2018 Dealer Media Kit

Transcription

1 2018 Dealer Media Kit

2 OUR MISSION Dealers Need Your Products Your business helps dealers make more money. The trick is getting that message to the right people at the dealership, at the right moment. And no one does this more effectively than WardsAuto. By delivering your message alongside our trusted content, at the moment dealers and their managers are looking for ways to drive profitability, we help you make MAXIMUM IMPACT. WardsAuto s dual mission: Inform dealers on how to boost profits Connect vendors to dealership decision makers

3 WHO IS WARDSAUTO? A Pioneer in Automotive Insights. In 1924, our founder stood outside auto factories and took workers out for a drink after their shifts to find out how many cars they made that day. He published the data in a newsletter that was soon seen by the OEMs as more reliable than their own internal numbers. The WardsAuto reputation was born. WardsAuto s evolution: Launched magazines, online services, forecasts, events Began serving dealers in early 1970s with dealer rankings, best practices and more

4 TRUSTED EDITORIAL Decoding the Future: Opportunities and Risks. WardsAuto editorial has always taken a forward-looking approach to its industry coverage. Our editorial staff, led by veteran journalist Steve Finlay, digs beyond the headlines to find the trends and technologies that will reshape a dealer s business in the months and years to come. This objective, award-winning approach has earned WardsAuto must-read status and an unrivaled reputation in the dealer world. Fueled by industry-leading information resources: 8 full-time editors 15+ editorial contributors 8 full-time data analysts 90+ years of industry archives 10+ years of forecasted sales

5 COVERAGE TOPICS Content that Mirrors a Dealer s Profit Centers. To help dealers and their managers laser-focus on trends and product information they need, we present our content by departments that reflect their businesses: Remarketing Inventory management Trade-in appraisal Auctions Wholesale Digital Marketing Social Media Online lead providers Advertising Website creation Website maintenance Fixed Operations Parts and services Body shop Facilities Equipment Vehicle storage Dealership Management Benchmarking Trends Compliance Regulations Acquisitions Variable Ops Training Best practices Customer experience Niche selling Communication tools and techniques Finance & Insurance Financing Leasing Subprime lending Service contracts Credit insurance Commentary Dealer advocacy News in perspective Emerging trends Unique viewpoints Word from the trenches

6 OUR Getting Info to Dealers HOW and WHEN They Want it. We regularly survey dealers to stay on top of their information needs. As communication technology has evolved, so have we. WardsAuto was one of the first outlets to serve consistently updated news and analysis on a robust website and feed the latest insights to dealers with regular newsletters. And we have reinvented our traditional magazine to deliver our deep-dive features on important trends in an exciting new format. Our Channels Include: WardsAuto.com enewsletter Series Webinar Series The Big Story NEW: Print Magazine

7 WHO READS WARDSAUTO? Reaching the Entire BUYING CHAIN. No matter where your products are used in the dealership, WardsAuto has the connections to get it seen by the right people, all along the buying chain. Our subscriber base includes 30,000+ readers in the automotive retail industry and the vast majority of these are at franchised new car dealerships. We ve traditionally reached the dealer or executive in charge at every location and are also read by key department managers and staff. Our Subscribers Include: 29,600+ retail industry readers 26,000+ dealership readers 14,000+ dealer/owner/presidents 2,000+ department managers

8 MAGAZINE: DEALERS dealers / JANUARY 2018 Returning to Print in 2018 WardsAuto Magazine: Dealers is The Management Magazine for Auto Dealership Professionals. This quarterly print magazine provides the information today s dealer needs to improve dealership efficiency and profitability. Each issue includes in-depth analysis of major industry news and events that affect dealership operations across the country. Its 18,000 circulation includes Dealer Principals, GMs, Department Managers and other senior-level leaders. Issues Focused on Topics Such as: FORUM: When they re ready to buy, they re really ready PROFILE: Former teacher wants her family dealership to get A+ Dealership Management Sales Fixed Operations Digital Marketing Finance & Insurance Remarketing

9 MAGAZINE: DEALERS dealers / JANUARY 2018 FREQUENCY: Quarterly AUDIENCE: 18,000+ dealers, dealership staff AD SIZE 1x 2x 4x Spread $11,800 $10,600 $9,440 Back Cover $8,400 $7,550 $6,700 Full Page $7,200 $6,500 $5,750 Half Page Horiz. $4,500 $4,050 $3,600 SPECIFICATIONS: Contact your WardsAuto representative FORUM: When they re ready to buy, they re really ready PROFILE: Former teacher wants her family dealership to get A+ All rates are net

