BURLINGTON, Vt. -

Dealers looking to shorten the process from initial ad view to auto sale have a new, unified tool at their disposal, as Dealer.com announces the enhancement of its family of digital advertising products.

Offering new features, capabilities and services designed to work together, the tool is called the Unified Advertising Exchange (UAX).

Dealer.com says the UAX integrates targeted cross-channel campaigns across relevant content networks, and when coupled with Dealer.com’s website, inventory and CRM products, shortens the overall auto buying process.

The UAX leverages the company’s retargeting, paid search, display and social advertising tools, with real-time bidding technology and the integration of traditional and premium content networks and social sites.

The UAX is partly a result of Dealer.com’s recent exclusive partnership with Jumpstart Automotive Group, and is designed to help drive dealership sales and reduce days on lot.

The company’s analytics show that increased visits to a vehicle detail pages equate to fewer days of that vehicle being on the lot. In a one-month sampling analysis of 4,000 U.S. franchised dealerships, Dealer.com found that customers engaging the UAX experienced a 55-percent increase in VDP page views.

Additionally, those customers had a 61-percent increase in unique website visitors; received 61 percent more contact form submissions; and new vehicle inventory time on lot decreased 12 days.

“The Unified Advertising Exchange brings forward our vision for the most robust and integrated digital advertising platform in the industry,” said Dave Winslow, chief digital strategist at Dealer.com. 

“Together with our other product families — websites, CRM and inventory — we’re making it possible for dealers to provide a more consistent vehicle shopping experience that nurtures them at each stage of the process, from search to sale,” Winslow said.

Auto dealers can view and modify their use of the UAX with the Unified Advertising Dashboard, which provides a holistic view of competitive market data, ad reach, analytics and multi-channel performance. Upgrades to the dashboard are expected in conjunction with the launch of the UAX.
 

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