Auto Trader has launched a £2 million brand building campaign to promote its mobile platform.

During its total run period the TV campaign will air over 7,000 times, reaching 76% of the UK’s ABC1 adults - a total of 18.8 million people, each of whom will see the TV advertisement on average 4.8 times.

Overall, 44 million adults will be reached by the campaign, Auto Trader says.

Graham Bentham, trade marketing director at the brand’s parent company Trader Media Group, said: “Mobile is definitely the right choice for motorists today, a fact that is confirmed by the traffic our mobile site receives on a daily basis, the popularity of our iPhone application and the dealer response so far.

“If motorists are making choices and decisions about their next car away from their desk or out and about then Auto Trader and its customers need to be with them – saying ‘wait’ or ‘please hang on to that inspiration until we are ready’ is not an option these days.”

The online campaign creative will also educate audiences to the range of deals available on Auto Trader and encourage them to visit the site to search for cars.

The campaign will harness the latest digital targeting technologies to attract leads from high-traffic, well-known sites like Facebook, MSN, Top Gear and Google.

The six week TV campaign, which launched during the England vs Bulgaria game on Friday 3rd September, will air on a combination of terrestrial and digital channels including ITV1, Channel 4, More4 / Film4 / E4, ITV2 / 3 / 4, Sky 1, Sky Sports and Dave.

See the new TV ad here.