AUTO TRADER SIGNS MAJOR MANUFACTURER AD CAMPAIGN
March 1st, 2008Auto Trader, the UK’s no 1 motoring website and magazine, has announced a major homepage tenancy deal with a new key manufacturer, during the launch month of the publisher’s new look website.
Auto Trader is exclusively hosting a major ad campaign promoting the Chrysler brand, including Dodge, Jeep and Used Approved. The deal, brokered by Group M’s agency BJK&E, features synchronised banners and MPUs across the homepage from 20th Feb until 20th March 2008.
The Daimler Chrysler group is the first UK advertiser to take advantage of Auto Trader’s new prime position MPU on the homepage which is part of the new look website, which currently enjoys over 8.5 million* unique users per month. (*Source: Auto Trader Internal Audit, January 2008).
The new deal also includes a campaign on the Auto Trader New Cars Search section, which exclusively promotes new cars. According to a survey conducted by eDigital Research, over 50% of motorists that search for new cars using ‘online only methods’ visit AutoTrader.co.uk and more than 60% found the vehicle they were looking for on Auto Trader’s New Car site and a third of respondents made an enquiry to a dealer following their search. (*Source: eDigital Research 2007).
As one of Auto Trader’s partner agencies, BJK&E enjoys media first opportunities; David Fineman, Head of Digital commented: “We’re delighted to be working with Auto Trader on what I’m sure will be a very successful re-launch of the site. The new look website provides an ideal environment for new car advertisers with a great balance of editorial. We pride ourselves on finding effective media first opportunities for our clients and we’re confident this package will provide great results.”
Naomi Lay, Head of Display Advertising at Auto Trader comments: “Our new prime position MPU is fantastic advertising real estate for manufacturers and we are excited to have Chrysler on board during our launch month. We’re currently in the process of rolling out some great packages to agencies and their advertisers; the MPU is the latest in a long line of opportunities. We are looking forward to some excellent results from this campaign and expect to see not only high click through rates but also great back-end performance.”
Now in the top 50 most visited sites in the UK, Auto Trader is a route to market for one quarter of the UK online adult population, with over 8.5 million users*, who each spends an average of 15 minutes on the site per visit**. Auto Trader attracts a massive audience of car buyers looking to purchase cars across all segments and serves 525 million page impressions per month, with 77 million searches for cars. (*Source: Auto Trader Internal Audit, January 2008) (**Source: Comscore November 2007).
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Notes to Editor:
• With 13 regional Auto Trader magazines across the UK and the Republic of Ireland, and an expanding online presence through AutoTrader.co.uk, 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, Farmers Trader, Auto Freeway, TNT magazine – all with the largest reach in their sectors, through magazine readership and web visitors.
• Trader Media Group publishes almost 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 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.
• Trader Media Group is jointly owned by Guardian Media Group and Apax Partners, with GMG as the majority shareholder.
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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