Motorist Model

Auto Trader can now help you to create more targeted campaigns according to demographic, following new research into the motoring audience.

In these tough economic times, it’s imperative to make every advertising penny count. You can only ensure the best return on investment, if you have a deep understanding of the audience. Auto Trader can help you to achieve this through our own understanding of the UK motoring audience.

10 million unique users each month interact with autotrader.co.uk in a variety of ways:
- searching for cars,

- looking for insurance and finance quotes, and

- taking part in surveys.

All this and more means we have an enviable wealth of information about our audience. With the help of the Acorn/CACI postcode database, we’ve taken this knowledge and profiled the 31 million UK motorists into a simple model, based on a combination of their confidence in using the internet, car ownership, and budget.

This model gives a unique insight into the UK motorists’ buying habits and media usage. Ultimately it is a planning tool, as we understand what people buy, when they buy it, how they like to be approached, how long the car buying process takes (for them) and which is the best media to target them with.

If you’ve already identified a target group(s) for your advertising– we’ll help to match the group with the model and work out the optimum media to run your advertising in as well as how and when these groups are likely to be using the Auto Trader website or magazine(s).

Want to know more on how this can benefit you? A member of your dedicated Auto Trader team will be arranging time over the next few months to go through this in more detail and advise you on how you run the best campaign to target your chosen audience and receive optimum response.

Or to learn more now about the Motorist Model and how, please contact your sales representative.