AUTOTRADER CAR VIDEO REVIEW







Published by Gerald Ferreira Date: April 17, 2012
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NEW AUTOTRADER VIDEO REVIEW CONTENT AIMS TO PRESENT EVERY NEW CAR IN HD TO AN AUDIENCE OF OVER 10 MILLION...

AutoTrader

New AutoTrader video review content aims to present every new car in HD to an audience of over 10 million unique visitors each month

AutoTrader.co.uk, the UK’s leading automotive website, mobile and magazine, today launched its own market leading, HD-quality video reviews. The new functionality addresses feedback from thousands of new car buyers and retailers who have been seeking trustworthy, expert video reviews online to assist their car buying decisions, and is the next step in maintaining Auto Trader’s position as the UK’s number one online marketplace for new as well as used cars.

AutoTrader has spent the last six months bringing new car video content from concept to fruition, and the platform launches with more than 70 all-new expert video reviews.  The company has worked with a host of authoritative talent to front every short film; including experienced motoring journalists Jon Quirk, Jethro Bovingdon, Stuart Milne, Owen Ready, Alex Goy and motoring presenter Ruth Frances.

AutoTrader Editor-in-Chief, Jon Quirk said: “The unique content on our new video channel is thanks to the good will and generosity of the press teams at car companies based in the UK, so my sincere thanks go to those who have helped us realise this ambitious project in such a short time.

“We’ve planned new video content in a strategic fashion, recognising the way our readers consume video. We won’t simply push this content out, we’ll link to it a series of relevant communications that engage and inform our audience, including exposing the best current new car deals from over 1,000 dealers.

“All of our videos re-define the benchmark of what a car review needs to deliver. They have been filmed in Full HD, so viewers can watch on a 50-inch plasma if necessary, while the graphical overlays within the films have been oversized so they remain legible if viewed on a mobile phone. What’s more: our video player can automatically recognise the device and bandwidth a viewer is streaming from.”

All AutoTrader video reviews focus strongly on consumer needs.  In addition to forming a core editorial component of the digital brand’s future plans, the videos include imaginative features that deliver a unique visual experience.

Custom graphical overlays are employed to offer a more dynamic context to statistics, as well as making them much easier to digest.  Only statistics that really matter to buyers will feature; namely performance data, luggage space, turning circles and so on. Bespoke filming locations for each vehicle have also been selected to ensure buyers know their potential purchase has been rated on ‘fitness for purpose.’

Daniel Mintz, Director of Web Services and Content at AutoTrader, said: "Video review content is vital to helping car buyers research and find the right model for them, in a way that is enjoyable and relevant. With video reviews we also aim to improve this experience by ensuring car buyers possess the knowledge - and confidence - to make a purchasing decision that meets their specific needs.”