1. Viewability
We know how important it is to FCA and it is important to KBB

2. Viewability Improvements are ongoing
Evolving experiences
Optimizing pixels and ad tags to reduce page weight
Homepage
Testing new ad formats
Implementing user interface optimizations (i.e. AutoScrolling)
Owners Experience
Start with long term and short term optimization comment. This is long term optimizations…
Mobile Site

3. Top Viewable Sponsorships Home Page Sponsorship
The home page remains the most viewed page on KBB and the best opportunity to create impact in one single space
The page will be redesigned in early with focus increasing viewability, engagement, and personalizing the experience
82% In-View
78% In-View
67% In-View
Short term, some things that can be taken advantage of now
Source: Moat Jan-June 2016

4. Top Viewable Sponsorships Secondary Landing Page Sponsorships
Shoppers Landing Page Sponsorship
The secondary landing page sponsorships consist of the Shoppers Landing Page (SLP) and Car Values page
Both pages are the first click off the Home Page and where current vehicle valuations or new car research begins and consist of high user interaction
91% In-View
728x90 or 88% In-View
92% In-View
89% In-View
92% In-View
Car Values Sponsorship
Source: Moat Jan-June 2016

5. Top Viewable Sponsorships Zip Code Overlay
Zip Code overlay is launched by the 3rd page view that a user sees, along with the Zip Code request box
The overlay is a brand building unit that allows for user engagement through hot-spotting and focusing on elements of the vehicle
97% In-View
FCT & Toolbar offered at
Source: Moat Jan-June 2016

6. Top Viewable Sponsorships Featured Content Tab (FCT) & Toolbar
The Toolbar and FCT are both units that are anchored on the page to ensure viewability and awareness
Optimizations in 2016 included:
Eliminating the overlay’s (can still be done as a custom creative) to allow for direct click- thru to the OEM site
Making creative turnkey, with the toolbar now being able to utilize 300x50 creative and the FCT a 120x240
Both units are available for Segment, BT, and retention
93% In-View
94% In-View
FCT & Toolbar offered at
Toolbar
Source: Moat Jan-June 2016

7. Audience Extension DISPLAY VIDEO CROSS-DEVICE
Audience Extension provides a white-glove purchasing structure that offers Relevant, Premium Quality, Timely In-Market Auto Shoppers and can be targeted at a viewable rate
DISPLAY
VIDEO
CROSS-DEVICE
Reach your prospect while they are on their desktop or on the move
Grab and keep their attention with an engaging video at just the right time
Define reach and frequency across desktop, mobile, and tablet devices
Creative Sizes:
300x250, 320x50, 728x90, 160x600, 300x600, 250x250, 970x250, etc.
Creative Types:
Standard
Expandable
Inventory Type:
Standard, Small, Large, HD, Premium Video
Creative Types:
In-banner Video – HTML5
In-stream Video – VAST / VPAID
Creative Sizes:
300x250, 320x50, 728x90, 160x600, 300x600, etc.
Creative Types:
Standard, Rich Media Cube, Rich Media, Standard Video
46% of car buyers used a Smartphone to research and shop prior to purchasing a vehicle
*2016 Car Buyer Journey provided by Autotrader and Kelley Blue Book
80% of users recall a video ad they viewed in the past 30 days.
**Online Publishers Association 2015
Users exposed to a brand’s messaging across multiple screens were 25% more likely to click on the brand’s ads*
*Tapad specific case study with Leading Auto Manufacturer

8. Owners Redesign
Owners unique audience

9. as shopper’s needs evolve,
More people use KBB.com to determine trade-in values than all other sources combined1
as shopper’s needs evolve,
so must our experience
1: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: By the way, did you trade in your vehicle?
Q: What sources did you use to determine the trade-in value?

10. Evolving The Owners Experience
In redesigning the Owners path, we are focused on…
Increasing user engagement and satisfaction
Simplifying and refining the path
More personalized shopping tools
Increased confidence in vehicle values
Provide more context on value calculations
Educate and reinforce our use of robust, local, and timely data
Lead-In Page
Pricing Page
Increasing user engagement and satisfaction
-Simplifying and refining the path
-More personalized shopping tools
Increased confidence in vehicle values
-Provide more context on value calculations
-Educate and reinforce our use of robust, local, and timely data
Building awareness of KBB content
-Encourage exploration of New Car and Editorial content
-More tools and hooks to get Owners to start thinking about their next New car
Setting Owners up to scale
-Set groundwork for responsive-adaptive environment across 4 viewports

