(CPM) Cost Per Thousand Impressions (CPC) Cost Per Click Search Context Network Digital Advertising Solutions ADP Network Behavioral Targeting Web Site Targeting
Digital Advertising CUSTOMER COMMUNICATIONS & MARKETING
Dealer Digital Advertising Assets
Static Image JPG
(CPM) Cost Per Thousand Impressions based Advertising (CPC) Cost Per Click Advertising ADP Search Network Google Context Network Digital Advertising Solutions ADP Network – Google, Jumpstart, etc. Behavioral Targeting – ADP Jumpstart alliance Web Site Targeting – Google Network Digital Marketing
Digital Advertising Solutions Provide dealers with a full range of online advertising products and services
Text based sponsored link ads
Image Ad design and production
Rich Media Ad design, production & hosting
Conversion Optimized Landing Pages
Deep-Linked URL Management
Campaign Management Services
Keyword Bid Management (PPC)
Site Targeting Bid Management (CPM)
Automotive Web Site Advertising Network
Behavioral Targeting and Retargeting Campaigns to display digital ads to dealer web site visitors after they leave the dealer’s site
Monthly budget and results reporting
ADP Digital Advertising Product Feature Summary
Digital Advertising Assets – Static, dynamic and media-enriched advertisements built to specifications compliant with IAB industry standards for Online Ad Creative Units. This product offers dealers a high level of flexibility for digital ad distribution and placement on targeted websites.
Specialized Micro Sites – Micro Sites provide dealers with the ability to create a highly focused marketing effort for one specific campaign or product. Search optimization leading to incremental traffic is achieved independent of the dealer’s primary site via specialized content indexed by search engines as being organically relevant to specific topics likely to be researched by vehicle, service and parts customers.
Ad Campaign Landing Pages – these are single page online forms for the purpose of linking to a dealer’s digital advertising campaign. Landing Pages are designed to collect customer and prospect data at a higher rate than full featured web sites via conversion rate optimization. Landing Pages do not provide dealers with Search Optimization benefits.
Campaign Management Services – The ADP Digital Advertising solution will offer dealers the ability to distribute their Digital Advertising Assets in multiple ways to achieve their communication objectives. Two primary means of digital asset distribution will be offered; Cost Per Click (CPC) and Cost Per Thousand Impressions (CPM). ADP will leverage new alliances with Google, Jumpstart Automotive Media and others to provide dealers with one stop digital marketing.
ADP’s digital advertising solutions are currently in development. Prototypes of each solution have been built and are being used by several dealers. Our Fiscal 2008 objective is the development of an automotive dealership digital advertising creative content development and related micro site platforms. Our objective is to expand the portfolio of business development tools that Dealers have available from the ADP Digital Marketing team. ADP’s Digital Advertising solutions strategy includes development of an application platform that provides dealers and ADP resources with a graphical, point and click interface use to create:
ADP Digital Marketing will provide a robust, database storage and retrieval system to manage digital advertising assets - video files, print files, image files, audio files, virtual test drive components as well as other imagery that will be used in the development of the advertising formats listed above. These tools will also be connected to a billing system that can accurately record usage so monthly invoicing can be generated and sent to dealers. The billing system will accommodate invoicing requirements for both a monthly subscription based licensing fee, as well as ala carte pricing for individual items when appropriate.
Winners and Losers in the World of Automotive Advertising Dealer spending in Digital Advertising to increase 84% during the next 5 years 2006 through 2011 Overall Auto Advertising by Media Channel ($ Millions)
Revenue Growth Opportunities Digital Advertising products and services represent the single most significant revenue growth opportunity for ADP Digital Marketing in the next 24 months.
Objective Opportunity Analysis Where will Dealers shift money from so that Digital Advertising does not increase their operating costs?
Client Benefit Validation Why should ADP guide Dealers towards shifting money from newspaper into Digital Advertising?
Until now, the way to connect local auto dealers with potential buyers online has been through paid listings and banner ads. These two formats have comprised the majority of online advertising since the inception of the Internet. The proliferation of free-listing sites like Craigslist, Google Base and MySpace and the rising popularity of paid search - helping dealers drive traffic to listings on their own sites - clearly threatens the dominance of traditional online advertising formats for car dealers. Two formats in particular have recently captured the interest of auto dealers: online video and paid search. We see These formats surpassing all other Forms of local online dealership advertising by 2012. Automotive Online Future: Video & Paid Search
Tier 1, 2 and 3 New Vehicle Advertising Newspaper, Radio and Direct Mail currently consume 42.4% of dealer ad budgets, with Online advertising getting 5.7%... Over 70% of car buyers use the web to determine the vehicle and the dealer for their next purchase.
Online Advertising Conquers Used Car Marketing The shift from analog to digital advertising continues to accelerate with Online projected to pass Newspaper advertising for used car sales before the end of 2007.
16,266 Online Car Shoppers driven to Dealer’s Sites in 4 months. $1.90 Cost per Online Car Shopper that actually clicked through to Dealer’s web site $1.51 Cost per 1,000 Online Car Shopper views of Dealer’s online advertisements Online Car Shoppers saw Dealer’s Ads 20,536,600 times in 4 months.