Online Auto Shopping Site Harnesses the Power of Video

If a picture is worth a thousand words, as the saying goes, what is a video worth? Video enhances the online experience and can be a highly persuasive tool in moving site visitors through the buying process.

In a Pew Research Center study released last month, researchers reported that, “Broadband connectivity has helped to set the stage for high-quality viewing experiences and broaden the appeal of online-video content.” The study found that 63 percent of Americans have high-speed internet access in their homes and that 23 percent watch online video content daily.

As bandwidth has increased, online audiences have increasingly gravitated toward sites that offer video to assist in their online buying decisions.

In July, Idearc Media, LLC, home to® and publisher of the Verizon® Yellow Pages, partnered with℠ to deliver over 1 million videos to the free auto listing website. Idearc Media’s high quality videos are provided to each vehicle listing free of charge and plans to launch videos for all of its listings in the coming months.

According to Briggs Ferguson, Idearc Media’s internet president, “Online videos are becoming part of the buying process.” Ferguson says, “Videos touch consumers’ senses and enhance the buying experience, which in turn provides dealers and for sale by owner listings more quality leads from”

Unlike some websites that feature limited, amateurish video clips, utilizes the Liquidus Video Platform by Digital Motorworks, Inc. to deliver outstanding picture quality. These high quality videos offer online auto shoppers a “walk around” visual experience combined with equally professional-quality voice-over descriptions of the vehicles. The Liquidus technology also provides real-time capabilities which ensure that vehicle information is current for every vehicle listed.’s business model is similar to YellowPages directories and IYP (Internet YellowPages) in that it offers dealerships a venue to list their entire inventories at a basic service level at no charge to the auto dealer. The site also allows individuals the opportunity to place “For Sale by Owner” ads at no charge.

This business model is a perfect fit for inclusion in Idearc Media’s stable of multi-platform advertising solutions which includes®, Switchboard.comSM, LocalSearch.comSM, and Superpages MobileSM as well as print directories including Verizon® Yellow Pages and Verizon® White Pages.® now features a new “Cars” tab at the top of the home page which allows visitors the opportunity to shop for vehicles within the site.

ComScore ranks® number 27 among the top 50 Web properties, and the site boasts over 27 million unique visitors per month.

Ferguson says “With’s traffic and’s content, we are creating a powerful automobile sales arena.” He says, “These sites will provide a venue for dealers to take advantage of exclusive advertising opportunities that will bring more customers to their dealerships.”

By year’s end, the Idearc Media / partnership will have created the only all-video automotive listing website in the U.S.

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