11. Evolving The Owners Experience
Additionally, the redesign is focused on…
Building awareness of KBB content
Encourage exploration of New Car and Editorial content
More tools and hooks to get Owners to start thinking about their next New car
Setting Owners up to scale
Set groundwork for responsive-adaptive environment across 4 viewports
Ensuring viewable advertising
Autoscroll on lead-in page
Lead-In Page
Pricing Page
Increasing user engagement and satisfaction
-Simplifying and refining the path
-More personalized shopping tools
Increased confidence in vehicle values
-Provide more context on value calculations
-Educate and reinforce our use of robust, local, and timely data
Building awareness of KBB content
-Encourage exploration of New Car and Editorial content
-More tools and hooks to get Owners to start thinking about their next New car
Setting Owners up to scale
-Set groundwork for responsive-adaptive environment across 4 viewports

12. Native Owners Landing Page
Highlights
Introduce your model to those just entering the market with this cross- platform solution
Native integration/sponsored placement located next to the start of the Owners experience with 2 creative options and is highly viewable
Launching 8/25

13. Native Owners Landing Page
Highlights
The native creative will run cross-platform in 4 viewports on adapting Owners Landing Pages
Initial desktop test show strong CTR and solid growth in New Car visits
Mobile
Tablet
DEsktop
Phablet
3% CTR drove a 29% increase in New CarYMMT Visits

14. Owners Text Links Sponsorship
options page
Opportunity
Natively introduce your new model and highlight it’s strongest selling point to sub-segment shoppers just entering to the market
As Owners select the options in their current vehicle, prime them with what to look for in their next
Model messaging on path and pricing pages
Feature of model on options page
Stay connected in your vehicle with UConnect
Learn More
Text links are occurring within the page as users on engaging with content

15. Monthly Budget Calculator
Opportunity
Integrated site tool helps Owners discover their next vehicle based on what fits within their monthly budget
Trade-in value pulled into tool on Pricing Page, to adjust payment and bring added relevance for shopper
Sub-segment sponsorship opportunity helps introduce core models to shoppers searching by monthly payment
First bullet point – talk about how I start shopping based on price point Second bullet point – this is similar to trade evaluator and fuel calculator and see’s high success based on personal relevancy

16. Content Infused Creative
Many OEM’s utilize our quotes and awards in messaging to lend 3rd party validation to the brand, thus we’ve started working where we take our content and working to include in creative

17. Tap Into Our Unique Data to Tailor Creatives and Serve the Most Relevant Message – KBB API
Infuse KBB content and data in to your creatives, giving consumers a powerful but simple research tool
Can be utilized in standard placements such as sponsorships and BT, as well as used in Audience Extension
300x600
300x250
728x90

18. On-Site Content API Ads
Available Content Data Points
Leverage trusted and reputable content from KBB.com to power and enrich ads

19. Facebook Audience Extension

20. Facebook Audience Extension
Facebook Audience Extension allows FCA to reach the largest US auto shopper audience by utilizing both KBB and Autotrader data on the Facebook and Instagram platform’s
Opportunity
Ability to reach up to 14MM in-market unique users
White-glove service provides hands-off management with a platform you already know works
Reach 75% of all US auto purchasers, with no data loss as data is collected entirely online
Reach users that fit into any strategy will numerous targeting opportunities
Instagram and FB

21. Anonymous user visits Autotrader. com or KBB
Anonymous user visits Autotrader.com or KBB.com (desktop or mobile) to research, price or check vehicle availability

22. As the user browses the site, their session is tracked and they are placed in audience segments based on their on-site behavior

23. Cox Auto imports those audiences into Facebook, allowing clients to deliver highly targeted ads to in-market shoppers
Although desktop visuals only, targeting on to mobile and vice versa is immediate based on fb login
Photo link

24. Cox Auto offers advertisers a unique audience of in-market shoppers when compared to Polk / DataLogix
New Car Audience
Audience Overlap: 18%
Audience
Overlap1
New Sedan shoppers
14%
New SUV Shoppers
16%
New Truck Shoppers
17%
New Luxury Shoppers
11%
29MM
Polk/
Datalogix
14MM
Cox Auto
1 Based on analysis between Cox Automotive new body style audiences and the comparable Polk/DataLogix Max In-Market new car shopping audience

25. Cox Auto Audiences Performance vs. Polk / Datalogix
Cox Auto In-Market Shopper Audiences (vs. Polk)
39% Higher CTR
175% Higher Conv. Rate
22% Lower Cost/Conv.*
Cox Auto In-Market Model Shopper Audiences (vs. Polk)
64% Higher CTR
497% Higher Conv. Rate
57% Lower Cost/Conv.*
Results based on national and regional Facebook campaigns comparing the performance
of Cox Auto in-market audiences to the Max In-Market Polk automotive audience
Smaller and tighter
* Includes Cox Auto data and management fees

