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AUTOTRADER NATIONAL AD SOLUTIONS

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MOMENTUM

Momentum Homepage Sponsorship (Weekly)

Immersive takeover dominates the homepage experience and extends throughout the shopper’s journey.

Primary Campaign Outcomes: Awareness and driving onsite & tier 3 shopping engagement.

Includes:

• Expanded Homepage Hero with optional overlay panels + Pre-populated Search Links

• Main & New Car Research Takeover

• Mobile App Home Screen

• Audience Premium

• NEW: Advanced Search Form Make / Model Links

• NEW: Undecided Shopper Path

• Upgrades

➢ New Car Education Sponsorship

➢ Promoted Content

➢ Facebook Audience Extension

➢ Premium Audience Offsite

T1

2018 Case Study Results*2X greater online ad awareness 3X lift in share of VDPs (+264%) and conversions all the way down to the dealer level.

*% lift based on campaign period compared to previous four week average share based on share of segment

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MOMENTUM

• Expanded Desktop Hero with optional overlay panel that supports 4 images or videos

• Pre-populated search links

• Optimized IAB placement

• Top locked article in Homepage Car News & Reviews

HOMEPAGE

• Make / Model links & logo

• 300x600

ADVANCED SEARCH FORM

AUDIENCE PREMIUM

• New Car or

• New Car Adjacent

SRP

• Sponsor branding in Hero

• Top article featuring sponsor vehicle

• Top logo in "Research by Make"

• 300x250

• Premium Leaderboard / Listing Liners

• Premium Spotlight / Spotlights

New and Main Car Research

PROMOTED CONTENT - OFFSITE

• New Car or

• New Car Adjacent

2019 MOMENTUM PLACEMENTS

Platform Page Size Serving Assets needed from agencyCore Homepage Pre-populated Make Search Site Make name

Core Homepage Pre-populated Model Search Site Model name

Core Homepage 1300x580 Site Impression and Click Tracker

App Homepage 320x50 Site Impression and Click Tracker

Desktop Advanced Search Form Make / Model links & logo 3rd party Creative tag

Core Search Results Page Premium Leaderboard | Listings Liner 3rd party Creative tag

Core Search Results Page Premium Spotlight | Spotlights 3rd party Creative tag

Core New Car Research Landing Page 300x250 3rd party Creative tag

Core New Car Research Landing Page Header 1024x682 Site Impression and Click Tracker

Core New Car Research Landing Page Top article locked Site Impression and Click Tracker

Core New Car Research Landing Page Make logo Site Impression and Click Tracker

Core Main Car Research Landing Page 300x250 3rd party Creative tag

Core Main Car Research Landing Page Header 1024x682 Site Impression and Click Tracker

Core Main Car Research Landing Page Top article locked Site Impression and Click Tracker

Core Main Car Research Landing Page Make logo Site Impression and Click Tracker

Audience Premium Offsite (upgrade)

various various 3rd party Creative tag

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HOMEPAGE SPONSORSHIP – PREMIUM ONSITE

Homepage Sponsorship (Weekly)

Prominent homepage campaign that commands the attention of new car shoppers as they begin their shopping journey on Autotrader’smodern, mobile-first experience.

Primary Campaign Outcomes: Awareness and driving onsite shopping engagement.

Includes:

• Homepage Hero + Search Links

• Mobile App Homepage Ad

• NEW: Advanced Search Form Make / Model Links

• Audience Premium (choose one based on campaign objectives)➢ Undecided Shopper➢ New Car Shopper➢ New Car Shoppers + Adjacent➢ CPO Shopper

• Upgrades

➢ Promoted Content

➢ Audience Premium Offsite

T1

2018 Case Study Results3X lift in share of searches for featured model (+156%) and 2X lift in share of VDPs (+35%).

Notes: Lift based on campaign period compared to previous four week average; share based on segment.

Page Placement Exclusive / Standard

Duration

Homepage Hero + Search Links(1 impression)

Exclusive One week

Mobile App Homepage 320x50 Exclusive One week

Advanced Search Form Make / Model Links + OEM logo

Exclusive One week

Audience Premium- required Various Standard One week

Audience Premium Offsite (Upgrade)

Standard One week

Facebook Audience Extension (Upgrade)

Standard One week

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HOMEPAGE SPONSORSHIP – PREMIUM OFFSITE

Homepage Sponsorship (Weekly)

High Impact homepage campaign to showcase your new model launch or sales event. Drive qualified shoppers to your website through various call to actions and clickable components.

Primary Campaign Outcome: Driving shopping engagement on the OEMs website.

Includes:

• Desktop Homepage Hero + Search Links*

➢ Multiple external click options

o Hero image clickable on desktop

o Headline

o Learn More button

o OEM logo

• Mobile app homepage ad

• NEW: Advanced Search Form Make / Model Links

• NEW: Audience Premium (select one profile)

• Upgrades:

➢ Audience Premium Offsite

➢ Facebook Audience Extension

* Make/Model Search Links are optional if the client is not interested in driving engagement with their sponsored vehicle(s) on Autotrader.

