Following yesterday’s announcement, adMarketplace VP of Business Development Vince Meyer offers more insights into what the partnership with AutoWeb means and what automotive advertisers can now expect from adMarketplace.
Otilia Otlacan: What does the partnership with AutoWeb mean for adMarketplace?
Vince Meyer: This partnership allows us to deliver performance to our auto and insurance advertisers, as well as provide revenue diversification for AutoWeb. The partnership is based on both companies’ growth and success in the automotive vertical.
OO: Since launch, what have been some successes and highlights?
VM: We started our partnership with small volume and backfill placement, and now we are present on most impression opportunities. We are constantly thinking about new ad formats and placement strategies that could improve yield for AutoWeb, and conversions for adMarketplace advertisers.
OO: What are some unique challenges the partnership helps address?
VM: Automotive advertising is all about flexibility. You can’t make assumptions. If a user is searching for a BMW Series 3, it doesn’t mean they will buy that car. Usually, a search query marks the beginning of the purchase process (high in the funnel), so it’s crucial to tailor messaging and opportunity in a format that will be trusted by the user, while still giving users a chance to think about another make or model. AutoWeb helps the user during this purchase analysis process, and by sharing their data with adMarketplace, they help us deliver more relevant advertising to the users.
OO: Why has the auto vertical continued to be a key area for growth for adMarketplace?
VM: Auto is an ever changing vertical. Each year, auto budget get redistributed based on new models or new initiatives from auto manufacturers. Auto brands want to be present to users when they are in market, and search is possibly the best signal for that intent. We continue to see users searching for car information and quotes on a variety of devices, and these searches often generate actions (schedule an appointment, configure cars, take a test drive, etc). This partnership lets us deliver relevant advertising to users who are already looking to interact with auto brands.
OO: Moving forward, what are some milestones you look ahead to building on this partnership?
adMarketplace is the leading search partner marketplace for results-driven advertising outside of Google and Yahoo/Bing. Named one of New York’s fastest growing companies for two years running, adMarketplace delivers performance traffic to large, data-savvy marketers and their agencies. Its Advertiser 3D platform is the only pay-per-click platform that allows advertisers to bid by individual traffic source and device type. For more information, visit www.admarketplace.com.