OEM Solutions

New Car Segment Sponsorship – 2019

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

The launch of Autotrader’s new responsive SEO friendly Body Style pages are expected to launch mid-Q2. Current specs for New Car Segment Sponsorship package should be utilized until Q2 launch dates have been confirmed. If you have sponsorship orders planned to start in May or June, provide both current and new specs. Any contract adjustments should continue as planned.

SPONSORSHIP INCLUDES:

  • Advanced Search Form Medium Rectangle or 300×600
  • Segment Landing Page: Header (1300×300 large breakpoint and 400×50 small breakpoint) + Medium Rectangle (300×250) + 728×90 + 320×50  (the 320×50 shows only on mobile breakpoints)
    • Provide a 1×1 for header, as it’s first party served
  • Research Segment Landing Page Medium Rectangle (300×250)
  • Segment Article Pages Medium Rectangle (300×250)
  • Audience Premium targeting Body Style Audience (300×250, 728×90, 320×50, 728×200, 306×435)

SPONSORSHIP UPGRADE OPTIONS:

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

Header (1300x300, 400x50), 300x250, 320x50, 728x90, 306x435, 728x200, Homepage Segment Selector (upgrade), Search Results Page Suggested Filter Sponsorship (upgrade), Various Upgrade Options, Promoted Content (Custom)

Business 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.
Download Ad Specs:
Inventory Search – 300×250
Half Page
Body Style Sponsorship
Audience Extension
Mobile 320×50
Segment & Make Collection Page
Suggested Filter Sponsorship (upgrade the New Car Segment Sponsorship)
Assets Required - Ad Specs:

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

  • Custom header
    • Header image size: 1300×300 large breakpoint and 400×50 small breakpoint.
    • First-party served image, so the client should provide a 1×1 impression tracker.
    • Clients can provide the OEM logo on the header image (130×40 transparent png), or we can use in-house assets
    • Header image and logo are not actionable, so click trackers are not needed.
    • There is a new model call-out image that sits at the base of the header.
      • The model vehicle image has a max width of 240 and should be a transparent png
      • Clients can provide a model vehicle image in the specs provided, or we can use in-house assets.
        • Two calls to action
          • The “Search for this model” is an internal link that goes to the sponsored model SRP page
          • The “Learn More” link is an external link, that will link to the OEM’s desired landing page
          • These links are not optional
  • 300×250; 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
    • 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  Third Party    IAB  New/All, Style/Segment; No Make 
Segment Landing Page    Body Style Sponorship  Site-Served      Segment 
Segment Landing Page    Header (1300x300, 400x50), 300x250, 728x90, 320x50  Site-Served, Third Party      Custom 
Segment Research Page    300x250  Third Party    IAB  New/All, Style/Segment; No Make 
Segment Article Pages    300x250  Third Party    IAB  Segment 
Upgrade: Search Results Page Suggested Filters Sponsorship    Custom  Site-Served      Segment 
Upgrade: Homepage Segment Selector    Custom  Site-Served      Segment 
Audience Premium    various  Third Party      Body Style Audience 
Audience Offsite    various  Third Party      Segment 
Promoted Content    various  Third Party       
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 Salesforce 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)
Logic:
  • Ads appear on Search Form when user selects a body style 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
Ad Spec Highlights:

Half page will be retired at the end of Q1 2019.

Upcoming inclusions/upgrades includes ad specs for:

  • Segment Landing Page: Header (1300×300 large breakpoint and 400×50 small breakpoint) + Medium Rectangle (300×250) + + 728×90 + 320×50  (the 320×50 shows only on mobile breakpoints)
  • Search Results Page Suggested Filters Sponsorship – available for purchase 4/1/19
Partner:
KBB