AUTO TRADER LAUNCHES NEW TECHNOLOGY TO ENABLE ADVERTISERS TO TARGET USERS ACCORDING TO THEIR SEARCH RESULTS
January 18th, 2008Auto Trader, the UK’s no 1 motoring website and magazine, has teamed up with ADGENIE, a 3rd party ad format provider to dynamically serve bespoke adverts in real time to users as they search AutoTrader.co.uk.
When a user makes a search within Auto Trader, the search criteria is automatically fed to the ad server, where the advert is immediately changed to reflect the search criteria entered by the user.
This technology has been integrated with Auto Trader’s new sophisticated search system, Endeca, and allows advertisers to create targeted adverts based on the make, model and postcode that a user is searching for.
ADGENIE software allows an advertiser to target specific Auto Trader users by any of the search data criteria on new and used cars, which includes the following:
- Make
- Model
- Postcode
- Vehicle Attributes e.g. Mileage/Age
- Style/Features e.g. Fuel Type/Transmission
ADGENIE software also enables advertisers to target users on their registration data including name, postcode, DOB and gender, ensuring that a targeted creative and tailored message reaches the right audience, in real time. Ads served through ADGENIE allows a range of targeting options, including postcode – ideal for dealers to target local users, make/model, demographic and name targeting, ensuring an efficient ad delivery schedule.
Dealers and manufacturers can use ADGENIE to show the correct model of car to the correct potential buyers. The user receives bespoke creatives which are relevant to them at that specific time and this delivers a significant improvement in results with no wastage. The advertiser does not need to create multiple ads - one creative can pull in the different data according to the search.
Auto Trader currently has a Peugeot campaign running, which is targeting make and model results – if a user searches for a Peugeot 207 or 307 within used cars, they be automatically be served with a Peugeot 207 or 307 advert accordingly, in real time.
The campaign was booked through OMD Digital.
Naomi Lay, Head of Display Advertising at Auto Trader comments: “We are investing heavily to ensure that not only do our users get a great experience on Auto Trader, but that our display advertisers also get great results from online campaigns with us.
“We are delighted to be offering the ADGENIE software to all of our display advertisers. This unique software allows targeted ads to be delivered to right user at the right time, which in some cases, has led to a click through improvement rate of 200%. We look forward to seeing some great success stories from dealers and manufacturers who have used ADGENIE on Auto Trader to target their campaign!”
Martin Connolly, GENIE GROUP’s Commercial Director added “We are very happy to be working with the UK’s largest motoring website. ADGENIE solves the problem of how brands can communicate with consumers on an individual basis. We are confident that this will become the de-facto method for online advertising and will help advertisers achieve superior ROI through their display advertising.”
Auto Trader has positioned itself as the channel of choice for buying and selling a new and used vehicle, built on the combination of local targeting and comprehensive national coverage and can be accessed via its magazine, website and WAP media.
- Ends -
Notes to Editor:
• AutoTrader.co.uk has been voted amongst the top 10 most trusted online brands, reliable websites and best websites to visit* according to The eSuperbrands Council – experts in marketing, managing, creating or reviewing Internet brands. (*Source: eSuperbrands 2006)
• With 13 regional Auto Trader magazines across the UK and the Republic of Ireland, the brand is building a competitive position across all effective channels including print, the web and WAP.
• Auto Trader is owned by Trader Media Group, which also publishes market leading niche titles such as Top Marques, Bike Trader, Truck & Plant Trader, Ad Trader, Motorhome and Caravan Trader, Boats and Yachts for Sale, Boat Trader , Farmers Trader, Auto Freeway, TNT magazine – all with the largest reach in their sectors, through magazine readership and web visitors.
• Trader Media Group publishes over 70 titles every week with a combined circulation of 1.5 million and has leading websites for its top titles.
• Trader Media Group, a division of Guardian Media Group, employs over 3,900 people across 40 locations in the UK, Ireland, Holland, Italy and South Africa. The Group is looking to expand on its winning formula - developing a car supermarket and one-stop-shop for motorists; giving trade customers the opportunity to choose all effective channels to market; building the service and relationship with dealers and manufacturers; and strengthening its portfolio of automotive and specialist classified titles.
For further information, please contact:
Karen Hughes/Caroline Burnell
The Drum Consultancy
Tel: 020 7025 8044
Fax: 020 7025 8100
Email: karenh@drumbeat.co.uk
About GENIE GROUP LTD
GENIE GROUP LTD is a technology group that delivers targeted advertising and intelligent web technology to increase ROI for advertisers and media owners. GENIE GROUP owns two subsidiary companies, ADGENIE and NETGENIE
About ADGENIE
ADGENIE is a dynamic ad format that delivers display search or demographically targeted and/personalised adverts to the user. ADGENIE is a true one-to-one targeting solution that delivers the right ads, to the right user at the right point in the buying cycle. ADGENIE enables advertisers to target users according to any or all of who they are, what they do and where they live or any search query they make on a site.
Benefits of ADGENIE
Advertisers no longer need to waste budget showing adverts for products to that are not relevant to the user. Advertisers get more clicks and better post-click conversion rates as each click is will be from a consumer who is the correct match for that product. Increased ROI will enable display advertising to become more competitive with search advertising with all the added benefits of brand building.
For further information, please contact:
Martin Connolly
GENIE GROUP LTD
Tel: 020 76658306
Email: mconnolly@adgenie.co.uk
http://www.geniegroupltd.co.uk
Posted in Press releases
