Press release

To measure leads – lead with ad views

In the last three years more than 500 Auto Trader masterclasses have been delivered around the UK, to more than 4,000 independent, franchise and car supermarket staff.

Led by Insight Director Nick King, the aim is to help retailers drive more buyers to their forecourt with topics covered including digital marketing best practice, website optimization, optimal photography and the forecourt sales process.

But masterclasses are not just about retailers learning from Auto Trader. Feedback from those attending has helped define a new area of focus, for those working for the country’s largest digital marketplace for buying and selling cars.

Nick King explained:

“Since we began running masterclasses, I’ve started each session by asking delegates how their business is performing. For the most part I’ve been told it’s good and that lots of cars are being sold. But I’ve also been told that the phones have stopped ringing and that email contacts have dropped.

“That doesn’t surprise me because our buyer behaviour research shows nearly six in ten visit a dealer without making any prior contact. But as this trend continues to grow, I’m being asked more frequently how you measure leads – in the absence of traditional measures like calls and emails.

“We did some research and think we have the answer. Our teams found an incredibly strong correlation between ad views online and sales.

My view is that ad views must now be the starting point for lead generation measurement because they are a virtual walkaround for any car in stock. They are also the universal gateway through which nearly all customers pass before arriving on your forecourt in person.”

As well as presenting the ad view story to masterclass attendees, Nick King has created a film based on the research. This can be viewed at the following location:

https://www.vimeo.com/132086056

Notes to Editors:

Auto Trader Group plc is a 100% digital business having successfully completed the transition from a print title in 2013. Auto Trader sits at the heart of the UK’s vehicle buying process and operates the UK’s largest digital automotive marketplace.

Auto Trader’s primary activity is to help vehicle retailers compete effectively on the Marketplace in order to sell more vehicles, faster. The Marketplace brings together the largest and most engaged consumer audience. Autotrader.co.uk attracts around 44.5 million monthly cross-platform visits on its sites, with around 68% of visits coming through mobile devices, with the largest pool of vehicle sellers (listing more than 400,000 cars each day). In fact over 80% of all time spent on classified sites is spent on Auto Trader. The Group does not buy or sell any vehicles itself.

Auto Trader has around 92% prompted brand awareness in the UK, with 80% of UK retailer forecourts advertising via the website and around 65% of UK used car transactions involving cars listed on autotrader.co.uk.

Auto Trader’s market-leading position enables it to generate and collect large amounts of data on the UK’s automotive marketplace and leverage it to create a suite of services that allow retailers to:

  • BUY – buy the right vehicles, at the right price
  • MARKET – market their brands and businesses effectively in the digital world
  • SELL- sell more vehicles through advertising on the UK’s largest digital automotive marketplace
  • MANAGE – optimise their stock turn and vehicle margin.

For all trade media enquiries, please contact:

Nigel Wonnacott, PR Director at JJ Marketing, on 07802 483 971 or nigel.wonnacott@jjmarketing.co.uk

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VAT number: GB 614 8918 20

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