Advanced TV (ATV) provides advertisers an opportunity to utilize Cox Automotive’s data to target consumers on OTT/CTV and/or Addressable TV and minimize wastage in marketing spend on ATV. We use actual in-market signals from highly engaged consumers on the largest endemic properties to deliver unique, actionable audience segments; hence increasing efficiencies and return on advertising spend. The data we provide and how we provide varies based on how the video content is consumed.
OTT/CTV: Offered as a managed service where Cox Automotive’s team programmatically purchases video ads by targeting consumers using Cox Automotive’s in-market audience.
Addressable TV: Make available CAI Audiences to MVPDs to power campaigns for clients. MVPDs are multichannel video programming distributors – services that provide multiple television channels – such as cable or satellite television services.
The CPO Listings Module provides OEMs with a unique marketing opportunity along the Used Car and YMMT pages to promote their Certified Pre-Owned vehicles/program.
When listings are available, the CPO Listings Module presents four models for consideration. The module carousels allowing the user to view more vehicles. A prominent call-to-action button clicks through to the OEM Certified Listings Classified page on KBB.
If listings are not available, a native, custom creative appears that reinforces the brand’s CPO program and calls out three competitive advantages that differentiate the program from competitors. This version also has a button that clicks through to the OEM Certified Listings Classified page on KBB.
The Superliner-Standard is a custom integrated placement prominently located above the search results. It gives advertisers the opportunity to promote actionable messaging and influence shoppers. These ad placements are aligned with listings and garner the strong consumer engagement. Generate awareness for your vehicle or brand with the Superliner
A customizable creative with dynamic elements designed for upper funnel tactics, the Shopping Tools Module (STM) is designed to not only capture and retain shoppers while they are in active search mode, but it also builds credibility and trust with its look and feel. This particular ad unit emphasizes the user’s natural inclination to research a particular model by featuring numerous key KPI links, maximizing opportunity to drive shopping actions. The intent of the template options enable advertisers to increase on-page relevancy, enhance performance, and differentiate the messaging.
The Superliner – Shopping Tools Module gives advertisers the opportunity to promote actionable messaging and influence shoppers.
These ad placements are aligned with listings and garner strong consumer engagement. Generate awareness for your vehicle or brand
with the Superliner.
Campaigns that focus on audience driven inventory on site. Fixed rate with non-guaranteed inventory.
Audience Preferred Deals:
An invitation only environment leveraging existing Sales relationships with advertisers. Deals are facilitated and set up by Cox Automotive.
On demand inventory/buying
Non-guaranteed inventory with FIXED CPM
Inventory is available to buyer after all direct and before it becomes auction eligible
Google/GAM integration
Campaign Management/Trafficking and creative implementation supported on buy side
IAB desktop and mobile
Use IAB ad sizes listed on site for both Autotrader and KBB
Audience PDs available:
Segments:
Luxury Bodystyle (60/30 day)
Luxury Car
Luxury SUV
Luxury Used/Certified Pre-Owned (CPO)
Luxury All
Standard Body Style (60/30 day)
Car
Truck
SUV
Hybrid/Electric
Van
Commercial Van
Wagon
Owners (60/30 day)
Owners Car
Owners Truck
Owners SUV
Search Path (60/30 day):
Used/Certified Pre-Owned (CPO) Car
Used/Certified Pre-Owned (CPO) Truck
Used/Certified Pre-Owned (CPO) SUV
Used/Certified Pre-Owned (CPO) All
Loyalists:
User has gotten trade in/private seller value on Autotrader or KBB for a specific make and is also searching AT/KBB for that make.
All makes (60 day)
Defectors:
User has gotten trade in/private seller value on Autotrader or KBB for a specific make and is NOT searching AT/KBB for that make.
All makes (60 day)
Programmatic Benefits include
Leverage automation to execute the media buying process in real time
COX Automotive has integrations with multiple ad tech partners
Clients have flexibility to select from multiple programmatic strategies
Simplified Native serves to relevant audiences based on Consumer Insights data when ad server shows relevant CAMP client is available. When CAMP client is unavailable, it is backfilled through the personalization engine (powered by Consumer Insights data).
CAMP = Cox Automotive Marketing Partnership
Users visit KBB.com and are categorized into audience segments based on their interests, which are determined by their previous KBB.com content consumption/interactions.
These users are recognized by anonymous cookies and targeted with relevant ads to their interests when we find them on KBB.com pages or sites with available ad impressions.
Advertisers purchase the ad impressions segmented by behavior (not the data).
Audience Targeting is available in IAB universal ad sizes at this time.
Impressions are non-guaranteed, subject to price competition
Leverage competitive Native trade-in creative to intercept shoppers known to be in-market with a vehicle to trade. The Trade-In Calculator will calculate the potential net cost for a new vehicle using MSRP less the KBB estimated trade-in value* based on vehicle condition or owner determined value, down payment, loan term, and interest rate. *Not available in all states.