Momentum – 2019
How It Works
Awareness / consideration for in-market shoppers that drives engagement with the sponsor’s vehicle on Autotrader.
The Base Momentum package includes
- Homepage Hero (1300×475) with optional overlay panels + Pre-populated Search
- Homepage Companion Ad: Desktop / Tablet: 728×90, Mobile: 320×50
- Mobile App Home Screen & Make / Model Filters
- Advanced Search Form Make / Model Links
- Main & New Car Research Takeover
- Advanced Search Form: 300×600, Mobile – 300×250
- Search Results Page: Leaderboard – 728×90, 320×50 (the 320×50 shows only on mobile breakpoints) & Spotlight – 728×200, 306×435
Audience Premium:
- Pick One Target, Depending on Goals of Campaign
- Enhanced Audience Targeting – New Car Shoppers
- Enhanced Audience Targeting – New Car Shoppers + Adjacent
The Max Momentum Package includes the Base components +
Top locked article on Homepage Car News & Reviews section & offsite promoted content (for month)
UPGRADES:
- Facebook Audience Extension
- Premium Audience Offsite
Ad Size
Hero (1300x475), Pre-populated Search Links, Homepage Companion Ad (728x90, 320x50), Leaderboard (Desktop/Tablet: 728x90 & Mobile: 320x50), Spotlight (Desktop/Tablet: 728x200 & Mobile: 306x435), 300x250, 320x50, 300x600, 728x90
Image Gallery
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
Base/Max |
Ad Size
Pre-populated Make Search |
Ad Serving
First Party |
Tags/Details Required
Make name |
IAB / Custom
Custom |
Targeting Criteria
|
|
Page Name
Homepage |
Included in Package Version
Base/Max |
Ad Size
Pre-populated Model Search |
Ad Serving
First Party |
Tags/Details Required
Model name |
IAB / Custom
Custom |
Targeting Criteria
|
|
Page Name
Homepage |
Included in Package Version
Base/Max |
Ad Size
1300x475 |
Ad Serving
First Party |
Tags/Details Required
Impression & Click tracker |
IAB / Custom
Custom |
Targeting Criteria
|
|
Page Name
Homepage |
Included in Package Version
Base/Max |
Ad Size
728x90, 320x50 |
Ad Serving
Third Party Ad Served |
Tags/Details Required
Impression & Click tracker |
IAB / Custom
IAB |
Targeting Criteria
|
|
Page Name
Advanced Search Form |
Included in Package Version
Base/Max |
Ad Size
Make/Model Links & Logo |
Ad Serving
First Party |
Tags/Details Required
Creative Tag |
IAB / Custom
Custom |
Targeting Criteria
Make = None/Body Style |
|
Page Name
Advanced Search Form: Mobile |
Included in Package Version
Base/Max |
Ad Size
300x250 |
Ad Serving
Third Party |
Tags/Details Required
Impression & Click tracker |
IAB / Custom
IAB |
Targeting Criteria
|
|
Page Name
Advanced Search Form: Desktop/Tablet |
Included in Package Version
Base/Max |
Ad Size
300x600 |
Ad Serving
Third Party |
Tags/Details Required
Impression & Click tracker |
IAB / Custom
IAB |
Targeting Criteria
|
|
Page Name
Search Results Page |
Included in Package Version
Base/Max |
Ad Size
Leaderboard (728x90, 320x50) |
Ad Serving
Third Party |
Tags/Details Required
Creative Tag |
IAB / Custom
IAB |
Targeting Criteria
Make = None/Body Style |
|
Page Name
Search Results Page |
Included in Package Version
Base/Max |
Ad Size
Spotlights (728x200, 306x435) |
Ad Serving
First Party Recommended |
Tags/Details Required
Creative Tag |
IAB / Custom
Custom |
Targeting Criteria
Make = None/Body Style |
|
Page Name
New Car Research Landing Page |
Included in Package Version
Base/Max |
Ad Size
300x250 |
Ad Serving
Third Party |
Tags/Details Required
Creative Tag |
IAB / Custom
IAB |
Targeting Criteria
|
|
Page Name
New Car Research Landing Page |
Included in Package Version
Base/Max |
Ad Size
Header 1024x682 |
Ad Serving
Site Served |
Tags/Details Required
Impression & Click Tracker |
IAB / Custom
Custom |
Targeting Criteria
|
|
Page Name
New Car Research Landing Page |
