Kenny Ross Automotive Digital Advertising Recommendations

8/8/2019 Kenny Ross Automotive Digital Advertising Recommendations

1/74

1

1

Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing

Presented:August 11,August 11, 20092009


2/74

2

2



3/74

3

3


Ralph Paglia

Director Digital MarketingADP Dealer Services

20+ year automotive industry leader in Digital

Marketing, Advertising, Lead Management and

dealership CRM process design and execution.

Executed Digital Marketing strategy that generated

144,000+ leads to single-point Chevy dealer in 2 years.

Built dealer team that sold 4,000+ Vehicles to Web Leads in 2006.

Worked with Ford in 2007 to develop first Tier 3 Digital Advertising program

providing dealers with geotargeted Tier 1 marketing assets

Managed first retail automotive Behavioral Targeting Digital Ad pilot program

while at Courtesy Chevrolet in 2005, 2006 and 2007 Started generating Internet leads in 1988 using CompuServe ISP access

and vehicle listings on defense contractor BBSs in SoCal

Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda,

Toyota, Mercedes-Benz, Hyundai and over 200 dealers.

Piloted the ADP Social Marketing & Reputation Management Solution

Cell: 505.301.6369 [email protected] www.ADMPC.com

Kenny Ross Auto Group Digital Marketing

Online Advertising Strategy

Kenny Ross Auto Group Digital Marketing

Online Advertising Strategy


4/74

Display Advertising Impact on SearchDisplay Advertising Impact on Search

Digital Advertising Measurability & Marketing Insights Gained


5/74

5

5



6/74

6

Display Advertising Impact on SearchDisplay Advertising Impact on Search

REPORT METHODOLOGYREPORT METHODOLOGY

Research leveraged 12 months of proprietary Specific Media

Advertising Effectiveness data backed by comScore

Scientifically Validated Utilized Control vs. Test Group


7/74

7

KEY TAKEAWAYS:

Display advertising has an impact on both paid and organic searches

and clicks

Consumers exposed to display advertising were more likely to search

for brand and segment terms than unexposed consumers

Consumers exposed to display advertising are more likely to click

through on search listings

Study shows a strong correlation betweenStudy shows a strong correlation betweendisplay advertising and searchdisplay advertising and search

REPORT SUMMARYREPORT SUMMARY


8/74

8

Display Ads Increase Dealer Name and Branded SearchDisplay Ads Increase Dealer Name and Branded Search

Rigorously conducted marketingresearch using scientific methods

shows a strong association between

display advertising and lifts search

activity

Automotive shoppers exposed to

website placements of display

advertising were more likely to

search for brand terms (i.e.

automotive manufacturers) andsegment terms (i.e. vehicle class)

Display Advertising Lift on Search Activity

Advertiser Category

Average Search Lift

(Brand & Segment Terms)

AutomotiveAutomotive 130%130%

CPG 22%

Health 291%

News & Media 144%

Personal Finance 246%

Property & Real Estate 125%

Travel & Tourism 347%

Median LiftMedian Lift 144%144%


9/74

Display Advertising Impact on Consumer SearchesDisplay Advertising Impact on Consumer Searches

BRAND: Although the most

significant lifts were seen in

Travel, Health and Personal

Finance for branded terms,Automotive showed dealer name

and brand search lift

of 123%... More than double the

search volume for display

advertising dealers name!

SEGMENT: Personal Finance,

Travel and Automotive showed

the highest lifts for the more

general product related search

terms. Display ads drove a 137%

increase in vehicle related search

terms!

Consumers exposed to an advertisers online display advertisingConsumers exposed to an advertisers online display advertising

searched more than consumers who were not exposedsearched more than consumers who were not exposed

Brand Terms: Names and nouns search terms associated with an advertiser (i.e. Sanderson Ford)

Segment Terms: General terms associated with a product, service or industry (i.e. pickup trucks)


10/74

Impact on Search Click Through Rates for Display AdvertisersImpact on Search Click Through Rates for Display Advertisers

ORGANIC SEARCH:

Automotive Consumers

exposed to dealership display

ads were 180% more likely toclick an organic search link to

that dealers web site.

