ATLANTA — AutoTrader.com has launched make-based, new-car advertising packages, a new display advertising unit and dedicated specialists to assist dealers with co-op fund compliance.
"At AutoTrader.com, our goal is to support our dealers’ online advertising efforts, and the ability to utilize co-op funds for their advertising on AutoTrader.com will help them extend their reach with the millions of new-car shoppers who visit our site each month." said Chip Perry, president and CEO at AutoTrader.com. "We've taken numerous steps this year to take our co-op compliance to the next level, and we will continue to work closely with our dealer customers to determine what they need for each brand they represent and help them get all of the co-op reimbursements they've earned."
Currently, AutoTrader.com has custom co-op solutions for GM, BMW and Mini, which are the direct result of exclusive, OEM Tier III partnerships, according to the company. These custom solutions provide additional branding and merchandising solutions tailored specifically for each brand.
For 2012, AutoTrader.com is enhancing its co-op assistance with the following:
• New "New Car" packaging: AutoTrader.com has revised all new-car advertising solution packages to be eligible for purchase and provision by vehicle make.
• New Display Advertising Unit: AutoTrader.com is making an additional "Skyscraper" ad unit available to dealers who subscribe to the top new-car advertising package. This unit will pull in vehicles that closely match the user's search.
• Dedicated OEM Tier III Co-Op Specialists: In 2012, dedicated specialists will be partnering with AutoTrader.com's sales team to identify OEM Tier III opportunities for new car and franchise dealer customers.
Co-op business represents a more than two billion dollar marketplace, AutoTrader.com estimates. The 2011 Automotive Buyer Influence Study, which surveyed more than 4,000 new- and used-vehicle buyers, showed that of the 11.5 hours new-car buyers spend online, most of their shopping time — 3.5 hours — is spent on third-party sites like AutoTrader.com.
"It's critical that dealers have a robust Internet marketing strategy, and being able to utilize co-op funds for their online spend will help them achieve that goal,” Perry said. “With the changes in packaging, new display advertising options and dedicated specialists, dealers should be able to more easily take advantage of co-op dollars for their advertising on AutoTrader.com."
For more information, visit www.autotrader.com.