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Autotrader pitch brief

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This month, online car marketplace AutoTrader, which has been working with MDC Partners’ Doner for more than 16 years, issued an RFP seeking a new creative agency.

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Autotrader pitch brief

  1. 1. NEW BUSINESS PITCH BRIEF AUTOTRADER.COM CONTENT WORK PROJECT
  2. 2. OVERVIEW This month, online car marketplace AutoTrader, which has been working with MDC Partners’ Doner for more than 16 years, issued an RFP seeking a new creative agency. A spokesperson from AutoTrader told adweek.com that the company isn’t looking for an Agency Of Record but simply a partner for an upcoming campaign since the company is “constantly reevaluating partnerships for new perspectives and fresh thinking.” Do you have a new perspective? If so, we might be able to help you get a fresh take on AutoTrader - through its customer data. BACKGROUND SUMMARY AutoTrader.com, Inc. is an online marketplace for car shoppers and sellers. It aggregates millions of new, used, and certified second-hand cars from thousands of dealers and private sellers. The firm offers its products and services online and on iPhone, Android, Windows 8, and iPad apps. The marketing side of the firm has an editorial team that reviews new and used cars and provides tips and advice via videos, articles, and social media content. A recent focus on the millennial market AutoTrader is constantly monitoring trends in the automotive market and has lately been moving towards targeting millennials. Its 2013 report on the “next generation buyer” was an extensive research study that explored the motivations, opinions and behaviors of this new generation of car shoppers. For its Fall 2015 campaigns, AutoTrader turned to Zambesi for producing campaigns targeted at millennials. The ads they produced, called “The Journey,” depict the lifestyles of two millennials, one woman and one man, and the search for the perfect car as it changes through the years.
  3. 3. market share ANALYSIS AutoTrader faces stiff competition as an online car marketplace, especially from Ebay Motors, which grabs 36.2% of market share, while AutoTrader.com conquers the lesser share of the market (17.3%). Moving our focus to Millennials, we split this cohort in two segments: Children, or no children. By measuring this way, we can see how different life stages affect brand choice among Millennial buyers - while echoing the latest AutoTrader ads. Ebay Motors consistently takes the half of the market share among Millennials, independently of the presence of children. AutoTrader, however, performs better with Millennials who have children than Mojo Motors or Cars.com, but loses shares to Cars.com in the Millennials with no children segment. 17.3% 17.4% 29.1% 36.2% WITH CHILDREN 18.8% 14.7% 17.2% 49.4% WITHOUT CHILDREN 10.1% 24.7% 15.2% 50.0%
  4. 4. OVERLAP ANALYSIS 1.2% 3.4% 0.8% 4.0% 1.1% 1.1%
  5. 5. Opportunities in the Millennials with children target segment AutoTrader's study on the Millennial car buyer highlighted that - more than any other generation - Millennials rely on Word of Mouth when making purchase decisions (46%). If having a baby is the primary trigger for car research, as shown in the last ad, this presents a potential opportunity for AutoTrader to position itself as a reliable, helpful company for Millennial parents by combining peer review (ie. word of mouth) with a parenting angle. For example, it could introduce a parents forum where peers and AutoTrader customer service reps alike can answer queries and share feedback and tips. Or, AutoTrader could publicize the safest cars for new parents in their next campaign. As more Millennials enter their peak child-bearing years, safety and affordability will be two very important goals informing their car purchases.
  6. 6. Millennial parents looking for a car are mostly Male (60%), living in the Midwest, and in the older Millennial age bracket of 25 to 34. They are college educated and earn an income that places them in the middle class. Most are already married (41%), while the second largest segment (23%) is in a relationship. AUDIENCE ANALYSIS A closer look at Millennial buyers POPULARITY 891194966 15.95% REACH 8.72% 12.28% 19.74% 23.66% 159 SPORT LOVERS BOOK LOVERS MOVIE LOVERS BUSINESS PEOPLE FOOD LOVERS FASHION LOVERS SOCIAL ACTIVIST BEAUTY & WELLNESS AWARE TRAVEL LOVERSGAMERS PUBLIC FIGURES FOLLOWERS HOMEMAKERS POLITICALLY ACTIVE OUTDOOR ENTHUSIAST TECHIES HOME DECORATORS & DIY’S PET LOVERS CAR LOVERS MUSIC LOVERS GENDER Male (60%) AGE 25-34 (83%) STATUS Married (41%) FAMILY With Kids (100%) EDUCATION College (70%) INCOME $40K - $70K (41%) # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 Car Lovers Homemakers Pet Lovers Business People Techies Politically Active Beauty and Wellne... Home Decorators ... Outdoor Enthusiast Fashion Lovers 22.12% 17.88% 17.08% 11.91% 18.17% 15.22% 23.21% 18.13% 12.31% 23.33% 151.95 159.26 151.67 141.51 124.03 124 105.13 112.39 120.88 89.96 207.28 206.66 200.46 185.12 183.57 179.19 177.35 175.76 172.12 167.37