10 THE BIG STORY THE BIG STORY / OCTOBER 2017 WardsAuto: The Big Story The Big Story is an in-depth To Dealers, EV SALES Have Nowhere to Grow BUT UP BY ALYSHA WEBB As workers in the high-tech neighborhood in Santa Monica, CA, known as Silicon Beach emerge from their office buildings for lunch, they migrate to a table on a side street. There, they line up to register for test drives of a Chrysler Pacifica Hybrid plugin hybrid-electric minivan and a Fiat 500e battery-electric vehicle. examination of a vital trend impacting the industry. This monthly feature delivers the thoughtful, beyond the headlines approach to automotive coverage that industry professionals have come to expect from WardsAuto throughout our 90+ year history. Think of it as a magazine boiled down to its essence and built to be consumed however each reader wants it, while offering impactful opportunities A deep-dive, laser focus on a single vital topic Optimized for reading on desktop, mobile and printouts to deliver your message throughout. Each Issue is: Pushed 2x/month via Promoted online and via social media

11 DETAILS AND RATES FREQUENCY: Monthly Issue, 2 alerts per month AUDIENCE: 30,000+ dealers, dealership staff, vendors and allied FORMAT: PDF, optimized for desktop, mobile screens, and printouts AD SIZE 1x 3x 6x 12x Page $3,000 $2,800 $2,600 $2,400 Horizontal $2,000 $1,800 $1,600 $1,400 Vertical $2,000 $1,800 $1,600 $1,400 1/2 Vertical $1,000 $900 $800 $700 * * * * ISSUE SPONSOR $2,000 $1,800 $1,600 $1,400 Each issue to have a single ISSUE sponsor, who will get: Banner ads in the two monthly issue alerts Banner ad on The Big Story page on WardsAuto.com Referenced in multiple social media posting * Rate is in addition to ad buy in same issue(s) as sponsorship. Ad files to be provided as high-resolution (300 dpi) JPG or PDF files

12 DEALER AUDIENCE Leading Online Resource for the Successful Dealer. WardsAuto.com is THE SOURCE for unique insights from our editors and columnists covering all aspects of dealership management and new products helping them make more money. Plus, it s the exclusive place to find features like Wards 10 Best Engines, our extensive coverage of the world s major auto shows and conferences, and sales forecasts from our trusted analysts. This beyond-theshowroom look at what the OEMs are up to and what consumers think makes us a MUST-READ for dealers. WardsAuto.com s Dealer Audience: 37% Dealer/Owner/Principal 22% General Manager 23% Sales/Internet Manager 18% Other Departments

13 RESOURCE CENTERS Own Your Topic With A WardsAuto Resource Center Combine your content with ours and serve it to a wide, attentive audience. Position yourself as an expert by partnering with a world-leading provider of industry insights and analysis, and present your message to customers at the moment they are most tuned-in to the topic in which you want to be top-of-mind. You ll get a dedicated area beside our trusted editorial to promote items that establish you as a leader in the Resource Center topic. Offer white papers, videos, infographics and more! Be the Exclusive Content Sponsor: F&I Remarketing Variable Ops Fixed Ops Digital Marketing And More!

14 NEWSLETTERS Well-Read, Laser-Targeted WardsAuto enewsletters. WardsAuto sends timely updates of news, columns, best practices and analysis several times a week to an engaged audience of nearly 30,000 industry professionals. Traditionally well-read, these curated WardsAuto Dealer Edition Weekly roundup of news, columns and insights, sent each Tuesday WardsAuto Dealer 5 Informal collection of five must-know items, sent 3 times a week WardsAuto CX Edition Aimed at trends in enhancing the customer expereince at the dealership briefs are the perfect environment for your message. Whether you run an attention-grabbing banner or text-based message immersed within our editorial, you will repeatedly reach our engaged, decision-making audience. WardsAuto enewsletters Feature: Responsive Design Great readability on desktop or mobile devices Multiple ad formats for maximum impact

