AUTO TRADER LAUNCHES AUTO TRADER ADVANTAGE – ENABLING DEALERS TO REACH A GREATER MOTORING AUDIENCE
November 12th, 2007Auto Trader, the UK’s no 1 motoring website and magazine, has launched its most advanced advertising package to date - Auto Trader Advantage.
Auto Trader Advantage will offer dealers two outstanding features including an exclusive wider audience and full technical data on all adverts.
As part of the Advantage package, Auto Trader has negotiated new, exclusive partnerships with five websites that will feature dealer stock: Sky, Tiscali, Auto Express, EVO and AdTrader. Together, these sites deliver an estimated combined audience reach of 8 million* consumers. These exclusive partnerships will expose a new audience to adverts, driving traffic and increased response, as well as increasing the credibility of the dealer by being associated with these blue chip brands. (*Source: Auto Trader/ComScore, August 2007).
Recently, the EU has proposed that 20% of any ad space must be dedicated to messages about CO2 emissions levels. Auto Trader Advantage already addresses this idea, with adverts now stating CO2 emissions and fuel economy – which also addresses consumer demand for greater information per advert.
Automatic uploads onto these sites also allows quicker exposure to consumers with no additional admin time for the dealer. Enhancing the dealers brand awareness on to the five websites will consequently lead to increased advert traffic volumes. Also, as there is a limited number of stock on these partner sites, a wider audience will be looking at a smaller volume of vehicles.
Sky, Tiscali, Auto Express, EVO and AdTrader are all exclusive deals to Auto Trader Advantage, therefore there is no other way of getting vehicles onto these sites.
Auto Trader Advantage also offers new-look adverts, which will include innovative ‘folders’, featuring increased technical data that will enable dealers to give more in-depth vehicle details at the critical early stages of a consumer viewing stock.
These adverts will have exclusive prominence in the search results, achieving extra stand out from competitors and improved click-through rates with increased lead quality. If dealers provide the full technical data of the vehicles, it decreases the need for consumers to leave the advert and go elsewhere to find the necessary information. Full technical data also gives the dealer more credibility and presents a professional image and leads the consumer further down the buying chain.
Consumers can easily see the information that is important to them and ensures that they always have access to market-leading information in one place. Their purchase decision therefore, is based on product, not price.
Jonathan Williams, Head of Marketing at Auto Trader comments: “We are delighted to be offering the new Advantage package, which will ensure dealers’ adverts stand out from their competitors, increasing ability to sell more cars and significantly raise dealer brand awareness, as well as highlight a vehicle’s environmental performance.
“We have invested in reputable brands that will add value to our dealers. These exclusive partnerships will drive more traffic to dealer websites and expose their stock to an estimated additional 8 million new customers: an unrivalled online offering.“
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.
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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
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