Included in Package Version
Base/Max |
Ad Size
Top article locked |
Ad Serving
Site Served |
Tags/Details Required
Impression & Click Tracker |
IAB / Custom
Custom |
Targeting Criteria
|
|
Page Name
Main Car Research Landing Page |
Included in Package Version
Base/Max |
Ad Size
Make logo |
Ad Serving
Site Served |
Tags/Details Required
Impression & Click Tracker |
IAB / Custom
Custom |
Targeting Criteria
|
|
Page Name
Main Car Research Landing Page |
Included in Package Version
Base/Max |
Ad Size
300x250 |
Ad Serving
Third Party |
Tags/Details Required
Creative Tag |
IAB / Custom
IAB |
Targeting Criteria
|
|
Page Name
Main Car Research Landing Page |
Included in Package Version
Base/Max |
Ad Size
Header 1024x682 |
Ad Serving
Site Served |
Tags/Details Required
Impression & Click Tracker |
IAB / Custom
Custom |
Targeting Criteria
|
|
Page Name
Main Car Research Landing Page |
Included in Package Version
Base/Max |
Ad Size
Top article locked |
Ad Serving
Site Served |
Tags/Details Required
Impression & Click Tracker |
IAB / Custom
Custom |
Targeting Criteria
|
|
Page Name
Audience Premium |
Included in Package Version
Base/Max |
Ad Size
various |
Ad Serving
Third Party |
Tags/Details Required
Creative tag |
IAB / Custom
Custom |
Targeting Criteria
Pick one target based on campaign objectives: brand new car shoppers on Autotrader, New Car Shoppers, New Car Shoppers + Adjacent |
|
Page Name
New Car Education HP locked article and Promoted Content offsite (for the month) - assuming article exists |
Included in Package Version
Max |
Ad Size
Homepage/Offsite |
Ad Serving
Site Served |
Tags/Details Required
Impression & Click Tracker |
IAB / Custom
Custom |
Targeting Criteria
|
|
Page Name
Facebook Audience Extension (upgrade) |
Included in Package Version
Upgrade |
Ad Size
various |
Ad Serving
Third Party |
Tags/Details Required
Creative tag |
IAB / Custom
IAB |
Targeting Criteria
|
|
Page Name
Audience Premium Offsite (upgrade) |
Included in Package Version
Upgrade |
Ad Size
various |
Ad Serving
Third Party |
Tags/Details Required
Creative tag |
IAB / Custom
IAB |
Targeting Criteria
|
- Partner:
- KBB
- Ad Specifications:
-
All Ads should adhere to LEAN Ad Standards as defined by IAB New Ad Portfolio.
Enhancements
Ad Specs
Last updated: July 27, 2019
Asset Inclusions
Last updated: July 27, 2019
| Page Name | Included in Version | Ad Size | Ad Serving | Tags/Details Required | IAB/Custom | Targeting Criteria |
|---|---|---|---|---|---|---|
| Page Name: Homepage | Included in Version: Base/Max | Ad Size: Pre-populated Make Search | Ad Serving: First Party | Tags/Details Required: Make name | IAB/Custom: Custom | Targeting Criteria: |
| Page Name: Homepage | Included in Version: Base/Max | Ad Size: Pre-populated Model Search | Ad Serving: First Party | Tags/Details Required: Model name | IAB/Custom: Custom | Targeting Criteria: |
| Page Name: Homepage | Included in Version: Base/Max | Ad Size: 1300x475 | Ad Serving: First Party | Tags/Details Required: Impression & Click tracker | IAB/Custom: Custom | Targeting Criteria: |
| Page Name: Homepage | Included in Version: Base/Max | Ad Size: 728x90, 320x50 | Ad Serving: Third Party Ad Served | Tags/Details Required: Impression & Click tracker | IAB/Custom: IAB | Targeting Criteria: |
| Page Name: Advanced Search Form | Included in Version: Base/Max | Ad Size: Make/Model Links & Logo | Ad Serving: First Party | Tags/Details Required: Creative Tag | IAB/Custom: Custom | Targeting Criteria: Make = None/Body Style |
| Page Name: Advanced Search Form: Mobile | Included in Version: Base/Max | Ad Size: 300x250 | Ad Serving: Third Party | Tags/Details Required: Impression & Click tracker | IAB/Custom: IAB | Targeting Criteria: |
