Auto Trader will launch a “buy online” marketing campaign on Christmas Day
Auto Trader will promote online car buying services with a brand new marketing campaign launched on Christmas Day.
The new marketing activity is designed to highlight the ease and simplicity of buying a car online from retailers in its market, during a time of COVID uncertainty.
It marks the next phase of Auto Trader’s UK Biggest Matchmaker (BBM) campaign, which is the organization’s largest to date.
Catherine Faiers, COO of Auto Trader, said: “Throughout the pandemic, we have seen a significant increase in the number of consumers looking to complete more of the online shopping journey, which is only expected to accelerate only in the weeks and months to come.
“We have seen many of our retail partners adopt – and have huge success with – online shopping features, and so in this time of covid uncertainty, we wanted to again promote the convenience and availability of delivery services at home to millions of potential car buyers.
“I hope this campaign and our broader investment in marketing this year will make a real difference to our retail partners. Given the current retail environment, and to make the most of this opportunity, it is essential that retailers highlight their online shopping services in their advertising, in their marketing and on their digital outposts.
With a focus on home delivery, the new online shopping phase of the BBM campaign will air across multiple channels, including TV and video-on-demand (BVOD), as well as digital business. , including YouTube, Smart TV, Facebook and Snapchat.
As with previous episodes of the BBM campaign, the new TV advert will once again feature the voice of British actor Jennifer Saunders.
It will target a mass audience, comprising both in-market and out-of-market consumers, and is expected to reach over 80% of UK audiences between Christmas Day and April 2022.
Auto Trader recorded a 121% increase in operating profit to £151.7 million for the six months to September 30.
The group recorded revenue of £215.4 million, up 82% (H1 FY21: £118.2 million) and 15% compared to H1 FY20 (£186.7 million). sterling).
Average revenue per retailer (ARPR) increased by 82% to £2,199 (H1 2021: £1,206).
Much of the increase comes from COVID-related discounts which were offered to retailers the previous year and, due to their absence in the 2022 financial year, contributed to a growth of £640.
Given these discounts, there was an underlying increase in ARPR of £353 which was spread across Auto Trader’s price, stock and product levers.
The results mark a return to profit after the company suffered a 29% decline in revenue and a 38% reduction in operating profit from its annual results last year.
