Autotrader launches billboards for Retailer of the Year dealers
Autotrader’s new digital billboard campaign promotes its 2026 Retailer of the Year winners to local car, van and motorcycle buyers.
Autotrader has rolled out a digital billboard campaign across the UK in June 2026, showcasing its Retailer of the Year winners to local car, van and motorcycle shoppers. The high‑visibility ads aim to drive footfall to award‑winning dealers and reinforce brand credibility among prospective buyers.
Key takeaways
- Digital billboards target local markets across the UK.
- Campaign highlights Autotrader’s 2026 Retailer of the Year winners.
- Ads are aimed at car, van and motorcycle buyers.
- Goal is to increase footfall and brand trust for winning dealers.
Campaign rollout
The campaign began in June 2026 and uses digital screens placed in high‑traffic areas such as city centres, shopping districts and near transport hubs. Each billboard displays rotating content that features the winning retailers alongside Autotrader branding.
By using programme‑controlled displays, Autotrader can tailor the adverts to the specific locality, ensuring that the most relevant dealers are promoted to nearby consumers.
Focus on award‑winning retailers
Autotrader’s Retailer of the Year awards recognise dealers that excel in sales performance, customer service and overall experience. Winners span three vehicle categories - cars, vans and motorcycles - and are chosen from a pool of UK dealers that meet strict criteria.
The billboard content highlights each winner’s logo, a brief tagline and a call‑to‑action encouraging shoppers to visit the showroom or book a test drive.
Objectives for dealers
The primary objective is to raise the profile of award‑winning dealers within their own markets. Increased visual exposure is expected to generate more enquiries, test‑drive bookings and ultimately sales.
Dealers can also leverage the award status in their own marketing, using the billboard’s credibility boost to differentiate themselves from competitors.
What this means for dealers
Dealers that have earned the Retailer of the Year title will benefit from heightened local awareness without needing to fund the advertising themselves. The third‑party exposure can translate into higher showroom traffic and a stronger brand perception among shoppers.
To maximise the impact, dealers should ensure their premises are prepared for increased visits, train staff to handle new enquiries efficiently, and promote the award status across their own digital channels.
Frequently asked questions
How can dealers benefit from the billboard exposure?
The billboards place a dealer’s award status directly in front of local consumers, leading to more footfall, higher test‑drive bookings and the opportunity to convert increased interest into sales without additional advertising spend.
What should dealers do to maximise the campaign's impact?
Dealers should align their in‑showroom messaging with the billboard content, prepare staff for a surge in enquiries, and amplify the award announcement on their website and social media to reinforce the visibility gained from the campaign.
This article summarises reporting first published by AM Online.