TRADER launches digital ad platform for dealers

TRADER has announced the launch of a comprehensive new digital advertising platform known as “TRFFK” that is exclusively designed for Canadian car dealers, the company said in a news release.

“Knowledgeable, experienced and interdisciplinary teams utilize proprietary data-driven insights to develop strategies based on actual Canadian car shopper behaviour. This proprietary data is used to power intelligent, scalable and efficient advertising campaigns for dealers,” said

Jill Hadfield, Vice President of Product Commercialization at TRADER.

The service, currently available in Quebec, offers dealers strategic and dynamic digital advertising development and execution that includes paid search on Google, advertising on social platforms like Facebook, and display ads that can be distributed across every major publishing network that targets in-market shoppers, according to Hadfield.

Dealers can expect the ads to display actual inventory, personalized dashboards to provide up-to-the-minute information on traffic and performance “based on identified success metrics,” and to receive insights, continuous evaluation and support.

When asked why the service is particularly beneficial for car dealers in Quebec, Hadfield said the data is collected from Quebec consumers who are in-market rather than other solutions that use generic statistics aggregated from North American online behaviour, among other reasons.

“Dedicated French-speaking Online Strategy Consultants (OSC) will work with dealers to identify an effective strategy and establish success metrics based on their specific needs, continuously refining as needed,” she said.

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Canadian auto dealer