15 NEWSLETTERS DEALER EDITION Our weekly alert on the latest news, trends, columns and product information sports a bold, clean new design that is responsive on mobile devices. We can embed your message in ways that are attractive and make an impact no matter what device the reader is using. AUDIENCE: The WardsAuto Dealer Edition is deployed to approximately 29,600 subscribers on a weekly basis. This includes all available addresses from our WardsAuto Dealer Business magazine subscriber base of owner/ principals at nearly every franchised new car dealership in the US, along with key department managers. SPONSORSHIP POSITIONS: Lead Sponsor Your company will enjoy top visibility in the enewsletter with a 580 x 80 banner above the lead story. $5,450/mo net Banner Sponsor Your 580 x 80 ad will appear within the newsletter body. $3,650/mo net Text Ad Sponsor Your 60-word plus link ad, and bonus 180 x 150 banner appearing alongside it, will appear surrounded by editorial. TOP TEXT AD POSITION (below lead story): $4,200/mo net RUN OF NEWSLETTER: $3,650/mo net AD SPECS Ad creative is collected on a monthly basis and are due 5 business days in advance to the campaign start date. Clickthrough URL must be provided. Pixel Size: 580 x 80, 180 x 150 Max File Size: 40 KB Accepted Formats: GIF or JPG Rich media is not accepted for enewsletter placements. Regarding Animated GIFs We discourage the use of animation in GIF files, as popular programs will not display animations. We will accept Animated GIFS within these parameters: Looping: 3 times Max Frames: 4 First frame should be a stand alone image for readers who do not see the animation.

16 NEWSLETTERS THE DEALER 5 Our newest newsletter, the WardsAuto Dealer 5, is an informal, bite-size update on hot items of the day, or the five things a dealer needs to know right now. Infused with a lighthearted tone and Editor Steve Finlay s inimitable sense of humor, the Dealer 5 newsletter has quickly become a must-read for dealers who need to be in the know, on the go. AUDIENCE: The WardsAuto Dealer 5 is deployed to approximately 26,000 subscribers on a weekly basis. This includes all available addresses from our WardsAuto Dealer Business magazine subscriber base of owner/principals at nearly every franchised new car dealership in the US, along with key department managers. SPONSORSHIP POSITIONS: Lead Sponsor Your company will enjoy top visibility in the enewsletter with a 580 x 80 banner above the lead story. $9,750/mo net Text Ad Sponsor Your 180 x 150 banner plus 60-word message plus link will appear surrounded* by our well-read editorial items. $6,400/mo net (Positions available after first, third and fifth articles.) AD SPECS Ad creative is collected on a monthly basis and are due 5 business days in advance to the campaign start date. Clickthrough URL must be provided. Pixel Size: 580 x 80 Max File Size: 40 KB Accepted Formats: GIF or JPG Rich media is not accepted for enewsletter placements. Regarding Animated GIFs We discourage the use of animation in GIF files, as popular programs will not display animations. We will accept Animated GIFS within these parameters: Looping: 3 times Max Frames: 4 First frame should be a stand alone image for readers who do not see the animation.

17 NEWSLETTERS CUSTOMER EXPERIENCE EDITION Each week we alert our dealer audience on issues and trends related to the customer experience -- new technologies, marketing techniques and customer service best practices aimed at increasing overall satisfaction of the vehcile buyer s overall shopping experience. AUDIENCE: The WardsAuto Customer Experience Edition is deployed to approximately 29,600 subscribers on a weekly basis. This includes all available addresses from our WardsAuto Dealer Business magazine subscriber base of owner/principals at nearly every franchised new car dealership in the US, along with key department managers. SPONSORSHIP POSITIONS: Lead Sponsor Your company will enjoy top visibility in the enewsletter with a 580 x 80 banner above the lead story. $5,450/mo net Banner Sponsor Your 580 x 80 ad will appear within the newsletter body. $3,650/mo net Text Ad Sponsor Your 60-word plus link ad, and bonus 180 x 150 banner appearing alongside it, will appear surrounded by editorial. TOP TEXT AD POSITION (below lead story): $4,200/mo net RUN OF NEWSLETTER: $3,650/mo net AD SPECS Ad creative is collected on a monthly basis and are due 5 business days in advance to the campaign start date. Clickthrough URL must be provided. Pixel Size: 580 x 80, 180 x 150 Max File Size: 40 KB Accepted Formats: GIF or JPG Rich media is not accepted for enewsletter placements. Regarding Animated GIFs We discourage the use of animation in GIF files, as popular programs will not display animations. We will accept Animated GIFS within these parameters: Looping: 3 times Max Frames: 4 First frame should be a stand alone image for readers who do not see the animation.

