The new sponsorship arrangement, part of an ongoing, multi-million pound marketing investment to demonstrate Auto Trader’s brand position as the leading digital destination for buying and selling new and used cars, runs on TV until the end of December, says Auto Trader.
The ongoing marketing investment has already resulted in nearly 20% more leads to dealers with the number of leads up from 4.8 million to 5.7 million in the past 12 months.
The sponsorship deal with Dave, brokered by Channel 4 Sales and Carat, will lead to the Auto Trader name appearing during more than 260 x 10 second bursts per week in support of selected shows throughout the day for six months, resulting in nearly 20 hours of exposure during the period.
The sponsorship will highlight Auto Trader’s 36 year heritage and its digital presence and will be supported by a multi-channel digital campaign including display, search, email and social media.
Nathan Coe, Group Director, Auto Trader said: “Auto Trader’s ‘always on’ strategy, demonstrated by its continuing presence on TV, will help to raise the profile of the new and used cars offered by our dealers and to increase leads. The sponsorship arrangement with Dave is a very cost effective way of ensuring that the Auto Trader brand is visible each and every day by an audience that is 70% ABC1.”
