KBB.com’s Advertising Specifications

Certified Pre-Owned (CPO) Advantage
Note: Custom Ad Solution

Last updated: February 8, 2023

Description

Certified Pre-Owned (CPO) Advantage contextually promotes the benefits of buying certified pre-owned through an enhanced creative experience showcased on Autotrader.com used and certified vehicle details pages. The custom native 300×250 features certified inventory and drives the user to the Certified Pre-Owned Advantage landing page that is branded with an OEM lifestyle image and content. A comparison chart displaying a used vehicle in the first position followed by certified vehicles allows the user to evaluate used and certified pre-owned vehicles. When listings are not available a backup CPO creative serves that directs the user to the landing page.

Media Specifications

Pages Vehicle Details Page (VDP)
CPO Advantage Landing Page
Duration Any
Share of Voice CAMP 360
Geography National
Ad Serving Site served
Lead Time 10 business days
Device

Desktop
Tablet
Mobile
Dimensions

300×250 – Entry Point
Custom – Landing Page
Frequency Capping

No frequency capping
Additional Notes

No fourth-party pixels or calls may be added to ad tags without the prior written consent of Cox Automotive. Advertiser and/or agency is expressly prohibited from collecting any data from Cox Automotive, including website data and user behavioral data, without the prior written consent of Cox Automotive.
Detailed Specifications

Certified Pre-Owned (CPO) Advantage

Deliverable Specifications

HEADER COPY:

  • Landing Page Hero: 22 characters per line, including spaces; 2 lines max
  • Landing Page Compare Section: 21 characters max, including spaces
  • Recommend featuring content related to certified program or vehicle(s) due to the nature of the product offering

SUB-HEADER COPY:

  • Landing Page Hero: 42 characters per line, including spaces; 2 lines max
  • Landing Page Compare Section: 30 characters max, including spaces
  • Recommend featuring content related to certified program or vehicle(s) due to the nature of the product offering

CALL-TO-ACTION (CTA) COPY:

300×250 Entry Point

  • 10 characters max, including spaces
  • Default copy: Shop Now

Landing Page

  • 20 characters max, including spaces

IMAGE:

  • Landing Page Lifestyle Image: High resolution 1734×440; layered PSD preferred, JPG or PNG acceptable
  • Recommend featuring images related to certified program or vehicle(s) due to the nature of the product offering

LOGO:

300×250 Entry Point

  • Horizontal: High resolution 130×39 PNG on transparent background; or high resolution 1920×1080 PNG on transparent background for internal resizing

Landing Page

  • Horizontal: High resolution 220×65 PNG on transparent background; or high resolution 1920×1080 PNG on transparent background for internal resizing

ENTRY POINT HOVER HEX

  • Provide HEX code
  • Default code: #e85b00 – Autotrader

TAGS:

  • One impression tag
  • One click tag: Redirects to OEM site