Online classifieds website Auto Trader have announced the addition of video to the cars for sale ads that appear on the site.

The website say that trials found that user sessions containing video lasted 13% longer than those without and the sale rate of vehicles with video was 10% higher than adverts without.

Auto Trader’s system has been designed to play videos from YouTube urls, CitNOW and Autos on Show.

Talking about the new feature, Nick King, Auto Trader Insight Director said, “It’s clear potential customers value seeing video of a car they are interested in buying and are much more engaged in their online research. During extensive testing 57% of all videos viewed on site were rated very or extremely useful by consumers. It’s another vital way retailers can deliver transparency with car buyers that builds trust and provides the reassurance and confidence that a customer can do a deal with them.”

Chris Killen, Georgesons Car Sales, added, “Video adverts are playing a major part in engaging today’s car buyers and it’s why we have made such a big investment in them. It’s important we serve the needs of modern car buyers and ensure they can find out all they need to about the car they are interested in buying.

Killen goes on to say, “Video adverts help reassure car buyers that they are buying a vehicle from a reputable and trusted retailer, and that they can have confidence to visit our showrooms with a view to buying the car they are interested in. We have already seen what a positive difference video ads make in attracting new customers and we very much see them as a key component in serving the needs of today’s car buyers.”