Motoring website Auto Trader has launches a new floating advertising format running exclusively on its mobile homepage.
The publisher said the format has already shown levels of user interaction several times higher than that of traditional banner advertising and is being used by Fiat to showcase its vehicles to Auto Trader’s 500,000 mobile users.
The new format has been launched to boost click-through rates on autotrader.mobi without interfering with the user’s search activity.
The advertising, which sits as an overlay at the bottom of the mobile user’s browser and features on the homepage of autotrader.mobi, takes up less than a third of the screen.
When a user clicks on the ad frame surrounding an image, a new browser opens and displays the content within the Auto Trader mobile site.
Claudio Annicchiarico, Head of Digital at Fiat UK said: “We were impressed by this new non-intrusive advertising format that Auto Trader could offer. As an advertiser we will benefit from insight into the number of clicks, interactions, acquisitions and even the number of seconds that an ad is viewed, resulting in more accurate measurements of success”.
Ben Maguire, Auto Trader’s display product manager added: “New technology has always been at the forefront of Auto Trader’s developments and ‘xx’ advertising takes us to the next level by offering an advantage over existing ad-serving platforms. Launching the new format allows us to create a better level of interaction and engagement for our 500,000 unique monthly mobile users while providing advertisers with higher click-through rates from their target customers”.
www.autotrader.co.uk
www.autotrader.mobi