Brand launched in the 1970’s, expanded nationally through franchises, acquired by Cox & Landmark and consolidated, AutoTrader.com launched in 1998, Super Bowl ad in 2000 made AutoTrader.com a household name, 2008 launched ATL & ATX and Trade In Marketplace, Publishing shut down, 2010 acquired KBB and expanded business into dealer software services through acquisitions…
Our combined brands have the largest aggregate number of in market car shoppers.
Private Seller – over 500,000 people list their cars for sale on ATC annuallyDealer – over 20,000 local Independent and Franchise dealershipsOEM – over 30 OEM’sOur site features over 3 million vehicles for sale
How will mobile impact our business? Will it cannibalize it and negatively affect our revenue?What opportunities can mobile offer?How can we leverage mobile to enhance or evolve our value proposition?
Part of our the strategy with ATL was to experiment with mobile…
We determined that there was a unique opportunity with the Spanish speaking consumer…Over 40% of our ATC dealer customers are registered as Spanish speaking OEM’s spend over $400M per year in Spanish language advertising
The specific challenge we identified was how to find the right car at the right dealership…in Spanish…
dramatically improving the way that people buy and sell cars….
dealer dealer shopper AutoTrader Latino Comentarios de el concesionario 04 Mercedes Benz SS Roadster 770-859-8456 40% Auto esta disponible. Llamenos… click to call
Yes! We are open until 9pm!We are offering free oil change for a year on that car!…Is this car still available? I agree! Miami BMW is a great dealer! Should we buy the BMW or the Infiniti? Definitely the BMW!
Brand Attribute (% Top 2-Box)Is easy to shop for new and used cars 84%Cares about the Latino community 81%Helps you feel confident when 81%shopping for a carHelps you compare new and used cars side by side 80%Helps you find the car you want at the price you want 80%Is a trustworthy source of information 79%Provides the best car shopping experience for Latinos 78%Helps you control your car purchase 76%
50%of in market shoppers 46% of all digital audience attributed to mobile
Website & Mobile OnlyMagazine & 21% Mobile 26% Mobile & Mobile & Website Magazine 23% 30%
monetization Direct: SMS campaign and sponsorship – OEM’s SMS Dealer response service – Dealers Indirect: Bundled in with subscription service – Dealers
benefits buyer: relevant user experience influences purchasing seller: real time activity that is actionable AutoTrader: increases engagement, delivers measurable value
conclusions Integrated cross platform experiences deliver considerable value… It’s about GRANTING THE WISHES of your users… Mobile is the Internet we always wanted… Things will continue to change…don’t be afraid to fail!