| Page Name: Advanced Search Form: Desktop/Tablet | Included in Version: Base/Max | Ad Size: 300x600 | Ad Serving: Third Party | Tags/Details Required: Impression & Click tracker | IAB/Custom: IAB | Targeting Criteria: |
| Page Name: Search Results Page | Included in Version: Base/Max | Ad Size: Leaderboard (728x90, 320x50) | Ad Serving: Third Party | Tags/Details Required: Creative Tag | IAB/Custom: IAB | Targeting Criteria: Make = None/Body Style |
| Page Name: Search Results Page | Included in Version: Base/Max | Ad Size: Spotlights (728x200, 306x435) | Ad Serving: First Party Recommended | Tags/Details Required: Creative Tag | IAB/Custom: Custom | Targeting Criteria: Make = None/Body Style |
| Page Name: New Car Research Landing Page | Included in Version: Base/Max | Ad Size: 300x250 | Ad Serving: Third Party | Tags/Details Required: Creative Tag | IAB/Custom: IAB | Targeting Criteria: |
| Page Name: New Car Research Landing Page | Included in Version: Base/Max | Ad Size: Header 1024x682 | Ad Serving: Site Served | Tags/Details Required: Impression & Click Tracker | IAB/Custom: Custom | Targeting Criteria: |
| Page Name: New Car Research Landing Page | Included in Version: Base/Max | Ad Size: Top article locked | Ad Serving: Site Served | Tags/Details Required: Impression & Click Tracker | IAB/Custom: Custom | Targeting Criteria: |
| Page Name: Main Car Research Landing Page | Included in Version: Base/Max | Ad Size: Make logo | Ad Serving: Site Served | Tags/Details Required: Impression & Click Tracker | IAB/Custom: Custom | Targeting Criteria: |
| Page Name: Main Car Research Landing Page | Included in Version: Base/Max | Ad Size: 300x250 | Ad Serving: Third Party | Tags/Details Required: Creative Tag | IAB/Custom: IAB | Targeting Criteria: |
| Page Name: Main Car Research Landing Page | Included in Version: Base/Max | Ad Size: Header 1024x682 | Ad Serving: Site Served | Tags/Details Required: Impression & Click Tracker | IAB/Custom: Custom | Targeting Criteria: |
| Page Name: Main Car Research Landing Page | Included in Version: Base/Max | Ad Size: Top article locked | Ad Serving: Site Served | Tags/Details Required: Impression & Click Tracker | IAB/Custom: Custom | Targeting Criteria: |
| Page Name: Audience Premium | Included in Version: Base/Max | Ad Size: various | Ad Serving: Third Party | Tags/Details Required: Creative tag | IAB/Custom: Custom | Targeting Criteria: Pick one target based on campaign objectives: brand new car shoppers on Autotrader, New Car Shoppers, New Car Shoppers + Adjacent |
| Page Name: New Car Education HP locked article and Promoted Content offsite (for the month) - assuming article exists | Included in Version: Max | Ad Size: Homepage/Offsite | Ad Serving: Site Served | Tags/Details Required: Impression & Click Tracker | IAB/Custom: Custom | Targeting Criteria: |
| Page Name: Facebook Audience Extension (upgrade) | Included in Version: Upgrade | Ad Size: various | Ad Serving: Third Party | Tags/Details Required: Creative tag | IAB/Custom: IAB | Targeting Criteria: |
| Page Name: Audience Premium Offsite (upgrade) | Included in Version: Upgrade | Ad Size: various | Ad Serving: Third Party | Tags/Details Required: Creative tag | IAB/Custom: IAB | Targeting Criteria: |
Business Rules
Last updated: July 27, 2019
-
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.
| Momentum | |
|---|---|
| Funnel |
Upper Funnel |
| Supersection |
Homepage |
| Platform |
Desktop Tablet Mobile |
| Advertiser(s) | National/Tier 1 |
| Pages |
Homepage Car Research New Car Landing Page Car Research Browse Landing Page Search Results Search Form |
| Segments | None |
| Duration | 1 week 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:
|
| Lead Time |
Requires custom schedule |