National Ad Solutions

Transcription

1 Ad Solutions

2 Intercept & Announce Smartphone Interstitial Takeover mobile screens and create a big splash for your model Smartphone Interstitial Platform: Mobile Advertiser: Tier 1 Run of Segment Segment targeted Monthly Standard, Non-exclusive: less than 100% of available impressions Site-served, agency tracking tags optional 320x Business Days

3 All in the Right Context Homepage Rotating Content Module Initiate awareness to your model/model line-up and spark consideration Platform: Advertiser: Desktop, Tablet Homepage n/a Half-month, 1 st -15 th or 16 th to month-end Custom display. Sponsorship, Exclusive: 100% of impressions. Site-served, agency tracking tags optional Custom 4 weeks

4 Native Style Integration - Smartphone Homepage Editorial Sponsorship Platform: Advertiser: Mobile Smartphone Homepage n/a 1 week minimum Non-exclusive Site served, agency tracking tags optional 316x Business Days Second unit in the Editorial Accordion Only Accordion that s expanded Native Ad/Integrated Site Served HTML template Options:

5 Bring It Home Home Page Showroom & Showroom XL Connect via KBB.com s credible content style on our highest traffic page Platform: Desktop, Tablet Advertiser: Tier 1 Home page n/a 1 week (Wed-Tue) Sponsorship: 100% impressions 3rd-Party HOME PAGE SHOWROOM: 940x320, KBB.comproduced Agency-supplied vehicle image and copy HOME PAGE SHOWROOM XL: 940x393, KBB.com-produced Agency-supplied vehicle image and copy 10 business days each advertiser rotates position within module Home Page Showroom XL: able to use full ad canvas (no header) and could display an OEM branded ad Options:

6 Prime Influence - Shopper Consideration Package Platform: Advertiser: Desktop, Tablet, Mobile (all intent) By segment (Desktop/Tablet): editorial; segment; new & owners model. By segment (Mobile): all intents. Segments: Entry Luxury Cars Luxury Cars (midsize & high-end) Luxury SUV/CUV Small Cars (subcompact, compact sedans, hatchbacks, wagons, coupes & convertibles) Mid to Full-Size Cars (sedans, hatchbacks, wagons, coupes & convertibles) Small SUV/CUV Mid to Full-Size SUV/CUV/Minivan/Van Pickup Hybrid/Electric/Diesel New Car News 1 month (Standard IAB), 3 month (STM) Standard/non-exclusive; ad serving tracks against booked goal, Regional Third Party IAB: 728x90, 300x250 & 300x50 KBB Produced: 300x100 desktop Spotlight template; 472x250 desktop & 300x250 mobile STM template 5 Business Days; 10 business days STM Mobile segment remains across all intents whereas desktop NC and Owners intents Options: Option to pass model key values when known Option to package mobile STM with MMA

7 Leverage KBB.com Style Section Spotlights Spark consideration with KBB.com s credible content style Platform: Desktop, Tablet Advertiser: Tier 1 Shoppers Homepage (new car intent) and/or Car Values Homepage Options: n/a 1 month Sponsorship: exclusive, 100% of impressions Third Party 300x100, KBB.com-produced Agencysupplied vehicle image and copy 10 business days Spotlights: Shoppers Home Spotlights: Car Values Home

8 A Gateway to Awareness Smartphone Home Takeover Connect with auto shoppers as they land on KBB.com Mobile Smartphone Home Takeover Platform: Mobile Advertiser: Tier 1 Homepage n/a Monthly Standard, Non-exclusive: less than 100% of available impressions Third Party; Site-served, agency tracking tags optional 300x250, 300x50 10 Business Days Ad Standard: 300 x 50 MMA, Rich Media: Initial State: 300x50 MMA, User initiated expand: 300x250

9 Break Out of the Box Featured Content Tab UF Catch shoppers attention throughout their shopping experience with the right placement Featured Content Tab Upper Funnel Platform: Desktop Advertiser: Tier 1, Tier 2 Across Awareness Pages* Excludes Home Page *Awareness pages: Shoppers SLP (New Car Intent), Shoppers SLP (Used Car & CPO Intents), Owners SLP, CV SLP, UC Segment n/a Monthly Standard, Non-exclusive: less than 100% of available impressions Third Party 120x Business Days Shared inventory. T1 and T2 have the same priority.

