How to get started with IMD and Tentpole campaigns

How to get started with IMD and Tentpole campaigns

In-Market Display (IMD) and Tentpole options allow your dealership to reach active car shoppers with targeted banner advertisements either at a month-over-month subscription level (IMD), or a temporary buy (Tentpole). By leveraging the proprietary data of the Cars Commerce Media Network, IMD ensures your brand stays top-of-mind for local buyers who are ready to purchase.

1 Choose your creative strategy

To launch an IMD campaign, you first need to decide how your ads will look. You have three flexible options:

  • Dealer-Provided Creative: You can provide your own custom-designed ads, provided they meet our technical specifications. Reach out to your client partner for more information on these requirements. 
  • Cars Commerce Templates: Choose from a gallery of pre-approved, professional templates. If you choose this path, you can update your template once per month.

Please note: these templates are evergreen and do not include time-sensitive concepts, like sales events for example. 

  • Dynamic Creative: This option uses VIN-based data to automatically show specific vehicles from your inventory to relevant shoppers.

Please note: Dynamic creative is not available for “Tentpole” campaigns.

2 Set up and enroll in your campaign

Once you have selected your creative direction, your dedicated Performance Manager or Account Executive will handle the enrollment process.

  • Information Gathering: During enrollment, we will capture your targeting parameters, creative preferences, and any co-op requirements.
  • Pixel Implementation: To track the success of your ads, a Google Tag Manager (GTM) container tag must be placed on your website.
    • If you have a Dealer Inspire website, our Analytics team will handle this implementation for you automatically.
    • If you use a different website provider, your Performance Manager (PFM) will work with you to ensure the tag is placed correctly.

3 Launch your campaign

After enrollment is complete, our production teams begin the fulfillment process.

  • Turnaround Times: Depending on your creative choice, the total time from enrollment to your campaign going live generally ranges between 4 to 17 business days.
    • Dealer-Provided: 4–7 business days.
    • Dynamic: 5–9 business days.
    • Template: 11–17 business days.
  • Campaign Launch: Once the assets are vetted and trafficked, your campaign will go live, and your service start date will be officially set in our system.

4 Track your success

Transparency is key to winning at your dealership. You will receive performance updates regularly:

  • Monthly Reporting: Reports are updated by the 15th of every month.
  • Performance Reviews: Your Account Executive or Performance Manager will schedule a reporting call with you to review campaign highlights, engagement data, and strategies.
  • Billing: IMD is billed based on actual impressions served. Depending on your package, this may appear on a separate invoice from your marketplace products. We will not bill above your contracted amount. 

For questions on billing, connect with your client partner. 

Related Articles