The SuperHero ad unit is an attention-getting unit that creates a “wow” factor with its persistent presence and high visibility placement on the Homepage and Car Values, Car Prices and Car Research Landing Pages. The ad unit remains in a persistent location directly below the site’s primary navigation. It appears full size on page load and remains expanded. The large canvas commands full attention while captivating and engaging the consumer with your brand message and reaffirm shopper confidence in your brand/model by leveraging the content from KBB.com Editors.
A customizable native creative with dynamic elements that compares the sponsored model to the user’s searched competitor vehicle on KBB.com pages and only displays the sponsored model’s winning data points*: KBB Expert Rating, Horsepower, Fuel Economy/Electric Range, or Towing/Payload Capacity. *Based on comparison outcomes.
A customizable creative with dynamic elements designed for upper funnel tactics such as branding for individual dealers or showcasing a regional sales event.
Access to qualified in-market shopper behaviors to target your audience and leverage KBB.com data intelligence based on shopper behaviors
People who begin their search for a new car visit KBB.com first to value their trade-in before beginning their search; OEMs will be able to leverage our data segments to reach those shoppers anywhere – expand reach of in-market audiences beyond KBB.com
The Latest Offers is a Native IAB template serves relevant vehicle based on Consumer Insights data.
The 728×90 Leaderboard is part of the IAB standard banner sizes. This ad size works extremely well across site networks and is a popular ad that commands high-visibility on desktops/tablets.
This ad unit is commonly placed above the fold. It is generally a strong performing ad size.
Many KBB ad programs include the Leaderboard.
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
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.
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.
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
People who begin their search for a new car visit KBB first to value their trade-in before beginning their search; OEMs will be able to leverage our data segments to reach those shoppers anywhere
Leverage data from the industry’s leading third party auto shopping site to expand reach of in-market audiences beyond KBB