autotrader national ad solutions · conquest half page 3 2019 autotrader portfolio homepage...
TRANSCRIPT
1
AUTOTRADER NATIONAL AD SOLUTIONS
2
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
3
2019 AUTOTRADER PORTFOLIO
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
4
2019 AUTOTRADER PORTFOLIO
Programmatic
Promoted Content Package
Retention Package
5
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.
6
AUTOTRADER CLASSICS SPONSORSHIP
Reach car enthusiasts who are
buying and selling classic, exotic,
and performance vehicles
at https://classics.autotrader.com/.
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
7
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
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
8
CERTIFIED PARTNERSHIP
Increase exposure and build awareness of
your Certified inventory and program details.
Opportunity Highlights
• 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
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
9
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)
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
10
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.
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
11
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
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
12
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)
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
13
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.
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
14
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.
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
15
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
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
16
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
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
17
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
Opportunity Highlights
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
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
18
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
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
19
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.
20
INVENTORY SEARCH: 300X175
Educate shoppers on multiple
makes and models by providing
them with contextual messaging
in a custom ad format
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
21
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
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
22
MOMENTUM Momentum Homepage Sponsorship (Weekly)
Immersive takeover dominates the homepage experience and
extends throughout the shopper’s journey.
Primary Campaign Outcomes: Awareness and driving
onsite & tier 3 shopping engagement.
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
The Base Momentum package includes
Homepage Hero with optional overlay panels + Pre-populated Search Links
Optimized Homepage IAB placement (728×90)
Mobile App Home Screen & Make / Model Filters
Advanced Search Form Make / Model Links
Main & New Car Research Takeover
Target Undecided Shoppers on the Advanced Search Form (300×600) and Search Results
Page (Premium Leaderboard / Listing Liner (728×90, 320×50) & Premium Spotlight / Spotlight
(728×200, 306×435))
Audience Premium:
•Pick One Target, Depending on Goals of Campaign
• Enhanced Audience Targeting – New Car Shoppers
• Enhanced Audience Targeting – New Car Shoppers + Adjacent
The Max Momentum Package includes the Base components +
Top locked article on Homepage Car News & Reviews section & offsite promoted content (for
month)
UPGRADES:
•Facebook Audience Extension
•Premium Audience Offsite
23
MOMENTUM
• Expanded Desktop Hero with optional overlay panel that supports 4 images or videos
• Pre-populated search links
• Optimized IAB placement
• 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
• Premium Leaderboard / Listing Liners
• Premium Spotlight / Spotlights
New and Main Car Research
PROMOTED CONTENT - OFFSITE
• New Car or
• New Car Adjacent
2019 MOMENTUM PLACEMENTS
Platform Page Size Serving Assets needed from agencyCore Homepage Pre-populated Make Search Site Make name
Core Homepage Pre-populated Model Search Site Model name
Core Homepage 1300x580 Site Impression and Click Tracker
App Homepage 320x50 Site Impression and Click Tracker
Desktop Advanced Search Form Make / Model links & logo Third party Creative tag
Core Search Results Page Premium Leaderboard | Listings
Liner
Third party Creative tag
Core Search Results Page Premium Spotlight | Spotlights Third party Creative tag
Core New Car Research Landing Page 300x250 Third party Creative tag
Core New Car Research Landing Page Header 1024x682 Site Impression and Click Tracker
Core New Car Research Landing Page Top article locked Site Impression and Click Tracker
Core New Car Research Landing Page Make logo Site Impression and Click Tracker
Core Main Car Research Landing Page 300x250 Third party Creative tag
Core Main Car Research Landing Page Header 1024x682 Site Impression and Click Tracker
Core Main Car Research Landing Page Top article locked Site Impression and Click Tracker
Core Main Car Research Landing Page Make logo Site Impression and Click Tracker
Audience Premium
Offsite (upgrade)
various various Third party Creative tag
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
25
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
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
26
NEW CAR SEGMENT SPONSORSHIPS
New Car Segment Sponsorship (Monthly)
Opportunity to influence new car shoppers looking
for a vehicle within a specific segment (9 unique
segments).
Includes:
• Advanced Search Form Medium Rectangle or
300×600
• Redesigned Segment Landing Page: Hero +
Medium Rectangle
• Research Segment Landing Page Medium
Rectangle
• Segment Article Pages Medium Rectangle
• Search Results Page Suggested Filters
Sponsorship
• Audience Premium targeting Body Style Audience
Upgrade: Homepage Segment Selector
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
27
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
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
28
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
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
29
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
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
30
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.
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
31
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
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
32
RETENTION
• 300x250
• Make Landing Page header• 300x250/600
• Leaderboard• Liner• Mobile App 320x50
• 300x250 or 300x600
Make Landing PageAdvanced Search
FormSearch Results Page Vehicle Details Page
• 300x250• Mobile app: 320x50
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.
33
RETENTION PACKAGE
Retention Package (annual)
Reinforce your brand message on Autotrader with IAB and native
executions placed strategically in the path of shoppers already
considering your brand.
Includes:
• Redesigned & responsive Make Landing Page* hero and MREC
• Advanced Search Form 300x250/600
• Search Results Page
➢ Desktop: Leaderboard
➢ Core site: Liners
➢ Mobile app: 320x50
• Vehicle Details Page
➢ Core site: 300x250; Mobile app: 320x50
• Upgrades:
➢ Search Results Page: Superliners
➢ Research 300x250 (make/model contextual targeting)
➢ Audience Premium (make/model)
Page Placement Duration
Make Landing Page Header and MREC Annual
Advanced Search Form 300x250 or 300x600
Search Results Page Desktop: Leaderboard,
Core site: Liners, Superliner
(Upgrade)
Mobile app: 320x50 (E)
Vehicle Details Page Core site: 300x250;
Mobile app: 320x50
Research / Editorial MREC
(Upgrade)
300x250 Make/Model Contextual
Targeting
Premium Audience Onsite and /
or Offsite (Upgrade)
Autotrader.com A COX AUTOMOTIVE™ Company. All Rights Reserved.