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Cobalt “Flexes” Its Website and Advertising Solutions Dealers gain unmatched flexibility and control of their online marketing efforts


SEATTLE, WA – February 3, 2012 – Cobalt®, a business unit of ADP Dealer Services (NASDAQ: ADP), today announced major enhancements to its market-leading digital marketing platform to provide dealers increased flexibility and control of their websites and advertising. These major innovations, Flex websites and Flex digital advertising packages, were guided by extensive input from dealers and dealer groups seeking to differentiate their stores, market all their profit centers, and exploit the latest digital marketing strategies.  Cobalt’s automotive digital marketing platform is the only solution on the market today that can provide the power of fully integrated digital advertising campaigns together with the flexibility and control dealers demand.

“Flex” Websites Highlights

  • True drag-and-drop capabilities, allowing dealers to leverage a wide array of professional designs and then change their website layout in real-time
  • Powerful and growing widget library to easily add functionality to dealer websites
  • Flex websites are built on HTML 5 and are fully compatible with mobile devices and tablets

“Flex” Digital Advertising Highlights

  • Ability to vary monthly advertising spend between profit centers and campaigns
  • Greater control over prioritization of campaigns and ability to differentiate the dealership brand
  • Addition of premium advertising channels such as Kelly BlueBook and AOL Autos
  • Comprehensive reporting that shows the success of advertising investments

“Flex Websites are so easy to use that dealers can design their sites in minutes from an Apple iPad® or any desktop”, said Paul Nagy, VP Core Products.  “Over the past year we have seen a burst of innovation on Cobalt’s digital marketing platform that has brought us industry honors for our SEO and Mobile technology.  Today’s announcement extends this streak by delivering dealers unmatched design choice, ease-of-use and flexibility.” 

Dealers agree.  “These Flex sites should eliminate any remaining perception that Cobalt is ‘cookie-cutter,” said Steve Hendricks, General Manager of Luther Westside Volkswagen. ”Dealers have what they need to make their sites look great and stand out from their peers.”

“With Flex advertising, dealers can vary their monthly advertising spend to drive revenue directly to different  profit centers, as well as exercise greater control over their advertising investment, giving them more opportunity to reach shoppers and differentiate their dealership brand”, said Max Steckler, VP Advertising Products.

“Cobalt has a deep understanding of the digital journey of today’s car shoppers and is focused on creating flexible, targeted and trackable digital marketing solutions that connect shoppers to dealers throughout the purchase journey,” said John Holt, SVP of ADP Digital Marketing. “These new advances to the market’s leading digital marketing platform deliver the seamless shopping experience consumers demand, together with the flexibility and control dealers expects to market their stores.  With these new dealer-centric capabilities, and our industry leading insight into consumer behavior, we believe Cobalt’s digital marketing platform strikes the perfect balance in meeting the needs of consumers, dealers and manufacturers.”

Flex websites and advertising will be available for eligible dealers starting in February 2012.   To learn more about Cobalt’s suite of digital marketing solutions, contact your Cobalt Sales Representative or call 877-836-8655.

About Cobalt

Cobalt, a business unit of ADP Dealer Services, provides digital marketing solutions to a majority of US automotive dealers and manufacturers, and is North America's leading provider of automotive marketing services. For over 16 years, Cobalt's mission has been to help automobile dealers and manufacturers increase their retailing effectiveness and profitability.  Together with Dealix, Cobalt offers a comprehensive set of highly effective and efficient marketing solutions and services, delivers seamless shopping experiences to consumers, and high quality sales opportunities to dealers. 

About ADP
Automatic Data Processing, Inc. (Nasdaq:ADP), with about $10 billion in revenues and about 570,000 clients, is one of the world's largest providers of business outsourcing solutions. Leveraging over 60 years of experience, ADP offers a wide range of human resource, payroll, tax and benefits administration solutions from a single source. ADP's easy-to-use solutions for employers provide superior value to companies of all types and sizes. ADP is also a leading provider of integrated computing solutions to auto, truck, motorcycle, marine, recreational, heavy equipment, and agricultural vehicle dealers throughout the world.   For more information about ADP or to contact a local ADP sales office, reach us at1.800.225.5237 or visit the company's Web site at


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