The campaign exploits the Vibrant Ad Bar display ad format, making Mazda the first advertiser to try it out, per Vibrant. The units, placed at the bottom of the screen, allow consumers to request brochures, get local dealer information or line up a test drive.
Mazda will have four rotations on the auto shopping site HonestJohn.co.uk, which gets about 4.5 million page views and 1.2 million uniques per month.
The ads tout Mazda3, Mazda6, Mazda2 and Miata MX-5. The effort is part of a larger Mazda digital push via Vibrant across a range of automotive sites.
Dana Twelftree, business director at Mindshare, stated: "The Ad Bar and contextual display ads allow Mazda to position their brand across the right content and raise awareness at the right time and with the right message by appearing in content relevant to their target audience."