PAID SEARCH: Automotive

Consumers exposed to adealers display ads were

183% more likely to click a

paid search link for that

Dealer.

Consumers exposed to an advertisers online display advertising were more likelyConsumers exposed to an advertisers online display advertising were more likely

to click on search results than those who were not exposedto click on search results than those who were not exposed

Paid: Paid text-based search ads that describe the dealers website and products and services offered

Organic: Non-paid text-based listings that describe dealers website and products and services offered.

N/A: Insufficient data available


11/74

Strategic Action Items for Dealer AdvertisingStrategic Action Items for Dealer Advertising

Add targeted display advertising to maximize overall search marketingAdd targeted display advertising to maximize overall search marketing

results and search advertising cost efficiencyresults and search advertising cost efficiency

Online Display Advertising increases car buyer

exposure to your dealerships paid and organic

search listings:

A higher number of automotive

shoppers see your search listings

More people click on your search

listings, both organic and paid

Online Display Advertising keeps a dealershipsname at the top of each car buyers mind when

they start searching for information about the

makes, models, service and parts you sell.

Display boosts branded term searches because they

are advertiser specific

Increase Search click-through rates and quality

scores by adding online display advertising to

your monthly ad budget.

Higher quality score = Lower CPC

Dealers with large Search Advertising budgets

should shift funds from inefficient keyword

terms and geos to display. This increases cost

effectiveness for dealers entire search

marketing strategy


12/74

12

Digital AdvertisingOne size does not fit all, and the mix iswhere dealerships get the greatest

positive ROI from investment


13/74

13

Car Companies andCar Companies and

their DealerNetworktheir DealerNetwork

Marketing StructuresMarketing Structures

Broadcast Media Interactive Media Print Media

Other

Dealer Funds OEM Funds Variable Structure Agency Factors

Print Media Broadcast Media Other Interactive Media

Total Marketing andTotal Marketing and

Advertising Impact inAdvertising Impact in

the Marketplacethe Marketplace


14/74

14

Source:DoubleClick Touchpoints III

Why does automotive advertising have less impactWhy does automotive advertising have less impact

on showroom traffic in 2009 as it did in 1999?on showroom traffic in 2009 as it did in 1999?


15/74

15

Which one of these informationWhich one of these information

sources was most importantsources was most important

when making decisions aboutwhen making decisions aboutbuying your vehicle?buying your vehicle?

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%35.3%

24.9%

13.4%

8.2%

4.4% 3.6%

1.1%

R.L. Polk 2008




16/74

16

Other

17.6 hours

Newspaper,

3.9 hours

Television

16.4 hours

Internet

32.7

hours

Weekly Media Consumption Hours1

(Total time spent using all media was 70.6 hours)

11.50%

19.50%

27.30%

28.30%

Internet

Television

Newspaper

Direct Mail/Radio/Other

Percent of Advertising Spend2

IDCStudy, U.S. Consumer Online Behavior Survey Results 2007 2008 National Automobile Dealers Association Data




17/74

17

OEMs each face considerable challenges in an

automotive marketplace where their consumers

now turn to the web when gathering

information used to decide what brand and

model vehicle to buy

and where they will buy it!

Dealers do not currently have the skills and

know-how needed to advertise effectively

online, but they continue to be masters at using

advertising media that is no longer costeffective.

Tier 3 Advertising spend dwarfs Tier 2 and even

Tier 1, so Car Companies that educate their

dealers the best, will win market share.

Why do car dealers continue to spend overWhy do car dealers continue to spend over

85% of their advertising budgets on offline85% of their advertising budgets on offline

media?media? -- NADANADA

2009 CarCompany Marketing Dilemma2009 CarCompany Marketing Dilemma


18/74

18

1. Online Display Advertising

ADP Publisher & Network Consortium

Automotive Websites

Local Media Websites

National Websites

2. Targeting Technology

Behavioral Targeting

Geotargeting

Contextual Targeting

3. Search Engine AdvertisingCPC/PPC/Sponsored Links

4. Other Digital Advertising Media

Mobile Phone Ads

Google TV

Video Advertising

Interactive Email MarketingReturn On Marketing Investment

ADP is only Tier 1 qualified supplier of theseADP is only Tier 1 qualified supplier of these

