Press release

Auto Trader brings new products to forefront in latest marketing campaign

Auto Trader, the UK’s largest marketplace for new and used cars – launches its new marketing campaign on the 1st of January 2016, promoting a range of new products to help consumers buy and sell more easily.

Launching across TV and on-demand platforms, the campaign will be supported digitally with a YouTube cross platform takeover on 1stJanuary – which will feature expert editorial content for the most exciting cars of 2016.

TV viewers will see a set of six TV ads over the coming months – consisting of a 30 second lead, followed by five different 10 second creatives that offer guidance and highlight benefits of new Auto Trader products and features.

All part of an integrated campaign, the creative will cross over into digital media – where new products will be embedded into rich media display units. This includes Auto Trader’s free valuations tool, which can be used by consumers through digital creatives away from site – along with other popular features such as search.

The campaign will also be supported through social, paid search and standard display – leveraging first party data and insight to target relevant consumers. The latest campaign follows Auto Trader’s more product-driven ‘Little Sister’ ad, which aired in September and will be re-run in the New Year. The return to a product-led creative has enabled the continuation of consumer guidance and education of new features that make buying and selling easier.

Naomi Hahn, Director of Audience and Brand at Auto Trader, said: “We’ve adopted a new approach using a 30 second TV ad to show how we can help every car buyer, whether they are experienced and confident or buying a car for the very first time. We then enhance this message with a series of 10 second ads which really demonstrate how the products can help a variety of different requirements.

Auto Trader is so much more than an online classifieds site, so it was crucial that for this campaign we clearly outline the consumer benefits of all of our new products – and how they help consumers to buy and sell.”

The campaign will reach 25 million ABC1 adults throughout the Jan-Mar period, covering Auto Trader’s core buying and selling audience, and will be broadcast on primetime programming across ITV, Channel 4, multi-channel; as well as on-demand channels including 4OD, and Demand 5. The campaign was created by Isobar, and media planned by Vizeum.

 

Notes to Editors:

About Auto Trader

Auto Trader Group plc is a 100% digital business having successfully completed the transition from a print title in 2013. Auto Trader sits at the heart of the UK’s vehicle buying process and operates the UK’s largest digital automotive marketplace.

Auto Trader’s primary activity is to help vehicle retailers compete effectively on the Marketplace in order to sell more vehicles, faster. The Marketplace brings together the largest and most engaged consumer audience. Autotrader.co.uk attracts around 43 million monthly cross-platform visits on its sites, with around 68% of visits coming through mobile devices, with the largest pool of vehicle sellers (listing more than 400,000 cars each day). In fact over 80% of all time spent on classified sites is spent on Auto Trader. The Group does not buy or sell any vehicles itself.

Auto Trader has around 92% prompted brand awareness in the UK, with 80% of UK retailer forecourts advertising via the website and around 65% of UK used car transactions involving cars listed on autotrader.co.uk.

Auto Trader’s market-leading position enables it to generate and collect large amounts of data on the UK’s automotive marketplace and leverage it to create a suite of services that allow retailers to:

  • BUY – buy the right vehicles, at the right price
  • MARKET – market their brands and businesses effectively in the digital world
  • SELL- sell more vehicles through advertising on the UK’s largest digital automotive marketplace
  • MANAGE – optimise their stock turn and vehicle margin.

For all media enquiries, please contact:

press@autotrader.co.uk

Laura Harvey, Head of Communications

Laura.harvey@autotrader.co.uk

Ben Darby, PR Manager

Benjamin.darby@autotrader.co.uk – 07703767099

'It is estimated to be seen or heard a total of 541 million times by nearly three quarters (74%) of the UK’s adult population'. Take a read of this @AMchatter story to hear how our new ad campaign is driving millions of new car buyers to our marketplace https://t.co/swsCNal9jM
Find out how with just a few tweaks to their pricing strategy, this @AudiUK retailer became the best performer within their brand for new car leads on Auto Trader. Discover how we can help you sell your brand new stock: https://t.co/Zsb9UUlb4i https://t.co/YLrU3I7Ctn
Looking forward to a great #CDX19. A very strong line up this morning on the Live Stage, with Daksh Gupta, John O'Hanlon and John Tordoff sharing their insights on the market https://t.co/cGIPwY2NXk
With lots of jargon, media noise, technical reviews & friendly advice consumers often find the new car journey a confusing one. As depicted in our new marketing campaign we're making it simpler for consumers to find & buy your brand new cars. Find out more https://t.co/wB57otWG4K https://t.co/5cLBiRGiWy
Tonight we'll be launching our brand new marketing campaign designed to reinforce our position as the number one destination for new cars. Tune in to ITV1 at 8pm tonight to see how we'll be driving millions of new car buyers to our marketplace #silencethesquawk https://t.co/mWYtqd1DUR
According to the latest fastest selling cars data the 2012 @forduk Focus estate was the quickest used car to leave forecourts in May taking an average of 18 days to sell. Our search data also shows estates were the most searched for body type last month https://t.co/pVpoqFJbPX https://t.co/NUhWgyvtc4
We're looking forward to tomorrow's #ATAwards judging day. An incredible panel of retail, automotive, digital, advertising & culture experts will be scrutinising this year's self-nomination entries to determine the 'best of the best' retailers. Good luck! 🤞 https://t.co/LCYZYNjqew
Over 100,000 brand new cars are unadvertised. If you’re a franchise retailer & want to take your brand new stock out of hiding, we can help put it in front of the UK’s largest audience of buyers. Request a demo or get in touch to start advertising today https://t.co/Zsb9UUlb4i https://t.co/Y4kHq001MF
With UK car production plummeting, our editorial director @ErinBakerMotors was invited to join the @bbc5live Drive team yesterday to discuss the impact of #Brexit, economic uncertainty & the rise of EVs on the market. You can take a listen here (1:52 in) https://t.co/xmblW2BPoJ https://t.co/S283jiLt66
Over 100k brand new cars are unadvertised. With millions of visits each month we can help your brand new stock reach a huge audience of buyers. Have a listen to how @SwanswayGroup is revealing its brand new cars on Auto Trader. To find out more visit https://t.co/Zsb9UUlb4i https://t.co/ONRDgVaaVV

Auto Trader Group plc
Registered in England (Company number: 09439967)

Auto Trader Limited
Registered in England and Wales (Company number: 03909628)

Registered address:

1 Tony Wilson Place
Manchester
M15 4FN
VAT number: GB 614 8918 20

Keep in touch

We use social media to speak to the UK’s largest car buying audience