18 DEALER RANKINGS Ranking Coverage Included in: The top dealers ranked by webdriven sales, with best practices and trend analysis. APRIL 2018 The industry s longest- running ranking of the top consolidators illustrates trends in dealer groups MAY 2018 We rank the top 500 individual dealership locations by total revenue, with dealer profiles to showcase the secrets of their success. JUNE 2018 An increasingly important dealership profit center, the The top dealers ranked by webdriven sales, with best practices world of F&I is worthy of its own WardsAuto and ranking, and we trend analysis. APRIL 2016 deliver it, ranking dealers by F&I sales. JULY 2018 Top dealers maximize profits through the entire life of a vehicle, and our WardsAuto Service 150 will celebrate those who do it best. AUG An increasingly 2018 important dealership profit center, the world of F&I is worthy We examine which dealers are of its own WardsAuto ranking, and we performing best in used vehicle deliver it, ranking dealers by F&I sales. sales, sharing best practices from JULY 2016 those making the most of this vital department. SEPT 2018 WardsAuto.com enewsletter series The Big Story feature Social media posts WardsAuto Dealer Rankings Profile Top Operations. Get great visibility with the top dealers in the country. Sponsor the WardsAuto dealer rankings to position yourself as a leading solution provider who can help dealers make more money and earn spots on our lists. We re in our third decade of ranking top dealership operations, offering profiles of successful dealers and department managers and offering best practice insights and trend analysis.

19 PRIMARY AD POSITIONS 728x90 Top 300x250 Left 300x250 Right 300x250 Left 300x250 Left 300x250 Left 300x x90 The New WardsAuto Offers More Banner Options 728 x 90 Top ($94 CPM) and Bottom ($58 CPM) 300 x 250 Top ($94 CPM) and Bottom ($58 CPM) The 300x250 Right unit is a flex unit 300x250 Left 728x90 Interscroller The right 300x250 position can serve either a 300x250 or a 300x600 at any time

20 Example of a native ad article LS NE AN CH NATIVE ADVERTISING Sponsored Content that Matches the Format and Appears Alongside of WardsAuto Content Native ad label Company recognition Can be tagged and showcased in selected content channels Is pushed to content channels, recent headline feeds, search results, related content, etc. Can be pinned to a fixed location on related channel pages and and as related content where appropriate

21 TOPIC SPONSORSHIP 1 2 Sponsored Content that Matches the Format and Appears Alongside of WardsAuto Content Can be tagged and showcased in selected content channels Is pushed to content channels, recent headline feeds, search results, related content, etc. Can be pinned to a fixed location on related channel pages and and as related content where appropriate GREAT FOR: Educational content Content marketing Thought leadership

22 THE WELCOME AD A Can t-miss Banner that Appears on a User s First Visit in a 12-Hour Period GREAT FOR: Simple compelling message Product launches Consumer education Lead generation PERFORMANCE:.95% CTR versus.17% average banner CTR

23 IN-ARTICLE VIDEO Optimal user experience and viewability through in-article placement Audio starts on mouse rollover or click. GREAT FOR: Branding New Products & demos Short second videos

24 LS NE AN CH THE PAGEWRAP High-Impact Visibility Encompassing the Entire Page GREAT FOR: Branding New offerings Spotlighting product awareness PERFORMANCE: 1.54% CTR versus.17% average banner CTR

25 THE JUMBOTRON 2) Expands over content to 970x700 1) Starts in 300x600 half page ad position in right rail Large, Interactive Experience Showcasing Multiple Assets GREAT FOR: Education Content marketing Product awareness, specs, demos, videos

26 THE CANOPY 1) Starts as a standard 728x90 leaderboard 2) Expands to 970x250 on click 3) At scroll, locks to top of browser as 970x45 Large, Persistant Presence on the Page Offers click-to-expand to find App like functionality including video, photo galleries, mapping, etc. GREAT FOR: Content marketing Product demonstrations Storytelling

