Cars.com Drives Ad Campaign to Web

  |  May 19, 2006   |  Comments

A mix of display and rich media ads will carry the Cars.com message that began offline in March.

Cars.com added an extensive online media buy this week to the TV campaign it began in March. A mix of display and rich media units will run on portals, auto and lifestyle sties.

"We are using a variety of high-profile placements to break-through in the online environment, including rich media ads, impactful unit sizes and premium positions," said Carolyn Crafts, VP marketing at Cars.com.

Crafts told ClickZ News the media buy includes PointRoll rich media units with streaming video of the "Metermaid" TV spot. Rich media units also include an interactive game within PointRoll units that match people to cars. Additional media buys include homepage takeovers on three CBS sites; behavioral targeting on Advertising.com and Tacoda's network of sites and on Yahoo; email roadblocks on Yahoo Mail; and integration into eVite invitations. On AOL, ads will be targeted to visitors to the AOL Autos channel and AOL Autoblog.

The online component compliments an existing campaign that began in March on TV, as well as promotional efforts with the company's 200 local media partners. "The online creative is integrated with our TV campaign by leveraging our mosaic branding device. Together, the new online campaign and existing offline campaign reach more than 200 million people with our 'Find the right car for you' message," said Crafts.

"Our online and offline branding campaign works synergistically with our search efforts to attract consumers to cars.com when they are in the market to shop for a car, whether that's immediately or in the near future."

The overall campaign, valued at over $100 million by Cars.com, devotes a significant portion to the online channel. "With consumers now spending as much as 30 percent of their media time online, Internet marketing plays an increasingly important role in building brand awareness," said Mitch Golub, president of Cars.com.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Jobs