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TRADER launches ‘TRFFK,’ a specialized, full-service digital advertising solution, across Canada

Designed in Canada exclusively for automotive dealers, TRFFK provides intelligent, data-led advertising to convert in-market car shoppers into real-time customers

Toronto, ON (April 30, 2018) – TRADER Corporation today announced the national launch of TRFFK powered by autoTRADER.ca, a first-to-market, all-in-one digital advertising solution designed exclusively for the automotive sector in Canada. Led by a dedicated team of category experts, TRFFK provides digital marketing strategy and execution across paid search, display, social media and audience retargeting – all powered by exclusive consumer shopping data and unmatched behaviour insights from Canada’s #1 automotive marketplace, autoTRADER.ca.

Following a successful launch in Quebec at the end of 2017, the full-service offering uses proprietary autoTRADER.ca in-market car shopper data to power local, digital advertising campaigns and convert online traffic into real-time customers. Data analysis from TRFFK’s initial launch indicated that dealers using the platform reached a much larger audience – 2X more consumers than advertising campaigns powered by their website data alone, or one single channel.[1] Early results also showed car shoppers were 4X more likely to click on a dealer ad managed on the TRFFK platform.[2]

TRFFK is comprised of a specialized team of Canadian automotive and digital marketing experts who work collaboratively with dealers, leveraging data intelligence analytics to offer strategic, effective and fully customizable campaigns that target consumers that are in-market for a vehicle.

“At TRADER, we work in partnership with our dealers, to create products that best serve their evolving business needs,” says Jill Hadfield, Vice President of Product Commercialization at TRADER. “One thing we heard loud and clear from dealers was they wanted a truly Canadian offering with the most qualified in-market consumer data and they just weren’t getting it from other providers or third party offerings. When we started researching options best suited for our customers, there simply wasn’t anything out there with enough expertise in automotive that satisfied the unique needs of our Canadian dealers. With TRFFK, we’re answering this in a big way by offering the most intelligent and targeted advertising to the highest quality traffic across any dealer ad platform.”

TRFFK’s innovative approach offers dealers:

  • Optimized and efficient ad placement using proprietary Canadian autoTRADER.ca car shopping data to ensure ad buys are focused on actual in-market regional car shoppers as opposed to other solutions which rely on data aggregated from North American online behaviour
  • Ads that display actual inventory, taking the consumer directly to the vehicle details page (VDP) to engage with a particular listing
  • Personalized dashboards showcasing performance to maximize efficiency and ROI
  • Automotive focused Canadian digital strategists with an expertise in automotive, providing local support including advanced analytics, optimization strategies and reporting
  • Access to a breadth of quality publishing networks, websites and channels which include CPAX, the Google network and others

“TRFFK is an absolute game-changer for our dealer partners,” says Hadfield. “Coming out of a highly successful launch in Quebec, we’re excited to be able to bring this full-service offering to dealers across Canada. This smart solution will drive performance and optimize automotive advertising efforts across the country. TRFFK enables dealers to make highly targeted advertising decisions based on the vast in-market car shopping audience data that is proprietary to autoTRADER.ca.”

TRFFK offers dealers a one-stop, data-led, full-service solution for all areas of the digital advertising process. With roughly 85 per cent of Canadian car shoppers using autoTRADER.ca, the team has a wealth of data at their fingertips. They leverage this proprietary data, combined with other data sources, to create an aggregated model and incredibly targeted insights into their audiences. In other words, TRFFK is able to target in-market shoppers before they have found the dealership website with the most relevant ads in real time, making the process much more efficient and cost effective for dealers.

 

Significant aspects of the full-service TRFFK offering include:

Applying ‘Big Data’ to the Car Buying Process

Millions of interactions on Canada’s number one marketplace allows for precise modelling of consumer purchase intent to drive data-driven, effective advertising solutions for dealers. Utilizing a sophisticated suite of monitoring tools and intelligent data-based technologies, TRFFK measures both quantitative and qualitative consumer engagement. More than simply “placing” ads on Google and Facebook, TRFFK optimizes ads across many locations, catered specifically to an intended audience of in-market shoppers.

Targeting and Retargeting

The path to purchasing a vehicle is no longer linear; it involves a complex web where consumers are open to multiple brands and influences along with way. Retargeting effectively extends dealers’ website experience directly to shoppers on other sites, increasing the likelihood of engagement and conversion. Predictive analytics allow for strategic consumer targeting based on where they are in their shopping journey. TRFFK allows dealers to strategically place ads, target or recapture consumers at every stage of their shopping journey, and bring them back to their inventory.

 

Dealers and retailers can access more information about TRFFK at www.trffk.ca.

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About TRADER Corporation

TRADER Corporation is a trusted Canadian leader in online media, managing consumer automotive marketplaces and providing dealers with digital business solutions to market and manage their inventory. The company’s primary online destinations include autoTRADER.ca™ and autoHEBDO.net™, driving over 16 million visits a month and more than 4 million mobile app downloads. Both autoTRADER.ca and autoHEBDO.net offer an extensive inventory of new and used vehicles in Canada across both desktop and mobile platforms. TRADER delivers best-in-class digital web, advertising and inventory management solutions to help accelerate business performance of dealers across Canada.

For more information, visit: go.trader.ca.

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Media Inquiries
Michelle Saraceno
Senior Manager, Communications Strategy
TRADER Corporation | autoTRADER.ca
Phone: 416.784.5200 ext. 3599

About the Author

Michelle Saraceno

Senior Manager, Communications Strategy

TRADER Corporation

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