T1 / Near Endemic

Page Placement Exclusive / Standard

Duration

Homepage Hero + Search Links(1 impression)

Exclusive One week

Mobile App Homepage 320x50 Exclusive One week

Advanced Search Form Make / Model Links + OEM logo

Exclusive One week

Audience Premium -required

Various Standard One week

Audience Premium Offsite - Upgrade

Standard One week

Facebook Audience Extension - Upgrade

One week

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NEW CAR EDUCATION SPONSORSHIP

New Car Education Sponsorship (Monthly)

Opportunity to raise awareness and educate in-market shoppers about sponsored vehicle, leveraging Autotrader’s New Car News and Reviews Homepage section.

Primary Outcome: Brand awareness/ Educate leveraging credible 3rd party content

Includes:

• Promoted article on homepage

• Main Car Research & New Car Research Takeover

• Promoted Content – offsite using Autotrader’s new car audience

• Upgrade:

➢ Audience Premium Onsite and / or offsite

T1

Page Placement Exclusive / Standard Duration

Homepage Top locked article in Car News & Reviews section

Standard when Momentum is sold / Exclusive when Momentum not sold

1 month

Main & New Car Research Landing Page

HeroMRECLocked ArticleMake Logo

Standard when Momentum is sold / Exclusive when Momentum not sold

Promoted Content (New Car Audience)

Offsite

Audience Premium Onsite and / or Offsite (Upgrade)

Various Standard

Homepage

New Car & Main Car Research

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(NEW) CPO EDUCATION SPONSORSHIP

CPO Sponsorship (Monthly)Opportunity to raise awareness and educate in-market shoppers about OEM Certified Pre-owned program details and the overall benefits of buying a CPO vehicle.

Primary Outcome: Education / Awareness of CPO program and CPO inventory

Includes:

• Promoted article on homepage*

• Certified Car Research & Used Car Research Takeover

• CPO Compare Page pre-populated program & MREC

• Promoted Content

• Upgrades:

▪ Audience Premium Onsite and / or Offsite

➢ Certified Audience

➢ Certified Audience + Adjacent

➢ Used Audience

T1

Page Placement Exclusive / Standard Duration

Homepage Locked article in Car News & Reviews section

Standard when Momentum is sold / Exclusive when Momentum not sold

1 month

Certified Car Research and Used Car Research Landing Pages

HeroMRECLocked ArticleMake Logo

Exclusive

CPO Compare Page Pre-populated program & MREC

Exclusive

Promoted Content (CPO and Used Car Shopper Audiences)

Offsite

Audience Premium (Upgrade) Various Standard *If New Car Education Sponsorship is sold at same time, the CPO Sponsorship gets the small HP placement

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NEW CAR SEGMENT SPONSORSHIPS

New Car Segment Sponsorship (Monthly)

Opportunity to influence new car shoppers looking for a vehicle within a specific segment (9 unique segments).

Includes:

• Redesigned & responsive Segment Landing Page* Hero + 300x250/600

• Segment Research Landing Page MREC

• Segment Article Pages MREC

• NEW: Best Deals Email Sponsorship (Sedan, SUV & Truck styles only)

• Audience Premium• Upgrades

➢ Homepage Segment Selector (Premium; only one available per month)➢ Promoted Content➢ Audience Premium Offsite (Body Style Audience)

T1

Page Placement Exclusive / Standard Duration

Segment Landing Page Hero300x250 or 300x600

Exclusive 1 month

Segment Research Landing Page MREC Standard

Segment Article Pages MREC Standard

Best Deals Email Sponsorship Email 600 x 400px vehicle image600x180 ad image

Exclusive

Audience Premium- Body Style Various

Homepage (Premium Upgrade) Style Selector Exclusive

Promoted Content (Upgrade) Offsite

Audience Premium Offsite (Upgrade) Offsite

The redesigned / responsive Style pages are targeted to launch in Q3/Q4. The comp represented is not the final design.Upgrade: Homepage Segment Selector

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CERTIFIED SEGMENT SPONSORSHIPS

Certified Segment Sponsorship (Monthly)

Opportunity to increase brand consideration and influence searches for shoppers looking for a specific CPO model within a segment (6 unique segments).

