Edmunds starts up
mobile WAP site

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Automotive destination Edmunds.com has redesigned its site to be formatted for the mobile Web in a move to reach automotive consumers on the go.


The WAP site will include auto news and reviews, vehicle pricing, Edmunds.com's True Market Value, buying guides, a loan calculator and a dealer locator.


"Car shoppers can save money and time when they access our information and tools while at the dealership," said Donna Sechrist, VP of business operations for Edmunds.com, in a statement. "And, advertisers who put their messages in front of the auto industry's largest in-market audience are sure to reap the benefits, too."


The site, which was designed by mobile ad network Quattro Wireless, launched earlier this month. Volvo is the advertising launch partner. The campaign supports the launch of the 2010 Volvo XC60 Crossover vehicle. Volvo will have exclusivity over Edmunds.com's mobile WAP site's "Vehicle Spotlight," through the duration of the campaign. 


"The opportunity was for Volvo to reach in-market car buyers on mobile, which is even more targeted, in a more creative way," said Steven Rosenblatt, VP of advertising sales at Quattro Wireless. 


Quattro is developing an innovative and expandable mobile microsite and ad unit for Volvo to support their key sponsorship site placements and create an interactive experience for the consumer. Quattro worked with Mobext and Media Contacts, Volvo's digital media agency, for the sponsorship deal.


Quattro's automotive clients in addition to Edmunds.com include Volvo, Toyota, Mazda, Lincoln and Car and Driver.

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