Equativ Advertising for Car Sales Leads

An independent exchange with an ad server and curation tools, selling publisher and connected TV inventory to buying platforms for your zone.

Equativ is an independent advertising platform, European in origin and global in reach, that combines a sell side exchange, an ad server used by many publishers, and curation tools through which agencies and buyers assemble inventory packages by audience and content, with a growing share of connected television inventory since its combination with Sharethrough. It sells to buying platforms and, through curation, to agencies rather than directly to a single store.

For a dealership that means one of the exchanges behind the publisher and connected TV inventory its buying partner reaches, and curated packages a partner can activate for the store's zone. Like the other exchanges on this site it is infrastructure a store benefits from rather than a place it advertises, and its American inventory is a growing share rather than the whole.

A store benefits from Equativ when its buying partner uses its curation tools to reach publisher and connected TV inventory in the zone efficiently, with an ad server that many publishers already run. For a group buying at scale, it is one of the exchanges behind the plan.

The honest objection is that it is infrastructure a store never sees, bought through a platform or a partner, that programmatic reads through branded search over weeks, and that its American footprint is smaller than the largest exchanges'. It is listed because it is part of how the destinations here are reached.

For the broader case for this kind of channel, Programmatic Display Advertising for Dealers covers it without repeating what is here.

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Equativ fits dealer groups and agencies buying programmatically at scale, and any dealership whose buying partner uses its curation. It fits less well as anything a single store buys directly.

Equativ sells its inventory through buying platforms and media partners, so the way in is through one of them, and that is exactly what LeadLocate arranges on request. From the Advertising Networks page in the CRM, ask for Equativ, and our team arranges the placement in your store's name, sets the geography to the area you actually sell in, and manages it from the same Leads Manager selections that drive your other campaigns. Stores or agencies that already buy through a platform carrying Equativ keep that seat, and we work within it. Reporting comes back into the CRM beside every other channel, so the question of whether Equativ earned its budget is answered in the same place as the rest.

An Equativ routed lead reaches the CRM as a click from a display or video placement to a LeadLocate lead page or a vehicle page, a branded search during a connected TV flight, or a direct inquiry, attributed directly for the clicks and over weeks for the rest, with the campaign on the record.

Whichever way the shopper arrives, the record is the same. The lead carries its source, the campaign, and the answers to the pre screening questions you set in Leads Manager, and it goes to the salesperson or the rotation you chose in lead distribution. The first response can be automatic: a text, an email, a task on the calendar or a call from the BDC. If your store works leads in another CRM, turn on Instant Push and the lead is forwarded there by ADF the moment it arrives, at no change in price. What no channel can do is decide who submits the form. Some shoppers arrive with a VIN and a trade, some with a monthly budget and a rough idea, and both are real; what to expect from car sales leads covers that plainly.

Every channel LeadLocate runs shares one workflow. Campaigns are set up in Leads Manager from a zone, a campaign type and a set of pre screening questions. Leads arrive in one inbox, route by one set of distribution rules, and are worked with the CRM's own texting, calling, call transcription, email and voicemail drop. Reporting is one place, with activity, company and management views. Equativ slots into that as a source, nothing more, and that is the reason a store can afford to try it: the cost of adding a channel is the media, not another system. The advertising channels page lists every channel the CRM can run this way.

It also means a channel can be judged fairly. When every lead carries its source and every call, text and appointment is logged against it, the management report can show cost per lead and cost per appointment by channel over a quarter, which is the only honest way to compare a search campaign with a streaming flight or a mailing. A store that keeps its channels in separate systems never gets that comparison, and usually keeps paying for the one with the loudest sales rep.

For an agency buying programmatically for dealership clients, Equativ's curation tools are one route to publisher and connected TV inventory, and connecting each store's LeadLocate CRM shows the leads each rooftop's plan produced.

Agencies are how most stores buy Equativ, and LeadLocate treats the agency as part of the store's team. An agency user can manage the campaigns in Leads Manager, hold the platform accounts in its own name and connect them, pull the same reporting the dealership sees, and use the webXintel Ads Network as a lead source for clients that want results before they want a media plan. What the agency gains is the piece it typically lacks: the CRM, the distribution rules, the texting and calling, the follow up processes, all of it visible so the agency can show the store what happened after the click. Agencies that bring dealerships onto the platform can enroll in the referral program. See automotive-media-buying-servicesL for how the agency side works.

Nobody drives across three states for a sedan, so the market Equativ is bought in is the market you draw. Leads Manager's zone editor takes a radius, counties or a state and hands it to every channel you run, including this one, and the reporting comes back by that zone so you can see which part of your area actually answers, which is often not the part a store expected. Groups run separate zones per rooftop; brokers and national sellers open the map up. On financing campaigns the audience is not narrowed by protected characteristics, because fair lending rules do not allow it and the controls in Leads Manager are locked accordingly. Geography and vehicle targeting stay fully in your hands.

The setup cost of Equativ, in your time, is a click. The Advertising Networks page in the CRM lists it beside every other channel; Request Connection opens a support request our team works, usually the same day. Stores that are new to LeadLocate choose a plan on the pricing page, month to month with no long term contract, and start with the webXintel Ads Network the same week. Media bought through a Equativ account in your name is billed by Equativ directly to you. Your existing CRM, if you have one, keeps receiving leads through Instant Push by ADF, and the price does not change for that.

From there it is a conversation, not a contract. Our team confirms the zone and the selections, says plainly what Equativ is likely to do for a store of your size, and agrees a review date. If the reporting shows Equativ earning its budget, it stays; if it does not, it is switched off from the same page, the store keeps every lead and record it produced, and the budget moves to a channel that did better in the same report.

Does a dealership buy Equativ?

Through a buying partner, yes. It is an exchange with an ad server and curation tools through which publishers sell inventory to buying platforms; a store benefits when its buying partner uses it well.

What did the Sharethrough combination add?

A larger share of connected television and native inventory and additional curation tools, sold through the same exchange to buying platforms.

How is the campaign measured?

By clicks from placements to the lead page and vehicle pages, branded search lift during connected TV flights and direct inquiries, reported in the CRM by week.

Can my dealership buy Equativ directly?

Yes, through LeadLocate. Equativ is sold through buying platforms and media partners, so you request it from the Advertising Networks page in the CRM and our team arranges the placement in your dealership's name. If your agency already has a seat on a platform that carries Equativ, we work through that.

Can Equativ leads go into the CRM we already use?

Yes. Instant Push forwards every lead to your existing CRM by ADF as it arrives, source and campaign included, and the subscription price does not change for it.

What does LeadLocate charge for Equativ?

The platform is a month to month subscription with no long term contract, priced on the pricing page, and every plan includes the webXintel Ads Network. The media itself is billed for the placement our team arranges, in your dealership's name. We never tie the price to a result.

Request Equativ from inside the CRM and our team sets it up, usually the same day. Not on LeadLocate yet? Pick a plan, month to month, and start with the included webXintel Ads Network this week.

Prefer to talk right now? Call or text 844-376-2274.

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