The Superliner – Shopping Tools Module is a custom integrated placement prominently located above the search results. It gives advertisers the opportunity to promote actionable messaging and influence shoppers. Drive awareness and consideration of brand’s top crossed shopped models while consumers are actively shopping/researching within Autotrader’s Search Results Pages and Year Make Model/Year Make Model Trim pages.
Allows advertisers to showcase multiple models within an adaptive/responsive native ad format. Internal and external click-through URLS allow users to continue shopping on Autotrader.com or drive to OEM.com for further research.
Key Performance Indicators include Click-through rates and resulting Autotrader shopping activities.
Ad Serving: First Party creative
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.
Custom landing page created by Cox Automotive featuring content to educate and inform shoppers about your Certified Pre-Owned (CPO) program.
Merchandise elements on the page include:
Lifestyle images leveraged in the “hero” at the top of the page and throughout the page
CPO program details
Site-produced CPO video
CTAs to view CPO listings on our site
CTAs to your CPO site
Carousel of your CPO listings based on user’s location
Optional link to CPO editorial on our site
CPO Learning Centers should only be included if Promoted Content is included in client’s CAMP 360 program as well, as most traffic to the page will come from Promoted Content.
“CAMP 360” is a framework created to deliver strategic marketing capabilities to Cox Auto clients in a way that enables us to be an indispensable member of a client’s digital marketing team and allow us to enter new client segments.
Through collaboration, innovation, and marketing expertise we will influence and elevate our client’s brand perception for in-market shoppers.
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 Autotrader/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 Autotrader/KBB for that make.
Promoted Content and Editorial includes the Certified Pre-Owned (CPO) Learning Center.
HIGHLIGHTS
Enhanced product page experience
Retention exclusivity for all participating models
CAMP partners have exclusivity of all units, blocking competitors from appearing on product pages | COX Automotive Marketing Partnership
OVERVIEW
Acquire new and qualified Cox Auto shoppers with trusted Cox Auto messaging
Efficient OEM KPIs
Incremental KBB/AT Shopping Activity
Incremental Dealer.com VDP views
Knotch Consideration Score
Featured Offers is a Native IAB template that highlights a relevant vehicle based on Consumer Insights data.
Serves relevant vehicle based on Consumer Insights data when ad server shows relevant CAMP 360 client is available. When CAMP 360 client is unavailable, it is backfilled through the personalization engine (powered by Consumer Insights data).
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. Drive awareness and consideration of brand’s top crossed shopped models while consumers are actively shopping/researching within Autotrader’s Search Results Pages and Year Make Model/Year Make Model Trim pages.
Allows advertisers to showcase multiple models within an adaptive/responsive native ad format. Internal and external click-through URLS allow users to continue shopping on Autotrader.com or drive to OEM.com for further research.
Key Performance Indicators include Click-through rates and resulting Autotrader shopping activities.