Auto Trader supports showroom reopening with multi-million-pound marketing campaign and launches significant site improvements for retailers
As part of its commitment to help retailers get back to selling vehicles as quickly as possible, Auto Trader, the UK’s largest marketplace for new and used cars, is launching a new marketing campaign to coincide with the reopening of showrooms. Targeting in market car buyers, the campaign will include radio and digital advertising, and is aimed at promoting the industry is back in business whilst promoting consumer confidence in the buying journey. The campaign will run until at least the end of July.
The marketplace is also making some fundamental changes to its site experience which are designed to drive more car buyers to retailers’ advertisements. Traditionally, Auto Trader has featured display banner advertising across its site, but the Company has taken the decision to remove it to drive improved performance for its retailer partners. It will be removed completely from Monday providing an additional circa 25% more space dedicated to promoting retailers’ stock. Testing has proven that this delivers an increase in both advert views and leads for retailers, encouraging consumers to spend longer on site.
In separate changes to its mobile platform, the size of retailer adverts in search listings will also be increased by 40%, with retailer vehicle imagery over 90% larger. This increases the prominence of retailers’ adverts, removing any potential distractions, and creates a more engaging user experience. These changes will further contribute to the already incredibly strong audience performance recorded in the last week, with the number of leads sent to retailers (up 70% year-on-year), and advert views (up 8% year-on-year) up to 27th May.
Commenting on these news measures, Auto Trader’s Commercial Product Director, Karolina Edwards-Smajda, said: “Since the start of the lockdown period, we’ve taken significant steps to support our retailer partners, and now with forecourts finally able to reopen, we’re continuing to make every effort to help in their recovery.
“Consumer demand is strong, and with over 1.1 million unique users visiting our platform every day, we’re in a unique position to act as the voice for the industry to give buyers confidence and trust in the buying journey.
“We’re also excited to announce some of the biggest changes to our site in recent years, which we’re confident will drive improved performance for our retailer partners and ensure they sell as many vehicles as possible at this critical time.”
About Auto Trader
Auto Trader Group plc is the UK and Ireland's largest digital automotive marketplace. Auto Trader sits at the heart of the UK's vehicle buying process and its primary activity is to help vehicle retailers compete effectively on the marketplace in order to sell more vehicles, faster. Auto Trader listed on the London Stock Exchange in March 2015 and is now a member of the FTSE 100 Index.
For more information, please visit https://plc.autotrader.co.uk/
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