10 Break Out of the Box Featured Content Tab LF Catch shoppers attention throughout their shopping experience with the right placement Featured Content Tab Lower Funnel Platform: Desktop Advertiser: Tier 1, Tier 2 Make targeted pages, Model vehicle detail pages (VDPs), segment pages n/a Monthly Standard, Non-exclusive: less than 100% of available impressions Third Party 120x Business Days Shared inventory. T1 and T2 have the same priority.

11 Multiply Your Impact KBB.com BT, includes Smartphone BT Find, target & retarget the most relevant shoppers on KBB.com Platform: Advertiser: Options: Desktop, Tablet, Mobile Tier 1, Tier 2, Auto-Related, Motorcycle Target to users on KBB.com who fall into purchased segments based on their on-site behavior n/a 1 month Standard non-exclusive: less than 100% of available impressions; ad serving tracks against booked impression goal or DMA Third Party 728x90, 300x250, &/or 300x50 5 business days DMA is a registered trademark of Nielsen Media Research

12 Capture Consideration Mobile Compare & Consider Influence undecided shoppers by reinforcing your new model s advantages Platform: Mobile Advertiser: Tier 1 Run of Mobile Not available Quarterly Entry point unit: Standard. (Nonexclusive: less than 100% of available impressions; ad serving tracks against booked impression goal) Custom Compare LP ad unit: Exclusive (100% of impressions purchased) Entry point ad unit Site-served Custom Compare landing page w/ MMA ad unit Site-served, agency tracking tags optional, or Third party Entry point: 300 x 50 MMA Compare & Consider LP ad unit: 300 x 50 MMA 15 business days Kelley Blue Book A COX AUTOMOTIVE Company. All Rights Reserved.

13 Convert Consideration Shopping Tools Module Move shoppers researching your vehicle to take the next step Platform: Advertiser: Desktop, Tablet Tier 1 New Car model detail pages, excluding vehicle Cars for Sale inventory listings Owners model detail pages n/a 3 month minimum Retention exclusive: if 100% of impressions purchased non-exclusive: less than 100% of available impressions; ad serving tracks against booked impression goal Conquest non-exclusive: less than 100% of available impressions; ad serving tracks against booked impression goal Site-served, agency tracking tags optional custom 472x250, KBB-produced 10 business days; creative revisions 1x/qtr Conquest: available if retention is not purchased in full; block list applies (conquest buys need to be free of block list)

14 Convert Consideration Smartphone Consideration Module Move shoppers researching your vehicle to take the next step Platform: Advertiser: Mobile Tier 1 New Car/Owners/Used Car Segment Shoppers available pages when sub-category is known Entry Luxury Cars Hybrid/Electric/Diesel Luxury SUV/CUV Mid to Full-Size Cars (Segments include sedan, hatchback, wagon, coupe and convertible) Mid to Full-size SUV/CUV/Minivan/Van Small Cars (Class includes subcompact and compact. Segments include sedan, hatchback, wagon, coupe and convertible.) Small SUV/CUV Truck Van/Minivan 3 month minimum non-exclusive: less than 100% of available impressions; ad serving tracks against booked impression goal, Regional Site-served, agency tracking tags optional custom 300x250, KBB-produced 10 business days; creative revisions 1x/qtr

15 Step up to a new model Trade-In Evaluator Maximize relevancy with personalized calculation that drives action Platform: Desktop, Tablet Advertiser: Tier 1 Owners Vehicle Detail Page (VDP) N/A 90 Day Minimum Exclusive: 100% of impressions purchased Path: 3 rd Party, Hub: site-served Path pages: 300x250 Hub pricing pages: 300x330 or 300x600 (Tier 1 only) 15 business days 15 CONCEPT

