Custom Content

Well, we’ve had a terrific year in sales, we’ve gone up almost 10% and that’s in a down economy, and we think one of the advantages we have is the website.  We have an award-winning website and we’re very pleased that we are partnered with WheelsTV; that you’ve come in with videos for us that help a customer really understand what its like to be driving in our vehicles

We use video on all our websites.  We have a new-car video product – WheelsTV, one of the best – and we attach it to every VIN dynamically, so that when customers are doing their browsing/shopping, they click on a car and watch the video.  It’s full motion, it’s a great review, and they can become educated.  It helps them in the buying process.

AutoTrader.com doesn’t really have an editorial voice around its video content, and so we really rely on that independent voice from WheelsTV to bring in a lot of the vehicles’ information and really to give the consumers another voice that complements what we offer from our dealers and from our manufacturer customers

WheelsTV is a product that we’ve found beneficial to us in a number of ways and one of those is that it increases a customer’s time on the site.  Customers love video.  They love to see things in action without having to go out and read text. So video is really big.

It’s definitely very helpful to have an independent, neutral perspective on the different models that dealers are offering…Especially since we’re dealer-specific.  It gives them an independent view of what’s going on with the car.

Everywhere we’ve introduced video, we’ve increased conversion rates at a minimum of 25%.  We’re able to create a virtual walk-around of the inventory on the sites, and utilizing WheelsTV has been a huge benefit for us, and we’re able to pass that benefit off to our dealerships.