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Auto Trader launches marketing campaign to drive buyers back to showrooms

Auto Trader has invested in a multi-million-pound marketing campaign to help re-ignite the car industry when lockdown restrictions lift at the start of June.

Targeting in market car buyers, the campaign will include radio and digital advertising, and is aimed at promoting consumer confidence in the buying journey.

The campaign will run until at least the end of July.

Auto Trader is also removing banner ads from its site, in order to drive more car buyers to retailers’ advertisements. This will provide an additional 25% of space dedicated to promoting retailers’ stock.

In separate changes to its mobile platform, the size of retailer adverts in search listings will also be increased by 40%, with retailer vehicle imagery more than 90% larger. Auto Trader says this increases the prominence of retailers’ adverts, removing any potential distractions, and creates a more engaging user experience.

Last week, the number of leads Auto Trader sent to retailers increased by 70% year-on-year, and advert views  were up 8% year-on-year to 27th May.

Karolina Edwards-Smajda, Auto Trader’s commercial product director, said: “Since the start of the lockdown period, we’ve taken significant steps to support our retailer partners, and now with forecourts finally able to reopen, we’re continuing to make every effort to help in their recovery.

“Consumer demand is strong, and with over 1.1 million unique users visiting our platform every day, we’re in a unique position to act as the voice for the industry to give buyers confidence and trust in the buying journey.

“We’re also excited to announce some of the biggest changes to our site in recent years, which we’re confident will drive improved performance for our retailer partners and ensure they sell as many vehicles as possible at this critical time.”

The digital marketing supplier is also offering a 25% discount during throughout June and extending its double stock offer until at least July 16.

It axed its fees in April and May in a bid to help retailers stay afloat.

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