Types of Tier 3 Digital Advertising SolutionsTypes of Tier 3 Digital Advertising Solutions

in a Managed Program that Meets OEMin a Managed Program that Meets OEM

Branding and Distribution StandardsBranding and Distribution Standards

MEASURABLE RESULTS

QUALIFIED TRAFFIC

EFFECTIVE TARGETING

COST EFFECTIVE ROMI*


19/74

19

19


ADPADP Publisher Network Provides Scalable Tier 3Publisher Network Provides Scalable Tier 3National Buying Power with Local Geotargeting delivers Lower CostsNational Buying Power with Local Geotargeting delivers Lower Costs


20/74

20

20


Targets 9 key in-market consumerbehaviors

Digital Advertising Campaigns

Get a Quote

Virtual Test Drive

Search Dealer Inventory Browse Model-Specific Inventory

Offer or Incentive Driven

Maximize Your Trade-in Value

Make Buy-Back Campaigns

Preapproved Finance Solutions

Get Your Payment

Scalable Dealer Display Advertising:Scalable Dealer Display Advertising:High Quality, Animated Flash Display AdsHigh Quality, Animated Flash Display Ads


21/74

21

21


ADPADP AdVantageAdVantage Compiler Software:Compiler Software:Scalable, Automated and Efficient Ad Creative SystemScalable, Automated and Efficient Ad Creative System


22/74

22

22


an agean age::OEM CoOEM Co--Op Preapproved Campaign AssetOp Preapproved Campaign AssetManagerManager


23/74

ADP Places Dealer Ads on Thousands of Relevant Sites when

Local Car Buyers visit them


24/74

ADP uses Behavioral Targeting and Retargeting to

show Dealer Ads to Car Buyers On Automotive

Sites and when they Visit Non-Auto Sites.


25/74

25

25


Campaign Examples at www.FordDigital.com


26/74

26

Google Search Engine Advertising

Also called Cost-Per-

Click (CPC) and

Pay-Per-Click(PPC), Google calls

Search Ads:Sponsored

Links


27/74

ADP Managed Tier 3 Search Engine Advertising

- Dealer Campaigns Integrated with OEM Tier 1 and Association Tier 2

Search Advertising Impressions

Impression Share

Clicks Click through rate (CTR)

Cost per click (CPC)

Average Position

Tier 3 2 1 Keyword & GeotargetingOptimization

Bid Strategy excludes keywords that

dealers already have SEO rank

ROI Enhanced by Display Adverting

Dealers/Suppliers Competing

with OEMs and Regional Ad

Associations for Keyword Bidsused in Search Advertising


28/74

28

28


Search CampaignSearch Campaign Tracking & ReportingTracking & Reporting-- Sent to Dealers and OEM StakeholdersSent to Dealers and OEM Stakeholders


29/74

29

29


Search Placement / KeywordSearch Placement / Keyword ReportReport-- Dealers and OEM StakeholdersDealers and OEM Stakeholders


30/74

30

30


OmnitureOmniture PostPost--Click Reporting DashboardsClick Reporting Dashboards-- Tracking code can be installed within any site, regardless of supplierTracking code can be installed within any site, regardless of supplier


31/74

31

31


Organic to Paid KeywordsOrganic to Paid Keywords ReportReport-- Allows Optimization of Dealer Spend by Eliminating Redundant BidsAllows Optimization of Dealer Spend by Eliminating Redundant Bids


32/74

32

32


Competitive AnalysisCompetitive Analysis

Compare Competitive Set Benchmark growth

Visitor Length

Demographics

Competitor Keywords

Advertising Opportunities Upstream traffic

Downstream traffic


33/74

33

33


HitWise Competitive Analysis: Clickstream


34/74

34

34


HitWise Competitive Analysis: Search Terms


35/74

35

35


Compete, Inc.Compete, Inc. Unique VisitorsUnique Visitors


36/74

36

36


GoogleGoogle AdPlannerAdPlanner andand Keywords by Site TrendsKeywords by Site Trends-- Extends Search Effectiveness to Display Advertising on WebsitesExtends Search Effectiveness to Display Advertising on Websites


