Auto Trader Top Spot helps retailers to stand out from the crowd and target local buyers
To help retailers tap into and focus their marketing efforts on local buyers, Auto Trader has launched Auto Trader Top Spot, a high impact advertising placement designed to give its retailer partners unparalleled exposure of their brand to car buyers on the UK’s largest market place for new and used cars.
Positioned at the very top of search results, retailers can feature their logo, review rating and up to six new and used vehicles on a dynamic image carousel, matched to the consumer search criteria and based on specific locations or radius to their dealership.
Since the reopening of forecourts in June, the market has experienced record consumer demand, and in September alone, there were 61.6 million cross platform visits to Auto Trader, up 23.5% on the same period last year. By providing prime real estate across Auto Trader’s desktop, mobile and app platforms, Auto Trader Top Spot will help retailers to capitalise on the huge surge in consumer appetite in a strategic and efficient way.
Crucially, the new premium marketing solution will enable retailers to target local car buyers, typically regarded as the most profitable; not only willing to pay for convenience, but also offering ongoing revenue opportunities through after sales, service opportunities and repeat custom.
Commenting on the new product launch, Auto Trader’s Director of Commercial Products, Karolina Edwards-Smajda said: “We’re very excited about the marketing potential this new product opens up to our retailer partners, enabling them to target the buyers that matter most to them and to showcase their brand at the most relevant point in the buying cycle.
“We’re committed to developing the tools and providing the insights our customers need to adapt and to thrive in this increasingly challenging and competitive retail landscape. Auto Trader Top Spot fits very much within this ambition, and along with our existing suite of solutions, offers retailers a tactical lever to pull whatever their business goal.”
Auto Trader Top Spot is highly flexible and based on a cost per thousand search impressions, meaning retailers can control spend by tactically choosing when to activate or deactivate the advertisement and only pay when it gets seen.
For more information, retailers can speak to their account managers who are on hand to help them understand how Auto Trader Top Spot can help their business or to discuss any other solution to ensure the right fit for their needs.