Kbb ad package_adptraining_0309

Your Connection to Car Shoppers

Agenda

Agenda

• About Kelley Blue Book

• Digital Advertising Budget Allocation

• Kbb.com Advertising Program

• How to Sign up a Dealer

Goals

• Understand the Kelley Blue Book value proposition

• Understand the process to sign up dealers

• Kelley Blue Book to understand what ADP needs to be

successful

Who We Are

• Since 1926, Kelley Blue Book has been trusted by both

consumers and the automotive industry, helping millions of

in-market car shoppers make well-informed decisions about

the buying and selling of vehicles.

Every month, kbb.com® ― the #1 automotive Web site* ―provides the most up-to-date vehicle information, including

new and used Kelley Blue Book® Values, car reviews, videos,

and consumer ratings.

Kelley Blue Book creates opportunities for dealers, OEMs and

industry professionals to connect with more in-market car

shoppers through its trusted values, kbb.com, and Internet

marketing solutions.

* C.A. Walker Research Solutions, Inc. Most Visited Automotive Web Site According to the 2008 Spring Automotive Web Site Usefulness Study

Marketing Budget

Allocation to Digital

Dealer Digital Budget Allocation

1 C.A. Walker Research Solutions, Inc. – 2008 Spring Automotive Web Site Usefulness Study

Open Discussion:

How do you justify a percentage of

Marketing Budget for Digital Spend?

Marketing Goal: Back to Basics1. Identify The Target Customer

2. Communicate Brand and Message

3. Produce High Quality Store Traffic

CPC is important IF right people click

Dealer Digital Budget Allocation

Search Display Classifieds Leads

Research

Web Site

Network

Web Site

• Low CPC

• Unable to

target

shoppers

• Point of

diminishing

return

• Limited

good

Keywords

• Organic is

goal

• Reach consumers when they are

making their purchase decision

• #1 way to target in-market

• Premium buy, higher close rate

• Used as consumer originator for

Network buys

• Great additional medium

• All about the originator, not

the network

• Lower CPM, lower close rate

How does kbb.com fit

into the digital budget?

KBB.com Brand and Influence

Kbb.com is the #1 automotive Web site

among new and used vehicle shoppers 1

12 million visits to kbb.com ® each month 2

1 in 3 cars purchased in the US are researched on

KBB.com

Put your brand next to the name trusted by both

consumers and the automotive industry

Kbb.com is the most useful automotive

information Web site among

new and used

vehicle shoppers 1

HALF of online vehicle

shoppers visit kbb.com1

1 C.A. Walker Research Solutions, Inc. Most Visited Automotive Web Site According to the 2008 Spring Automotive Web Site Usefulness Study2 Kelley Blue Book: 2008 Omniture SiteCatalyst

More Than A West Coast Value

Source: Nielsen Online (June 2008)*These demographics for Kelley Blue Book do not meet minimum sample size standards. Measures for these demographics may exhibit large changes month-to-month as a result.

The Consumer You Will Reach

1 C.A. Walker Research Solutions, Inc. – 2008 Spring Automotive Web Site Usefulness Study

Time spend on kbb.com was nearly twice as high as the next competitor

Over 50% of NEW CAR Shoppers plan to buy within the next 3 months

Over 60% of USED CAR Shoppers plan to buy within the next 3 months

1 out of 3 car buyers in the US visited kbb.com

Nearly 7 out of 10 consumers on kbb.com are interested in locating a

dealer and submitting a dealer quote request*

HALF of online vehicle

shoppers visit kbb.com1

We Deliver In-Market Shoppers

Over 50% of NEW CAR Shoppers plan to buy within the next 3 months

(Suggested Retail Shoppers)

2008 Base Used Car Pricing Report Private party page: 61; 2008 Base Used Car Pricing Report Suggested retail page: 41; 2008 Base Used Car Pricing Report Trade-In page: 30; Q:

Indicate when you plan to purchase or lease your next new vehicle, that is one not previously owned; ± 1% due to rounding.

We Deliver In-Market Shoppers

Over 60% of USED CAR Shoppers plan to buy within the next 3 months

(Suggested Retail Shoppers)

2008 Base Used Car Pricing Report Private party page: 348; 2008 Base Used Car Pricing Report Suggested retail page: 219; 2008 Base Used Car Pricing Report Trade-In page: 83; Q:

Please indicate when you plan to purchase your next used vehicle; ± 1% due to rounding.