37/74

37

37


Communicating ReportsCommunicating Reports VMAR andVMAR and AnalystsAnalysts-- Best Tier 3 Account Management in the IndustryBest Tier 3 Account Management in the Industry

Roles & Responsibilities: PLAN EXECUTE MEASURE/REPORT

This equates to:

Evaluate dealership current marketingand advertising activities

Develop annual, quarterly and monthlyadvertising calendars

Work with dealer on budgetdevelopment and spend

Execute marketing campaigns

Report and assess results to improvedealer ROI

Benchmark results and recommendbest practices

Coordinate campaigns


38/74

38

38


Dealer DashboardDealer Dashboard Tying it allTying it all togethertogether-- Aggregated by Nation, Region and Zone for OEMAggregated by Nation, Region and Zone for OEM


39/74

Reporting DashboardReporting DashboardTying it all togetherTying it all togetherwith industrys firstwith industrys firstsystemsystem

that consolidatesthat consolidatesdata feeds fromdata feeds frommultiple sources ofmultiple sources ofDA campaignDA campaignperformanceperformance

reporting, providingreporting, providingrelevant reporting forrelevant reporting forTier 1, Tier 2 and TierTier 1, Tier 2 and Tier3 digital marketing3 digital marketingstakeholdersstakeholders


40/74


41/74

41

41


Integrating Online Advertising for the BrandIntegrating Online Advertising for the BrandConnecting Tier 3 with OEM to Drive EfficienciesConnecting Tier 3 with OEM to Drive Efficiencies


42/74

42

42


43


43/74

43

43


Using Keyword Enriched Domains for Competitive AdvantageUsing Keyword Enriched Domains for Competitive Advantage

44


44/74

44

44


Social Marketing and theSocial Marketing and thePower of 21Power of 21stst Century Word of MouthCentury Word of Mouth

Selecting a Targeted Site for Focusand use with Kenny Ross Strategy

45


45/74

45

45


Its as Easy as ADP to leverage the overwhelming growth in consumerIts as Easy as ADP to leverage the overwhelming growth in consumer

use of Social Networks and User Generated Content (Web 2.0) touse of Social Networks and User Generated Content (Web 2.0) to

develop your Social Marketing and Reputation Management Strategydevelop your Social Marketing and Reputation Management Strategy

that utilizes Positive Word of Mouth amplified with the power of thethat utilizes Positive Word of Mouth amplified with the power of the

Internet to enhance your good reputation, create top of mindInternet to enhance your good reputation, create top of mindawareness and elevate your dealerships brand in a more costawareness and elevate your dealerships brand in a more cost

effective manner than either CRM or advertising alone.effective manner than either CRM or advertising alone.

Its Easy as ADP to tap into consumer adoption of Social NetworkingIts Easy as ADP to tap into consumer adoption of Social Networking

and User Content Creation by creating your own online community ofand User Content Creation by creating your own online community ofcustomers, employees and suppliers filled with high quality contentcustomers, employees and suppliers filled with high quality content

such as Videos, Photos, the latest reviews and road tests, interviewssuch as Videos, Photos, the latest reviews and road tests, interviews

and articles supplied by car companies, enthusiast publications andand articles supplied by car companies, enthusiast publications and

consumers.consumers.

Social Marketing &

Reputation Management

Social Marketing &


Value Proposition Overview:Value Proposition Overview:

46


46/74

46

46


ADP will build your dealership sponsored online community using the mostADP will build your dealership sponsored online community using the most

powerful social networking platform technology available to make it easy andpowerful social networking platform technology available to make it easy and

fun for your customers to participate Using a combination of OEM andfun for your customers to participate Using a combination of OEM and

enthusiast publication content , we incorporate highly desirable content whichenthusiast publication content , we incorporate highly desirable content which

is automatically updated daily to create an engaging and rich experience foris automatically updated daily to create an engaging and rich experience forpeople in your local market area. ADP Social Marketers will publishpeople in your local market area. ADP Social Marketers will publish

blogs, forum discussions, photos and videos that will stimulate your communityblogs, forum discussions, photos and videos that will stimulate your community

members to respond and create their own content, triggering others to join in!members to respond and create their own content, triggering others to join in!

