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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

Page Name Included in Package Version Ad Size Ad Serving Tags/Details Required IAB / Custom Targeting Criteria
Page Name
Advanced Search Form (excludes Luxury segments)
Included in Package Version
Ad Size
300x250
Ad Serving
Third Party
Tags/Details Required
IAB / Custom
IAB
Targeting Criteria
New/All, Style/Segment; No Make
Page Name
Segment Landing Page
Included in Package Version
Ad Size
Body Style Sponorship
Ad Serving
Site-Served
Tags/Details Required
IAB / Custom
Targeting Criteria
Segment
Page Name
Segment Landing Page
Included in Package Version
Ad Size
Header (1300x300, 400x50), 300x250, 728x90, 320x50
Ad Serving
Site-Served, Third Party
Tags/Details Required
IAB / Custom
Targeting Criteria
Custom
Page Name
Segment Research Page
Included in Package Version
Ad Size
300x250
Ad Serving
Third Party
Tags/Details Required
IAB / Custom
IAB
Targeting Criteria
New/All, Style/Segment; No Make
Page Name
Segment Article Pages
Included in Package Version
Ad Size
300x250
Ad Serving
Third Party
Tags/Details Required
IAB / Custom
IAB
Targeting Criteria
Segment
Page Name
Upgrade: Search Results Page Suggested Filters Sponsorship
Included in Package Version
Ad Size
Custom
Ad Serving
Site-Served
Tags/Details Required
IAB / Custom
Targeting Criteria
Segment
Page Name
Upgrade: Homepage Segment Selector
Included in Package Version
Ad Size
Custom
Ad Serving
Site-Served
Tags/Details Required
IAB / Custom
Targeting Criteria
Segment
Page Name
Audience Premium
Included in Package Version
Ad Size
various
Ad Serving
Third Party
Tags/Details Required
IAB / Custom
Targeting Criteria
Body Style Audience
Page Name
Audience Offsite
Included in Package Version
Ad Size
various
Ad Serving
Third Party
Tags/Details Required
IAB / Custom
Targeting Criteria
Segment
Page Name
Promoted Content
Included in Package Version
Ad Size
various
Ad Serving
Third Party
Tags/Details Required
IAB / Custom
Targeting Criteria
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: July 17, 2019
Page Name Included in Version Ad Size Ad Serving Tags/Details Required IAB/Custom Targeting Criteria
Page Name: Advanced Search Form (excludes Luxury segments) Included in Version: Ad Size: 300x250 Ad Serving: Third Party Tags/Details Required: IAB/Custom: IAB Targeting Criteria: New/All, Style/Segment; No Make
Page Name: Segment Landing Page Included in Version: Ad Size: Body Style Sponorship Ad Serving: Site-Served Tags/Details Required: IAB/Custom: Targeting Criteria: Segment
Page Name: Segment Landing Page Included in Version: Ad Size: Header (1300x300, 400x50), 300x250, 728x90, 320x50 Ad Serving: Site-Served, Third Party Tags/Details Required: IAB/Custom: Targeting Criteria: Custom
Page Name: Segment Research Page Included in Version: Ad Size: 300x250 Ad Serving: Third Party Tags/Details Required: IAB/Custom: IAB Targeting Criteria: New/All, Style/Segment; No Make
Page Name: Segment Article Pages Included in Version: Ad Size: 300x250 Ad Serving: Third Party Tags/Details Required: IAB/Custom: IAB Targeting Criteria: Segment
Page Name: Upgrade: Search Results Page Suggested Filters Sponsorship Included in Version: Ad Size: Custom Ad Serving: Site-Served Tags/Details Required: IAB/Custom: Targeting Criteria: Segment
Page Name: Upgrade: Homepage Segment Selector Included in Version: Ad Size: Custom Ad Serving: Site-Served Tags/Details Required: IAB/Custom: Targeting Criteria: Segment
Page Name: Audience Premium Included in Version: Ad Size: various Ad Serving: Third Party Tags/Details Required: IAB/Custom: Targeting Criteria: Body Style Audience
Page Name: Audience Offsite Included in Version: Ad Size: various Ad Serving: Third Party Tags/Details Required: IAB/Custom: Targeting Criteria: Segment
Page Name: Promoted Content Included in Version: Ad Size: various Ad Serving: Third Party Tags/Details Required: IAB/Custom: Targeting Criteria:

Business Rules

Last updated: July 17, 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
Lead Time 10 business days