Includes:

• Advanced Search Form MREC

• Audience Premium – CPO Audience

• NEW: Best Deals Email Sponsorship (Sedan, SUV & Truck styles only, and only if not consumed by New Car Segment Sponsorship)

• Upgrades:

➢ Audience Premium Offsite - CPO Audience

➢ Promoted Content – Offsite CPO + Segment

➢ Best Deals Email (Car, SUV, Truck) when available

T1

Page Placement Exclusive / Standard

Duration

Advanced Search Form 300x250 1 month

Audience Premium (CPO Segment – Used, Style)

Various

Best Deals Email Sponsorship (Sedan, SUV, Trucks segments)

Email 600 x 400px vehicle image600x180 ad image

Exclusive

Audience Premium Offsite (Upgrade)

Promoted Content Offsite (Upgrade)

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RETENTION PACKAGE

Retention Package (annual)Reinforce your brand message on Autotrader with IAB and native executions placed strategically in the path of shoppers already considering your brand.Includes:

• Redesigned & responsive Make Landing Page* hero and MREC

• Advanced Search Form 300x250/600

• SRP

➢ Desktop: Leaderboard

➢ Core site: Liners

➢ Mobile app: 320x50

• VDP

➢ Core site: 300x250; Mobile app: 320x50

• Upgrades:

➢ SRP: Superliners

➢ Research 300x250 (make/model contextual targeting)

➢ Audience Premium (make/model)

T1 / T2

*The redesigned / responsive Make pages are targeted to launch in Q3/Q4 2018**Compared to pre-cancellation period.

2018 Case Study Results of National Advertiser that cancelled retention support.↓ -6% change in shoppers**↓ -10% change in searches**↓ -12% change in VDP views**

➢ Giving up the opportunity to reinforce messaging to OEMs shoppers opened the door for competitors to redirect them.

Page Placement Duration

Make Landing Page Header and MREC Annual

Advanced Search Form 300x250 or 300x600

SRP Desktop: Leaderboard, Core site: Liners, Superliner (Upgrade)Mobile app: 320x50 (E)

VDP Core site: 300x250;Mobile app: 320x50

SRP

Research / Editorial MREC (Upgrade) 300x250 Make/Model Contextual Targeting

Premium Audience Onsite and / or Offsite (Upgrade)

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RETENTION

• 300x250

• Make Landing Page header• 300x250/600

• Leaderboard• Liner• Mobile App 320x50

• 300x250 or 300x600

Make Landing Page* Advanced Search Form SRP VDP

• 300x250• Mobile app: 320x50

*The redesigned / responsive Make pages are targeted to launch in Q3/Q4.

T1 / T2

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CONQUEST PACKAGE

Cross-platform make/model-level Conquest available for 2019 with Audience Targeting included in package.

Includes:

• Search Form

• SRP – Core site & Mobile app

• VDP – Core site & Mobile app

• Upgrade

➢ Audience Premium Onsite and / or Offsite

Page Placement Duration

SRP Desktop: Leaderboard, Core site: 728x90 / 320x50 (C, D) Mobile app: 320x50 (E)

VDP Core site: 300x250;Mobile app: 320x50

Audience Premium Onsite (Disregarding, Deflecting) (Upgrade)

Various

Audience Targeting Offsite (Upgrade)

T1 / T2

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AUDIENCE EXTENSION

Audience Extension creates the opportunity to reach auto shoppers throughout their digital journey to keep your brand and models top of mind.

Use Audience Extensions onthe YouTube and the Facebook platform, including Instagram

Cox Auto audience targets include:–Intenders –Make & Model –Trade-In–Competitors –filter by new, used, and Certified shoppers

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AUTOTRADER CLASSICS SPONSORSHIP

Reach car enthusiasts who are

buying and selling classic, exotic,

and performance vehicles at https://classics.autotrader.com/.

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CERTIFIED FILTER

Promote your certified program and increase shoppers awareness of certified program benefits with this unique placement.

Opportunity Highlights• Branding graphic placed within certified filter and in relation to key search function• Lightbox available with text or video option

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CERTIFIED PARTNERSHIP

Increase exposure and build awareness of your Certified inventory and program details.

Opportunity Highlights• CPO Listings• “Learn About” link on Search Form• SRP and VDP tile integration• Research and Compare• CPO Messaging on Core Site and

Mobile Retention Pages

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CERTIFIED SEGMENT SPONSORSHIP

Increase brand consideration and searches when shoppers are looking for a specific model within a segment.

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CERTIFIED WARRANTY INDICATOR

Must purchase the Certified Partnership to

enhance your certified exposure with the

Certified Warranty Indicator.

Engaging visual display illustrates the

certified warranty coverage and remaining

new car warranty to further highlight the

value of the vehicle to serious certified

shoppers.

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CONQUEST

Target shoppers considering other brands at either a National or Regional level.

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CPO ADVANTAGE

Contextually promote the benefits of

buying CPO and drive to Certified

inventory through this enhanced

creative experience showcased on Autotrader’s Used Vehicle Details Page.

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HALF PAGE

Dominate the search form with the most

prominent message on the page.

Large ad footprint offers more branding and

messaging.

Standard IAB size allows you to utilize

existing creative with your own tags.

