Fiat trials Auto Trader mobile ad format

Fiat has teamed up with Auto Trader to be the first advertiser to use its new mobile advertising format.

Auto Trader: smartphone app
Auto Trader: smartphone app

The floating ad format sits as an overlay at the bottom of the homepage of autotrader.mobi, which Auto Trader believes is less intrusive than mobile display ads.

When a user clicks on the ad, a new browser opens and displays the content within the Auto Trader mobile site.

The Fiat ad, created in-house by Auto Trader, showcases its vehicles to Auto Trader mobile users.

The car manufacturer's media agency Maxus planned and bought the campaign.

In September, Trader Media-owned Auto Trader rolled out a £2m campaign, with a TV ad by HMDG, to promote its mobile platform, which launched in October 2009.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).