CHANNEL 4 SIGN DEAL WITH THREE CAR ADVERTISERS

CHANNEL 4'S motoring website, 4car.co.uk, have signed a deal with three major classified car advertisers to produce their advertising of used cars on the web.
The deal, which unites AutoTrader, Fish4Cars and Autolocate, allows surfers to access the different sites through links from the 4car.co.uk website, giving them access to more than 400,000 cars. Publicity for the site is being generated through on-air promotion in Channel 4 motoring programmes such as Deals on Wheels, Driven and Motorsport.
The tie-up has already generated a 40 to 50 per cent increase in traffic to the site since ‘Deals on Wheels’ came back on air last week. The new series has access to two million viewers who have an interest in used cars, allowing the site to directly target a relevant audience of used car buyers and sellers. The deal means that viewers directed to the 4car site will be able to access a huge database of used cars, allowing the three brands direct access to their target audiences, while the increase in page impressions will allow 4car to generate revenue through ad banners.
4car has also negotiated a commission deal with AutoTrader and Fish4, allowing 4car a 20 per cent cut of any ad placed with the brands from site traffic.
The site experimented with a pay-per-view system in June, offering the Le Mans 24 hour race via webcast.
Plans for the future of 4car involve live streaming of the World Rally Championship in January and wider broadband access next year. (CD)