Automotive expert Auto Trader, the UK’s biggest motoring website, has backed up the findings of the MMA’s survey into mobile marketing with the launch of a large brand campaign to promote its mobile platform. An advertising injection into this innovative channel will significantly boost the opportunity for car dealers to reach potential buyers on the move.
During its total run period the TV campaign will air over 7,000 times, reaching 76% of the UK’s ABC1 adults, a total of 18.8 million people, each of whom will see the TV advertisement on average 4.8 times. Overall, 44 million adults will be reached by the campaign.
During its total run period the TV campaign will air over 7,000 times, reaching 76% of the UK’s ABC1 adults – as many as 18.8 million people, each of whom will see the TV advertisement on average 4.8 times. The online campaign creative will also educate audiences to the range of great deals available on Auto Trader and encourage them to visit the site to search for cars.
The campaign will harness the latest digital targeting technologies to attract quality leads from high-traffic, well-known sites like Facebook, MSN, Top Gear and Google. The digital campaign schedule will be optimised according to the placements that drive the best quality traffic, as defined by the number of searches and responses to advertisers.
Graham Bentham, Trade Marketing Director at Trader Media Group, says: “In its simplest terms our job at Auto Trader is to operate as the marketing department for the UK’s car dealers – helping them to sell more cars, more quickly and at a fair price. Our 30 years of experience in the motoring industry means we know the UK’s 30million+ motorists better than any other brand, and in particular, the ways of reaching them in a positive and helpful way to make their car choices as easy as possible.
“In today’s 24/7/365 world – with endless media clutter and choices facing the motorist and dealer alike (from Facebook to TV to Twitter) – dealers want a partner who understands this space and can include the right mix of media and channels on their behalf to boost their business.
“Mobile is definitely the right choice for motorists today, a fact that is confirmed by the traffic our mobile site receives on a daily basis, the popularity of our iPhone application and the dealer response so far.
“If motorists are making choices and decisions about their next car away from their desk or out and about then Auto Trader and its customers need to be with them – saying ‘wait’ or ‘please hang on to that inspiration until we are ready’ is not an option these days.”
The six week TV campaign, which launched during the England vs Bulgaria game on Friday 3rd September, will air on a combination of terrestrial and digital channels including ITV1, Channel 4, More4 / Film4 / E4, ITV2 / 3 / 4, Sky 1, Sky Sports and Dave.