More auto sites turning to syndicated video content

The automotive purchase experience isn’t just about a list of features or squeezing out the best deal or even a convenient dealer location.  Buyers want to know how the vehicle truly looks and feels, as well as how it will make them feel.  There’s no substitute for test driving, but shoppers who aren’t ready to hit the dealer lot can rely on online video to address many of their research needs.

With video now an expected part of the online experience, no major automotive site can afford to NOT have it.  There’s certainly a lot of it available.  Every major automotive website gives its visitors the ability to video test drive the vehicles and perhaps take detailed video tours.  OEM sites, in particular, will sometimes produce video that highlights features, functionality, heritage, how-to instructions, etc.  Of course, OEMs have an inherent advantage in the video arms race, as they can repurpose video creative from other corporate sources.

One major player behind this trend is WheelsTV.  The site bills itself as “Automotive Internet Television” and offers a range of videos covering auto shows, motorsports, classics, test drives, etc.  It’s the latter category that has proven especially popular on other automotive sites, allowing WheelsTV to become a major syndicator of automotive videos.

Their most popular products are their Quick Vehicle Profiles and New Vehicle Test Drives.  These videos are incorporated into some of the most-visited third-party automotive sites, including:

• AOL  Autos.  Profile and test drive videos.  Also offers DriverTV videos for many 2010 models and those prior to 2010 (when available), e.g. 2007 Toyota Camry.
• Autotrader.  Profile and test drive videos.
• MSN Autos. Test drive videos, including older models, e.g. 2008 Lexus SC 430 and 2009 Toyota Camry).  Shows ads before the videos, while the other portals do not.
• NADA Guides.  Test drives videos delivered via Vehix.
• Vehix.  Test drive and auto show videos.  Even though Vehix produces some of its own video content (175 total), WheelsTV dominates the video section (711 total).
• Yahoo Autos: Profile and First Look Videos.  The latter is focused on new entries and redesigned vehicles.

The same content can also be found on general video sites such as YouTube and DailyMotion, which creates broader brand exposure and ancillary ad-based revenue.

Cars.com produces its own video reviews, featuring an individual reviewer doing the video walk around.  From a consumer point of view, the videos are less slick but clearly differentiated as coming from cars.com – it’s not the same thing you see everywhere else.  Cars supplements this content with [much longer] video reviews from MotorWeek.

I was also surprised to find an OEM among the WheelsTV licensees.  Kia utilizes the profile and test drive videos for multiple models, including the Borrego, Forte, Forte Koup, Rondo, Soul, and Sorento.  In the plus column, the independently-produced content is a unbiased assessment of Kia’s vehicles, which should evoke greater consumer trust.   On the downside, the videos contain zero branding, which is a critical function of the OEM brand site.  Additionally, by abdicating the responsibility of producing the content Kia leaves itself vulnerable to having none at all, as shown below with the Sedona.

Consumer research needs varies so greatly that it has become impractical for any single site to produce the full range of content.  Third party sites have to pick and choose what they create themselves and what they license from others.  It’s clear that video has fallen into the latter category.

Tagged with: Reviews • Third-party • Video