Specificmedia2008digitaladvertisingdealersummit dallas10-14-08-091018155242-phpapp02

FMC LeadManagement DIGITAL TEAM 1

Scott JonesAutomotive Sales Manager


About Specific Media

• Online ad network created in 1999

• Ford Strategic Partner since 2006

• Charter member of the Ford Digital Advertising

Program

• Premier network of trusted consumer branded

sites

• Suite of advanced proprietary audience targeting

technologies

• Data insight into 95% of all online consumers


Types of On-line Advertising

Strengths:• Only bid on words/phrases

you want• Only pay if customer clicks• Task-based behavior,

seeking info

Weaknesses:• Primarily text-based

advertising• Limited choice (Google or

Yahoo!)• Competing with

manufacturer for key words

Search Display

Strengths:• Convey message

graphically – better aligned with non-digital ads

• Target ads to in-market shoppers

Weaknesses:• Unlimited choice – who to

choose?• Ensuring proper

measurement of key actions


Does Display Drive Search?Based on a study performed by Microsoft in August 2007, a strong connection exists between display and search:

• Display ads significantly drove search clicks.

• Display ads had an impact on both search impressions and clicks.

• Great opportunities exist to increase reach through paid search campaigns.

• Display drives a significant increase in branded search terms during and after a campaign.


What Might a Dallas On-line Auto Plan Look Like?

Search Display

www.myfoxdfw.comwww.wfaa.com

Display Plan Lacks Efficient Scale

www.dallasnews.com


How can I get Efficient Scale?

Ad Networks

What are Ad Networks?

• Collection of on-line ad inventory across many publisher sites

• Allows advertisers to make a single buy and touch users across the web

• Ad Networks vary in quality and type of inventory

• Most networks allow for different types of customer targeting

https://www.burstmedia.com/default.asp


Audience Reach

86.6%25.7%

14.9%

10.7% 1.7%

Top Advertising Outlets- Dallas Area

Specific Media

eBay Motors U.S.

Edmunds.com

Yahoo! Autos

Dallas-news.com

Specific Media reaches over 86% of unique in-market car shoppers online, over 3 times greater than other endemic auto sites.


• Geographic– Target car buyers in specific locations

• Behavioral– Target prospects whose recent online behaviors indicate high

interest in purchasing a car

• Contextual– Target prospects while they are viewing automotive-related content

on the Internet

• Demographic– Target prospects based on your ideal market demographics

• Retargeting– Target prospects who have already visited your website – leverage

all media

Types of On-line Targeting


• Retargeting gives advertisers the power to connect with past website visitors in a simple, cost-effective and non-intrusive way

– The most valuable users on the Internet are the past visitors to your website

– 98-99% of website visitors leave without completing a transaction

Retargeting


Behavioral: Data is the Name of the Game

Baseball Player Who

is it?

3rd BaseAmericanLeaguerBatting

ChampionKansas City


Targeting Auto Intenders with Scale

Total US Online Population: 189,134,000 unique users/monthSource: ©2008 comScore, Inc

Publisher A• 481k unique users

• 375k in region• 49K Auto- Heavy Users

• 38k in region

Specific Media Universe• 1000 name brand publishers• 153M+ U.S. unique users• 10,775,000 Auto- Heavy

Users


Tracking User “ABC123” (Heavy Auto User)

Monday

Wednesday

Thursday

Like in the baseball example it takes more than one data point to ensure this is a user we want

to target


Why Use a Network like Specific Media?

Buying All Consumers Locally:• No targeting or insight – shotgun• Several individual buys – no coordination, duplication• High funnel strategy vs. selling today

Specific Media Network:• Many of the best local websites• Coverage includes local geography only• Only buy in-market auto customers• Leverage Tier I campaigns/scale• Optimize campaign over time

Automotive

Vehicles

Trucks & Vans

Ford

F-150

Target Market


Online Advertising Case - Truck Leadership

Scenario

• Mid year 2007…Silverado within 5,000 units of F-Series

• Chevy riding wave of new truck…next F150 still a year away

• Limited budgets – big broadcast plan not possible (normal course of action)

• 30 years of Truck Leadership at stake!!!

Truck Leadership Campaign

Half – In-Dealership Support (Truth About Trucks)

Half – Online campaign targeting in-market truck shoppers with SM

Did This Actually Drive Sales?


So…What Happened?

Other Insights:• Vehicle Disposed (conquest vs. repeat)• Share of Garage (other sales opportunity)

Light-Truck Sales

F series 690,589 Total Ford

division 1,500,347

Silverado 618,257 Total

Chevrolet 1,388,546

2007 YTD12 mos. 2007


Thank You

Scott Jones Automotive Sales Manager

Specific Mediawww.specificmedia.com

603.580.1006 / [email protected]