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

With forecourts in England and Wales set to open next week, our Data & Insight Director @therickw shares our latest audience insights revealing how we are seeing buyer behaviour change as lockdown measures ease. https://t.co/yIMnXbLtn0
Performance Rating helps you quickly understand how well your adverts are performing vs competing adverts and know whether your adverts are winning buyers’ attention. Plus we’ve improved how you can track performance improvements over time. https://t.co/4IhSUpEV81
Following 4 months of price growth slowing, due to the record levels of demand in the market, last month not only saw the 12th consecutive month of price growth but also the first monthly increase in the rate of growth since October 2020. https://t.co/aQQ27H6QOl
A reminder from @stuart_trader to login to Portal to let us know if you offer admin fees. 92% of retailers already have. https://t.co/TkUEpnyx5p
When we look at vehicle pricing by age bands we can see strong growth for all vehicles, with those vehicles in the 5-10 year old and 10-15 year old age bands seeing the strongest like-for-like price growth. https://t.co/0PvxqEjLvZ
Our Data & Insight Director @therickw returns for his ever popular audience update, revealing that visits to our marketplace are up by 89.4% compared to the same period in 2020 and up by 27.5% when compared to the same period in 2019. #RichWalkerfanclub https://t.co/NR8mywkxCE
Just 15 minutes until today's webinar. You can still register to watch live or stay tuned right here for the highlights > https://t.co/Foqq4rVl2N https://t.co/my9knVy7eL
For the first time since August, new car registration numbers grow with the @SMMT reporting a welcome year-on-year growth in registrations of 11.5% in March. https://t.co/WAPeT02wou
As forecourts reopen, we look at reasons to be optimistic for April and share some practical advice for retailers looking to keep up with the industry as it moves forward beyond the pandemic. https://t.co/BwGEsCm9Kj
Register for next week's webinar where @Lusky91 of Luscombe's Leeds will reveal how they have advanced their digital retailing during lockdown and how they’re going to use these learnings to make more efficient sales in future > https://t.co/Foqq4rVl2N https://t.co/7opxnTlSdV

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