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New Car Segment Sponsorship – 2019

How It Works

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)

Details

Package Name Page Name Ad Size Ad Name Ad Serving IAB/Custom
Package Name: New Car Segment Sponsorship - 2019 Page Name: Advanced Search Form (excludes Luxury segments) Ad Size: 300x250 Ad Name: Medium Rectangle Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Segment Landing Page Ad Size: 1x1 Ad Name: Body Style Sponorship Ad Serving: Site-Served IAB/Custom: Custom
Package Name: New Car Segment Sponsorship - 2019 Page Name: Segment Landing Page Ad Size: 1300x300 Ad Name: Header Ad Serving: Site-Served, Third Party IAB/Custom: IAB/Custom
Package Name: New Car Segment Sponsorship - 2019 Page Name: Segment Landing Page Ad Size: 400x50 Ad Name: Header - Mobile Ad Serving: Site-Served IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Segment Landing Page Ad Size: 300x250 Ad Name: Medium Rectangle Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Segment Landing Page Ad Size: 728x90 Ad Name: Leaderboard Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Segment Landing Page Ad Size: 320x50 Ad Name: Mobile Banner Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Segment Research Page Ad Size: 300x250 Ad Name: Medium Rectangle Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Segment Article Pages Ad Size: 300x250 Ad Name: Medium Rectangle Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Upgrade: Search Results Page Suggested Filters Sponsorship Ad Size: Ad Name: Custom Ad Serving: Site-Served IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Upgrade: Homepage Segment Selector Ad Size: Ad Name: Custom Ad Serving: Site-Served IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Premium Ad Size: Ad Name: various Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 160x600 Ad Name: various Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 250x250 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 300x250 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 300x600 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 320x50 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 320x420 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 320x480 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 468x60 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 480x320 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 728x90 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Promoted Content Ad Size: 248x225 Ad Name: various Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Promoted Content Ad Size: 300x250 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Promoted Content Ad Size: 300x50 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Promoted Content Ad Size: 728x90 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
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
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

Enhancements

Asset Inclusions

Last updated: November 26, 2019
Package Name Page Name Ad Size Ad Name Ad Serving IAB/Custom
Package Name: New Car Segment Sponsorship - 2019 Page Name: Advanced Search Form (excludes Luxury segments) Ad Size: 300x250 Ad Name: Medium Rectangle Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Segment Landing Page Ad Size: 1x1 Ad Name: Body Style Sponorship Ad Serving: Site-Served IAB/Custom: Custom
Package Name: New Car Segment Sponsorship - 2019 Page Name: Segment Landing Page Ad Size: 1300x300 Ad Name: Header Ad Serving: Site-Served, Third Party IAB/Custom: IAB/Custom
Package Name: New Car Segment Sponsorship - 2019 Page Name: Segment Landing Page Ad Size: 400x50 Ad Name: Header - Mobile Ad Serving: Site-Served IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Segment Landing Page Ad Size: 300x250 Ad Name: Medium Rectangle Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Segment Landing Page Ad Size: 728x90 Ad Name: Leaderboard Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Segment Landing Page Ad Size: 320x50 Ad Name: Mobile Banner Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Segment Research Page Ad Size: 300x250 Ad Name: Medium Rectangle Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Segment Article Pages Ad Size: 300x250 Ad Name: Medium Rectangle Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Upgrade: Search Results Page Suggested Filters Sponsorship Ad Size: Ad Name: Custom Ad Serving: Site-Served IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Upgrade: Homepage Segment Selector Ad Size: Ad Name: Custom Ad Serving: Site-Served IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Premium Ad Size: Ad Name: various Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 160x600 Ad Name: various Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 250x250 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 300x250 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 300x600 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 320x50 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 320x420 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 320x480 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 468x60 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 480x320 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Audience Offsite Ad Size: 728x90 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Promoted Content Ad Size: 248x225 Ad Name: various Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Promoted Content Ad Size: 300x250 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Promoted Content Ad Size: 300x50 Ad Name: Ad Serving: Third Party IAB/Custom: IAB
Package Name: New Car Segment Sponsorship - 2019 Page Name: Promoted Content Ad Size: 728x90 Ad Name: 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.
    • 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 New Ad Portfolio.
    • Product approval required for all custom ads not built by Autotrader.
Ad Size

Header (1300×300, 400×50), 300×250, 320×50, 728×90, 306×435, 728×200, Homepage Segment Selector, Search Results Page Suggested Filter Sponsorship, Various Upgrade Options, (Note: Header (990×233) & 300×600 “Half Page” – not available later in Q1 2019)

  New Car Segment Sponsorship
Funnel Lower Funnel
Supersection New
Platform Desktop
Tablet
Mobile
Advertiser(s) National/Tier 1
Pages
Advanced Search Form
Segment pages
Audience Premium: Upgrade
Audience Offsite
Promoted Content – Off-Site
Upgrade: Homepage Segment Selector
Upgrade available on 300x250 sponsorships and make/model pages
Segments
  • Commercial
  • Coupe/Hatchback
  • Hybrid/Electric
  • Luxury SUV
  • Luxury Car
  • Sedan
  • Truck
  • Van/Minivan
  • SUV/Crossover/AWD/4WD
Duration 1 month
Ad Type Sponsorship, Exclusive: 100% of impressions
Geography National
Ad Serving Third Party
Site-served, agency tracking tags optional
Ad Size

The following sizes apply:

  • 300x250
  • 300x600
  • 320x50
  • 728x90
  • 990x233
  • Custom
  • 306x435
  • 728x200
  • 1300x300
  • 400x50
Ad Size Upgrade Options
Lead Time 10 business days