autotrader national ad solutions · 2019-03-21 · onsite shopping engagement. includes: •...

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AUTOTRADER NATIONAL AD SOLUTIONS

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2019 AUTOTRADER PORTFOLIO

Audience Extension

Autotrader Classics Sponsorship

Certified Filter – Enhancement to Certified Partnership

Certified Partnership

Certified Pre-Owned (CPO) Advantage

Certified Pre-Owned (CPO) Education Sponsorship

Certified Pre-Owned (CPO) Segment Sponsorship

Certified Warranty Indicator – Enhancement to Certified Partnership

Conquest

Half Page

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Homepage Sponsorship – Premium Offsite: Brand Converter

Homepage Sponsorship – Premium Onsite: Endemic Converter

Inventory Search 300x175

Medium Rectangle 300x250

Momentum

New Car Education Sponsorship

New Car Segment Sponsorship

Personalized Shopper Profiles

Premium Audience/Contextual Bundle

Premium Leaderboard Listings Liner

Premium Spotlight | Spotlight

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Programmatic

Promoted Content Package

Retention Package

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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

Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.

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AUDIENCE PREMIUM

Users visit Autotrader.com and are categorized into

audience segments based on their interests, which are

determined by their previous Autotrader.com content

consumption/interactions.

These users are recognized by anonymous cookies and

targeted with relevant ads to their interests when we find

them on Autotrader.com pages or sites with available ad

impressions.

Advertisers purchase the ad impressions segmented by

behavior (not the data).

Impressions are non-guaranteed, subject to price

competition

Cox Auto audience targets include:

• Intenders: Make & Model; Trade-In

• Competitors filter by new, used, and Certified shoppers


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AUTOTRADER CLASSICS SPONSORSHIP

Reach car enthusiasts who are

buying and selling classic, exotic,

and performance vehicles

at https://classics.autotrader.com/.


https://classics.autotrader.com/

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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


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CERTIFIED PARTNERSHIP

Increase exposure and build awareness of

your Certified inventory and program details.


• Certified Pre-Owned (CPO) Listings

• “Learn About” link on Search Form

• Search Results and Vehicle Details

Pages tile integration

• Research and Compare

• CPO Messaging on Core Site and Mobile

Retention Pages


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CERTIFIED SEGMENT SPONSORSHIP

Opportunity to influence new car shoppers looking for a

vehicle within a specific segment. Our vehicle segments

include: Convertible, Sedan, Van/Minivan, Coupe,

SUV/Crossover, Wagon, Hatchback, Truck

Includes placements on these pages:

• Advanced Search Form 300×250 (not available for the

Certified Pre-Owned (CPO) Segment Sponsorship –

Luxury)

• Audience Premium

• Upgrades

• Promoted Content (not available for the CPO

Segment Sponsorship – Luxury)

• Audience Premium Offsite (Body Style Audience)


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CERTIFIED PRE-OWNED (CPO) ADVANTAGE

Contextually promote the benefits of

buying CPO and drive to Certified

inventory

This enhanced creative experience is

showcased on Autotrader’s Used Vehicle Details Page.


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CERTIFIED PRE-OWNED (CPO) EDUCATION SPONSORSHIP

Opportunity to raise awareness and educate in-market shoppers

about OEM Certified Pre-owned program details and the overall

benefits of buying a CPO vehicle.

Education / Awareness of CPO program and CPO inventory

Includes:

• Promoted article on homepage (if New Car Education

Sponsorship and Certified Pre-Owned (CPO)

Sponsorship are sold art the same time, then the CPO

Sponsorship gets the small homepage placement)

• Certified Car Research & Used Car Research

Takeover

• CPO Compare Page pre-populated program & MREC

• Promoted Content

• Upgrades:

▪ Audience Premium Onsite and / or Offsite

➢ Certified Audience

➢ Certified Audience + Adjacent

➢ Used Audience


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CERTIFIED PRE-OWNED (CPO) SEGMENT SPONSORSHIP

Certified Pre-Owned (CPO) Segment Sponsorship

Opportunity to influence new car shoppers looking for a vehicle

within a specific segment. Our vehicle segments include:

