OEM Solutions

Certified Pre-Owned (CPO) Education Sponsorship – 2019

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

Includes:

  • Redesigned Homepage Certified Pre-Owned Placement
  • Promoted Article on Homepage
  • Certified Car Research & Used Car Research Takeover
  • 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

Custom

Business Rules
  • 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 2017 New Standard Ad Unit Portfolio.

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

Download Ad Specs:
Certified Pre-Owned (CPO) Education Sponsorship
Medium Rectangle – 300×250
Leaderboard – 728×90
Mobile 320×50
Ad Specs:

All Ads should adhere to LEAN Ad Standards as defined by IAB 2017 New Standard Ad Unit 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 Certified Landing:

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

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 the internal article the client selects to promote

Search Form: Tool Tip

  • Copy – program details
  • Logo
IAB Ads:
  • Third Party tags
What the Package Includes:
Page Name Included in Package Version Ad Size Ad Serving Tags/Details Required IAB / Custom Targeting Criteria
Homepage    248x225      Site Served  Homepage 
Search Form    Tool Tip      Site Served  Search Form 
Car Research Used Landing Page    300x250      Third Party Served  Exclusive 
Car Research Used Landing Page    1024x682 header      Site Served  Exclusive 
Car Research Used Landing Page    Featured Article, make logo      Site Served  Exclusive 
Car Research Certified Landing Page    300x250      Third Party Served  Exclusive 
Car Research Certified Landing Page    1024x682 header      Site Served  Exclusive 
Car Research Certified Landing Page    Featured Article, make logo      Site Served  Exclusive 
Audience Premium: Upgrade    Desktop 300x250; 728x90; Mobile 320x50; 300x250 (optional)      Required  CPO Intenders 
Audience Offsite    various      Optional  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 (NEW: Certified Pre-Owned (CPO) Intenders)
  • Optional – Audience Offsite (NEW: 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:

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
Marketing Materials