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HOMEPAGE MEDIUM RECTANGLE & MOBILE 320X50

Effectively engage the largest

audience of in-market car buyers as

they start their automotive decision

making process.

Opportunity Highlights:

• Homepage placement available on

a weekly basis

• 300x250 can be combined with

other sponsorship opportunities for

broader reach and higher impact

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HOMEPAGE PREMIUM

• High-impact takeover • Generate awareness for your vehicle or brand as shoppers begin

their shopping journey• Newly refreshed Autotrader Homepage offers a modern,

consistent, & optimized cross-platform experience

Opportunity HighlightsHomepage Hero (Responsive) & Search Links• Mobile App Home Screen• Search Form Make / Model Links• Target Undecided Shoppers on the Advanced Search Form

(300×600) and Search Results Page (Premium Leaderboard / Listing Liners & Premium Spotlight / Spotlight)

• Audience Options • Optional: Promoted Content• Optional: Audience Offsite

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INVENTORY SEARCH: 300X175

Educate shoppers on multiple

makes and models by providing

them with contextual messaging in

a custom ad format

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LEADERBOARD - INLINE

• The Find-Your-Car ad placements

provide advertising exposure in the

highly trafficked search path, where

in-market shoppers are viewing

inventory of specific makes and

models

• Advertisers have the opportunity to

showcase specific models and

influence consideration within

search results

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INVENTORY SEARCH: MEDIUM RECTANGLE

• The Find-Your-Car ad placements

provide advertising exposure in the

highly trafficked search path, where

in-market shoppers are viewing

inventory of specific makes and

models

• Advertisers have the opportunity to

showcase specific models and

influence consideration within

search results

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MOBILE 300X250

Reach an ever growing Mobile auto

shopping audience by extending your

brand message from desktop to

smartphone.

Only available as a cross-device ad

purchase. Mobile ad solutions are no longer sold independently.

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PERSONALIZED SHOPPER PROFILES

Personalized Shopper Profiles delivers highly relevant

messaging to the right shopper at the right time utilizing our

proprietary audience targeting solution. Reach specific

shoppers who are Considering or Equally Considering your

brand or even users who are Disregarding or Deflecting

against your brand or your competitive brands. In addition,

reach users who have not yet considering a vehicle and

are early in their shopping process with the Undecided

profile.

Opportunity Highlights:

•Influence shoppers actively in the decision-making

process in real-time

•Leverage dynamic creative or create specific ad

campaigns

• Reach specific shoppers who are:

• Considering

• Disregarding

• Equally considering

• Deflecting

• Undecided

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PROGRAMMATIC

Cox Automotive Programmatic automates

media buying of premium inventory on

Autotrader.com

Programmatic provides the opportunity to

scale connections with audiences,

message cross-platform, purchase

inventory in real-time, and offers easy

access to campaign performance

measurement

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INVENTORY SEARCH: MEDIUM RECTANGLE

The Inventory Search ad placement

provides advertising exposure in the highly

trafficked search path, where in-market

shoppers are searching for specific makes

and models.

You can now drive home DMA and model

level messaging before the shopper moves

into their search results with the 300×250

Search Form ad.

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INVENTORY SEARCH: 300X175

Educate shoppers on multiple makes

and models by providing them with

contextual messaging in a custom ad format.

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SPOTLIGHT MOBILE-FIRST RESPONSIVE

The Spotlight is a custom integrated

placement prominently located above

the search results. It gives advertisers

the opportunity to promote actionable

messaging and influence shoppers.

There are Spotlight options available to

meet campaign objectives:

• The Spotlight Base Option includes

one link and one image

• The Spotlight Plus option includes

up to three links and one image

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SUPERLINER MOBILE-FIRST RESPONSIVE

The mobile-first Superliner is a custom integrated

placement featured within the search results. It gives

advertisers the opportunity to promote actionable

messaging and influence shoppers.

There are two Superliner options available to meet

campaign objectives:

• Option 1 – 2 image assets and 1 CTA (1 or 2

headline copy)

• Option 2 – 1 image asset and 2 CTAs (1 or 2

headline copy)

Best Practice tip for Optimal CTR – Use headline

copy to provide Offers or APR messaging and “See

Offers” on the CTA button performed best during

testing

The mobile-first Superliner also has an optional

video integration. Video playback only occurs when

user initiated.

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VIDEO ON VEHICLE DETAILS PAGES

• Engage shoppers with relevant video

messaging during the shopping process.

• Leverage existing OEM video assets to

enhance brand specific vehicle detail

pages.

• Leverage existing AutoTrader.com

Expert Review video assets to enhance

brand specific vehicle detail pages.

• Video targeting by Make, Model, and/or

DMA.

• Excellent for certified programs, events,

Tier II offers and incentives, new model

launches, and highlighting vehicle

features.