Convertible, Sedan, Van/Minivan, Coupe, SUV/Crossover, Wagon,

Hatchback, Truck

Includes:

• Advanced Search Form 300×250 (not available for the Certified

Pre-Owned (CPO) Segment Sponsorship – Luxury)

• Audience Premium

• Upgrades

o Promoted Content (not available for the CPO Segment

Sponsorship – Luxury)

o Audience Premium Offsite (Body Style Audience)


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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.


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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.


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CONQUEST PACKAGE

• 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 Nationally or Regionally

• Leverage Disregarding and Deflecting Audience

Profile targeting to help bring your model back into

consideration against the competition

Includes:

• Search Form

• Search Results Page – Core site & Mobile app

• Vehicle Details Page – Core site & Mobile app

• Upgrade: Audience Premium Onsite and / or Offsite


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HALF PAGE

• Dominate the search form with the most

prominent on page message

• Large ad footprint offers more branding

and messaging

• Standard IAB size allows you to utilize

existing creative with your own tags


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HOMEPAGE PREMIUM

• 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


Homepage Hero (Responsive) & Search Links

• Mobile App Home Screen

• Search Form Make / Model Links

• Target Undecided Shoppers on the Advanced Search Form

(300×600) and Search Results Page (Premium

Leaderboard / Listing Liners & Premium Spotlight /

Spotlight)

• Audience Options

• Optional: Promoted Content

• Optional: Audience Offsite


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HOMEPAGE SPONSORSHIP – PREMIUM OFFSITE: BRAND CONVERTERHomepage Sponsorship (Weekly)

High Impact homepage campaign to showcase your new

model launch or sales event. Drive qualified shoppers to

your website through various call to actions and clickable

components.

Primary Campaign Outcome: Driving shopping

engagement on the OEMs website.

Includes:

• Desktop Homepage Hero + Search Links*

➢ Multiple external click options

o Hero image clickable on desktop

o Headline

o Learn More button

o OEM logo

• Mobile app homepage ad

• NEW: Advanced Search Form Make / Model Links

• NEW: Audience Premium (select one profile)

• Upgrades:

➢ Audience Premium Offsite

➢ Facebook Audience Extension

* Make/Model Search Links are optional if the client is not interested in driving engagement with their sponsored vehicle(s) on Autotrader.

Page Placement Exclusive /

Standard

Duration

Homepage Hero + Search

Links

(1 impression)

Exclusive One week

Mobile App

Homepage

320x50 Exclusive One week

Advanced Search

Form

Make / Model

Links + OEM logo

Exclusive One week

Audience Premium -

required

Various Standard One week

Audience Premium

Offsite - Upgrade

Standard One week

Facebook Audience

Extension - Upgrade

One week


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HOMEPAGE SPONSORSHIP – PREMIUM ONSITE: ENDEMIC CONVERTER

Prominent homepage campaign that commands the

attention of new car shoppers as they begin their shopping

journey on Autotrader’s modern, mobile-first experience.

Primary Campaign Outcomes: Awareness and driving

onsite shopping engagement.

Includes:

• Homepage Hero + Search Links

• Mobile App Homepage Ad

• Advanced Search Form Make / Model Links

• Audience Premium (choose one based on campaign

objectives)

➢ Undecided Shopper

➢ New Car Shopper

➢ New Car Shoppers + Adjacent

➢ CPO Shopper

• Upgrades

➢ Promoted Content & Audience Premium Offsite

Page Placement Exclusive / Standard

Duration

Homepage Hero + Search Links(1 impression)

Exclusive One week

Mobile App Homepage 320x50 Exclusive One week

Advanced Search Form Make / Model Links + OEM logo

Exclusive One week

Audience Premium- required Various Standard One week

Audience Premium Offsite (Upgrade)

Standard One week

Facebook Audience Extension (Upgrade)

Standard One weekAutotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.

