Dealers should add more video content to websites, according to iVendi

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7 March 2013

Motor dealers should be considering adding more video to their web sites in 2013, says motor dealer technology company iVendi.

Statistics from Comscore show there are now 37.5 million PC and laptop video viewers in the UK and 11.2 million mobile video users.

iVendi director James Tew said: “Many dealer websites have no video content at all yet internet usage statistics show that more and more people are watching video online, partially as a result of better broadband connection speeds but also because of the development of smartphones and tablet devices.

“With the forthcoming emergence of 4G, which will make mobile video a practical reality for many people, demand for online video can only increase and dealers should be thinking about meeting this challenge.”

There are numerous applications to which dealers can put video, Tew points out, but the most obvious are to provide a more detailed view of both new and used cars, and to explain finance and aftersales products.

He said: “We are starting to see video attached to some used car descriptions but this is something that is still very much in its infancy. Dealers are just getting used to the concept and gearing up to produce footage that has reasonable production values, something that can now be easily done for little cost.”

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Andrew Howells - 09/03/2013 15:30

Great comments from James. Dealer's attitude towards video has been similar to those for mobile - it doesn't effect my business - yet.
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- Edward Legge - 10/03/2013 10:17
  
  @Andrew Howells - I agree, Andrew - but I personally think that many dealers and automotive businesses are adopting video simply for the sake of getting involved,rather than really understanding how it's going to sell more product. A lot of dealers are spending time and effort on really poor videos, and in most cases some good photos would have been a better option. The SEO benefit that so many people preach about doesn't exist any more, either. iVendi's excellent videos explaining finance products are a good example of the power of video, though.
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- Andrew Howells - 10/03/2013 15:45
  
  @Edward Legge - interesting perspective. I should explain that I'm the MD of CitNOW. We have about 2,000 views per day from CitNOW videos created by UK dealers. All videos are the result of salespeople providing more information on a potential purchase. The less than perfect results are exactly why consumers like them. They're honest, truthful and build trust. One of our top dealers in the NE, sold an additional 42 cars in December, a notoriously poor month for the industry. They typically sell 40 cars per week, so enjoyed a 5 week month. I would suggest that your concern for quality completely misses the advantages and value of a 'just in time' video, personal presentation for the potential customer. How does a photo provide a professional meet and greet. How does a photo explain clearly why your brake pads need changing. I refer you to my original point. Dealers are in denial about the importance of mobile and consumers appetite for personal video presentation. This has got nothing to do with my business and everything to do with customer behaviour which has been driven by Google, YouTube, Apple and others.
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Allen Scott - 15/03/2013 08:48

If you're looking for 'stickability' on your site (and why wouldn't you?) then videos are undoubtedly a key driver. At Car & Driving Video we have just received evidence from one client that time spent on pages without video averages 52". Thoss pages with video content are averaging 4'52".
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