OEM Solutions

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

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

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:

  • Pre-populated Make Search
  • Pre-populated Model Search
  • 1300x475
  • 728x90
  • Make/model links + OEM logo
  • 320x50
  • 306x435
  • 728x200
  • 1024x682
  • Top article locked
Lead Time Requires custom schedule