26. Precision Cox Auto Targets & Facebook Combining Offers Significant Reach
Cox Auto audience targets include:
Intenders
Make & Model
Trade-In
Competitors
Can filter by new, used, and CPO shoppers
Cox Auto audience can also be combined with Facebook targets to include:
Demographics: Age, gender and spoken language
Location: Where the user lives or current location
Connections: Users who like certain pages and their friends
Behaviors: Find customers based on the things they do on and offline
Interests: Choose from hundreds of categories like movies, sports and shopping

27. Mobile Evolution
With the continued shift in mobile audience, mobile continues to be a focus for KBB

28. Shoppers will continue to research online & across multiple devices
Car buyers who use multiple devices to shop for a car
42%
80%
20202
Today1
Source: 2015 Automotive Buyer Influence Study, IHS and Autotrader
Autotrader forecast, 2015

29. % Using a Smartphone to Shop
Majority of younger shoppers are on smartphones Nearly two-thirds of Millennials and Gen X use smartphones to shop
% Using a Smartphone to Shop
63%
66%
Millennials
Gen X
Source: 2016 Car Buyer Journey, IHS Automotive

30. Mobile-only shopping skews younger Gen X shoppers are the most likely to only use mobile, followed by Millennials
Source: 2016 Car Buyer Journey, IHS Automotive
Base: Younger Millennial (n=57, MOE +/- 13.0%), Older Millennial (n=292, MOE +/- 5.7%), Millennial (n=349, MOE +/- 5.2%), Gen X (n=347, MOE +/- 5.3%), Boomer (n=852, MOE +/- 3.4%), Pre-Boomer (n=321, MOE +/- 5.5%)
Q99. Which of the following devices did you use to help you during the researching and shopping process?

31. 2016 Smartphone Redesign improving site utility
+21%
TOTAL UNIQUE VISITORS YoY
+12%
TOTAL PAGE VIEWS YoY AD AD AD
Shortened path by longer scrolling pages
Lazy load of 3 ads at a time
Source: comScore Media Metrix % Change Media Trend, Jun 2015 & Jun 2016

32. Homepage Editorial Sponsorship on Smartphone
Opportunity
Integrated native content allowing OEMs to brand users in the upper funnel shopping process
Targets undecided shoppers and messages key features about an OEM vehicle
Equivalent to desktop RCM

33. Smartphone Shopping Tool
Opportunity
Native ad targeted by sub-segment aligns with the way users shop for cars
The ad drives conversion by making it easy for interested shoppers to complete key buying tasks
Encourages and educates consumers to consider other models in the same sub-segment
Expected similar success to STM desktop

34. Tier 1 & 2 MREC on Smartphone
Opportunity Highlights
Leverage high performing 300x250’s on smartphone to connect OEMs to consumers during their buying decisions
Large canvas to message to in-market auto shoppers in the smartphone experience
MREC is 6x larger than the standard MMA, resulting in stronger ad engagement
Bigger is better

35. Unified Media Strategy Connecting T1 – T3

36. OEMs can lose consideration when shoppers don’t view inventory
Gaps in dealer coverage leave consumers behind when they aren’t able to find inventory
89.3% of shoppers do not view KBB classifieds inventory
Source: KBB Shopper Activity
Date Range: April 2015 – April 2016

37. Coordinated campaigns drive compound benefits
Consistent and coordinated campaign messages from the OEM and the dealers drives impactful and positive consumer consideration and activity
31.7%
77.1%
Likelihood to contact dealer declines 50%

38. National campaigns are strengthened with local awareness
Tier 3 Amplifier, powered by Cox Automotive
Consistent and coordinated messaging across tiers
Reach and engage with the largest audience of automotive shoppers
Deliver unprecedented, exclusive access to car shoppers in your market and direct them back to dealer websites
Capitalize on existing in-market demand
Consumers are more likely to take action when they can select the message that is most relevant to them in their car buying journey

39. Cox Automotive Unified Media Strategy Structure
T3 Search
Dealer Branded Terms
Conquest
Retention
Lead Capture Strategy
Endemic Audience Targeting
Conquest
Retention
Owners
Sponsorships
Multi-Channel Platform
Social Retargeting
National Messaging
Dynamic Inventory Ad
Dynamic Creative
Proven Creative and A/B/C Testing
OEM Compliance and Brand Alignment
Vehicle Specific
Deep Linking into VDPs
Landing Pages
Network Retargeting
Endemic Data Retargeting
Dealer Site Retargeting
Machine Learning
Real-time bidding

40. Thank You! Doug Weiland – Director, Advertising & Business Development Shane Kay – Sr. Sales Mgr