Auto Trader accelerates product-driven advertising push
Auto Trader is accelerating its product advertising, pulling away from the lifestyle focus of previous ads to trumpet how its features help drivers trade cars more easily.
The first of six ads hits screens on New Year's Day on TV and on-demand platforms alongside a YouTube takeover. Each ad will consist of a main 30-second version before splitting into five different 10-second creatives that highlight the benefits of Auto Trader’s products and services.
These concepts will spill over into digital, where the actual products will be incorporated into display ads. Among the tools to feature are the car platform’s free valuations tool, which can be used by those not on the site, as well as other features such as search.
Digital buys will also stretch to social, paid search and standard display, with the latter leaning on the Auto Trader’s own data for tighter targeting. Both these efforts alongside TV are expected to reach 25 million ABC1 adults in the first three months of 2016, focusing on primetime programming across ITV, Channel 4 and multi-channel as well as on-demand channels including 4OD, and Demand 5.
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.
The strategy builds on the product-driven ‘Little Sister’ ad the business launched in September and is set to re-run next year. The return to product-led creative chimes with Auto Trader’s move to show car lovers and advertisers it’s so much more than an online classifieds site.
The majority of revenues may still flow from classified ads from dealers but online advertising from car manufacturers is where it spies opportunity for the most growth.
The campaign was created by Isobar, and media planned by Vizeum.