AutoTrader.com Launches Network to Help Advertisers Reach Largest Possible Audience
April 20, 2009
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ATLANTA — In order to broaden the spectrum of audiences that auto marketers can reach, AutoTrader.com announced the launch a new ad network that includes a vast array of online Web sites.
These sites include AskPatty.com, NADAGuides.com, AutoMart.com, TopGear.com, Care2.com, Greencar.com and other sites representing more than 40 local media properties owned by Cox Media Group and Cox Communications.
Basically, the new program called AutoTrader.com Access can allow advertisers to target shoppers by their individual demographics, interests, online behaviors and location.
In other words, advertisers can use this network of sites — through one media buy — to reach the largest possible audience for their particular product.
"With this network, a maker of a fuel-efficient car, for instance, can advertise on AutoTrader.com to generate brand exposure to in-market shoppers and, through the Access network, can target eco-conscious shoppers on specific environmentalist sites, sites aimed at specific geographies and more on a national or local level," shared Anne Steinhauer, AutoTrader.com's vice president of national accounts.
"AutoTrader.com brings the in-market shopper," she added. "AutoTrader Access brings branding and awareness to people beyond automotive Web sites."
According to officials, AutoTrader.com Access is powered by Adify for Networks, which is a vertical ad network platform. Adify provides such services as ad management, trafficking, optimization, reporting, payment and technical-support functions.
Utilizing Adify allows AutoTrader.com Access to offer standard and breakthrough banner advertising, behavioral targeting, syndicated content, in addition to video and rich media advertising.
"As one of the top sites for in-market car buyers, AutoTrader.com's visitors — who spend an average of 30 minutes a month on our site — are a highly engaged, attractive audience for companies trying to influence car purchase decisions," Steinhauer noted.
"By creating this network, AutoTrader.com can efficiently deliver our own highly engaged audience and, through the network, the highly targeted audiences that our advertisers also want to reach," she continued.
For more information, e-mail access@autotrader.com or call (888) 707-7836.
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