AutoTrader goes .mobi !

London, United Kingdom, 07/16/2008 - Creative mobile agency Sponge is to build a Mobile Internet site for Auto Trader, the UK’s number one motoring website and magazine, enabling mobile users to access the site on the move.

Auto Trader’s original Mobile Internet site went live in 2002. Sponge will now develop a new and improved site. Auto Trader currently features classified adverts for around 410, 000 vehicles in its weekly online and print publications, with the website seeing over 10 million unique users and more than 700 million page impressions every month.

Mobile strategist Sponge will create, design and host the WAP site for Auto Trader. The introduction of the new mobile internet site aims to encourage users to view the service more often. Sponge will also provide content management, content delivery and a reporting and analysis service.

“This is an exciting opportunity to enhance our mobile offering,” said Edwin Ulak, Publishing Director. “It will also allow us to create an enduring strategic partnership for further development of this product with thought leaders from within this industry.”

Dan Parker, CEO of Sponge commented: “Engaging its audience via the mobile channel will be hugely beneficial for Auto Trader. Today’s culture is such that we want instant access to information wherever we are. The convenience of logging on to Auto Trader on a handset will be an invaluable service for the publisher’s customers.”

About Sponge
Sponge (spongegroup.com) is a creatively-led mobile marketing agency that empowers brands, agencies and media groups to deliver mobile and voice services. An award-winning mobile strategist, Sponge supplies ideas and technology to companies including Vodafone, Northern & Shell, Unilever, News International and Coca-Cola. The company is the owner and developer of the most battle-hardened and versatile mobile applications suite; TG³, which enables clients to deploy mobile services quickly and cost-effectively. In-house developers also create bespoke mobile solutions for global use. Sponge was named one of the Top 50 fastest growing new media companies in the UK for the fourth year running at GP Bullhound’s 2008 Media Momentum awards.