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Certified Pre-Owned (CPO) Education Sponsorship – 2019

How It Works

Certified Pre-Owned (CPO) Education Sponsorship creates an opportunity to raise awareness and promote education of your certified program to one of the largest audience of in-market auto shoppers.

Educate in-market shoppers about OEM Certified Pre-owned (CPO) program details and the overall benefits of buying a certified vehicle.

Primary Outcome: Education / Awareness of certified pre-owned program and inventory

NOTE: New Car and CPO research pages are now being redirected to the Landing pages, due to this Certified Car Research noted below is anticipated to be available in Q4 2019.

Includes:

  • Homepage Certified Pre-Owned Placement: Image width: 400px ; aspect ratio: between 3:1 and 2:1 Max. k-weight: 50 initial , 100 Max sub-load
  • Promoted Article on Homepage
  • Used Car Research Takeover. Upcoming with anticipated launch in Oct. 2019: Certified Car Research
  • Certified Pre-Owned (CPO) Compare Page pre-populated program & medium rectangle
  • Promoted Content
  • Upgrades: Audience Premium Onsite and / or Offsite
    • Certified Audience
    • Certified Audience + Adjacent
    • Used Audience

Ad Size

248x225, 1024x682, 300x250, Tool Tip, Featured Article, Make Logo; Additional Upgrade Sizes: 728x90, 320x50, 300x250

Details

Page Name Included in Package Version Ad Size Ad Serving Tags/Details Required IAB / Custom Targeting Criteria
Page Name
Homepage
Included in Package Version
Certified Pre-Owned (CPO) Education Sponsorship
Ad Size
248x225
Ad Serving
Site Served
Tags/Details Required
IAB / Custom
Custom
Targeting Criteria
Homepage
Page Name
Search Form
Included in Package Version
Certified Pre-Owned (CPO) Education Sponsorship
Ad Size
Tool Tip
Ad Serving
Site Served
Tags/Details Required
IAB / Custom
Custom
Targeting Criteria
Search Form
Page Name
Car Research Used Landing Page
Included in Package Version
Certified Pre-Owned (CPO) Education Sponsorship
Ad Size
300x250
Ad Serving
Third Party
Tags/Details Required
IAB / Custom
IAB
Targeting Criteria
Exclusive
Page Name
Car Research Used Landing Page
Included in Package Version
Certified Pre-Owned (CPO) Education Sponsorship
Ad Size
1024x682 header
Ad Serving
Site Served
Tags/Details Required
IAB / Custom
Custom
Targeting Criteria
Exclusive
Page Name
Car Research Used Landing Page
Included in Package Version
Certified Pre-Owned (CPO) Education Sponsorship
Ad Size
Featured Article, make logo
Ad Serving
Site Served
Tags/Details Required
IAB / Custom
Custom
Targeting Criteria
Exclusive
Page Name
Audience Premium: Upgrade
Included in Package Version
Certified Pre-Owned (CPO) Education Sponsorship
Ad Size
Desktop 300x250; 728x90; Mobile 320x50; 300x250 (optional)
Ad Serving
Third Party
Tags/Details Required
required
IAB / Custom
IAB
Targeting Criteria
CPO Intenders
Page Name
Audience Offsite
Included in Package Version
Certified Pre-Owned (CPO) Education Sponsorship
Ad Size
various
Ad Serving
Third Party
Tags/Details Required
optional
IAB / Custom
IAB
Targeting Criteria
CPO Intenders
Advertiser:

Tier 1, Certified

Platform:

Desktop, Tablet, Mobile

Product Type:

Sponsorship

Share of Voice:

Sponsorship, exclusive: 100% of impressions

Pages:
  • Homepage
  • Search Form
  • Car Research Certified Comparison
  • Car Research Certified Landing
  • Car Research Used Landing
Strategy:

Consideration, Awareness, Education

Duration:

Monthly

Ad Serving:

Dependent on ad solution: Third Party, Site-served, agency tracking tags optional

Lead Time:

8-10 weeks for new clients: submit an order request

Geography:

National

Product Details:
  • Optional custom header graphic
  • Featured article: can be selected from any published Autotrader Certified Articles
  • Car Research landing pages are responsive

Targeting:

  • Required – Audience Onsite – Desktop + Mobile (Certified Pre-Owned (CPO) Intenders)
  • Optional – Audience Offsite (Certified Pre-Owned (CPO) Auto Intenders)
Additional Notes:
  • Maximum of 4 bullet points and 160 character limit
  • 2 call-to-action (CTAs) (one internal and one external)
  • 40 character limit for each call-to-action (CTA)
  • Logo height not to exceed 40px. Width can vary. Horizontal logo is preferred.
Fulfillment:

10 day lead time

  • Homepage Unit – Open a Salesforce case for Ad Ops Design.
  • Search Form Tool Tip – submit Salesforce case to Ad Ops Support
Logic:
  • Featured article appears in top position
  • Logo locked in top left spot
  • Only brands with certified programs on Autotrader will be available within the drop-down and list of logos on the page
Checklist:
  • 2 calls to action (one internal and one external)
  • copy
Partner:
KBB
Ad Specs:

All Ads should adhere to LEAN Ad Standards as defined by IAB New Ad Portfolio.