Relevant Information on kbb.com

New car pricing

Trade-in values

Perfect car finder

Editorial reviews

Videos

KBB Green section

Financing

Insurance

Rebates and incentives

Consumer ratings

Connecting Shoppers with Sellers

Free dealer price quote

Find a local dealer

Dealership video ads

Dealer Showcase ads

Premium ad placements

Blue Book Classifieds listings

Nearly

7 out of 10 consumers on kbb.com are interested in

locating a dealer and submitting a

dealer quote request*

* Kelley Blue Book: 2008 Online Car Shopper Study

Kbb.com Advertising OpportunitiesRegional Buy Ad Package

Network Behavioral Targeting Ad Package

Dealer Showcase

Dealer Showcase Video Ad

Internet Power Package

Auto Intender Ad Package

Dealer Showcase

Dealer ShowcaseExclusive, Targeted Advertising Package on kbb.com

Be the #1 dealership in your market on kbb.com

Exclusively target local car

shoppers by make

Customize your ad placement

based on dealer-defined territory

Be the only advertiser in your

market to showcase on kbb.com

Link banner ad and listings

directly to dealer Web site

Designed to generate leads from

kbb.com

Dynamic, expanding rich-media

ads


Maximize brand exposure on

130+ premium pages

Expanding Dealer Showcase ad

in Blue Book Classifieds section

Vehicle listing in Blue Book

Classifieds section

Gain exposure on one of the

largest online marketplaces for

used vehicles

Maximize Brand Exposure on kbb.com

Showcase Dealer

recognition within Free

Dealer Price Quote list page

Showcase Dealer

recognition within Find a

Dealer list view

Showcase Dealer

recognition within Find a

Dealer map view

Showcase Dealer

recognition within Thank

You page


Showcase Dealer Recognition

Enhance your Dealer Showcase

ad with a video

Improve expansion rates* with

the roll-over left expanding video

ad

Increase conversion by keeping

shoppers engaged longer

Boost click rates** (video click-

thru rates are about five times

higher than standard image ads)

Use your own commercial or

have Kelley Blue Book facilitate

the production:

- Professional, high-quality, scalable

and affordable

- Locally filmed at your dealership

Dealer Showcase Video AdState-of-the-art 30-second-ad

Be seen and heard on the #1 automotive Web site

*DoubleClick Rich Media and Video Report, September 2008, Creative Insights on Rich Media**DoubleClick Rich Media and Video Report, February 2007, Video Ad Benchmarks: Average Campaign Performance Metrics

Marketing

•Up to 5 custom marketing messages

•Includes dealer URL & phone number


Custom Marketing Message

Kelley Blue Book Content

•Up to 3 custom marketing messages

•Kelley Blue Book “look and feel”


Video

•30 seconds of play time

•3 custom versions to choose from


•Ending message for prominent display

Auto Intender

Auto IntenderPremium Advertising Package on kbb.com

Maximize Brand Exposure on kbb.com

Reach more car shoppers on the

used car home page and used

car category pages

Secure top-of-page positioning

to ensure your ad message is

seen first

Reach new car shoppers

researching their trade-in

information in the used car

section

Target local car shoppers

researching any make and

model

Maximize ad investment by

marketing only to targeted

customers

Regional Advertising

Regional Buy Run of Make

Reach More In-market Car Shoppers on kbb.com

Customize ad placement based

on make and dealer-defined

territory

Be the only dealer in your area

to advertise your make in the

used car section

Shut out local competition by

advertising multiple ad units


make-specific content pages

Regional Buy Run of Used

Maximize Brand Awareness and Reach on kbb.com

Feature your brand across

multiple vehicle makes and

premium pages on kbb.com

Customize ad placement based

on dealer-defined territory

Reach new car shoppers

researching trade-in information

in the used car section


make-specific content pages

Network Behavioral Targeting

Network Behavioral TargetingAdvertising Package on Network Sites

Reach More Car Shoppers Across Premium Network Sites

Identify your target car shoppers

while they research their next vehicle

purchase on kbb.com

Qualify and track those shoppers as

they leave kbb.com

Display your marketing message to the

same kbb.com visitors when they enter

network sites

Only company that can guarantee the #1

Automotive Web site in-market shopper.

Return on Investment

We Will Show you

the Results…

We Will Show you Results

Other Networks* Kbb.com Showcase Ad**

Monthly Spend $ 10,000 $ 10,000

Click Rate 0.05% 0.20%

CPM $ 7.00 $ 25.00

Clicks 714 800

Impressions 1,428,571 400,000

Cost Per Click $ 14.00 $ 12.50

Click Quality

What you don’t know:

• Where did the ad display?

• Where did the consumer

originate?

What you know:

• Highest quality lead

• Consumer researching purchase

• In market to buy

• Half plan to buy a car in 3 mo.

• In your ZIP

• Looking for your make

• Didn’t see another dealer ad

* *Based on 2008 average CTR. Results may vary.* Estimated

How to Sign UpFulfillment process

How to Sign Up?

How to Sign Up?

How to Sign Up?

What to Take Away

• #1 Automotive Web Site

•In-Market Shopper

• Many Ways to Reach Consumer

• Detailed Targeting Available

• ROI Measured

Thank You

Documents

Kbb ad package_adptraining_0309