Autobytel to Fuel Web Campaign with MyRide.com Comments

This post was written by Jack Marshall.

Autobytel today embarked on a multi-million dollar campaign designed to generate traffic to and raise awareness of its auto consumer site launched last week – MyRide.com. Utilizing e-mail, banner, and search marketing, the campaign’s aim is to reach consumers through sports, entertainment, technology and finance sites.

The campaign ads will be generated from content on the MyRide site itself, including questions and statements “that reflect MyRide.com’s unique offerings,” according to a press release.

“By leveraging MyRide.com’s large and growing bank of updated automotive content across our multi-level digital campaign, we can attract consumers in a way that is far more targeted and, we believe, more efficient, than traditional brand advertising,” stated Autobytel’s president and CEO Jim Riesenbach in the release.

The campaign has been developed in collaboration with Young & Rubicam Brands which is developing creative content, and KSL, which is taking care of planning and buying. The e-mail campaign will target Autobytel’s current database of a reported 9 million users.

Search will cap it off, specifically targeting directional purchase behavior.

MyRide.com aims to target consumers throughout the auto purchase and interest cycle. The site categorizes user behavior into five categories: Find, See, Buy, Learn and Belong. Autobytel believes many of these are currently ignored by traditional automotive sites, which tend to be singularly focused on buying funnel activities.