Auto Trader makes largest ever marketing investment
Auto Trader, the UK’s largest automotive platform for buying and selling new and used cars, will make its largest ever investment in consumer marketing next quarter, reaching even more car buyers across the UK.
The investment will see the automotive platform double down on marketing spend across above-the line and digital media activity between December 2023 and March 2024, with the core objective of building further trust and brand saliency amongst car buyers, whilst also reaching a younger and more female audience during a key time in the car buying process.
The new phase of the marketing campaign will see Auto Trader visible in high profile AV spots from Boxing Day and into 2024, such as The Voice and Ant & Dec’s Limitless Win, along with on-going Channel 4 partnership idents during popular shows including The Great British Bake Off and Gogglebox and Global radio activations. Coupled with high digital environments such as TikTok, Snapchat and Twitch, Auto Trader will reach 84% of all UK adults - further strengthening the brand position as the market leader.
Other activity next quarter will include marketing spend being put behind increased content visibility of editorial and helpful advice for consumers looking to choose an electric car. A partnership with The Guardian and other key media partners will see Auto Trader’s popular content and monthly Electric Car Giveaway all being utilised and promoted to existing and new audiences through digital, affiliates activity and radio advertising. In total, investment will represent a 23% increase compared to last year.
Auto Trader’s biggest marketing spend to date coincides with the recent appointment of Catherine King who joins the editorial team alongside Auto Trader’s editorial director and award-winning automotive journalist, Erin Baker, to increase the pipeline of women in automotive journalism.
Catherine joined Auto Trader in 2018 as a Data Analyst in a role that saw her transform data into actionable insights for retailers, as well as present the latest market updates on Auto Trader Insights’ bi-weekly webinars. Catherine’s new role follows the launch of Auto Trader’s No Driver Left Behind Campaign in May this year which focused on how many women in the UK are being left behind by the automotive industry.
The research reported that while women were less likely to be very knowledgeable about cars, and specifically electric cars, women are interested in learning more about them. Importantly they want to consume content that’s more lifestyle focused and in media they already consume. Catherine will work with Erin to expand the brand’s lifestyle focused content both on its own site and on partner sites.
Catherine’s appointment as Auto Trader’s second female motoring journalist follows on from Auto Trader’s commitment to make more content available to a wider demographic in the UK including female audiences. In addition to this, Catherine’s role will help narrow the gender gap in the automotive space with the Company already having a thriving Women’s Network, an ongoing partnership with Cardiff University to engage with female media students.
Camilla Ellerton, Marketing Director at Auto Trader, comments: “We’re delighted to once again be able to increase our marketing investment this year to help raise consumer awareness of our brand and drive even more in-market car buyers to our retailer partners’ stock. This year’s spend is our biggest consumer marketing investment ever in the history of our business, and with us looking to engage new audiences through various media channels, coupled with the strengthening of our editorial team, this will make easy to digest lifestyle automotive content more accessible for consumers. Not only this but the investment will continue to help millions across the UK find their next vehicle and further underlines our commitment in driving change together, responsibly.”
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