ADP will build and deploy a comprehensive syndication strategy that usesADP will build and deploy a comprehensive syndication strategy that uses

Really Simple Syndication (RSS) and embedded HTML code (Widgets) builtReally Simple Syndication (RSS) and embedded HTML code (Widgets) builtinto your dealership sponsored community to push content and memberinto your dealership sponsored community to push content and member

activities out to the most popular sites on the web.activities out to the most popular sites on the web.

Value Proposition Specifics:Value Proposition Specifics:

Social Marketing &


Social Marketing &


47

S i l M k i &S i l M k i &


47/74

47

47


Your dealership will achieve a highly positive presence within todays mostYour dealership will achieve a highly positive presence within todays most

popular sites where customers spend hours and hours of their online time.popular sites where customers spend hours and hours of their online time.

Your communitys content syndication will grab peoples attention and pullYour communitys content syndication will grab peoples attention and pull

them into your online community. ADP will use your online communitysthem into your online community. ADP will use your online communitys

syndication power to connect your dealership to the millions of people usingsyndication power to connect your dealership to the millions of people using

sites such as:sites such as:

FacebookFacebook

Twitter Twitter

MySpaceMySpace

Flickr Flickr

LinkedInLinkedIn Blogger Blogger

WordpressWordpress

TypepadTypepad

DiggDigg

And many moreAnd many more

Specific Services to Dealer:Specific Services to Dealer:

Social Marketing &


Social Marketing &


48

S i l M k ti &S i l M k ti &


48/74

48

48


Why use ADP for Social Marketing and Reputation Management?Why use ADP for Social Marketing and Reputation Management?

ADP has built a staff of Social Marketing Analysts who stay on top of which Social

networks and Web 2.0 sites are the most effective. We know where to get and

how to use the best auto-updated content that keeps your online community and

content syndication fresh and relevant to your customers. ADP will use DMS,

Lead Management Tool and CRM application exports to create invitations foryour customers to join the community, which is an important part of creating high

quality sales opportunities at a nominal cost. ADP will use our access to new

OEM tools and independent sources to leverage information feeds, image

galleries, and video content updated daily to enrich your online community. ADP

knows how to take advantage of powerful social network web site platforms as an

online magnet to pull in and engage enthusiasts in your area, along with previoussales and service customers. With your involvement and participation, ADP is

the only dealership supplier that know how to guide your community towards

reaching critical mass needed to achieve the Web 2.0 alchemy that drives

dealership opportunities to do business.

Social Marketing &


Social Marketing &


49


49/74

49

49


Dealers currently see theDealers currently see theSocial and UGC OnlineSocial and UGC Online

Landscape as a bewilderingLandscape as a bewildering

array of brands and sites!array of brands and sites!

50

S i l M k ti /R t ti M t St tS i l M k ti /R t ti M t St t


50/74

50

50


1. Social Networks2. Professional Networks3. Video Hosting Sites4. Photo Hosting Sites5. DIY Publishing (Blogs)

6. Consumer Reviews & Ratings7. SMS, Status & Bookmarking8. Social Network Platform Tools

Social Marketing/Reputation Management StrategySocial Marketing/Reputation Management Strategy

ADP Organizes into Solution Component CategoriesADP Organizes into Solution Component Categories

51

SM/RM Solution Components by Category


51/74

51

51

Kenny Ross Auto Group Social Marketing and Reputation Management Strategy RecommendationsKenny Ross Auto Group Social Marketing and Reputation Management Strategy Recommendations

SM/RM Solution Components by Category

52


52/74

52

52


ADP connects and manages components to deliverturn-key Social Marketing/Reputation Management

Social Marketing & RM

Component Integration = Value

Social Marketing & RM

Component Integration = Value

ADP SM/RM Solution Component Deployment ExampleADP SM/RM Solution Component Deployment Example


