EveryCarListed.com, 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/Cars.com-like 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 Superpages.com; 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.