Cars.com Takes 2006 Media Campaign Online
May 16 2006 - 12:07PM
PR Newswire (US)
Online Brand Campaign Promotes Site's Ease of Use and Extensive
Inventory for New, Used Vehicle Buyers CHICAGO, May 16 /PRNewswire/
-- Cars.com ramps up its 2006 media campaign with a new online
brand campaign launching today across the most-visited Internet
portals and popular news, sports and entertainment sites, including
Yahoo!, AOL Autos, CBS Sportsline, Weather.com, Autoblog.com and
Evite.com. "With consumers now spending as much as 30 percent of
their media time online, Internet marketing plays an increasingly
important role in building brand awareness," said Mitch Golub,
president of cars.com. "Just as we have done offline, we are making
a significant investment to familiarize Web users with the cars.com
brand and drive in-market automotive shoppers to our site." "We are
using a variety of high-profile placements to break-through in the
online environment, including rich media ads, impactful unit sizes
and premium positions," said Carolyn Crafts, vice president of
marketing at cars.com. "To reach automotive intenders, we'll use a
wide variety of formats such as homepage takeovers, roadblocks,
behavioral targeting and targeted sponsorships at key Internet
destinations." The online brand campaign will complement existing
online marketing initiatives aimed at traffic generation, including
a significant search engine marketing campaign on Google and
Yahoo!, as well as exclusive distribution partnerships with leading
consumer destinations, Kelley Blue Book's kbb.com and MSN Autos.
Combined with cars.com's national television campaign that launched
in March and the local promotional efforts of cars.com's 200 local
media partners, the 2006 integrated campaign is valued at more than
$100 million and will reach more than 200 million consumers. Since
the launch of its new television campaign this March, cars.com has
set new records for monthly unique visitors, reaching more than 8
million unique visitors in each of the months since the campaign
went on air. "It's all about reaching more high-quality,
ready-to-buy customers, attracting them to cars.com, and ultimately
to our advertisers," said Golub. "Our investment in marketing
combined with continual site improvement is paying off and driving
results for our advertisers." About cars.com Partnered with more
than 200 leading metro newspapers, television stations and their
Web sites, cars.com is the most comprehensive destination for those
looking to buy or sell a new or used car. The site lists more than
1.5 million vehicles from more than 10,000 dealer customers,
classified advertisers and private parties to offer consumers the
best selection of new and used cars online, as well as the content,
tools and advice to support their shopping experience. Recently
selected by Forbes.com as a Best of the Web site for car shopping,
cars.com combines powerful inventory search tools and new-car
configuration with pricing information, photo galleries, buying
guides, side- by-side comparison tools, original editorial content
and reviews to help millions of car shoppers connect with sellers
each month. Launched in June 1998, cars.com is a division of
Classified Ventures, LLC, ( http://classifiedventures.com/ ), which
is owned by six leading media companies, including Belo (NYSE:BLC),
Gannett Co. Inc. (NYSE:GCI), Knight Ridder (NYSE:KRI), The
McClatchy Company (NYSE:MNI), Tribune Company (NYSE:TRB) and The
Washington Post Company (NYSE:WPO). DATASOURCE: cars.com CONTACT:
Brian R. Hannan of cars.com, +1-312-601-5519 (direct),
+1-312-218-0788 (mobile), Web site: http://www.cars.com/
http://classifiedventures.com/
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