New marketing campaign proves huge success for Auto Trader

Time 9:24 am, April 8, 2016

AUTO Trader’s latest marketing campaign has seen the automotive marketplace achieve its best ever January, with 59 million visits to the site.

The increased traffic went on to generate more than 263 million advert views in February – an additional 13.4 million advert views from the same month last year. Auto Trader research shows retailers securing more advert views have more chance to sell stock, quicker.

The latest campaign focused on the promotion of a new range of products that have been designed to make it easier for consumers to buy and sell their vehicles. The original 30-second TV ad which launched on January 1 was created to help first-time car buyers, as well as more confident consumers, and is supported by five further 10-second adverts, which show each product in more detail.

The 10-second adverts focus on the free, online vehicle valuation tool, the new easy-to-use search function, new car editorial content and a new part-exchange tool. This is all underpinned by a very coherent and thorough digital strategy in PPC and display.

Nathan Coe, operations director at Auto Trader, said: ‘Our campaign is all about growing our current audience as well as attracting new audiences so that we continue to deliver the largest and most engaged car buying audience to our retailer customers.

‘The campaign has had the desired effect as we have had the biggest February ever in terms of the number of visits to the site. Our rate of growth in both visits and engagement is significantly bigger than all the other auto classified sites.’

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Dave Brown's avatar

Dave, production editor on Car Dealer Magazine, is a journalist with more than 30 years' experience in the worlds of newspapers, magazines and public relations.

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