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INVENTORY SEARCH: 300X175

Educate shoppers on multiple

makes and models by providing

them with contextual messaging

in a custom ad format


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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


2018 CASE STUDY RESULTS

2x online ad awareness for sponsored model 7%

14%

(Kantar Milward Brown)

3x lift in share of VDPs (+264%) and conversions all the way down to the dealer level.Lift based on campaign period compared to previous 4 week average; share based on segment.

MOMENTUM HOMEPAGE SPONSORSHIP

(WEEKLY) Immersive takeover dominates the homepage experience and extends throughout the shopper’s journey.

T1

INCLUDES:

Homepage Hero with optional overlay panels + Pre-populated Search Links

Optimized Homepage Companion Ad (Desktop / Tablet: 728x90, Mobile: 320x50)

Main & New Car Research Takeover

Mobile App Home Screen & Make / Model Filters

Audience Premium

NEW: Top locked article on Homepage Car News & Reviews section & offsite promoted content (for month)

NEW: Advanced Search Form Make / Model Links

NEW: Target Undecided Shoppers on the Advanced Search Form (300x600) and SRP Leaderboards & Spotlights

UPGRADES:

• Facebook Audience Extension

• Premium Audience Offsite

Primary Campaign Outcomes:

Awareness and driving onsite & tier 3 shopping engagement.

23Planned 2019 Optimized or New Placement

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MOMENTUM

• Desktop Hero with optional overlay panel that supports 4 images or videos

• Pre-populated search links

• Optimized Homepage Companion Ad (Desktop / Tablet: 728x90, Mobile: 320x50)

• Top locked article in Homepage Car News & Reviews

HOMEPAGE

• Make / Model links & logo

• 300x600

ADVANCED SEARCH FORM

AUDIENCE PREMIUM

• New Car or

• New Car Adjacent

SRP

• Sponsor branding in Hero

• Top article featuring sponsor vehicle

• Top logo in "Research by Make"

• 300x250

• Leaderboards

• Spotlights

New and Main Car Research

PROMOTED CONTENT - OFFSITE

• New Car or

• New Car Adjacent

2019 Optimized or New Placement

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NEW CAR EDUCATION SPONSORSHIP

New Car Education Sponsorship (Monthly)

Opportunity to raise awareness and educate in-market shoppers about

sponsored vehicle, leveraging Autotrader’s New Car News and Reviews

Homepage section.

Primary Outcome: Brand awareness/ Educate leveraging credible 3rd party

content

Includes:

• Promoted article on homepage

• Main Car Research & New Car Research Takeover

• Promoted Content – offsite using Autotrader’s new car audience

• Upgrade:

➢ Audience Premium Onsite and / or offsite

Page Placement Exclusive / Standard Duration

Homepage Top locked article in Car

News & Reviews section

Standard when Momentum is

sold / Exclusive when Momentum

not sold

1 month

Main & New Car Research

Landing Page

Hero

MREC

Locked Article

Make Logo

Standard when Momentum is

sold / Exclusive when Momentum

not sold

Promoted Content (New Car

Audience)

Offsite

Audience Premium Onsite and /

or Offsite (Upgrade)

Various Standard

Homepage

New Car & Main Car Research


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T1Opportunity to influence new car shoppers looking for a vehicle within a specific segment (9 unique segments). NEW CAR SEGMENT

SPONSORSHIP

(MONTHLY)

INCLUDES:

Advanced Search Form MREC or 300x600

Redesigned Segment Landing Page* (coming in Q2 2019) Hero + MREC

Research Segment Landing Page MREC

Segment Article Pages MREC

Audience Premium targeting Body Style Audience

UPGRADE OPTIONS

• Optimized Homepage Segment Selector (available on mobile in Q2 2019) (Premium; only one available per month)

• NEW: SRP Suggested Filters Sponsorship (coming in Q2 2019)

• Promoted Content

• Audience Premium Offsite (Body Style Audience)

Planned 2019 Optimized or New Placement

+728x90 & 320x50

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*** UPGRADE: HOMEPAGE SEGMENT

SELECTOR

REDESIGNED SEGMENT LANDING PAGE*

NEW CAR SEGMENT SPONSORSHIP

ADVANCED SEARCH

FORM

Hero + MREC + 728x90 + 320x50

MREC or 300x600

MREC

MREC

**The new Suggested Filters Sponsorship is targeted to

launch in Q2 ‘19.

