Advertising on Variety for Car Sales Leads

Display and sponsored content reaching the entertainment industry and its affluent readers, targeted to your zone.

Variety is the entertainment industry's trade magazine and site, part of Penske Media, read by the people who work in film, television, music and streaming and by the affluent fans who follow the business of entertainment, with advertising sold by geography, topic and audience segment through its advertising operation, directly and programmatically, along with sponsored content and its well known events and awards coverage. The audience is concentrated in Los Angeles and New York and reads nationally.

For a dealership that means an affluent, industry connected audience in its zone, most valuable for a luxury or premium store in Los Angeles, New York or another entertainment market, reached beside the business of entertainment with a lease message or a model launch. Awards season and event sponsorships add moments to attach to.

A store spends with Variety for an affluent, industry audience in the entertainment markets, in a context of glamour and business, at a cost per thousand that reflects the audience, with event and awards season options. For a luxury store in Los Angeles it is money spent where the buyer works.

The honest objection is that the audience is concentrated in a few markets and thin elsewhere, that rates suit luxury franchises and groups, and that the effect reads mostly through branded search over weeks. A store outside the entertainment markets has little reason to be there.

For the broader case for this kind of channel, Automotive Media Buying Services covers it without repeating what is here.

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Variety fits luxury and premium franchise stores in Los Angeles, New York and other entertainment markets, and dealer groups with a premium brand there. It fits less well for stores elsewhere and for used and value stores. National sellers can run it nationally.

Variety is bought through buying platforms and media partners rather than a self serve console, and LeadLocate reaches it for your dealership that way. Ask for it from the Advertising Networks page in the CRM and our team arranges the placement for your store, through a buying partner or an order placed in your dealership's name, with the geography set to the market you sell in. If your dealership or your agency already holds a seat on a platform that carries Variety, we can work through that instead. Either way the campaign is planned from the same Leads Manager selections as every other channel you run with us, and it reports into the same place.

A Variety sourced lead reaches the CRM as a click from a placement or sponsored content to a vehicle page or a LeadLocate lead page, a branded search, or a direct inquiry, attributed directly for the clicks and over weeks for the rest.

From that point the lead behaves like every other lead in LeadLocate. It is stamped with the channel and the campaign, it lands with the salesperson or the round robin you set in lead distribution, and the first touch can fire on its own, a text, an email or a task, before anyone opens it. Stores that keep working leads in a different CRM switch on Instant Push, and the lead is forwarded by ADF as it arrives; the price does not change for that. One thing worth saying on every channel page: the shopper decides what to submit. A person with a VIN picked out and a person with a payment in mind are both leads, and what to expect from car sales leads explains why that mix is normal.

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. Variety 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 with a luxury dealership client in an entertainment market, Variety is an affluent industry placement with awards season moments, and connecting the store's LeadLocate CRM shows the clicks and the branded search lift the flight produced.

If an agency runs Variety for your store today, nothing about that has to change. The agency connects the account it already manages, or requests the placement through us, and the leads flow into your LeadLocate CRM where your salespeople work them and your managers can see the follow up. The agency sees the same reports you do. For the agency, the appeal is practical: one platform for every channel and every client instead of twenty consoles, a real CRM behind the campaigns without having to build or license one, and a lead flow from the webXintel Ads Network it can offer any dealership on day one. The referral program in the CRM pays agencies for stores they bring. More on the arrangement at dealer-marketing-attribution-softwareL.

Geography is the first setting on every LeadLocate campaign, and it is yours. Draw the zone you sell in with the zone editor in Leads Manager, a radius, a list of counties or a state, and Variety placements are bought for that zone and nothing outside it. Brokers who sell to the whole country set the whole country; a group draws one zone per rooftop and the reporting comes back the same way, so a regional manager can see which store's market answered. Financing audiences stay inside fair lending rules on every channel: Leads Manager keeps them from being narrowed by age, gender, income, marital status, household size, education, language or ZIP, with locked controls, so a store is protected without thinking about it. Everything else, the vehicles, the message, the radius, is open.

Two steps. First, if your dealership is not on the platform, pick a plan on the pricing page; every plan is month to month with no long term contract, and every plan includes the webXintel Ads Network. Second, from Leads Manager inside the CRM, open Advertising Networks and request Variety. Our team handles the setup, usually the same day, and the campaign is planned from your zone and your selections. Spend on an account you own is billed to you by Variety; there is no markup on it from us. If the store's process lives in another CRM, Instant Push forwards each lead there by ADF.

Expect a short conversation before anything runs: which vehicles, which zone, which questions a shopper should answer, what a fair trial of Variety looks like in your market and when to review it. Then the campaign runs and the reporting does the talking. A channel that earns its place stays; one that does not is turned off from the same page, and the store keeps the leads, the records and the history either way.

Is Variety useful outside Los Angeles and New York?

Its audience is concentrated in the entertainment markets and thin elsewhere, so it suits luxury stores in those markets and national sellers, not a typical local store.

What moments can a store attach to?

Awards season coverage and Variety's events, through sponsored content and event sponsorships sold by its advertising operation.

How is the campaign measured?

By clicks from placements and sponsored content to vehicle pages and the lead page, branded search lift in the zone during the flight and direct inquiries, reported in the CRM.

Can my dealership buy Variety directly?

Yes, through LeadLocate. Variety 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 Variety, we work through that.

Can Variety 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 Variety?

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.

One more channel, no new login, no new report. Ask for Variety inside the CRM or talk to a lead specialist about which channels fit your store first.

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

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