Auto Trader to increase marketing spend by 23% in Q1

Auto Trader has revealed its marketing investment in Q1 next year will see a 23% increase, in a bid to reach more UK adults, a younger demographic and female audiences.

Between December 2023 and March 2024, the automotive platform will aim to build further trust and “brand salience” among customers.

As a result, the new marketing campaign will see the company appearing in high-profile audiovisual spots from Boxing Day and into next year, such as The Voice and Ant & Dec’s Limitless Win, alongside The Great British Bake Off and Gogglebox and Global radio activations.

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These will also be paired with high digital environments including TikTok, Snapchat and Twitch.
As a result, Auto Trader believes this will reach 84% of all UK adults, which it hopes will further strengthen the brand position as the market leader in the online classifieds space.

Auto Trader Marketing Director Camilla Ellerton said: “This year’s spend is our biggest consumer marketing investment ever in the history of our business, and with us looking to engage new audiences through various media channels, coupled with the strengthening of our editorial team, this will make easy to digest lifestyle automotive content more accessible for consumers.

“Not only this but the investment will continue to help millions across the UK find their next vehicle and further underlines our commitment to driving change together, responsibly.”