10:04 am, October 31, 2016
AUTO TRADER is rolling out video adverts for retailers from today, October 31st.
Users will be able to view a video of a car for sale simply by clicking on the icon via the main image on the classified advert.
Retailers who carry video as part of their adverts are set to benefit from great engagement with potential car buyers.
Analysis of user behaviour during trials of the video adverts revealed that user sessions containing video lasted 13 per cent longer than those without. There is also a positive effect on sales with on average, the sale rate of vehicles with video was 10 per cent higher than adverts without.
Video adverts will be available to both car and van retailers and will work on both desktop and mobile from launch. The system is designed to be easy to use and will play videos using third party video players from three sources: YouTube urls, videos from CitNOW and videos from Autos on Show.
There is also a range of safety and security measures designed to prevent fraudulent or malicious use of video. The measures include only accepting YouTube urls which benefits from moderation, there’s a ‘Report this Advert’ so users can flag inappropriate or offensive content and there will be a free ‘Best Practice guidelines to help retailers deliver the best video experience for users.
Nick King, Auto Trader insight director said: ‘It’s clear potential customers value seeing video of a car they are interested in buying and are much more engaged in their online research. During extensive testing 57% of all videos viewed on site were rated very or extremely useful by consumers. It’s another vital way retailers can deliver transparency with car buyers that builds trust and provides the reassurance and confidence that a customer can do a deal with them.’
Chris Killen, Georgesons Car Sales, added: ‘Video adverts are playing a major part in engaging today’s car buyers and it’s why we have made such a big investment in them. It’s important we serve the needs of modern car buyers and ensure they can find out all they need to about the car they are interested in buying.
Chris Killen continues: ‘Video adverts help reassure car buyers that they are buying a vehicle from a reputable and trusted retailer, and that they can have confidence to visit our showrooms with a view to buying the car they are interested in. We have already seen what a positive difference video ads make in attracting new customers and we very much see them as a key component in serving the needs of today’s car buyers.’
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