Auto Trader is aiming to reach 25 million customers with a series of new TV adverts set to be screened from January 1.
Steering car buyers towards online features which allow car buyers to value both their existing car and a target purchase, the new campaign includes one 30 second advert and a series of five ten second ads.
Airing from January to March, the marketing campaign will be screened on ITV, Channel 4, Sky and on-demand channels including 4OD, and Demand 5 and is expected to reach 86% of Auto Trader’s core audience of 25 million adults.
Naomi Hahn, director of audience and brand at Auto Trader, said: “We've adopted a new approach to our above the line advertising next year. We have created a 30 second TV ad to show how we can help every car buyer, whether they are experienced and confident or buying a car for the very first time. We then enhance this message with a series of 10 second ads which really demonstrate how our products can help a variety of different buyer requirements.
“Auto Trader is so much more than an online classifieds site, so it was crucial that for this campaign we clearly outline the consumer benefits of all of our new products – and how they help consumers to buy and sell.”
Auto Trader’s marketing campaign will also see exposure via YouTube cross, where an online takeover is expected to reach 18 million UK YouTube users.
The YouTube takeover will feature expert editorial content for the most exciting cars of 2016 and is expected to drive 250,000 clicks through to Auto Trader’s site.