Press release

AutoTrader records bumper February as consumer visits continue to out perform all other classified sites

2016 marketing campaign sees busiest February ever with 59 million visits[1] to the marketplace.

  • Increase in traffic generated over 263 million advert views[2], more advert views correlates with retailers selling more cars, quicker
  • Auto Trader’s site visits are now almost 18 times larger than Motors and RAC combined[3]
  • Six TV adverts highlight a range of new products to help consumers; from free online valuation tool to expert advice

Auto Trader’s latest marketing campaign has seen the automotive marketplace achieve its best ever February, with 59 million visits to the site. The increased traffic has generated over 263 million advert views in February 2016 – an additional 13.4 million advert views from last February. Auto Trader research shows retailers securing more advert views have more chance to sell stock, quicker.

Auto Trader is now six times larger than its nearest competitor (Gumtree), almost 18 times larger than Motors and RAC combined, and nearly 40% larger than all classified competitors combined[4]. It’s also the UK’s most visited automotive website, with 83% of all time spent on automotive classified websites spent on Auto Trader.[5]

The latest campaign focused on the promotion of a new range of products that have been designed to make it easier for consumers to buy and sell their vehicles. The original 30-second TV ad which launched on 1st January was created to help first time car buyers, as well as more confident consumers, and is supported by five further 10-second adverts, which show each product in more detail. The 10 second adverts focus on the free, online vehicle valuation tool, the new easy-to-use search function, new car editorial content and a new part-exchange tool. This is all under-pinned by a very coherent and thorough digital strategy in PPC and display.

Nathan Coe, Operation’s Director at Auto Trader, said: “Our campaign is all about growing our current audience as well as attracting new audiences so that we continue to deliver the largest and most engaged car buying audience to our retailer customers. The campaign has had the desired effect as we have had the biggest January ever in terms of the number of visits to the site, our rate of growth in both visits and engagement is significantly bigger than all the other auto classified sites whose growth is in fact declining in both areas.

“92% of consumers know Auto Trader as a brand that can help them throughout the car buying process.[6] So our focus is on developing products for consumers that help them to buy and sell cars as quickly and easily as possible. Our consumer valuations tool was used over 1.5 million times in March 2016 alone.”

[1] Auto Trader: 59 million cross platform visits – comScore MMX MP Feb 2016 data

[2] Full Page Advert Views an internal metric from Auto Trader

[3] Gumtree: 9,592,000, Motors: 2,911,000, RAC: 266,000 – comScore MMX MP Feb 2016 data

[4] Auto Trader [P] Entity compared to a custom competitor set: Ebay Motors Uk [S], Exchangeandmart.Co.Uk [C], Gumtree.Com – Motors [C], Motors.Co.Uk [M], Pistonheads Sites [M], Raccars.Co.Uk [M], Vcars.Co.Uk [M], Parkers.Co.Uk [C], Carwow.Co.Uk [P], Autoexpress.Co.Uk [M], Whatcar.Com [C], Topgear.Com [M], Cargurus.Co.Uk [P], Trusteddealers.Co.Uk [P] in January 2016 – comScore MMX MP Feb 2016 data

[5] comScore MMX MP Feb 2016 data

[6] HPI Brand Tracking Data – March 2016

Valuations: https://www.youtube.com/watch?v=xIZ9sMNz0qg

Discovery search: https://www.youtube.com/watch?v=RSFIGFZPN88

New Car Editorial: https://www.youtube.com/watch?v=RKYWJ2DUohU

Part-ex ad here: https://www.youtube.com/watch?v=AcsDALfpCB8

For all trade media enquiries, please contact:

Kieren Puffett                          07802 483971                             kieren.puffett@kjjmarketing.co.uk

Ever wandered what impact a mention on @BBC_TopGear can have on a brand? Even for the mighty @forduk #Fiesta a review or positive mention can result in a massive spike in ad views on our market place https://t.co/SUyoJrSAAq
And another #MakeACarAMove beauty from @SinclairSkoda !! 👏 https://t.co/0Zq4RENHnp
Did you see the fun we had yesterday with #MakeACarAMovie?! Great effort as always from the gang @eCars247 ! 🤣 https://t.co/ua9VtWTKlK
Exciting news! Entries are now open for the 2019 #ATAwards self-nomination categories: Business Initiative of the Year & the People & Culture Award. As last year's big winner @RobinLuscombe highlights, a winner's logo can make a big difference. Enter here https://t.co/gV180jMxhE https://t.co/QtqBA0dXpq
It's no revelation that new cars are becoming more sophisticated, but did you know that explaining semi-autonomous features & avoiding jargon can not only improve the chances of a sale, but also build brand loyalty? Chris Penny highlights what that could mean for your business. https://t.co/bmUcdNuJ1P
Today marks the launch of Retail Accelerator, the UK's most powerful forecourt management solution. The brand new tool represents 3 years of significant investment in our data capabilities & will replace the successful i-Control. Find out more here: https://t.co/nHb69I2dpu https://t.co/lBVN2bMcuJ
It was a big month for used EVs in March; not only did the @NissanUK Leaf take the top spot as the UK's fastest selling used car, but we saw a record number of AFVs make it onto the regional top 10s. A sign of things to come? Read more here: https://t.co/GtjVcFjCNJ https://t.co/H5eLB5In07
Have you registered for tomorrow's webinar? With a focus on EVs you’ll get an insight into the buying behaviours of 5,000 consumers - the cars they’re buying the shift in buying trends & how to make the overall process easier. Sign up here https://t.co/eqGvYTYqvc https://t.co/ec56vT7I2n
Huge congratulations to the UK winners of @Groupe_Renault's annual Dealers of the Year Awards hosted at the iconic @StadeFrance. @RenaultRetailUK's top performing UK dealers were amongst the very best in the world! 🍾 Read who scooped what award here: https://t.co/99CzFUjdIX
Love cars? Live in the Surrey area? Then make your way to @TrustFordUK #Epsom this Sunday for an amazing 150+ car show in aid of the brilliant automotive charity @BenSupport4Auto. Lots of fun to be had for the whole family so don't miss out; details here https://t.co/OAlcYg387h https://t.co/T9Y7mHqJXZ

Auto Trader Group plc
Registered in England (Company number: 09439967)

Auto Trader Limited
Registered in England and Wales (Company number: 03909628)

Registered address:

1 Tony Wilson Place
Manchester
M15 4FN
VAT number: GB 614 8918 20

Keep in touch

We use social media to speak to the UK’s largest car buying audience