Auto Trader’s first national TV campaign for 18 months launched on Sky, ITV1, Channel 4 and online on Friday (7 September).
To take advantage of the expected uplift in traffic, Auto Trader has announced a stock uncapping offer. Dealers can add additional stock outside their normal contract ‘for free for the duration of the campaign’.
The new 40-second advert, part of a £15m marketing drive, will run on TV until the end of September and online until mid-October.
It will be aired on TV over 600 times, supported by ‘homepage takeovers’ on YouTube and Top Gear.
Nathan Coe, group director at Auto Trader, said: “Auto Trader’s return to TV screens will help to raise the profile of the new and used cars offered by our dealers.
“They should all take advantage of the stock uncapping offer as it is expected that there will be an additional 1.3m visits to the Auto Trader website during the TV campaign and nearly 32m people will be exposed to the campaign.”
The company insisted the ad campaign had no connection to the announcement in August by News International it was launching a used car site. "The ad campaign has been planned for eight to 10 weeks," a spokesman said.
> The Auto Trader ad.