Auto Trader's largest ever marketing investment to drive even more car buyers to your stock in 2024
This boxing day we'll launch our largest ever investment in consumer marketing for the final quarter of the financial year. The investment will see us grow the awareness and consideration of Auto Trader through our Matchmaker advert and our most recent Valuations campaign, “we know what your car is really worth”.
Increased importance in media spend
Continuing with the success of last year, our existing Britain's Biggest Matchmaker campaign, ‘Here to help you find the right one’, will be back on TV and radio.
This year we are coming back with an even stronger media presence with a 23% increase in media spend, allowing our advert to get in front of even more buyers at peak times after Christmas. We're estimating we'll reach 90% of all UK adults at least once between now and March 2024.
We are reaching more female and younger audiences than ever before and supporting consumers in finding their next vehicle and in valuing their car, which is the entry into selling, and in Electric.
High profile TV and radio spots
The new phase of the marketing campaign will involve securing high impact formats that cement the digital marketplace’s brand position and perception as the market leader.
We have two main media partnerships with Global Radio and Channel 4 but will also be live on other TV and radio stations with high profile TV and radio spots throughout early 2024. These will see us feature in programs such as The Voice and Ant & Dec’s Limitless Win, along with on-going Channel 4 partnership idents during popular shows including The Great British Bake Off and Gogglebox and Global radio activations, will reach 84% of all UK adults twelve times.
Full digital media plan and content partnerships with leading newspapers
The campaign will also include a full digital plan with premium digital placements across YouTube, Twitch, Instagram, Facebook, TikTok and Snapchat.
For the first time ever, we are launching paid promotion of valuations and electric vehicle content, strategically driving consumers to helpful content on site and onwards to your stock. Our popular Electric Vehicle giveaway will also be utilised and promoted to existing and new audiences through digital, affiliates activity and radio advertising.
We'll be reaching new audiences across different channel platforms as we launch content partnerships with leading newspapers, plus planning for season two of Show on the Road, our consumer podcast has started with plans for much bigger guests to continue pushing our brand into new spaces and audiences.
How we bring more buyers to site
This summer we are launching our biggest new car marketing campaign to date, with the aim of making Auto Trader as known for our new car offering as we are for used.