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AUTOTRADER.COM “OVERDRIVE”COLLABORATING FOR SUCCESS
JOSH SEARCYSENIOR MANAGER, DISPLAY ADVERTISING PRODUCTS, AUTOTRADER.COM.
JEN SCHREIBERDIRECTOR, PUBLISHER SALES, POINTROLL
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• Who we are
• Overdrive overview
• Bringing Overdrive to life
• Measuring success
• Questions
AGENDA
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WHO WE ARE
•Internet's ultimate automotive marketplace and consumer information website
•Aggregates millions of new, used and certified pre-owned cars from thousands of auto dealers and private sellers
•The leader in rich media ad serving and creative development
•Online display
• In-stream video
•Dynamic ad generation and optimization
•Mobile and tablets
•Social
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• AutoTrader.com had vision to create a unique premium offering for advertisers unlike anything else in the Automotive category. Value proposition of audience is the primary driver.
• The Challenge
• Create a deeply integrated premium execution; a partner is needed to fully execute
• The Solution
• Long-standing relationship with PointRoll
• Shared focus on innovation and quality
• Multiple “white label” ad units
• Common clients
• Established processes and teams
• Common approach to simplify complexity
THE CHALLENGE
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OVERDRIVE OVERVIEW
• Ultra-premium, custom advertising experience launched from AutoTrader.com homepage and carrying through to other areas of the site
• Runs for one week on homepage, search form and on the mobile website
• Integrates unique rich media features not available in any area of the site
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TEAM OVERDRIVE
• Every Overdrive campaign execution managed by team within Product Management division; team serves as hub for all AutoTrader.com, client, PointRoll communication
• Creative services provided by AutoTrader.com for homepage, search form, mobile and tablet. We treat the campaign as a light redesign
• Complete analytic assessment delivered by AutoTrader.com
• One dedicated technical specialist manages all Overdrive campaigns for process and product consistency
• Supported by client-specific project managers
• Consistent Flash / HTML5 development and programming team
• Testing, tracking, QA
• Automated reporting and post-campaign analysis
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PointRoll begins Flash / HTML development
Client reviews and creative revisions
Programming to sync units
Tracking implemented
Testing
Final QA
PROJECT TIMELINE
ATC-led kick-off call with client and PointRoll to present campaign creative
Creative revisionsSubsequent creative versions shared with client and PointRoll
90 DAYS TO LAUNCH 60 DAYS TO LAUNCH 30 DAYS TO LAUNCH
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CAMPAIGNS TO DATE
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OVERDRIVE FOR TABLET
Desktop
Tablet
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• Deeper integration means we can demonstrate a variety of KPIs
• Ad unit performance
• Interaction rate, time spent with unit, in-unit activity details, click details
• Sponsorship impact within AutoTrader.com
• Volume increase in shopping behavior, new car listing activity, research
• Impact on share of segment metrics
• Post-week performance
• Site activity rank
• New car leads
• Advertising effectiveness study
MEASURING SUCCESS
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• Results to date
• Time spent actively engaging with homepage units exceeding 2 minutes
• Expandable rich media ads generally average 14-16 seconds
• Incredible lift in brand activity on AutoTrader.com
• Volume increases across Searches, Shoppers, etc
• Direct impact to Share of segment gains; outpacing the competition
• Measurable increases to advertiser metrics
• Unaided Awareness, Message Association, Brand Favorability, etc
OVERDRIVE PERFORMS!
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• Let’s talk brand strategy; how can we best bring that to our audience?
• Define objectives; we bring a lot metrics to the table
• Plan ahead and start early; engagement model: how can we best partner?
• Assign project owner(s) and involve creative teams
• Understand the moving pieces on both sides
• Good things take time
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