53/74

DealershipDealershipCommunity.comCommunity.com

Facebook

MySpace

LinkedIn

WordPress

YouTube

Flickr

Photobucket

Blogger

DealerRater

Edmunds

Kudzu

Twitter

Digg

Del.cio.us

Technorati

ADP SM/RM Solution Component Deployment ExampleADP SM/RM Solution Component Deployment Example

www.Fordwww.Ford--Community.comCommunity.com

Dealer Sponsored Online CommunityDealer Sponsored Online Community

54


54/74

54Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing

Google

Adsense to

be replaced

by ADP Ad

NetworkSpace

www.Fordwww.Ford--Community.comCommunity.comDealer Sponsored Online CommunityDealer Sponsored Online Community

Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer

www.Fordwww.Ford--Community.comCommunity.comDealer Sponsored Online CommunityDealer Sponsored Online Community


55


55/74


Google

Adsense to

be replaced

by ADP AdNetwork

Space

www.Fordwww.Ford--Community.com/videoCommunity.com/videoDealer Sponsored Online CommunityDealer Sponsored Online Community


www.Fordwww.Ford--Community.com/videoCommunity.com/videoDealer Sponsored Online CommunityDealer Sponsored Online Community


56


56/74


Google

Adsense to

be replaced

by ADP AdNetwork

Space

www.Fordwww.Ford--Community.com/photoCommunity.com/photoDealer Sponsored Online CommunityDealer Sponsored Online Community


www.Fordwww.Ford--Community.com/photoCommunity.com/photoDealer Sponsored Online CommunityDealer Sponsored Online Community


57


57/74


Google

Adsense to be

replaced byADP Ad

Network

Space

www.Fordwww.Ford--Community.com/membersCommunity.com/membersDealer Sponsored Online CommunityDealer Sponsored Online Community


www.Fordwww.Ford--Community.com/membersCommunity.com/membersDealer Sponsored Online CommunityDealer Sponsored Online Community


58


58/74


Google

Adsense to

be replaced

by ADP Ad

NetworkSpace

www.SandersonCommunity.comwww.SandersonCommunity.comDealer Sponsored Online CommunityDealer Sponsored Online Community




59


59/74






60


60/74


Google

Adsense to

be replaced

by ADP Ad

Network

Space

www.MyJeepCommunity.comwww.MyJeepCommunity.com






61


61/74


Google

Adsense to

be replaced

by ADP Ad

Network

Space







62

M J C itM J C it

M J C itM J C it


62/74








63


63/74


Reputation ManagementReputation Management

Selecting a Targeted Site for Focusand use with Kenny Ross Strategy

64


64/74


ADP Social Marketing/Reputation Management

Pilots to date have used DealerRater.com as the

Customer Review content supplier and partner

65

ADP Reputation Management:ADP Reputation Management:


65/74


Certification Seal - Official Certification Seal

to display ALL your dealership websites

Seal is displayed on your DR review page

Certification Seals link to your review page Monitor reviews via email alerts

2 week reconciliation period to work with

customers who have issues with dealership.

Lets potential buyers know you're serious

about customer service

Blacklisted dealerships are not eligible

DealerRater.com CertificationB

enefitsBuild Your Online Reputation, Get Certified!

ADP Reputation Management:ADP Reputation Management:

DealerRater.com Filtered Review IntegrationDealerRater.com Filtered Review Integration

66

ADP Reputation Management Solution:ADP Reputation Management Solution:


66/74



DealerRater.com positive review generationDealerRater.com positive review generation

Customer Rating Cards

Rating cards to hand out to

your raving fan customers

Easy way to increase your rating

Helpful reminder for your best

customers to post a review Good for both sales and service

department consumer reviews

Use the back side to promote sales & service specials

Works pre sale AND post sale

Direct community members to your good ratings

ADP assigns a URL: www.RateABCMotors.com

Dealer Community topic for Forums and Blogs

67



67/74


Dealer Directory Certification Icon

Certification icon displays next to listing Lets buyers know immediately of your status

