Greater Cincinnati Auto Buyers and Automotive Advertisers to Benefit From Vehix, WCPO-TV Partnership
WCPO-TV, the Cincinnati ABC affiliate owned and operated by The E. W. Scripps Company, and Vehix, the multi-platform digital automotive network, today announced an agreement to provide local automotive content for car buyers in the greater Cincinnati area on the station’s Web site, wcpo.com.
By merging content, technology, and ad sales opportunities, Vehix will enable WCPO to deliver multi-platform digital solutions designed to inform the consumer, provide more choices in local markets, and improve the overall car buying experience.
When potential car buyers visit wcpo.com, they can access a co-branded site featuring Vehix new and used car buying services. These services include pricing, rebates and specifications, information on automobiles and expert and user reviews tailored to Cincinnati audiences. It will also provide user-friendly tools to compare vehicles across brands according to pricing, ratings, and specifications. Once customers have chosen the vehicle they want, they can submit a secure online request to purchase their desired vehicle and receive a quote from a Cincinnati-based Vehix member dealer.
“Auto buyers are turning to the Internet as their primary research tool and they want a one-stop shop to meet their individual needs,” said Vehix COO Meade Camp. “Through our partnership with Vehix, local Scripps affiliates such as WCPO can provide users with the content they demand at every stage in the car purchase cycle.”
In addition to improving the overall car buying experience for consumers, the partnership benefits Vehix member dealers by facilitating a relationship with potential car buyers and by connecting local dealers with qualified leads. The local ad solution benefits WCPO by creating a conduit into the $5.8 billion local online advertising market, as estimated by Borrell Associates Inc., a media research firm specializing in local Internet advertising.
“Our automotive clients are looking for new ways to extend the reach of their advertising dollars, and they are shifting a large portion of their budgets online in order to see a measurable return on their investments,” said Adam Symson, Vice President of Interactive for the Scripps Television Station Group. “With Vehix as our technology partner, not only are we able to provide a superior local solution for content and advertising sales, we’re also able to deliver the ROI that our advertisers are looking for in this marketplace.”
The partnership is beneficial for both Vehix and Scripps as it increases visitors to Vehix.com, increases sales for local television affiliates and local auto dealers and provides customers with the information they need to make a wise choice when buying a new or used car.
The Vehix and Scripps relationship provides localized automotive content to nine Scripps television affiliates, including Cincinnati.
Vehix is a multi-platform digital automotive network designed to provide consumers with a truly one-stop automotive shopping experience. Vehix, through its unique content, inventory and advertising network, offers superior written and video content, objective third-party information and best-in-class research tools. All of Vehix’s car research and purchase tools are available on multiple platforms, including the Internet, cable television, video-on-demand and on mobile devices. Vehix launched in 1996 as an online automotive portal designed to facilitate the research and purchase processes for consumers. Vehix is owned by Comcast Spotlight, a division of Comcast Cable. For more information visit www.vehix.com.
The E. W. Scripps Company (www.scripps.com) is a diverse, 130-year-old media enterprise with interests in broadcast television stations, newspaper publishing, and licensing and syndication. The company’s portfolio of locally focused media properties includes: 10 broadcast TV stations, with six ABC-affiliated stations, three NBC affiliates and one independent; daily and community newspapers in 15 markets and the Washington, D.C.-based Scripps Media Center, home of the Scripps Howard News Service; and United Media, the licensor and syndicator of Peanuts, Dilbert and approximately 150 other features and comics.