16 Influence & Inform Make-level Shoppers Reach Target auto shoppers during their vehicle research and assessment process Platform: Desktop, Tablet, Mobile Advertiser: Tier 1 Make/Model path & hub pages Segment pages Entry Luxury Cars Hybrid/Electric/Diesel Luxury cars (Midsize and high-end) Luxury SUV/CUV Mid to Full-Size Cars (Segments include sedan, hatchback, wagon, coupe and convertible) Mid to Full-size SUV/CUV/Minivan/Van NC News Small Cars (Class includes subcompact and compact. Segments include sedan, hatchback, wagon, coupe and convertible.) Small SUV/CUV Van/Minivan 1 month Standard: less than 100% of available impressions; ad serving tracks against booked impression goal Third Party 728x90 &/or 300x250 5 business days

17 Percolate to the Top of Minds Thought Bubble Break through clutter with exclusive, original search integration Platform: Desktop, Tablet Shoppers Home (new car intent) not available on Tablet Advertiser: Tier 1 Only one segment/page can run at a time: Home Page Shoppers Home Page & Car Values Home Page (bundle) Used Car Home Page Cars for Sale search entry page Segments available to purchase: Home page, Shoppers Home Page (new car intent) & car values home page, Shoppers Home Page (used car & CPO intents): Sedans, SUVs, Pickups, Coupe, Hatchback, Convertible, Van/Minivan, Wagon, Crossover, Hybrid, Electric, Luxury Cars for Sale: Sedans, SUVs, Pickups, Coupe, Hatchback, Convertible, Van/Minivan, Wagon Home page, shoppers home page (new car intent) & car values home page, Shoppers Home Page (used car & CPO intents), Cars for Sale: 1 month Sponsorship Ad Site-served 65x30 collapsed, 330x195 expanded (sizing applies to all units) 10 business days

18 Animate and Demonstrate Pre-Roll Video by Segment, by Run of Grows awareness and triggers consideration for your brand among quality, in-market audiences Platform: Desktop, Tablet, Mobile, Cross-devices Advertiser: Tier 1 Video by Segment: make/model known Video by Run of: all available pages, excludes homepage N/A 3 Month Minimum Standard, Non-exclusive: less than 100% of available impressions Path: Third Party, Hub: site-served 16:9 aspect ratio, secs, MP4 preferred 10 business days 18

19 High Traffic, High Awareness Section Sponsorships Own prominent, high-traffic task entry-points driving awareness Shoppers Home Sponsorship Platform: Shoppers Homepage: Desktop (new car intent), Desktop & Tablet (used car & CPO intents) Owners Homepage: Desktop, Tablet Advertiser: Tier 1 Shoppers Homepage, Owners Homepage, Car Values Homepage n/a Shoppers Homepage, Owners Homepage: Halfmonth, 1st-15th or 16th to month-end Car Values Homepage: 1 Month Sponsorship: 100% impressions Third Party 728x90 &/or 300x250 5 business days Options:

20 Drive Consideration CPO Listings Module Platform: Desktop, Tablet, Mobile, cross-devices Advertiser: Tier 1 Desktop/Tablet: Used car path pages Mobile: All pages where segment is known Model 1 Month Custom display Site-served, agency tracking tags optional Desktop/Tablet/Mobile: 300x250 Desktop/Tablet: 540x business days

21 Flexible & Efficient Run of Site Boost awareness and efficiency when you need it Run of Site Platform: Advertiser: Desktop & Tablet Tier 1, Tier 2, Auto-Related Run of Site: all available pages Run of New Car: available new car section pages Run of Used Car: available used car section pages Run of Segment: available segment pages Run of Make: available make targeted pages Run of Site All Cars (includes Sedan, Coupe, Convertible, Hatchback, Wagon) Crossover Hybrid/Electric Luxury Pickup SUV Van/Minivan 1 month Standard; non-exclusive: less than 100% of available impressions; ad serving tracks against booked impression goal or DMA Third Party 728x90 &/or 300x250 5 business days DMA is a registered trademark of Nielsen Media Research Broad range messaging exposure

