CarAdvice Launches HD Video Channel

SYDNEY – October 28, 2010: caradvice.com.au announced the much-anticipated launch of its high-definition (HD) video channel. The core content on the new video channel is expert reviews of Australia’s top-selling cars, hosted by editor John Cadogan.

Other new video content includes exclusive supercar footage from the CarAdvice road-test team, along with car manufacturer’s promotional videos.

“Video is the most important format for car buyers in the market now,” said CarAdvice CEO David Holmes. “Online video is therefore highly relevant to advertisers. In the US, car manufacturers are the heaviest advertisers in online video. This is because buying a car is such a complex decision, and while television advertising brings reach and awareness, online provides the deep-dive into the product. Our video reviews provide potential buyers with essential, comprehensive and impartial advice about the cars they are considering.”

In a first for Australian online advertisers, the ad technology deployed by CarAdvice offers both IAB standard positions combined with new video integration positions including Power-Rolls, In-Syncs and Ticker Boys. These new ad positions provide unparalleled levels of user engagement and data capture. The technology facilitates total creative flexibility for advertisers.

“Our technology partners provide us with the ability to reach our audience across all web and mobile platforms including iPad and iPhone while offering advertisers fresh creative environments,” Holmes added.

CarAdvice leads the market in automotive editorial content, producing over 250 articles each month. “The new video channel strengthens CarAdvice’s ability to deliver up-to-date information to new car buyers,” said John Cadogan. “These are no-nonsense reviews designed to be engaging and enjoyable. They focus on the efficient delivery of expert, impartial insight directly to consumers in the market right now. Considering the staggering choice in the contemporary Australian automotive marketplace, the new video channel is a valuable, free, online resource aimed at assisting consumers to ‘cut through’ the hype and the confusion. We want to help buyers find the new vehicle to which they are best suited.”

As a 2009 Google Automotive Study revealed: “…44 per cent of new car buyers watched on online auto video … [and] this trend is growing.” 2

The high-definition videos will be available through the website, on mobile devices and via various social media channels to CarAdvice’s audience of 288,866 unique visitors each month.

The CarAdvice video channel launched on October 26 with around 200 videos. Many more are shortly to follow. The channel is located at http://video.caradvice.com.au/ and is linked throughout the site.