AutoTrader.com Helping Dealers Leverage OEM Ad Spend
New short-term advertising solution enables dealers to leverage their OEM's advertising buy to drive shoppers to their new-vehicle inventory listed on AutoTrader.com.
ATLANTA — AutoTrader.com is offering dealers yet another way to increase exposure of their new-car inventory online with campaign-specific advertising solutions called "Overdrive Dealer Solutions." It is designed to complement OEM Overdrive advertising buys.
The OEM Overdrive solution is an exclusive, interactive advertising experience that enables a limited number of OEM advertisers to launch a one-week custom experience on the AutoTrader.com homepage. This solution has proven to drive shopper consideration for each make/model featured in a campaign. With the Overdrive Dealer Solutions, which include AutoTrader.com's new-car advertising tools on a short-term basis, AutoTrader.com is enabling its dealer customers to extend the impact of this OEM-generated activity to get more interest in their inventory online.
Tailored exclusively for franchise dealers, Overdrive Dealer Solutions provide prominent exposure for new-car inventory online for a short period of time to complement an OEM Overdrive advertising buy. This timeframe enables dealers to capture both the initial and residual boost in shopper activity from the OEM's Overdrive campaign.
Overdrive Dealer Solutions include AutoTrader.com's Front-Line Listings, as well as a Search in Progress (SIP) ad. Select packages also include a dynamic skyscraper ad. Front-Line Listings is a new-car advertising product that provides dealers with more real estate on the search results page and effective new-car merchandising features that enable them to highlight information that influences new-car shoppers the most, such as payment details and manufacturer specials.
"With a few OEM Overdrive campaigns under our belts, we have seen the phenomenal impact that they have had on shopper activity, and we're thrilled to bring this innovative new solution to dealers," said Alan Smith, AutoTrader.com's senior vice president of dealer sales. "At AutoTrader.com, we are continuing to develop new ways to increase the value of our advertising offerings, and shopper activity for our customers. This latest solution enables dealers to better benefit from their OEM's ad spend on AutoTrader.com, as well as test-drive our best new car advertising tools, to drive more traffic to their inventory."
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