22 Flexible & Efficient Run of Español Boost awareness and efficiency when you need it Run of Español Platform: Advertiser: Desktop, Tablet Tier 1, Tier 2, Auto-Related Español used car pricing section n/a 1 month Standard - non-exclusive: less than 100% of available impressions; ad serving tracks against booked impression goal or DMA Third Party 728x90 &/or 300x250 note: the Español entry page doesn t have a 728x90, but the interior Español pages do 5 business days DMA is a registered trademark of Nielsen Media Research Run of Español

23 Flexible & Efficient Run of Mobile Site Boost awareness and efficiency when you need it Run of Mobile Platform: Mobile Advertiser: Tier 1, Tier 2 Mobile Web, iphone/android Apps Available for all available mobile pages n/a 1 month Standard non-exclusive: less than 100% of available impressions; ad serving tracks against booked impression goal or DMA Third Party 300x50 10 business days Single platform buys not available DMA is a registered trademark of Nielsen Media Research MMA sizes serve based on device type Options: run of mobile is available nationally or by DMA note: Mobile Awareness is a national buy only

24 Flexible & Efficient Run of Mobile Sub-segment Boost targeted awareness and efficiency when you need it Run of Mobile Sub-segment Platform: Mobile Advertiser: Tier 1, Tier 2 Mobile Web, iphone/android Apps - Available for all available targeted mobile pages Entry Luxury Cars Luxury cars (Midsize and high-end) Luxury SUV/CUV Small Cars (Class includes subcompact and compact. Segments include sedan, hatchback, wagon, coupe and convertible.) Mid to Full-Size Cars (Segments include sedan, hatchback, wagon, coupe and convertible) Small SUV/CUV Mid to Full-size SUV/CUV/Minivan/Van Pickup Hybrid/Electric/Diesel NC News 1 month Standard non-exclusive: less than 100% of available impressions; ad serving tracks against booked impression goal Third Party 300x50 10 business days Single platform buys not available MMA sizes serve based on device type Options: Optional to bundle with desktop/tablet advertising

25 Flexible & Efficient Mobile Awareness Boost awareness and efficiency when you need it Mobile Awareness Platform: Advertiser: Mobile Tier 1, Tier 2, Auto-Related Mobile Web, iphone/android Apps All pages where make/model intent in unknown, includes home screen and menu trigger n/a 1 month Standard - non-exclusive: less than 100% of available impressions; ad serving tracks against booked impression goal Third Party 300x50 10 business days Single platform buys not available MMA sizes serve based on device type Options: This is a national buy only note: run of mobile is available nationally or by DMA

26 Flexible & Efficient Smartphone Conquest Boost targeted awareness and efficiency when you need it Smartphone Conquest Platform: Advertiser: Mobile Tier 1, Tier 2, Auto-Related Mobile Web, iphone/android Apps All pages where make/model intent in unknown, includes home screen and menu trigger n/a 1 month Standard - non-exclusive: less than 100% of available impressions; ad serving tracks against booked impression goal Third Party 300x50 10 business days Single platform buys not available MMA sizes serve based on device type Options: This is a national buy only note: run of mobile is available nationally or by DMA

27 Amplify Awareness Homepage Sponsorship Quickly accumulate large in-market audience on highest traffic page Platform: Desktop, Tablet Advertiser: Tier 1 Homepage n/a 1 week (Wed-Tue) Sponsorship: 100% impressions Third Party plus backup GIF IAB Medium Rectangle: 300x250 Billboard: 970x250 (collapsed to 970x66 or 970x90) Wallpaper: 250x550 per panel (Color transition will occur within 50 px from the base of each panel.) 10 business days Tablet devices will display static GIFs Rich media executions include video and in-unit animation (desktop only) Options: Wallpaper: option to have it clickable

28 Bring It Home Home Page Showroom & Showroom XL Connect via KBB.com s credible content style on our highest traffic page Platform: Desktop, Tablet Advertiser: Tier 1 Homepage n/a 1 week (Wed-Tue) Sponsorship: 100% impressions Third Party HOME PAGE SHOWROOM: 940x320, KBB.comproduced Agency-supplied vehicle image and copy HOME PAGE SHOWROOM XL: 940x393, KBB.comproduced Agency-supplied vehicle image and copy 10 business days each advertiser rotates position within module Home Page Showroom XL: able to use full ad canvas (no header) and could display an OEM branded ad Options:

29 Upgrade to CPO KBB.com Certified Listings Program Showcase CPO models & tout program benefits Platform: Desktop, Tablet Advertiser: Tier 1 Required to sell together: Cars for Sale CPO Model Search Results Cars for Sale CPO & Used Car Shoppers Search Results Listings UCS Cars for Sale Model 728x90 CPO Badge on each individual listing UCS Shoppers Model 728x90-100% SOV for all models within last 6 MYs Premium program added to the above bundle: Full CPO Bundle would also include the T1 UCS Shoppers Model 300x250 - all models for Last 6 MYs n/a 1 month Standard: non-exclusive, less than 100% of available impressions; ad serving tracks against booked impression goal Third Party Cars for Sale CPO & Used Car Shoppers Search Results Listings CPO Listing & 728x90 & CPO OEM-Branded Badge clickable to Overlay & Used Car Shoppers Model 728x90 &/or 300x250 5 business days Inventory Listings for CPO vehicles within the KBB.com Cars for Sale Section (OEM/ATC provides feed so it is "turned on" on KBB): Badge overlay details note the support the OEM program s MY Range

30 Quick Win Quick Links Trigger consideration for your model on KBB.com Platform: Desktop, Tablet Shoppers Home (new car intent) not available on Tablet Advertiser: Tier 1 Each page sold separately: Shoppers Home Page (new car intent) & Car Values Home Page Cars for Sale search entry page 1 month Sponsorship Options: Site-served, agency tracking tags optional Shoppers HP (new car intent) & Car Values HP Make: 15 characters max, Model: 17 characters max Cars for Sale Make: 20 characters max, Model: 20 characters max 10 business days Shoppers HP (new car intent) & Car Values HP: clicksthrough to KBB.com make & model pages Cars for Sale: clicks-through to Cars for Sale search results page Impressions/click tags optional

31 An Agile, Real-time Buying Solution Programmatic Extend ad messaging on KBB.com in real-time Programmatic Platform: Advertiser: Desktop, Tablet, Mobile Tier 1, Tier 2, Local/Reseller, Auto-Related, Motorcycle Targeting options available across awareness Pages (Excludes Home Page) & model vehicle detail pages (VDPs) KBB.com pages, excluding the home page Flexible Conquest non-exclusive & Standard: less than 100% of impressions, Regional Third Party 728x90, 300x250, 300x50, 320x50, Pre-roll Real-time - On AdX, in order to transact contact sales person through trading desk demand side platform (DSP) - Exclusive private auction, must meet criteria to have a seat Options: - Behavioral & Contextual (Intent/Segment/Make/Model) Targeting

32 Our Prime Awareness Canvas Billboard Platform: Desktop, Tablet Advertiser: Home page (Desktop/Tablet), Owners Home Page n/a 1 week (Wed-Tue) Sponsorship, Exclusive: 100% of impressions Third Party 970x250 (collapsed sizes 970x66 or 970x90) 10 Business Days

33 Relevant Consideration Messaging Owners Text Link Move shoppers pricing their vehicle to take the next step Platform: Desktop, Tablet, Mobile, cross-devices Advertiser: Tier 1 Owners Make, Owners Model Detail Pages n/a 1 Month Standard, Non-exclusive: less than 100% of available impressions Site-served, agency tracking tags optional Logo image (width: 55px; height: 30px) Ad copy (80 characters for path & pricing pages and 110 characters for options page) *Please note: character count may change for smaller view ports Impression tag Click tag (2 only if options page drives to separate place than other top links) MOBILE: MOBILE: DESKTOP, TABLET: 10 business days

34 Drive Consideration CPO Listings Module Platform: Desktop, Tablet, Mobile, cross-devices Advertiser: Tier 1 Desktop/Tablet: Used car path pages Mobile: All pages where segment is known Model 1 Month Custom display Site-served, agency tracking tags optional Desktop/Tablet/Mobile: 300x250 Desktop/Tablet: 540x business days Desktop Interaction Rate: 2.5% 30 Increase in Total VDP Views Desktop Example Visuals