Attracts more clicks

Free Vehicle Leads

Receive and track vehicle leads Optional - receive leads from distant buyers

Optional - receive leads for competing makes

Free Classified Ads

Unlimited Listings New & Used Inventory Up to 36 photos per car

Inventory data via DMS or 3rd party provider

Ad runs until car is sold


Additional DealerRater.com features for dealersAdditional DealerRater.com features for dealers

68


68/74


Current pricing levels will be maintained with DealerRater using

ADP as a reseller with a negotiated margin Cost will be included

in the price charged to dealers with ADP in control of the accounts

69


69/74


Solutions Summary

70

KELLEY BLUE BOOK DIGITAL ADVERTISING PROGRAMSKELLEY BLUE BOOK DIGITAL ADVERTISING PROGRAMS


70/74


KELLEY BLUE BOOK DIGITAL ADVERTISING PROGRAMSKELLEY BLUE BOOK DIGITAL ADVERTISING PROGRAMSFORFORD AND LINCOLN MERCURY DEALERSFORFORD AND LINCOLN MERCURY DEALERS

KBB.com is the #1 automotive web site*KBB.com is the #1 automotive web site*

53% ofKBB.com visitors plan to buy within53% ofKBB.com visitors plan to buy withinthe next 3 months**the next 3 months**

Half of online shoppers come to KBB.comHalf of online shoppers come to KBB.com

KBB.com is the most visited automotiveKBB.com is the most visited automotiveinformation web siteinformation web site

Our online advertising packageOur online advertising packagebased on your individual needs, Kelley Blue Book will create custombased on your individual needs, Kelley Blue Book will create customadvertising packages for ford and Lincoln Mercury dealers leveraging manyadvertising packages for ford and Lincoln Mercury dealers leveraging manydifferent ad placementsdifferent ad placements resulting in reaching more lower funnel car shoppers.resulting in reaching more lower funnel car shoppers.

71


71/74


Reach in-market shoppers in your local area Exclusively target local car shoppers by make and territory Customize your ad placement based on dealer-defined territoryProminent placement and special Showcase Dealer recognition

Be the only advertiser in your market area to showcase on kbb.com Maximize brand exposure on new-car pricing report page and 130+ additional premium pages Secure top dealer placement on search result pages Enhance your marketing message using dynamic, expanding rich-media adsDrive more traffic to your Web site Link your banner ad and listings directly to your dealer Web site Generate high quality leads from kbb.com

Dealer Showcase Package

72

Auto Intender Package


72/74


Auto Intender Package

Reach local car shoppers by advertising on the used-car home page

and used-car category pages.

Premium ad placement and branding opportunity

Reach new-car shoppers researching their trade-ininformation in the used-car section

Secure top-of-page positioning to ensure your admessage is seen first and every time

Maximize ad investment by marketing only to targetedcustomers

Target local car shoppers researching anymake and model

Enhance your marketing message usingavailable rich-media ads

Align your brand with the #1 automotive Web sitetrusted by millions of car shoppers

73


73/74


Run of Used Package Leaderboard, Skyscraper

Target local car shoppers researching their next vehicle purchase.

Maximize brand impact

Customize your ad placement based on make and dealer-defined territory

Effectively shut out your local competition by owning multiple ad units

(leaderboard and skyscraper combined) Reach new-car shoppers researching trade-in information in the used-car section

Premium page takeovers increase brand recognition and purchase consideration

Maximize brand exposure on make-specific content pages

Powerful add-on for your Dealer Showcase ad package

74

Behavioral Targeting Network (BT)


74/74

Behavioral Targeting Network (BT)

Target local in-market shoppers as they visit other relevant network Web sites.

Premium ad placement on top local Web sites

Identify your target shoppers while theyresearch their next vehicle purchase on kbb.com

Qualify and track those shoppers as they leave kbb.com

Display your marketing message to the samekbb.com visitors when they enter other network sites

Increase purchase consideration by reaching intended

shoppers in the right place, at the right time

Dealer Ads are delivered to thefollowing category of niche Web sites:

Automotive

Business/Finance Career

Family Music

Photo/Video Sharing

Sports Social Networking

Technology And More!

Documents

Kenny Ross Automotive Digital Advertising Recommendations