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

Great talk from @joindrover 's founder Felix Leuschner on the evolving concept of car ownership at #autosplus18 If you'd like to hear more on this topic download your free copy of the AT Market Report, where we explore the impact of new usership models: https://t.co/1vnsgdTFSM https://t.co/bZQRkMI9Jt
Calling all Bike dealers…do you want to convert more browsers into buyers? Tune in to our webinar on Thursday 25th October, 2-3 pm to hear how you can take advantage of displaying your own monthly finance rates across all eligible stock. Sign up here: https://t.co/XcLdkH09RG https://t.co/euH2GY6sK2
Data from the AT Retail Price Index revealed that used car prices in Sept reached a record average of £12,853; a 5% increase on last year. Despite new market challenges, used diesels continue to increase in value up 4% YoY. Find the full story here https://t.co/l0uEnfPvKG https://t.co/Cx58XZNa48
Next week Catherine Faiers will be speaking at the annual Autos+ conference, sharing the latest market research & insight around the evolving concept of car ownership. If you'd like to hear more on this topic, you can download the latest AT Market Report: https://t.co/1vnsgdTFSM https://t.co/deO14niduZ
We're delighted to welcome 100+ of our manufacturer partners to our London office today to share the findings of our latest Market Report. Nick, Marc & Ian discuss the future of ownership & the implications for the industry. Download your free copy: https://t.co/1vnsgdTFSM https://t.co/dnc4LAn9AX
We put our friends at @RomansCars to the test, challenging them to show us the key features of this stunning Ronnie Wood Edition @rollsroycecars Wraith in just 60 seconds #nailedit https://t.co/Smn6RZqoit
Figures from the @SMMT this morning show that new car registrations were down -20.5% last month as a result of the new WLTP regulations. Diesel regs. fell a whopping -42.5%, but the growth of AFVs continue, increasing 3.9%. Read the full results here: https://t.co/ckqbBeI6uE https://t.co/3lHE3OcTTn
Thanks to everyone that joined us at yesterday's Masterclass. If you want to hear the latest insight & best practice advice based on the performance of 13k retailers for FREE, check out our schedule to see when we're in your area. Next up: Belfast 30 Oct. https://t.co/cDQ9xRu2Uo https://t.co/GQ2sXTybZJ
Amazing efforts guys...can't wait to see all of the action shots from the trip! https://t.co/8F2lLqnfjS
How will the growing spectrum of 'usership' models affect our industry? Why not download a free copy of the Auto Trader Market Report today to find out: https://t.co/1vnsgdTFSM https://t.co/FMuJKd6uM5

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