Facebook & Instagram Advertising Audience + Conversion Series - Day 2
AUTOTRADER NATIONAL AD SOLUTIONS · your brand and models top of mind. Use Audience Extensions on...
Transcript of AUTOTRADER NATIONAL AD SOLUTIONS · your brand and models top of mind. Use Audience Extensions on...
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AUTOTRADER NATIONAL AD SOLUTIONS
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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 onthe 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
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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/.
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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.
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
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CERTIFIED SEGMENT SPONSORSHIP
Increase brand consideration and searches when shoppers are looking for a specific model within a segment.
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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
Target shoppers considering other brands at either a National or Regional level.
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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.
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CPO SPONSORSHIP
Raise awareness and promote
education of your certified program to
one of the largest audience of in market shoppers.
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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.
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HOMEPAGE MEDIUM RECTANGLE & MOBILE 320X50
Effectively engage the largest
audience of in-market car buyers as
they start their automotive decision
making process.
Opportunity Highlights:
• Homepage placement available on
a weekly basis
• 300x250 can be combined with
other sponsorship opportunities for
broader reach and higher impact
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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 (300×250, 300×50)• Search Links
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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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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
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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
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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.
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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 withimmersive canvas cross-device• Pre-populated model links drives shoppers to search
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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.
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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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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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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
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SPOTLIGHT – MOBILE-FIRST RESPONSIVE
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)
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SPOTLIGHT PLUS
• The Spotlight is a custom
integrated placement with options
available to meet campaign
objectives. The ad unit is
prominently located above the
search results. It gives advertisers
the opportunity to promote
actionable messaging and
influence shoppers
• The Spotlight Plus option includes
up to three links and one image
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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
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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 300×250
Search Form ad.
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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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SPOTLIGHT BASE
The 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 Spotlight options available to
meet campaign objectives:
• The Spotlight Base Option includes
one link and one image
• The Spotlight Plus option includes
up to three links and one image
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SPOTLIGHT PLUS
The 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 Spotlight options available to
meet campaign objectives:
• The Spotlight Base Option includes
one link and one image
• The Spotlight Plus option includes
up to three links and one image
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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)
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VIDEO ON VDP
•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.