World Association of Newspapers and News Publishers


Cars + mobile = ad success

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Cars + mobile = ad success

“First and foremost, know your audience. Keep consumer needs and user experience at the forefront,” says Sharon Knitter, Senior Director of Mobile for USA-based Cars.com, who is discussing the mobile experience her company has developed.

Cars.com was launched in 1998 by five newspaper companies: Belo, Gannett, McClatchy, Tribune and The Washington Post. The first mobile version of their website was launched in April 2007.

As of January 2012, 29 percent of cars.com visits were coming from mobile, Ms. Knitter says. "Forty-four percent of our mobile audience have never visited a cars.com wired property," she says.

Car shoppers are more device-savvy, Ms. Knitter says, and mobile plays a key role in the auto shopping process.

Dealers pay to put their listings on the site, and national advertisers like Nissan or Honda pay to put ads on the site.

Cars.com launched its iPad app in late September 2011. So far, iPad month-on-month impressions have grown more than 70 percent (about 15,000 a month).

"Our mobile products have always supported our largest revenue stream through viewing inventory and associated activities," Ms. Knitter says.

Ms. Knitter says cars.com’s goal for 2012 is to "develop mobile products that complement our wired products for dealers."

 


Photographer: Vojtech Marek, www.aktualne.cz

Author

Brian Veseling's picture

Brian Veseling

Date

2012-03-01 16:29

Author information

About 200 newspaper advertising experts will attend the 22nd World Newspaper Advertising Conference in Prague on 1st and 2nd March. WAN-IFRA will provide summaries of each speaker's presentation during the event. Check back on our blog for the latest updates.


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