OEM Solutions

New Car Segment Sponsorship – 2019

Put your brand front and center when shoppers are looking for a specific model within a segment.

INCLUDES:

  • Advanced Search Form Medium Rectangle or 300×600
  • Redesigned Segment Landing Page: Hero + Medium Rectangle
  • Research Segment Landing Page Medium Rectangle
  • Segment Article Pages Medium Rectangle
  • Search Results Page Suggested Filters Sponsorship
  • Audience Premium targeting Body Style Audience

UPGRADE OPTIONS

  • Optimized Homepage Segment Selector (Premium; only one available per month)
  • Promoted Content
  • Audience Premium Offsite (Body Style Audience)

Page/Placement: New Car Shoppers

  • Commercial
  • Coupe + Hatchback
  • Hybrid/Electric
  • Luxury SUV
  • Luxury Sedan
  • Sedan
  • SUV/Crossover/AWD/4WD
  • Truck
  • Van/Minivan

Note: Between the sponsorship options Luxury SUV and Luxury Sedan, only one of the two can have ownership of the Luxury landing page.

Luxury Sedan is the default, but have made exceptions to allocate the page to Luxury SUV when Luxury Sedan is not sold.

Other Information:

Photoshop .PSD template  available on request.

Ad Size

1300x520, 300x250, 300x600, Homepage Segment Selector, Search Results Page Suggested Filter Sponsorship, various

Download Ad Specs:
Inventory Search – 300×250
Half Page
Body Style Sponsorship
Audience Extension
Ad Specs:

All Ads should adhere to LEAN Ad Standards as defined by IAB 2017 New Standard Ad Unit Portfolio.

Style Search Page: Three options available; custom header that is third party served, integrated header that is site served, or custom static image header.

Photoshop .PSD template  available on request.

Option 1: Custom header

  • 990×233
  • No animation
  • HTML5
  • Sponsored background image must span the entire width and of header (990×233)
    • Vehicle requirements:
      • Must correspond with style of page (e.g.: only coupes may be pictured on header for Coupe style page, hatchbacks for Hatchback style page, etc.)
      • Entire vehicle must appear in image
    • May not conflict with/appear in the Page Copy Area (360×200) on left side of header
    • Headline and body copy: dark grey (#333333)
    • Text link: blue (#505FBB)
  • Sponsorship logo:
    • Must be present
    • 200×60
    • Only one logo per header
  • “Sponsored by” text must be present above sponsor logo
  • Header may contain two hyperlinks in text form
    • 35 Character limit
    • 1 link must go to internal SRP
    • other link can go to OEM site
  • Text and logo must appear in the right side of the sponsored area
    • dimensions 320×233
Option 2: Integrated 
  • Model Image 504×210
    • Left-facing, three quarter angle
    • On trasnparent background
    • Image must match the style (i.e., coupe vehicle image on coupe style page must have two doors)
  • Text links: 2 max
    • one clicks to Autotrader SRP, one clicks to OEM site
    • 25 max character limit with spaces

Option 3: Custom Static Lifestyle Image header

  • 990×233
  • No animation
  • Static JPEG
  • Sponsored background image must span the entire width and of header (990×233)

o    Vehicle requirements:

  • Must correspond with style of page (e.g.: only coupes may be pictured on header for Coupe style page, hatchbacks for Hatchback style page, etc.)
  • Entire vehicle must appear in image

o    May not conflict with/appear in the Page Copy Area (360×200) on left side of header

  • Sponsorship logo:
    • Must be present
    • 200×60
    • Only one logo per header
  • “Sponsored by” text must be present above sponsor logo
  • Header ad may contain one hyperlink in button form
    • 35 Character limit
    • Link can go to OEM site or internal SRP
    • If link goes to OEM site, it’s required to display off-site indicator/icon after link label
  • Text and logo must appear in the right side of the sponsored area
    • dimensions 320×233
    • The entire image is clickable
    • Limited to a single CTA
    • Trackers Needed: 1 click tracker, 1 impression tracker
    • Disclaimer rollover not available (any disclaimers must appear on main image)
Assets Required:

Style Search Page: *if both Luxury sub-segments have been purchased, Luxury Sedan gets the Style Search Page

  • Custom header
    • third party creative tag
  • 300×250 or 300×600; third party creative tag
OR
  • Integrated header
    • Model Image
    • Copy for text links
  • 300×250 or 300×600; third party creative tag

IAB Units:

  • Desktop
    • 300×250; third party creative tag
    • 728×90; third party creative tag
  • Mobile
    • 320×50; third party creative tag
    • Superliner; first party creative tag
    • optional 300×250; third party creative tag
What the Package Includes:
Page Name Included in Package Version Ad Size Ad Serving Tags/Details Required IAB / Custom Targeting Criteria
Advanced Search Form (excludes Luxury segments)    300x250 or 300x600      Third Party Served  New/All, Style/Segment; No Make 
Segment Landing Page    Body Style Sponorship      Site-Served  Segment 
Segment Landing Page    Hero, 300x250      Optional  Custom 
Segment Research Page    300x250      Third Party Served  New/All, Style/Segment; No Make 
Segment Article Pages    300x250      Third Party Served  Segment 
Upgrade: Search Results Page Suggested Filters Sponsorship    Custom      Site-Served  Segment 
Upgrade: Homepage Segment Selector    Custom      Site-Served  Segment 
Audience Premium    various      Optional  Body Style Audience 
Audience Offsite    various      Optional  Segment 
Promoted Content    various      Optional   
Advertiser:

Tier 1

Platform:

Desktop, Tablet, Mobile

Product Type:

Exclusive & Impression

Strategy:

Consideration; Segment

Duration:

Monthly

Geography:

National

Fulfillment:

5 day lead time for client-provided assets – 10 day lead time for Autotrader build

  • Open a sales force case for Ad Ops design
Product Details:

9 New Car Segments available:

  • Commercial
  • Coupe + Hatchback
  • Hybrid/Electric
  • Luxury SUV
  • Luxury Sedan
  • Sedan
  • SUV/Crossover/AWD/4WD
  • Truck
  • Van/Minivan

Between the sponsorship options Luxury SUV and Luxury Sedan, only one of the two can have ownership of the Luxury landing page.

Luxury Sedan is the default, but have made exceptions to allocate the page to Luxury SUV when Luxury Sedan is not sold.

Targeting Add-ons:

  • Required – Audience Targeting Onsite: Desktop + Mobile (BodyStyle – New/All, Style/Category)
  • Optional – Audience Targeting Offsite: (BodyStyle)
Product Rules:
  • Ads are only available as a package; no collapsing of ads.
  • Segment packages may be bundled together (i.e. Sedan & Truck).
  • If both Luxury sub-segments are sold, Luxury Sedan gets the Style Landing Page.
  • Sub-segments can be sold as a custom conquest package (i.e. mid-size sedan, Luxury Car) and will not include a landing page.
  • 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.
Logic:
  • Ads appear on Search Form when user selects a bodystyle AND no make/model are selected. Ads also appear if user selects a make/model but retention was not purchase
  • Ads appear on Style page when style is selected from the Browse by Style
  • Ads appear on Car Research pages when Style matches the style featured in the article
Partner:
KBB

Segment Sponsorships have a 2.5x higher lead rate compared to OEM benchmarks.

Marketing Materials