27 LS NE AN CH FLOOR AD Exposure that Remains On Screen as Users Scroll Spotlighting messages, products, announcements, launches. Great user viewability. GREAT FOR: Branding building Spotlighting content Product awareness PERFORMANCE:.79% CTR versus.17% average banner CTR s

28 IN-ARTICLE EXPANDER 1) Starts as 728x90 leaderboard, positioned between two articles 2) Expands to 970x700 billboard at user click BENEFITS Optimal user experience and viewability through in-article placement Between-Article Ad Audio starts on mouse Expands for Even rollover or click Greater Can be closed Exposure and dismissed GREAT In-stream FOR: branding, viewable within Branding editorial content flow. Great New Products user viewability. & demos Short second video GREAT FOR: Content marketing Product demonstrations Lead generation

29 LS NE AN CH GALLERY / SLIDE SHOW 728x90 300x250 In-gallery interstitial <<< Gallery interstitial ad High-Visibility Exposure in Well Trafficked Features Persistent branding while user navigates through gallery Multiple ad positions: 728x90, 300x250 or 470x440 in-gallery after every 5th slide in the gallery GREAT FOR: Branding Showcasing multiple messages or products

30 CUSTOM OPPORTUNITIES OPPORTUNITY Facebook Live A service to offer marketers that are using FB Live to create a 4-8 minute event from within an event. Includes production + moderator + marketing. StoryScapes Visually-rich, interactive landing page that is mobile friendly and offers deeper use engagement. Multiple applications for monetization. Leverages content marketing trend to visual web. Content Engagement Center A customized environment that houses assets around a given topic and allows user to binge consume, while offering the deeper user engagement metrics that marketers are looking for. Explainer Videos Explainer videos are quick, engaging video segments that deliver messages effectively. Length usually ranges between 30 seconds to 90 seconds. Ideal to use to help explain a particular product or initiative.

31 CUSTOM OPPORTUNITIES OPPORTUNITY State Of research Combines expert analysis in addition to research results data, and presented in new format that is designed for widespread user consumption and better UX. Under :30 Live The condensed down version of a webinar that can be developed around themes such as product demo, best practices, research, or case study. Moves thinking away from typical webinar being 60 minutes with several speakers, and opens up new applications for existing offerings and established workflow process.

32 CONTENT MARKETING OPPORTUNITY White Papers Essential Guides Establish subject matter expertise and thought leadership while driving high quality leads. ebooks & Digital Magazines These products contain rich content and are employed to establish you as an authority in your industry. Custom e-newsletters Highly engaging editorial content created for your target customer/market that we market to our audiences. Top 10 Cards Brief pieces that provide a series of tips or steps that help your customers solve a problem or guide them in a buying decision. Video Blog Add a compelling visual appeal to a standard blog, and increase sharing among business communities. We can create virtually any type of content you need! Creating compelling content for auto industry professionals your customers is what we do. Infographics Use data visualization and social sharing to draw a wider viewing audience into information that might otherwise be hidden. Whether you want to connect with customers via video, social media, white papers, enewsletters or any other form of communication, WardsAuto can create customized content to carry your message and deliver it to our database of readers as well as your own list of customers. This page illustrates just a sampling of what we can do. Have more ideas? Let s brainstorm together!

33 AUDIENCE EXTENSION OPPORTUNITY STAY IN FRONT OF YOUR MOST VALUABLE PROSPECTS ONLINE Millions of decision makers engage with Penton brands daily to get critical information to grow and run their businesses successfully. Audience Extension helps you stay in front of those business people, keeping your brand top of mind and encouraging response. 1) Client identifies 2) We match target 3) Target audience target audience audience to our sees client ads database Select audiences based on demographics and/or behaviors 1 st Party Data unique to Penton s Audience Extension program Clients increase their reach and visibility to the right decision makers Ads served on Penton and brand-safe websites (CNN, CBS, ESPN, TripAdvisor, etc)* USEFUL FOR Increasing ad visibility with your identified audience Lifting response with additional touch points Account-based marketing Reaching identified targets on Facebook * We put quality and quantity restrictions in place for a non-intrusive user experience.

34 CONTACT US TODAY Managing Director LARRY SCHLAGHECK ph: Detroit/Midwest U.S. DYANNA HURLEY ph: Director of Strategic Accounts MARLA WISE ph: Regional Manager BILL DOUCETTE ph: Let s start building a campaign to turn our audience into your next customers!