This month, online car marketplace AutoTrader, which has been working with MDC Partners’ Doner for more than 16 years, issued an RFP seeking a new creative agency.

1. NEW BUSINESS PITCH BRIEF
AUTOTRADER.COM
CONTENT WORK PROJECT

2. OVERVIEW
This month, online car marketplace AutoTrader, which has been working with MDC Partners’ Doner for more than 16 years,
issued an RFP seeking a new creative agency.
A spokesperson from AutoTrader told adweek.com that the company isn’t looking for an Agency Of Record but simply a partner
for an upcoming campaign since the company is “constantly reevaluating partnerships for new perspectives and fresh thinking.”
Do you have a new perspective? If so, we might be able to help you get a fresh take on AutoTrader - through its customer data.
BACKGROUND SUMMARY
AutoTrader.com, Inc. is an online marketplace for car shoppers and sellers. It aggregates millions of new, used, and certified
second-hand cars from thousands of dealers and private sellers. The firm offers its products and services online and on iPhone,
Android, Windows 8, and iPad apps. The marketing side of the firm has an editorial team that reviews new and used cars and
provides tips and advice via videos, articles, and social media content.
A recent focus on the millennial market
AutoTrader is constantly monitoring trends in the automotive market and has lately been moving towards targeting millennials.
Its 2013 report on the “next generation buyer” was an extensive research study that explored the motivations, opinions and
behaviors of this new generation of car shoppers.
For its Fall 2015 campaigns, AutoTrader turned to Zambesi for producing campaigns targeted at millennials. The ads they
produced, called “The Journey,” depict the lifestyles of two millennials, one woman and one man, and the search for the perfect
car as it changes through the years.

3. market share ANALYSIS
AutoTrader faces stiff competition as an online car marketplace, especially from Ebay Motors, which grabs 36.2% of market share,
while AutoTrader.com conquers the lesser share of the market (17.3%).
Moving our focus to Millennials, we split this cohort in two segments: Children, or no children. By measuring this way, we can see
how different life stages affect brand choice among Millennial buyers - while echoing the latest AutoTrader ads.
Ebay Motors consistently takes the half of the market share among Millennials, independently of the presence of children.
AutoTrader, however, performs better with Millennials who have children than Mojo Motors or Cars.com, but loses shares to
Cars.com in the Millennials with no children segment.
17.3%
17.4%
29.1%
36.2%
WITH CHILDREN
18.8%
14.7%
17.2%
49.4%
WITHOUT CHILDREN
10.1%
24.7%
15.2%
50.0%

4. OVERLAP ANALYSIS
1.2%
3.4% 0.8%
4.0% 1.1%
1.1%

5. Opportunities in the Millennials with children target segment
AutoTrader's study on the Millennial car buyer highlighted that - more than any other generation - Millennials rely on Word of
Mouth when making purchase decisions (46%).
If having a baby is the primary trigger for car research, as shown in the last ad, this presents a potential opportunity for
AutoTrader to position itself as a reliable, helpful company for Millennial parents by combining peer review (ie. word of mouth)
with a parenting angle. For example, it could introduce a parents forum where peers and AutoTrader customer service reps alike
can answer queries and share feedback and tips. Or, AutoTrader could publicize the safest cars for new parents in their next
campaign. As more Millennials enter their peak child-bearing years, safety and affordability will be two very important goals
informing their car purchases.

