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.