35 Data-Infused Insights Direct Share Access to qualified in-market shopper behaviors to target your audience Direct Share Platform: Advertiser: Desktop, Tablet, Mobile Data cookies are collected from all KBB pages visited by consumer Data segments to be negotiated with Customer. Standard Segments include: Auto Intender, Body Style, Make, Model, Body Style by Intent, Make by Intent, Model by Intent, Motorcycle. Custom Segments also available. Annual n/a KBB.com Audience Pre-Qualified Car Shoppers Actively determining what they can afford Preparing for transaction Options: n/a n/a 1 Month - Standard Segments - Custom Segments - Offsite Impressions/Month - KBB Pricing Feeds - Reporting Hours - Automated Reporting Feed Engaging in research activities 3+ months away from purchase 1

36 Awareness & Relevance Owners Home Page Takeover Ensure exclusivity & awareness for your message early in shoppers process Owners Home Page Takeover Platform: Advertiser: Desktop, Tablet Owners Home Page n/a Half-month: 1st-15th or 16th to month-end Sponsorship Third Party 728x90 with an optional 970x250 Billboard Upgrade, 300x250, Wallpaper Add-On (Desktop only): 250x550 per panel 10 business days for Third Party, 20 business days for First Party No bundling requirements Optional Tier 2 Extension with Featured Content Tab and/or Toolbar

37 Raise the Bar Toolbar Upper Funnel/Lower Funnel Platform: Advertiser: Desktop Tier 1, Tier 2, Auto-Related Toolbar Upper Funnel - Across awareness & cars for sale pages (pages where make/model is unknown). Excludes: home page & make/model pages Toolbar Lower Funnel pages where make/model is known n/a 1 month Standard non-exclusive: less than 100% of available impressions; ad serving tracks against booked impression goal Site-served, agency tracking tags optional or Third Party 300x50 10 business days

38 Shopper Consideration Package Platform: Advertiser: Desktop, Tablet, Mobile (all intent) By segment (Desktop/Tablet): editorial; segment; new & owners model. By segment (Mobile): all intents. Segments: Entry Luxury Cars Luxury Cars (midsize & high-end) Luxury SUV/CUV Small Cars (subcompact, compact sedans, hatchbacks, wagons, coupes & convertibles) Mid to Full-Size Cars (sedans, hatchbacks, wagons, coupes & convertibles) Small SUV/CUV Mid to Full-Size SUV/CUV/Minivan/Van Pickup Hybrid/Electric/Diesel New Car News 1 month (Standard IAB), 3 month (STM) Standard/non-exclusive; ad serving tracks against booked goal, Regional Third Party IAB: 728x90, 300x250 & 300x50 KBB Produced: 300x100 desktop Spotlight template; 472x250 desktop & 300x250 mobile STM template 5 Business Days; 10 business days STM Mobile segment remains across all intents whereas desktop NC and Owners intents Options: Option to pass model key values when known Option to package mobile STM with MMA

39 Enabling Richer Ads with Live API Feeds API x x Platform: Advertiser: Desktop, Tablet, Mobile All Dependent on ad product Dependent on ad product Dependent on ad product x 2 5 0, Regional First Party 300x250, 728x90, 300x600, 970x250, 470/540x Business Days x x 9 0

40 Command Attention Native Owners SLP Introduce your model to those just entering the market with this crossplatform, native solution Platform: Desktop, Tablet, Mobile, Cross-devices Advertiser: Tier 1 Owners homepage n/a Half month 1-15, 16-EOM Sponsorship: 100% impressions Third Party 300x250, 300x50 10 business days Options:

41 Reach the Right Audience at the Right Time Audience Extension Enables access auto shoppers throughout their digital journey Direct Share Platform: Advertiser: Desktop, Tablet, Mobile, Cross-devices, Regional Offsite Data segments to Audience Intenders Offsite (multiple options) Any Standard, Non-exclusive: less than 100% of available impressions Site-served, agency tracking tags optional The following sizes apply: 160x600, 300x250, 300x50, 300x600, 320x50, 728x90 no advertiser priority order. Options: 10 business days