Auto Trader embraces location-based advertising
Car sales brand Auto Trader has announced a partnership with digital group Amscreen in a move towards location based advertising.
Auto Trader continues to embrace digital formats
The partnership allows Auto Trader to use Amscreen location technology to display cars for sale within a ten-mile radius of the selected forecourts.
"We are always looking for new and innovative ways to communicate with our target audience. With screens positioned in forecourt locations up and down the country and with the ability to adapt content so that it has a regional relevance, Amscreen has helped us to deliver targeted advertising that is more relevant to our audience,” said Jonathan Williams, Consumer Marketing Director at Auto Trader.
The campaign will run for six weeks, utilising screens in 1,300 locations across the UK. The partnership coincides with Auto Trader’s repositioning from a print to an online format.
Amscreen Managing Director, Jamie Lindsay, said: "We're very pleased to see an institution such as Auto Trader using our network to advertise.
“Through a combination of screening branded content and using our ad serving technology which automatically tailors one single piece of digital content for its location, they are able to cost effectively give relevant information to the customer looking at the screen."
Toby Foy from Carat said, "The scale and diversity of Auto Trader’s customer base, means finding smart ways to reach the different target groups is essential.
“Amscreen has allowed us to achieve this through a combination of creative flexibility, and geographically targeted messaging.”