***The Homepage Segment

on mobile is targeted to launch Q2 ‘19.

** UPGRADE : SRP SUGGESTED FILTERS SPONSORSHIP

SEGMENT ARTICLE PAGE

SEGMENT RESEARCH PAGE

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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


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PREMIUM AUDIENCE/CONTEXTUAL BUNDLE

Stay relevant by reaching a contextually relevant

audience with the Premium Audience/Contextual Bundle.

Opportunity Highlights:

• Make Subject Page header and medium rectangle

300×250

• Search Form Desktop medium rectangle 300×250

• Search results page (includes mobile app) 320×50,

320×90

• Vehicle details page – medium rectangle 300×250

• Vehicle details page mobile web and mobile app

320×50 or 320×90

• Optional: Research/editorial medium rectangle

300×250 (make/model contextual target)

• Optional: Audience Offsite (Make/Model), 728×90,

300×250


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PREMIUM LEADERBOARD | LISTINGS LINERS

The Premium Leaderboard |

Listings Liners with the Find-

Your-Car ad placements

• Provides advertising exposure

in the highly trafficked search

path, where in-market shoppers

are viewing inventory of specific

makes and models

• Offers advertisers the

opportunity to showcase

specific models and influence

consideration within search

results across all devices


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PREMIUM SPOTLIGHT | SPOTLIGHT

The Spotlight is a custom integrated placement

prominently located above the search results.

Promotes actionable messaging and influence

shoppers.

Two Spotlight options are available to meet

campaign objectives:

Select Option 2 for a logo in place of vehicle

image

Option 1 – 2 image assets and 1 Call to Action

(1 or 2 headline copy)

Optional video integration. Video playback

only occurs when user initiated.

Option 2 – 1 image asset and 2 Calls to Action

(1 or 2 headline copy)

Optional video integration. Video playback

only occurs when user initiated.


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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


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Reinforce your brand message on Autotrader with IAB and native executions placed strategically in the path of shoppers already considering your brand.

RETENTION PACKAGE

T1 / T2

2018 CASE STUDY RESULTS

N A T I O N A L A D V E R T I S E R T H A T C A N C E L L E D

R E T E N T I O N S U P P O R T .

- 6%IN SHOPPERS

- 1 0%IN SEARCHES

- 1 2%IN VDP VIEWS

Giving up the opportunity to reinforce messaging to OEMs shoppers opened the door for competitors to redirect them.

INCLUDES:

Redesigned Make Landing Page* (Coming in Q2 2019) Hero and MREC + 728x90 & 320x50

Advanced Search Form 300x250/600

SRP

• Leaderboard, Spotlight

• Mobile app: 320x50

VDP

• Core site: MREC


UPGRADES OPTIONS

• Research MREC (make/model contextual targeting)

• Audience Premium (make/model)

Planned 2019 Optimized or New Placement

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RETENTION

*The redesigned / responsive Make pages are targeted to launch in Q1 2019. 2019 Optimized or New Placements

• Make Landing Page header

• 300x250

MAKE LANDING PAGE*

UNDER CONSTRUCTION

ADVANCED SEARCH FORM

• 300x250 or 300x600

• Leaderboards

• Spotlights

• Mobile App 320x50

SRP

• 300x250


VDP

& 728x90 & 320x50

autotrader national ad solutions · 2019-03-21 · onsite shopping engagement. includes: •...

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