Auto Trader is rolling out video adverts for retailers from today, with claims that user sessions last 13% longer and sales rates rise 10% on adverts featuring the new format.

Users will be able to view a video of a car for sale simply by clicking on the video via the main image on the classified advert as part of the new offering.

Video adverts can be played by third party video players from YouTube, CitNOW and Autos on Show  and will be available to both car and van retailers.

Auto Trader has also designed-in a range of safety and security measures 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, general manager at Georgesons Car Sales,Liverpool, 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.