Idearc’s Debuts ‘All Video’ Car Listings, a 25 person car portal quietly acquired by Idearc in February, has formally rolled out its new look-and-feel. It includes an unprecedented effort to provide videos of every car on the site.

The site currently has two million car listings, with one million listings already attached to videos. The site will be “all video” by the end of the year.

The site also includes consumer reviews, auto news, and manufacturer video, but the differentiator is the push on the all video listings. Given the logistical difficulty of acquiring video for millions of car listings, the “enhanced” video is computer generated, patching together composite photos, and informed by vertical information numbers. The technology can use up to 32 pictures sent in by a dealer.

To my eyes, the video quality is as good as “real” video shot by videocams. There are no obvious cut-and-paste issues. The technology also enables customized audio, and a photo gallery.

The ECL site offers free basic listings, which it heavily emphasizes in marketing materials (although the other auto sites also have free, non-featured listings). Its primary business model is based on AutoTrader/ bronze/silver/gold monthly subscription packages for dealerships.

A top-of-the-line package in Los Angeles costs $2,600 per month and patches together all the synergies of the Idearc relationship. It includes the video enablement; featured listings on top of the page; a half page ad in the local Idearc (Verizon) Yellow Pages; a premium listing on; and two direct mail pieces a year, using Idearc Direct Mail. Dealers that pitch their service departments as well as their new and used cars will have their repair work covered under Verizon’s “SuperGuarantee” program.

The outreach to service departments, in fact, might be the best path in for Idearc sales people. Service departments tend to be better Yellow Pages customers. Otherwise, less than one percent of dealer marketing is typically aimed at Yellow Pages. per NADA.

3 thoughts on “Idearc’s Debuts ‘All Video’ Car Listings

  1. The T.V. culture that has dominated our generations way of gathering information has matured onto the WWW in the form of video and EveryCarListed.Com has once again proven that they are cutting edge! Their decision to post video presentations to 100% of their vehicles listings will enhance the transparency of their site and improve the r.O.I. for the auto dealers that are wise enough to post their inventory with them. Add their video vision to their support of social networking with their sponsorship of the new “Network Of Networkers” – http://www.AutoIndustryInsights.Com – and it is easy to see why they are quickly becoming the automotive advertising platform to beat. Watch out ATC – EveryCarListed is coming for you!

  2. I’d hardly call slide shows with sound videos. Real videos are like the ones found on YouTube, not slide shows. If we’re calling slide shows videos now, then most auto sites already have silent films on their websites.

    Besides, remember HotSwap, the car classifieds that promise to do all videos? They disappeared pretty quickly.

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