Autotrader has launched a nationwide marketing campaign expected to generate 432.6 million impressions as it seeks to direct more active buyers towards dealership stock.
The campaign is forecast to reach around 70% of UK adults and 80% of people aged between 25 and 44 before returning for a further burst of activity in early 2027.
It represents the second phase of the marketplace’s ‘It’s time for Autotrader’ campaign, which was launched in October 2025 to encourage consumers to begin searching when they first consider changing their car.
The new activity began on 27 September and will run across television, broadcaster video on demand, connected television and outdoor advertising until 8 November. Digital and radio activity will continue into the middle of November.
Campaign targets undecided buyers
Autotrader research found that only 57% of consumers knew the exact make and model they wanted to purchase, leaving a substantial proportion without a firm vehicle choice when they entered the market.
The campaign aims to prompt these undecided consumers to begin researching earlier, increasing the opportunities for vehicles advertised by dealerships to be discovered.
Its creative work uses comments from friends, family and other people around a potential buyer to highlight the everyday moments that can trigger a decision to change cars.
Alongside television and outdoor advertising, the campaign will appear across social media, YouTube, podcasts, digital radio and content produced by online creators.
Outdoor activity will include static, digital and roadside advertising and will include rail networks and underground systems in major UK cities.
Niki Kilby, chief go-to-market officer at Autotrader, (pictured) said: “At the heart of our new campaign is a simple goal: bringing more confident buyers into market on Autotrader and helping them find our retailer partners’ stock.
“We know that many consumers delay starting their journey because they are unsure what to buy or where to begin, and this new creative is designed to give them the confidence and prompt they need to start searching earlier.
“By continuing to invest in marketing campaigns like this across a diverse mix of high-reaching media channels, we’re keeping Autotrader front of mind at the moments that matter. That means more buyers coming to the platform with confidence, and more opportunities for our retailer partners’ vehicles to be discovered.”
Apps account for half of traffic
Autotrader said its marketing investment was supported by an established audience across its own digital channels.
The company said it has almost three million followers across YouTube, Instagram, Facebook and TikTok and that organic YouTube views have increased by almost 20% year on year, while its social media following has grown by 30,000.
Its mobile apps recorded 3.7 million active users in May 2026, their highest monthly engagement figure to date.
Apps now account for around half of all traffic to the marketplace, making mobile visibility increasingly important for dealerships advertising stock on the platform.
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