1 AUTOTRADER.COM “OVERDRIVE” COLLABORATING FOR SUCCESS JOSH SEARCY SENIOR MANAGER, DISPLAY ADVERTISING PRODUCTS, AUTOTRADER.COM. JEN SCHREIBER DIRECTOR, PUBLISHER SALES, POINTROLL

22 Who we are Overdrive overview Bringing Overdrive to life Measuring success Questions AGENDA

33 WHO WE ARE Internet's ultimate automotive marketplace and consumer information website Aggregates millions of new, used and certified pre-owned cars from thousands of auto dealers and private sellers The leader in rich media ad serving and creative development Online display In-stream video Dynamic ad generation and optimization Mobile and tablets Social

44 AutoTrader.com had vision to create a unique premium offering for advertisers unlike anything else in the Automotive category. Value proposition of audience is the primary driver. The Challenge Create a deeply integrated premium execution; a partner is needed to fully execute The Solution Long-standing relationship with PointRoll Shared focus on innovation and quality Multiple “white label” ad units Common clients Established processes and teams Common approach to simplify complexity THE CHALLENGE

55 OVERDRIVE OVERVIEW Ultra-premium, custom advertising experience launched from AutoTrader.com homepage and carrying through to other areas of the site Runs for one week on homepage, search form and on the mobile website Integrates unique rich media features not available in any area of the site

66 TEAM OVERDRIVE Every Overdrive campaign execution managed by team within Product Management division; team serves as hub for all AutoTrader.com, client, PointRoll communication Creative services provided by AutoTrader.com for homepage, search form, mobile and tablet. We treat the campaign as a light redesign Complete analytic assessment delivered by AutoTrader.com One dedicated technical specialist manages all Overdrive campaigns for process and product consistency Supported by client-specific project managers Consistent Flash / HTML5 development and programming team Testing, tracking, QA Automated reporting and post- campaign analysis

77 PROJECT TIMELINE 90 DAYS TO LAUNCH 60 DAYS TO LAUNCH 30 DAYS TO LAUNCH

8 THE CAMPAIGNS

99 CAMPAIGNS TO DATE

1010 OVERDRIVE FOR TABLET Desktop Tablet

1111 Deeper integration means we can demonstrate a variety of KPIs Ad unit performance Interaction rate, time spent with unit, in-unit activity details, click details Sponsorship impact within AutoTrader.com Volume increase in shopping behavior, new car listing activity, research Impact on share of segment metrics Post-week performance Site activity rank New car leads Advertising effectiveness study MEASURING SUCCESS

1212 Results to date Time spent actively engaging with homepage units exceeding 2 minutes Expandable rich media ads generally average seconds Incredible lift in brand activity on AutoTrader.com Volume increases across Searches, Shoppers, etc Direct impact to Share of segment gains; outpacing the competition Measurable increases to advertiser metrics Unaided Awareness, Message Association, Brand Favorability, etc OVERDRIVE PERFORMS!

1313 Let’s talk brand strategy; how can we best bring that to our audience? Define objectives; we bring a lot metrics to the table Plan ahead and start early; engagement model: how can we best partner? Assign project owner(s) and involve creative teams Understand the moving pieces on both sides Good things take time RECOMMENDATIONS

14 QUESTIONS?