VIDEO: Auto Trader turns on the ignition with digital publication | Mobile Devices | Mobile Entertainment

VIDEO: Auto Trader turns on the ignition with digital publication

Auto Trader ignition
Zen Terrelonge


Devices / iPhone / November 7th 2012 at 5:36PM

Will generate revs (revenues, not engine running speeds) from in-app ads and a premium price tag.

Online car marketplace, Auto Trader, has gone mobile again, and we don't mean in a shiny new Volvo V40, rather that the firm recently produced an augmented reality-enabled iOS app for the Goodwood Moving Motor Show.

The vehicle giant has now launched a ignition, a digital publication (don't call it a magazine, it's not paper) with design agency FuturePlus.

The monthly title debuted on the Apple Newstand for iPad today for £1.49, while the subsequent editions will also be available on iPhone, which bumps the price up to £2.49.

We got hands on with ignition last night, which is fully rich media-enabled, providing news, features, reviews, videos, expandable images, 3D content and more, all focused towards its core motor-loving audience.

The firm plans to make profits from rich media in-app advertising and the premium price tag, though a rolling contract will offer a reduced rate for a batch of titles.

It will also act as another sales vertical for Auto Trader, redirecting users to vehicles for sale based on the nature of the content being viewed.

Nick Gee, director of mobile, Auto Trader, said: "Mobile is an extremely important and growing channel for Auto Trader.

"With over one million unique users per month accessing the Auto Trader website on an iPad (via an internet browser or Auto Trader iPad application), we wanted to create an interactive and innovative publication that the audience can engage with at their convenience."

Check out the video below.

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