Auto Trader is increasing its marketing investment by 23% year-on-year in Q1 next year as part of a push to reach more UK adults, a younger demographic and female audiences.
The investment will see the automotive platform double down on marketing spend across above-the line and digital media activity between December 2023 and March 2024, with the core objective of building further trust and “brand saliency” among car buyers.
The new phase of the marketing campaign will see Auto Trader visible in high profile audio visual spots from Boxing Day and into 2024, such as The Voice and Ant & Dec’s Limitless Win, along with on-going Channel 4 partnership idents during popular shows including The Great British Bake Off and Gogglebox and Global radio activations.
Coupled with high digital environments such as TikTok, Snapchat and Twitch, Auto Trader predicts it will reach 84% of all UK adults, which it says will further strengthening the brand position as the market leader in the online classifieds space.
Other activity next quarter will include marketing spend being put behind increased content visibility of editorial and helpful advice for consumers looking to choose an electric car. A partnership with The Guardian and other key media partners will see Auto Trader’s content and monthly Electric Car Giveaway all being utilised and promoted to existing and new audiences through digital, affiliates activity and radio advertising.
Expanded editorial team and lifestyle content
Auto Trader’s biggest marketing spend to date coincides with the recent appointment of Catherine King (pictured left) who joins the editorial team alongside Auto Trader’s editorial director and automotive journalist, Erin Baker, to increase the pipeline of women in automotive journalism.
King joined Auto Trader in 2018 as a data analyst in a role that saw her transform data into actionable insights for retailers, as well as present the latest market updates on Auto Trader Insights’ bi-weekly webinars.
King’s new role follows the launch of Auto Trader’s No Driver Left Behind Campaign in May this year which focused on how many women in the UK are being left behind by the automotive industry.
The research reported that while women were less likely to be very knowledgeable about cars, and specifically electric cars, women are interested in learning more about them.
Importantly they want to consume content that’s more lifestyle focused and in media they already consume. King will work with Baker to expand the brand’s lifestyle focused content both on its own site and on partner sites.
King’s appointment as Auto Trader’s second female motoring journalist follows on from Auto Trader’s commitment to make more content available to a wider demographic in the UK including female audiences.
In addition to this, King’s role will help narrow the gender gap in the automotive space with the company already having a Women’s Network and an ongoing partnership with Cardiff University to engage with female media students.
Camilla Ellerton, marketing director at Auto Trader, said: “This year’s spend is our biggest consumer marketing investment ever in the history of our business, and with us looking to engage new audiences through various media channels, coupled with the strengthening of our editorial team, this will make easy to digest lifestyle automotive content more accessible for consumers.
“Not only this but the investment will continue to help millions across the UK find their next vehicle and further underlines our commitment in driving change together, responsibly.”
Auto Trader reported a pre-tax profit performance drop of 2% to £293.6 million for its full year results earlier this year, but posted an increase in revenues and operating profit performance in the core business.
Revenue in the core Auto Trader business increased by 9% to £473m.