Dealers: Get a Leg Up on Capturing Web Traffic

The Sit­u­a­tion:

Auto­by­tel has invest­ed $2.5 mil­lion in cash to help build, launch and grow AutoWeb, Inc.’s pay-per-click (PPC), auc­tion-dri­ven auto­mo­tive adver­tis­ing mar­ket­place – cre­at­ing sub­stan­tial oppor­tu­ni­ties for Auto­by­tel cus­tomers in cost-effec­tive cus­tomer refer­ral and mar­ket­ing pro­grams.

“We believe our invest­ment in AutoWeb will not only cre­ate sub­stan­tial oppor­tu­ni­ties to deliv­er seri­ous car buy­ers to our cus­tomers and a per­son­al­ized online expe­ri­ence to con­sumers, but will also increase mon­e­ti­za­tion of our web­site traf­fic,” says Jef­frey Coats, Pres­i­dent and Chief Exec­u­tive Offi­cer of Auto­by­tel.

Make Sure Your Deal­er­ship in On Board for 2014 Launch

The Back­sto­ry:

In a recent auto­mo­tive adver­tis­ing out­look study, Bor­rell Asso­ciates, a lead­ing research firm, not­ed that new car sales should grow more than 54% this year, up from 10.4 mil­lion in 2009. At the same time, adver­tis­ing spend­ing is shift­ing from news­pa­pers, tele­vi­sion and radio, to online and mobile. Accord­ing to the study, by 2018, total online spend by auto man­u­fac­tur­ers and deal­ers is antic­i­pat­ed to grow to more than $20.0 bil­lion, up from $14.0 bil­lion in 2013.

What Does the Auto­by­tel and AutoWeb Ven­ture Rep­re­sent?

  • Auto­by­tel will become the first auto­mo­tive pub­lish­er to ben­e­fit from AutoWeb’s PPC plat­form.
  • AutoWeb’s pro­pri­etary tech­nol­o­gy and unique PPC busi­ness mod­el, which ana­lyzes web traf­fic and adjusts adver­tis­er costs accord­ing­ly based on traf­fic qual­i­ty, sets it apart from stan­dard pay-per-click mod­els.
  • The ven­ture cre­ates a new client-dri­ven adver­tis­ing plat­form focused on sig­nif­i­cant­ly enhanc­ing client ROI by reach­ing con­sumers with the high­est pur­chase intent.

How the New AutoWeb Will Work:

  • Attracts high-intent, high-vol­ume, con­tent-ori­ent­ed auto­mo­tive pub­lish­ers to its net­work.
  • The plat­form helps pub­lish­ers mon­e­tize traf­fic that has pre­vi­ous­ly been under-mon­e­tized.
  • In-mar­ket car shop­pers research­ing spe­cif­ic vehi­cle brands at pub­lish­er sites are pre­sent­ed with high­ly rel­e­vant dis­play ads and ben­e­fit from an online expe­ri­ence that deliv­ers the per­fect vehi­cle to meet their needs.
  • Auto man­u­fac­tur­ers ben­e­fit from gain­ing access to seri­ous, in-mar­ket car buy­ers at the right price. AutoWeb’s plat­form enables man­u­fac­tur­ers to ful­ly opti­mize their ad cam­paigns in real time by mod­el, zip code and demo­graph­ics.
  • Gen­er­ates rev­enue for every click on the ads it deliv­ers and shares a por­tion of that rev­enue with its pub­lish­er part­ners.
  • Uses pro­pri­etary tech­nol­o­gy to eval­u­ate traf­fic qual­i­ty derived from the source and click-to-con­ver­sion data and adjusts adver­tis­er costs accord­ing­ly to pro­vide more clicks at the right price and qual­i­ty.

For more infor­ma­tion on Auto­by­tel, vis­it the web­site today!  Read the full arti­cle here.

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