Native ad unit on Homepage – Fulfillment by Autotrader; assets provided by client.

Placements:

Homepage Sponsorship Content:

  • Maximum of 4 bullet points and 160 character limit
  • 2 content management system (one internal and one external)
  • Internal button MUST click through to an internal comparison page
  • 40 character limit for each call-to-action
  • Logo height not to exceed 40px. Width can vary. Horizontal Logo preferred.

Sponsored Label:

  • Not customizable

Search Form: Tool Tip

  • About Program Text – 87 Character Max
  • Logo: Max Size 125×65

Car Research Certified Comparison:

  • Pre-populated Search: 300×250

Car Research Used Landing:

  • 300×250
  • 1024×682 – Header Graphic – optional
  • Featured article – optional
  • Research by make top left logo spot – optional
Assets Required:

Homepage Unit:

  • Graphic area copy: up to four rows
  • Logo: High Resolution vector image preferred
  • Call-to-Action Copy
  • URL to Autotrader editorial article to be featured on the homepage

Search Form: Tool Tip

  • Copy – program details
  • Logo

IAB Ads:

  • Third Party tags

 

Ad Sizes:
  • Homepage: 248×225
  • Search form: Tool tip
  • Car research used page: 300×250; 1024×682 header; featured article, make logo
  • Audience onsite: Desktop 300×250; 728×90; Mobile 320×50; 300×250 (optional)
  • Audience offsite: various

Enhancements

Asset Inclusions

Last updated: October 10, 2019
Page Name Included in Version Ad Size Ad Serving Tags/Details Required IAB/Custom Targeting Criteria
Page Name: Homepage Included in Version: Certified Pre-Owned (CPO) Education Sponsorship Ad Size: 248x225 Ad Serving: Site Served Tags/Details Required: IAB/Custom: Custom Targeting Criteria: Homepage
Page Name: Search Form Included in Version: Certified Pre-Owned (CPO) Education Sponsorship Ad Size: Tool Tip Ad Serving: Site Served Tags/Details Required: IAB/Custom: Custom Targeting Criteria: Search Form
Page Name: Car Research Used Landing Page Included in Version: Certified Pre-Owned (CPO) Education Sponsorship Ad Size: 300x250 Ad Serving: Third Party Tags/Details Required: IAB/Custom: IAB Targeting Criteria: Exclusive
Page Name: Car Research Used Landing Page Included in Version: Certified Pre-Owned (CPO) Education Sponsorship Ad Size: 1024x682 header Ad Serving: Site Served Tags/Details Required: IAB/Custom: Custom Targeting Criteria: Exclusive
Page Name: Car Research Used Landing Page Included in Version: Certified Pre-Owned (CPO) Education Sponsorship Ad Size: Featured Article, make logo Ad Serving: Site Served Tags/Details Required: IAB/Custom: Custom Targeting Criteria: Exclusive
Page Name: Audience Premium: Upgrade Included in Version: Certified Pre-Owned (CPO) Education Sponsorship Ad Size: Desktop 300x250; 728x90; Mobile 320x50; 300x250 (optional) Ad Serving: Third Party Tags/Details Required: required IAB/Custom: IAB Targeting Criteria: CPO Intenders
Page Name: Audience Offsite Included in Version: Certified Pre-Owned (CPO) Education Sponsorship Ad Size: various Ad Serving: Third Party Tags/Details Required: optional IAB/Custom: IAB Targeting Criteria: CPO Intenders

Business Rules

Last updated: October 10, 2019
    • Ads are only available as a package; no collapsing of ads
    • Managed by the Sponsorship Calendar
      • No exclusivity on Homepage – Multiple OEMs may appear on Homepage at one time
    • Ad must follow site standards, guidelines and template. One link must click through to the Autotrader search path with sponsored brand pre-populated.
    • Only certified sponsors with certified messaging may appear

    All Ads should adhere to LEAN Ad Standards as defined by IAB New Ad Portfolio.

    Product approval required for all custom ads not built by Autotrader.

  Certified Pre-Owned (CPO) Education Sponsorship - 2019
Funnel Lower Funnel
Upper Funnel
Offsite
Supersection Used
Homepage
Offsite
Platform Desktop
Tablet
Mobile
Advertiser(s) Certified
National/Tier 1
Pages
Homepage
Search Form
Car Research Certified Comparison
Car Research Used Landing Page
Segments None
Duration 1 month minimum
Ad Type Sponsorship, Exclusive: 100% of impressions
Geography National
Ad Serving Site-served, agency tracking tags optional
Third Party
Ad Size

The following sizes apply:

  • 300x250
  • 728x90
  • 320x50
  • 1024x682
  • 248x225
  • Tool Tip
  • Make Logo
  • Featured Article
Lead Time Requires custom schedule