6. Millennial parents looking for a car are mostly
Male (60%), living in the Midwest, and in the
older Millennial age bracket of 25 to 34. They are
college educated and earn an income that places
them in the middle class. Most are already
married (41%), while the second largest segment
(23%) is in a relationship.
AUDIENCE ANALYSIS
A closer look at Millennial buyers
POPULARITY
891194966
15.95%
REACH
8.72% 12.28% 19.74% 23.66%
159
SPORT LOVERS
BOOK LOVERS
MOVIE LOVERS
BUSINESS
PEOPLE
FOOD LOVERS
FASHION LOVERS
SOCIAL
ACTIVIST
BEAUTY & WELLNESS
AWARE
TRAVEL LOVERSGAMERS
PUBLIC FIGURES
FOLLOWERS
HOMEMAKERS
POLITICALLY
ACTIVE
OUTDOOR
ENTHUSIAST TECHIES
HOME DECORATORS
& DIY’S
PET LOVERS CAR LOVERS
MUSIC LOVERS
GENDER
Male (60%)
AGE
25-34 (83%)
STATUS
Married (41%)
FAMILY
With Kids (100%)
EDUCATION
College (70%)
INCOME
$40K - $70K (41%)
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Car Lovers
Homemakers
Pet Lovers
Business People
Techies
Politically Active
Beauty and Wellne...
Home Decorators ...
Outdoor Enthusiast
Fashion Lovers
22.12%
17.88%
17.08%
11.91%
18.17%
15.22%
23.21%
18.13%
12.31%
23.33%
151.95
159.26
151.67
141.51
124.03
124
105.13
112.39
120.88
89.96
207.28
206.66
200.46
185.12
183.57
179.19
177.35
175.76
172.12
167.37

7. MEDIA OPPORTUNITY
Insight
the lifestyle apps usage is characteristic of this audience which makes it highly probable that they would be
interested installing AutoTrader’s app and search on mobile rather than on desktop. Leveraging the high reach of
mobile games, placing mobile ads into their favorite games could lead to good conversions. Moreover, this year’s
study of StartApp on mobile ad revealed how Lifestyle app ads (such AutoTrader’s) see higher engagement and
higher click-through rates when placed within mobile games (21.8%).
# NAME REACH POPULARITY RELEVANCE
Magazines
TV
Websites
Apps
Other
Newspapers
Radio
1
2
3
4
5
6
7
46.36%
55.64%
100.00%
56.10%
5.98%
6.28%
29.58%
148.44
130.26
120.89
110.68
96.5
85.92
79.38
153.97
144.42
147.26
131.48
97.3
90.65
102.08
TRENDS
2.29%
-8.15%
8.24%
-5.71%
-50.00%
21.74%
15.87%
ToP MEDIA
RELEVANCE
53931630
19.67%
REACH
0.10% 9.45% 30.84% 43.06%
164
MUSIC
GAMES
BOOKS
NEWS
PHOTO AND
VIDEO
SOCIAL
NETWORKING
LIFESTYLE
TRAVEL
ENTERTAINMENT
SPORTS
HEALTH AND
FITNESS
UTILITIES
FOOD AND
DRINK
TOP APP GENRES

8. # NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Car and Driver
Pickups and Beer
Mud Life Magazine
Truckin' Magazine
Smoking Rubber
Lowrider Magazine
Four Wheeler Maga...
Muscle Mustangs ...
4-Wheel & Off-Roa...
Jp Magazine
4.51%
3.58%
2.76%
2.57%
2.32%
2.01%
1.77%
1.60%
1.45%
1.43%
198.01
197.35
193.13
198.49
196.27
196.36
197.08
196.13
194.5
191.89
162.72
160.58
155.92
159.02
156.87
156.02
155.7
154.45
152.8
150.98
Top 10 Motor Magazines
MEDIA OPPORTUNITY
REACH RELEVANCE
10050022.43%16.83%11.22%5.61%<0.01% 150 200
Motor
Parenting
Hobby
Computer and Technology
Entertainment
Sport
Fashion and Health
Travel
Top Magazine Genres

