ATLANTA -

AutoTrader.com revealed Thursday some additions and enhancements to its display advertising solutions for dealers, launched in an effort to help rooftops better market their inventory to consumers.

The company contends these enhancements to the programs — Skyscrapers, Spotlights and Alpha — provide more real estate and interactive features to multiple duration options for select solutions and more.

"Consumers are using the Internet more than ever to shop for their next vehicle, and display advertising is an incredibly effective way to reach and influence them online," said Alan Smith, senior vice president of dealer sales at AutoTrader.com.

"These enhancements are indicative of how we’re continually working to provide more value, more options and more flexibility to our dealer customers,” he continued.

First starting with Skyscaper ads, the company noted that these “will enable dealers to capture the extra attention they need and promote specific inventory by make or model.”

And now available in multiple durations, the company stressed the Skyscraper ads will give dealers even more flexibility.

And as for the company’s Spotlight ads, officials contends the ads can increase the number of vehicle detail page (VDP) views by 48 percent per vehicle, per day.

“With multiple duration options (four days, seven days, 14 days or 28 days), the ability to swap vehicles being spotlighted, and the ability to highlight videos, dealers have more choices and more flexibility when utilizing these ad units,” officials continued.

Furthermore, the make-specific Spotlight ads are now available for new and certified vehicles.

Also of interest, the company noted the Spotlights ads can be eligible for co-op reimbursement, which enables dealers to utilize OEM funds for their advertising. 

“While co-op is an arrangement between the dealer and the manufacturer, AutoTrader.com has dedicated co-op specialists who assist dealers with exploring co-op eligibility,” the company shared.

Lastly, the Alpha Solution  “is an exclusive advertising solution that enables one dealer in each market to own the Search in Progress real estate and benefit from a liner ad throughout the user’s search,” the company explained.

And select packages will now include a "Super Spotlight," which will appear on the Search Results Page.

The Super Spotlight ads integrate several features typically only available on the VDP, such as Video, Chat, Trade-In advertising, Special Offers and 12 vehicle thumbnails.

But that’s not all.

The company noted the liner ad is also enhanced, with expandable real estate and an interactive film strip that highlights vehicles that match the make and model of the user’s search.

In conclusion, the company noted that Alpha subscribers can also reach shoppers on the go with a new ad unit on the AutoTrader.com mobile site, taking advantage of the growing mobile marketing segment.