Creating Customized Solutions

Transcription

1 Creating Customized Solutions We Work Collaboratively to Deliver High-Impact Results Kelley Blue Book partners with advertisers to create tailor-made products and campaigns that meet unique goals and objectives We tap our deep resources in data and insights to develop new concepts that integrate with KBB.com shoppers primary tasks delivering a utility while promoting your models strengths KBB.com s trusted content offers unparalleled opportunities to develop native and integrated solutions that increase credibility and engagement Our in-house creative and production teams help minimize resource strain and friction to execute complex campaigns smoothly 1 Custom Campaign

2 Differentiated Performance INTEGRATED BRAND CHANNEL Great Engagement Enhanced Rotating Content Module performed significantly stronger than leaderboard benchmarks RCM CTR 1.30% vs. LB CTR of Benchmark 0.23% 466% Lift Increased engagement on Model Lines Model Line CTR 37.4% vs. Model Line CTR of Benchmark 20.4% 83% Lift Increased Conversion to Model Page 42% of visitors to Case Study Brand Make pages converted to YMMT 47% above benchmark Time on Site increased by more than 100% 2 This is a new product, actual results may vary based on brand. Case Study metrics based on two Non-Luxury brand partners. Source: DFP Analysis Type: Integrated Brand Channel (IBC) vs Benchmark; case study brands make page elements on IBC vs. traditional make page of all other brands during the same time period, Time range: April 1-June 15, CASE STUDY

3 Differentiated Performance INTEGRATED BRAND CHANNEL Great Engagement Enhanced Rotating Content Module performed significantly stronger than leaderboard benchmarks RCM CTR 1.30% vs. LB CTR of Benchmark 0.23% 466% Lift Increased engagement on Model Lines Model Line CTR 37.4% vs. Model Line CTR of Benchmark 20.4% 83% Lift Increased Conversion to Model Page 42% of visitors to Case Study Brand Make pages converted to YMMT 47% above benchmark Time on Site increased by more than 100% 3 This is a new product, actual results may vary based on brand. Case Study metrics based on two Non-Luxury brand partners. Source: DFP Analysis Type: Integrated Brand Channel (IBC) vs Benchmark; case study brands make page elements on IBC vs. traditional make page of all other brands during the same time period, Time range: April 1-June 15, CASE STUDY

4 New Car Tablet Experience Sponsorships Drive Lift in Brand Visits and Share of Category Brand Sponsorship Category Sponsorship Brand A & Brand B saw an average of 120% lift in Brand Visits and 612% lift in share of sponsored category (SUV) Brand C saw 71% increase in Brand Visits and 178% lift in share of sponsored category (Crossover) 4 * This is a new product, actual results may vary based on brand. Case Study metrics based on SUV & Brand Center Sponsors in January 2014 and April 2014 (Brand visit Lift vs. Dec and M arch 2014) CASE STUDY

5 Category Sponsorship Placements Perform Luxury CTR 2014 Category Sponsorship Average Metrics Non-Luxury CTR Category Center Interstitial 2.65% Model Center Interstitial 2.74% Ghost Compare 0.34% Category Center Interstitial 2.79% Model Center Interstitial 2.76% Ghost Compare 0.18% 5 This is a new product, actual results may vary based on brand. Case Study based on SUV & Brand Center Sponsors in January 2014 and April 2014 (Brand visit Lift vs. Dec and M arch 2014) CASE STUDY

6 Demonstrate Your Affordability: Trade-In Evaluator Maximize relevancy with personalized calculation that drives action Trade-In Evaluator receives 2.2 X HIGHER CTR on average than standard 300x250 on pricing page Capture competitive owners attention at earliest trigger point KBB.com s Trade-In Values page with valuefocused message Prove how affordable and easy a trade-up to your model could be Named Best Automobile Online Ad 6

7 Proven Results January 2014 Case Study Demonstrates the ROI of Sponsoring KBB.com Content & Touting Accolades

8 Article Visits Sponsored Articles See Three-Fold Spike in Visits January 2014 case study results demonstrate that sponsoring KBB.com editorial content drives 3.2x traffic boost in four weeks 9,000 Traffic to Sponsored Luxury Sedan Articles 8,000 7,000 6,000 5,000 4,000 3,000 1/1 Launch 2,000 1, Source: Omniture Data Top 10 Best Luxury Sedans Under $40,000 and Best Luxury Sport Sedans 14 11/14/2013 1/26/2014

9 Sponsor s Traffic Sponsoring KBB.com Content Doubles New Car Traffic Advertiser gets big boost in visits to its new car model pages December 2013: Pre-sponsorship of article sees 1,127 visits January 2014: Sponsorship of article results in 2,404 visits 6,000 Advertised Model s Traffic 5,000 4,000 3,000 2,000 1,000 0 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Total Visits Visits From Sponsored Articles 9 Source: Omniture Data 1/1/2013 1/31/2014 *Top 10 article live 11/14 Latest News article live 12/6

10 CTR Sponsor s Ads on 10 Best See up to 2.8x Benchmark Despite low ranking on list, advertiser s model steals attention from #1 0.30% 0.25% Advertiser s Model Performance on 'Top 10 List 2.8x CTR Benchmark 0.20% 0.15% 0.10% 0.05% Benchmark.091% 0.00% Sponsor s Page #1 on list 10 Source: DFP-P Data Top 10 Best Sedans Under $25,000 Placements 1/1/2014 1/26/2014

11 Ads Touting Accolade Perform at 3.14x Benchmark Targeting with a credible and relevant message multiplies engagement Broad reach to our most relevant shoppers: Tout Ad: Named a KBB.com 10 Best Xs of 2014 Tout Ad: Named a KBB.com 10 Best Xs of 2014 Tout ad: One of KBB.com s 10 Best Xs of Source: DFP-P Data Jan 1, 14 Jan, 31, 14 *Benchmarked Against: OEM Advertisers (2013) Run of Site

12 Traffic Share Net Result: Sponsor Surges Past Competitors In just four weeks, advertiser s model overtakes two key competitors 30.00% Sponsor Model s Share of Competitive Traffic 25.00% 20.00% 15.00% Sponsor s January Jump 10.00% 5.00% 0.00% Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Model 1 Model 2 Advertiser Model Model 3 Model 4 Model 5 Model 6 12 Source: Omniture Data 1/1/2013 1/26/2014