9. Insight
the technology-oriented nature of this audience reveals opportunities to increase brand awareness
and market shares. For example, while technology plays a big role in the lives of this audience, their
limited budgets mean it isn’t always possible for them to have all the technology they want in their
new or used car. Partnerships with audio system brands to facilitate or discount installations after
the purchase could give a decisive advantage to AutoTrader over their competitors.
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Liberty Mutual Ins...
Gerber Life
MetLife
New York Life Insur...
Anthem
Safeco Insurance
State Farm
Kaiser Permanente
First Alert
Humana
4.14%
2.12%
1.28%
0.95%
1.70%
0.52%
1.82%
0.32%
0.09%
0.08%
196.78
198.67
198.35
198.46
192.28
198.91
181.93
194.72
198.76
198.96
161.26
157.88
154.64
153.13
152.25
150.48
145.77
145.69
143.98
143.77
TOP 10 INSURANCES
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 GoPro
Samsung TV
Duracell
Bose
Samsung Camera
Samsung
JBL
LG Electronics
Surface
JL Audio
14.33%
7.95%
8.45%
3.71%
2.40%
2.23%
1.64%
1.62%
1.43%
0.82%
190.62
199
198.14
198.42
198.74
197.11
198.45
195.8
195.27
198.3
168.1
168.06
168.04
161.53
158.74
157.18
156.16
154.32
153.25
152.26
Top 10 Consumer Electronics brands
BUSINESS OPPORTUNITY

10. # NAME REACH POPULARITY RELEVANCE
AOTA
Online Financials
Mobile App Happy
CUOL
FITB
Online Occasionals
1
2
3
4
5
6
1.62%
0.93%
0.99%
0.91%
1.26%
0.15%
117.72
109.51
35.99
35.57
30.03
0.29
94.54
85.78
49.52
48.67
48.5
19.66
Netizens sub-segments
# NAME REACH POPULARITY RELEVANCE
2
1 Tech Splorers
Techno Gamers
7.55%
3.45%
193.48
187.94
149.17
137.08
Techies sub-segments
BUSINESS OPPORTUNITY

11. CREATIVE INSIGHTS
Insight
this Millennial audience appreciates content that is concise and informative - they won’t stick around for
anything less. They’re a practical bunch, preferring videos that portray real, ordinary people, without action
or special effects - but with a dash of humor, and maybe even nostalgia.
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Scholastic Parents
King James Bible
Relationship Rules
Marijuana is Safer
Diary of a Wimpy Kid
Half Price Books
The Bible
Crazy Love
Kitchen Confidential
Barnes & Noble
1.28%
0.94%
1.33%
1.07%
0.66%
0.71%
6.49%
0.58%
0.58%
1.04%
193.17
173.71
155.62
144.53
108.81
91.35
67.69
83.72
61.78
51.07
151.21
136.54
126.4
117.78
91.57
80.24
78.78
74.23
59.56
55.34
Top 10 Book interests
REACH RELEVANCE
10060071.78%53.83%35.89%17.94%<0.01% 140 180
Business
Beauty
Fashion
Kids
Travel
Movies
Gossip
Sport
Top Website Genres

12. CREATIVE INSIGHTS
# NAME REACH POPULARITY RELEVANCE
Reality Shows
Game Shows
Documentary & No...
Talk Shows
Dramas
Family-Oriented S...
Comedies
Talent & Variety Sh...
Sci-Fi & Fantasy Sh...
1
2
3
4
5
6
7
8
9
53.23%
7.94%
12.28%
20.23%
44.51%
13.48%
46.01%
11.56%
16.37%
145.08
96.61
84.74
61.02
50.59
38.64
36.12
36.05
23.96
153.67
99.8
95.96
85.39
88.18
66.15
78.99
62.9
58.38
TRENDS
8.33%
0.0%
-40.00%
-18.06%
-12.20%
-33.33%
3.03%
9.09%
57.14%
Top TV show genres

13. If you need
more insights
on this target and
its competitors
click HERE
or drop us a line
normandin@cubeyou.com
We are here to help!
http://www.cubeyou.com/contacts
http://www.cubeyou.com/contacts
http://www.cubeyou.com/contacts
http://www.cubeyou.com/contacts
http://www.cubeyou.com/contacts