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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

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
  • 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

Package Name Page Name Ad Size Ad Name Ad Serving IAB/Custom
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Homepage Ad Size: 1x1 Ad Name: Promoted Article Ad Serving: Site Served IAB/Custom: Custom
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Homepage Ad Size: 5x5 Ad Name: Make Link Ad Serving: Site Served IAB/Custom: Custom
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Search Form Ad Size: 1x1 Ad Name: Tool Tip Ad Serving: Site Served IAB/Custom: Custom
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Car Research Used + Certified + Compare Certified Programs Ad Size: 2x2 Ad Name: Hero Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Car Research Used + Certified + Compare Certified Programs Ad Size: 4x4 Ad Name: Sponsored Article Ad Serving: Site Served IAB/Custom: Custom
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Car Research Used + Certified + Compare Certified Programs Ad Size: 5x5 Ad Name: Make Link Ad Serving: Site Served IAB/Custom: Custom
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Car Research Used + Certified + Compare Certified Programs Ad Size: 300×250 Ad Name: Medium Rectangle Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Car Research Used Landing Page Ad Size: 1024x682 Ad Name: Header Ad Serving: Site Served IAB/Custom: Custom
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Car Research Used Landing Page Ad Size: 1x1 Ad Name: Featured Article Ad Serving: Site Served IAB/Custom: Custom
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Car Research Used Landing Page Ad Size: 1x1 Ad Name: Make Logo Ad Serving: Site Served IAB/Custom: Custom
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Premium: Upgrade Ad Size: 300x250 Ad Name: Medium Rectangle Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Premium: Upgrade Ad Size: 728x90 Ad Name: Leaderboard Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Premium: Upgrade Ad Size: 320x50 Ad Name: Mobile Banner Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Premium: Upgrade Ad Size: 300x250 (optional) Ad Name: Medium Rectangle Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 300×250 Ad Name: Medium Rectangle Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 160×600 Ad Name: Skyscraper Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 728×90 Ad Name: Leaderboard Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 300×600 Ad Name: Filmstrip Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 300×50 Ad Name: Mobile Banner Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 320×50 Ad Name: Mobile Banner Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 320×480 Ad Name: static interstitial Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 480×320 Ad Name: static interstitial Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 320×420 Ad Name: static interstitial Ad Serving: Third Party IAB/Custom: IAB
Advertiser:

National/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: November 26, 2019
Package Name Page Name Ad Size Ad Name Ad Serving IAB/Custom
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Homepage Ad Size: 1x1 Ad Name: Promoted Article Ad Serving: Site Served IAB/Custom: Custom
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Homepage Ad Size: 5x5 Ad Name: Make Link Ad Serving: Site Served IAB/Custom: Custom
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Search Form Ad Size: 1x1 Ad Name: Tool Tip Ad Serving: Site Served IAB/Custom: Custom
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Car Research Used + Certified + Compare Certified Programs Ad Size: 2x2 Ad Name: Hero Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Car Research Used + Certified + Compare Certified Programs Ad Size: 4x4 Ad Name: Sponsored Article Ad Serving: Site Served IAB/Custom: Custom
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Car Research Used + Certified + Compare Certified Programs Ad Size: 5x5 Ad Name: Make Link Ad Serving: Site Served IAB/Custom: Custom
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Car Research Used + Certified + Compare Certified Programs Ad Size: 300×250 Ad Name: Medium Rectangle Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Car Research Used Landing Page Ad Size: 1024x682 Ad Name: Header Ad Serving: Site Served IAB/Custom: Custom
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Car Research Used Landing Page Ad Size: 1x1 Ad Name: Featured Article Ad Serving: Site Served IAB/Custom: Custom
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Car Research Used Landing Page Ad Size: 1x1 Ad Name: Make Logo Ad Serving: Site Served IAB/Custom: Custom
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Premium: Upgrade Ad Size: 300x250 Ad Name: Medium Rectangle Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Premium: Upgrade Ad Size: 728x90 Ad Name: Leaderboard Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Premium: Upgrade Ad Size: 320x50 Ad Name: Mobile Banner Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Premium: Upgrade Ad Size: 300x250 (optional) Ad Name: Medium Rectangle Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 300×250 Ad Name: Medium Rectangle Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 160×600 Ad Name: Skyscraper Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 728×90 Ad Name: Leaderboard Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 300×600 Ad Name: Filmstrip Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 300×50 Ad Name: Mobile Banner Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 320×50 Ad Name: Mobile Banner Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 320×480 Ad Name: static interstitial Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 480×320 Ad Name: static interstitial Ad Serving: Third Party IAB/Custom: IAB
Package Name: Certified Pre-Owned (CPO) Education Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 320×420 Ad Name: static interstitial Ad Serving: Third Party IAB/Custom: IAB

Business Rules

Last updated: November 26, 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
Ad Size Upgrade Options
Lead Time Requires custom schedule