  7. 7. MEDIA OPPORTUNITY Insight the lifestyle apps usage is characteristic of this audience which makes it highly probable that they would be interested installing AutoTrader’s app and search on mobile rather than on desktop. Leveraging the high reach of mobile games, placing mobile ads into their favorite games could lead to good conversions. Moreover, this year’s study of StartApp on mobile ad revealed how Lifestyle app ads (such AutoTrader’s) see higher engagement and higher click-through rates when placed within mobile games (21.8%). # NAME REACH POPULARITY RELEVANCE Magazines TV Websites Apps Other Newspapers Radio 1 2 3 4 5 6 7 46.36% 55.64% 100.00% 56.10% 5.98% 6.28% 29.58% 148.44 130.26 120.89 110.68 96.5 85.92 79.38 153.97 144.42 147.26 131.48 97.3 90.65 102.08 TRENDS 2.29% -8.15% 8.24% -5.71% -50.00% 21.74% 15.87% ToP MEDIA RELEVANCE 53931630 19.67% REACH 0.10% 9.45% 30.84% 43.06% 164 MUSIC GAMES BOOKS NEWS PHOTO AND VIDEO SOCIAL NETWORKING LIFESTYLE TRAVEL ENTERTAINMENT SPORTS HEALTH AND FITNESS UTILITIES FOOD AND DRINK TOP APP GENRES
  8. 8. # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 Car and Driver Pickups and Beer Mud Life Magazine Truckin' Magazine Smoking Rubber Lowrider Magazine Four Wheeler Maga... Muscle Mustangs ... 4-Wheel & Off-Roa... Jp Magazine 4.51% 3.58% 2.76% 2.57% 2.32% 2.01% 1.77% 1.60% 1.45% 1.43% 198.01 197.35 193.13 198.49 196.27 196.36 197.08 196.13 194.5 191.89 162.72 160.58 155.92 159.02 156.87 156.02 155.7 154.45 152.8 150.98 Top 10 Motor Magazines MEDIA OPPORTUNITY REACH RELEVANCE 10050022.43%16.83%11.22%5.61%<0.01% 150 200 Motor Parenting Hobby Computer and Technology Entertainment Sport Fashion and Health Travel Top Magazine Genres
  9. 9. Insight the technology-oriented nature of this audience reveals opportunities to increase brand awareness and market shares. For example, while technology plays a big role in the lives of this audience, their limited budgets mean it isn’t always possible for them to have all the technology they want in their new or used car. Partnerships with audio system brands to facilitate or discount installations after the purchase could give a decisive advantage to AutoTrader over their competitors. # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 Liberty Mutual Ins... Gerber Life MetLife New York Life Insur... Anthem Safeco Insurance State Farm Kaiser Permanente First Alert Humana 4.14% 2.12% 1.28% 0.95% 1.70% 0.52% 1.82% 0.32% 0.09% 0.08% 196.78 198.67 198.35 198.46 192.28 198.91 181.93 194.72 198.76 198.96 161.26 157.88 154.64 153.13 152.25 150.48 145.77 145.69 143.98 143.77 TOP 10 INSURANCES # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 GoPro Samsung TV Duracell Bose Samsung Camera Samsung JBL LG Electronics Surface JL Audio 14.33% 7.95% 8.45% 3.71% 2.40% 2.23% 1.64% 1.62% 1.43% 0.82% 190.62 199 198.14 198.42 198.74 197.11 198.45 195.8 195.27 198.3 168.1 168.06 168.04 161.53 158.74 157.18 156.16 154.32 153.25 152.26 Top 10 Consumer Electronics brands BUSINESS OPPORTUNITY
  10. 10. # NAME REACH POPULARITY RELEVANCE AOTA Online Financials Mobile App Happy CUOL FITB Online Occasionals 1 2 3 4 5 6 1.62% 0.93% 0.99% 0.91% 1.26% 0.15% 117.72 109.51 35.99 35.57 30.03 0.29 94.54 85.78 49.52 48.67 48.5 19.66 Netizens sub-segments # NAME REACH POPULARITY RELEVANCE 2 1 Tech Splorers Techno Gamers 7.55% 3.45% 193.48 187.94 149.17 137.08 Techies sub-segments BUSINESS OPPORTUNITY
  11. 11. CREATIVE INSIGHTS Insight this Millennial audience appreciates content that is concise and informative - they won’t stick around for anything less. They’re a practical bunch, preferring videos that portray real, ordinary people, without action or special effects - but with a dash of humor, and maybe even nostalgia. # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 Scholastic Parents King James Bible Relationship Rules Marijuana is Safer Diary of a Wimpy Kid Half Price Books The Bible Crazy Love Kitchen Confidential Barnes & Noble 1.28% 0.94% 1.33% 1.07% 0.66% 0.71% 6.49% 0.58% 0.58% 1.04% 193.17 173.71 155.62 144.53 108.81 91.35 67.69 83.72 61.78 51.07 151.21 136.54 126.4 117.78 91.57 80.24 78.78 74.23 59.56 55.34 Top 10 Book interests REACH RELEVANCE 10060071.78%53.83%35.89%17.94%<0.01% 140 180 Business Beauty Fashion Kids Travel Movies Gossip Sport Top Website Genres
  12. 12. CREATIVE INSIGHTS # NAME REACH POPULARITY RELEVANCE Reality Shows Game Shows Documentary & No... Talk Shows Dramas Family-Oriented S... Comedies Talent & Variety Sh... Sci-Fi & Fantasy Sh... 1 2 3 4 5 6 7 8 9 53.23% 7.94% 12.28% 20.23% 44.51% 13.48% 46.01% 11.56% 16.37% 145.08 96.61 84.74 61.02 50.59 38.64 36.12 36.05 23.96 153.67 99.8 95.96 85.39 88.18 66.15 78.99 62.9 58.38 TRENDS 8.33% 0.0% -40.00% -18.06% -12.20% -33.33% 3.03% 9.09% 57.14% Top TV show genres
  13. 13. If you need more insights on this target and its competitors click HERE or drop us a line normandin@cubeyou.com We are here to help! http://www.cubeyou.com/contacts http://www.cubeyou.com/contacts http://www.cubeyou.com/contacts http://www.cubeyou.com/contacts http://www.cubeyou.com/contacts

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