, and performance vehicles at 3

4 CERTIFIED FILTER Promote your certified program and increase shoppers awareness of certified program benefits with this unique placement. Opportunity Highlights Branding graphic placed within certified filter and in relation to key search function Lightbox available with text or video option 4

5 CERTIFIED PARTNERSHIP Increase exposure and build awareness of your Certified inventory and program details. Opportunity Highlights CPO Listings Learn About link on Search Form SRP and VDP tile integration Research and Compare CPO Messaging on Core Site and Mobile Retention Pages 5

6 CERTIFIED SEGMENT SPONSORSHIP Increase brand consideration and searches when shoppers are looking for a specific model within a segment. 6

7 CERTIFIED WARRANTY INDICATOR Must purchase the Certified Partnership to enhance your certified exposure with the Certified Warranty Indicator. Engaging visual display illustrates the certified warranty coverage and remaining new car warranty to further highlight the value of the vehicle to serious certified shoppers. 7

8 CONQUEST Conquest your top competitors on Autotrader with both IAB and native executions placed strategically in the shopper s path. Influence shoppers consideration of your brand on any platform at either a National or Regional level. Leverage Disregarding and Deflecting Audience Profile targeting to help bring your model back into consideration against the competition 8

9 CERTIFIED PRE-OWNED (CPO) ADVANTAGE Contextually promote the benefits of buying CPO and drive to Certified inventory through this enhanced creative experience showcased on Autotrader s Used Vehicle Details Page. 9

10 CERTIFIED PRE-OWNED (CPO) SPONSORSHIP Raise awareness and promote education of your certified program to one of the largest audience of in market shoppers. 10

11 HALF PAGE Dominate the search form with the most prominent message on the page. Large ad footprint offers more branding and messaging. Standard IAB size allows you to utilize existing creative with your own tags. 11

12 HOMEPAGE TAKEOVER High-impact takeover Generate awareness for your vehicle or brand as shoppers begin their shopping journey Newly refreshed Autotrader Homepage offers a modern, consistent, & optimized cross-platform experience Opportunity Highlights Homepage Hero Image Homepage MREC/MMA ( , ) Search Links 12

13 INVENTORY SEARCH: 300X175 Educate shoppers on multiple makes and models by providing them with contextual messaging in a custom ad format 13

14 LEADERBOARD - INLINE The Find-Your-Car ad placements provide advertising exposure in the highly trafficked search path, where in-market shoppers are viewing inventory of specific makes and models Advertisers have the opportunity to showcase specific models and influence consideration within search results 14

15 INVENTORY SEARCH: MEDIUM RECTANGLE The Find-Your-Car ad placements provide advertising exposure in the highly trafficked search path, where in-market shoppers are viewing inventory of specific makes and models Advertisers have the opportunity to showcase specific models and influence consideration within search results 15

16 MOBILE 300X250 Reach an ever growing Mobile auto shopping audience by extending your brand message from desktop to smartphone. Only available as a cross-device ad purchase. Mobile ad solutions are no longer sold independently. 16

17 MOMENTUM Custom, interactive ads work together to deliver an immersive brand experience for shoppers to engage with your brand, explore content and ultimately boost sales. Opportunity Highlights Fully integrated homepage experience with immersive canvas cross-device Pre-populated model links drives shoppers to search 17

18 NEW CAR SEGMENT SPONSORSHIP Put your brand front and center when shoppers are looking for a specific model within a segment. Page/Placement: New Car Shoppers Commercial, Coupe + Hatchback, Hybrid/Electric, Luxury SUV, Luxury Sedan, Sedan, SUV/Crossover/AWD/4WD, Truck, Van/Minivan Note: Between the sponsorship options Luxury SUV and Luxury Sedan, only one of the two can have ownership of the Luxury landing page. Luxury Sedan is the default, but have made exceptions to allocate the page to Luxury SUV when Luxury Sedan is not sold. 18

19 PERSONALIZED SHOPPER PROFILES Personalized Shopper Profiles delivers highly relevant messaging to the right shopper at the right time utilizing our proprietary audience targeting solution. Reach specific shoppers who are Considering or Equally Considering your brand or even users who are Disregarding or Deflecting against your brand or your competitive brands. In addition, reach users who have not yet considering a vehicle and are early in their shopping process with the Undecided profile. Opportunity Highlights: Influence shoppers actively in the decision-making process in real-time Leverage dynamic creative or create specific ad campaigns Reach specific shoppers who are: Considering Disregarding Equally considering Deflecting Undecided 19

20 PROGRAMMATIC Cox Automotive Programmatic automates media buying of premium inventory on Autotrader.com Programmatic provides the opportunity to scale connections with audiences, message cross-platform, purchase inventory in real-time, and offers easy access to campaign performance measurement 20

21 RETENTION Target shoppers considering your brand. Both IAB and native executions placed strategically in the shopper s path. Retention allows you to reach shoppers already considering your brand on any platform at either a National or Regional level. Opportunity Highlights: Increase reach to shoppers on make/model specific Research and Editorial pages OEM brand pre-roll on in-player make/model specific videos Leverage the Considering or Equally Considering Audience Profile targeting to reach a more intentional audience already contemplating your model 21

22 PREMIUM SPOTLIGHT SPOTLIGHT The mobile-first Spotlight is a custom integrated placement prominently located above the search results. It gives advertisers the opportunity to promote actionable messaging and influence shoppers. There are two Spotlight options available to meet campaign objectives: Option 1 2 image assets and 1 CTA (1 or 2 headline copy) Option 2 1 image asset and 2 CTAs (1 or 2 headline copy) 22

23 SUPERLINER The Superliner is a custom integrated placement featured within the search results It gives advertisers the opportunity to promote actionable messaging and influence shoppers There are Superliner options available to meet campaign objectives 23

24 INVENTORY SEARCH: MEDIUM RECTANGLE The Inventory Search ad placement provides advertising exposure in the highly trafficked search path, where in-market shoppers are searching for specific makes and models. You can now drive home DMA and model level messaging before the shopper moves into their search results with the Search Form ad. 24

25 PREMIUM SPOTLIGHT SPOTLIGHT The Premium Spotlight Spotlight is a custom integrated placement prominently located above the search results. It gives advertisers the opportunity to promote actionable messaging and influence shoppers. The Premium Spotlight Spotlight also has an optional video integration. Video playback only occurs when user initiated. 25

26 SUPERLINER The mobile-first Superliner is a custom integrated placement featured within the search results. It gives advertisers the opportunity to promote actionable messaging and influence shoppers. There are two Superliner options available to meet campaign objectives: Option 1 2 image assets and 1 CTA (1 or 2 headline copy) Option 2 1 image asset and 2 CTAs (1 or 2 headline copy) Best Practice tip for Optimal click-through rate (CTR) Use headline copy to provide Offers or annual percentage rate (APR) messaging and See Offers on the CTA button performed best during testing 26

27 VIDEO ON VEHICLE DETAILS PAGES Engage shoppers with relevant video messaging during the shopping process. Leverage existing OEM video assets to enhance brand specific vehicle detail pages. Leverage existing AutoTrader.com Expert Review video assets to enhance brand specific vehicle detail pages. Video targeting by Make, Model, and/or DMA. Excellent for certified programs, events, Tier II offers and incentives, new model launches, and highlighting vehicle features. 27