Media Analysis

Content Agenda (Link Clickable Navigation)
Investment Values What are the Barrett-Jackson core media values? (5) Core Media Investment Values Slide 3
Campaign Design
Planning Review
What can Barrett-Jackson expect going forward? Moving Forward & Looking Ahead Slide 12
100,000 Foot View
Campaign Impact
What does the Barrett-Jackson Campaign Landscape
look like?
Industry Benchmarks
Campaign Dateline
Target Audiences
Goal Flight Timeline
Full Funnel Impact
Reach & Frequency
Baseline Performance
Engagement Stages
Multi-Dimensional KPIs
Engagement Timeline
ROI Goal Conversions
Performance Highlights
Slide 15
50,000 Foot View
Campaign Flights
How are Barrett-Jackson Campaign Flights performing
for business objectives?
Leading Engagement Metrics
Goal Objective Impact
Spend Investment Benchmark
Gate Spend Investment
Bidder Spend Investment
Consign Spend Investment
Comparative Goal Investments
Goal Revenue & ROI
Gate Ticket ROI Impact
Goal Attribution Benchmarks
Slide 29
35,000 Foot View
Always On Campaign
How is the Barrett-Jackson Always On Campaign
Supporting Consignment Objectives?
Goal Objective ROI Impact
Goal Events Benchmark Impact
Event Support Timeline
Slide 42
25,000 Foot View
Campaign Targeting
How are Barrett-Jackson Campaign Targeting Tactics
performing for business objectives?
Goal Objective Targeting Impact
Gate Objective Baseline Metrics
Bidder Objective Baseline Metrics
Consign Objective Baseline Metrics
Funnel Tactic Support Targeting
Slide 49
10,000 Foot View
Channels Execution
How are Barrett-Jackson Campaign Channels
Channels Placement & Use
Core Channels Goal Performance
Gate Goal Channels Impact
Bidder Goal Channels Impact
Consign Goal Channels Impact
Slide 57
5,000 Foot View
Audience Targeting
How are Barrett-Jackson Campaign Audiences
Audience Targeting Tactics Impact
Audience Pool Segments Impact
Conversion Behaviors Timelines
Slide 70
3,000 Foot View
Campaign Creative
How are Barrett-Jackson Campaign Creative
Top Ranked Keyword Impact
Keyword Goal Impact
Top Ranked Banner Image Impact
FB Creative Type Performance
Slide 77
1,000 Foot View
Insights Recap
What are the Barrett-Jackson Collected Insights
for new Campaigns?
KPI Metric Scorecard Insights Review & Next Steps Slide 87
Futures
Campaign Modeling
What would Barrett-Jackson Campaign Optimization
look like?
Predictive Analytics Values Statistical Model Representation Slide 91
Appendices By The Numbers Metrics and More
2

WHAT ARE THE
BARRETT-JACKSON
CORE MEDIA VALUES?
3

PAID MEDIA
as a core Barrett-Jackson marketing channel
is strategic in its use to continuously fill the top of the funnel and to
support the user journey. It starts with delivering targeted impressions in
mass through continuous reach and frequency to build and sustain initial
awareness and then to reinforce a downward funnel flow leading to
desired conversions and ultimately business ROI.
4

MEDIA DELIVERS BRAND EXPOSURE
… creates awareness across targeted audiences.
5

MEDIA ENSURES TARGETED REACH
… creates engagement among audiences of value.
6

MEDIA KEEPS BRAND TOP OF MIND
… leading to more site visits and business outcomes.
7

MEDIA INFLUENCES BRAND
… experiences and reinforces all journey touchpoints.
8

MEDIA DELIVERS ROI
… optimizes for maximum measurable business gains.
9

PAID MEDIA
benefits are many…
Barrett-Jackson’s own investment in paid media supports all of its
marketing efforts and the Community Brand experience to reach and
influence audiences at scale and in mass.
10

NOW IT’S TIME TO MOVE BUSINESS FORWARD TO THE NEXT LEVEL AND
TO MAXIMIZE PAID MEDIA’S FULLEST POTENTIAL AND BUSINESS ROI.
Let’s begin by reviewing campaign performance over the past year.
BARRETT-JACKSON
has made the investment…
11

Campaign
design
Planning Review
12

WHAT CAN
BARRETT-JACKSON
EXPECT GOING FORWARD?
13

Insights Highlights Campaign Expectations Looking Ahead
Media Planning Our media planning, overall, encompasses designing Campaign Flights based on (3) distinct Goal objectives. Consequently, each media
investment defined by a Campaign period is actually (3) separate micro campaigns designed for each Goal objective. As a result, we manage and
optimize the Campaigns at (3) levels to maximize business outcomes and ultimately business ROI.
Performance Lifts Analysis reveals the Barrett-Jackson paid media efforts are performing within thresholds or better for Automotive Industry digital KPI
benchmarks and continue to improve. This review demonstrates the Campaign is performing extremely well across all leading campaign KPIs and
metrics which is broken down into sizeable pieces of information which can be used to plan new media investments and to optimize future inflight
campaigns.
Opportunities There are many opportunities to enhance paid media’s performance now that we have benchmarked past Campaign Flights. As a campaign
designed for multiple goal objective events, campaigns can be optimized by multi-dimensional KPIs based on the goal event type.
One direction moving forward will be optimization by Goal Objective KPIs using multi-dimensional performance benchmarks which offers greater
opportunities to reach, influence and convert specific audiences at scale.
Gate Ticket conversions require broad audience reach to fill the Top of the Funnel for building mass awareness, interest and event attendance. As a
result, CTR and CPC become highly relevant core performance KPIs.
Bidder audiences are more narrow with impressions required to be delivered in the moment using the right time at the right place concept for car
buyers. As a result, although CTR and CPC is able to guide Campaign performance, CVR and CPA become more valued KPIs.
Consignment audiences are ‘need oriented audiences’ which are even much more narrow who have a specific need and a highly targeted interest. CVR
and CPA become the valued KPIs for optimal business outcomes.
Future Potential We are now at a stage which we can leverageAnalytics and benchmark KPI measures aligned to multiple Campaign dimensions such as
tactics, channels, audiences and creative to optimize campaigns at higher levels.This provides opportunities to ensure all Campaign Flights
maximize business outcomes to their fullest potential for Barrett-Jackson’s paid media efforts.
Collaboration There are a number of areas where the media team can work more closely and more strategicallywith Barrett-Jackson’s marketing team to
be more effective with the paid media efforts. Areas of potential collaboration which can be explored include effective placement and management
of tracking pixels and tags, website event and goal tracking, development of goal audience personas for highly refined campaign audience targeting, and
Google Analytics collaboration for cleaner campaign tracking and marketing attribution.
Next Steps Continued benchmarking, analysis and optimization will be key to Barrett-Jackson’s future paid media success.
Where possible, collaborating with the Barrett-Jackson marketing team to implement marketing attribution best practices will benefit all marketing
efforts and assist Barrett-Jackson to apply business inisights with their marketing investments across all marketing channels in support of
one another.
Moving Forward and Looking Ahead Highlights
14

Campaign Impact
100,000
Foot Aggregate Review
15

WHAT DOES THE
BARRETT-JACKSON
Campaign Landscape Look Like?
16

Auto
Industry
Benchmarks
01
05
03
07
08 02
06 04
0.50%
Avg. CampaignCTR
… average automotive
click-thru rate is 0.46%.
5.1%
Avg. Website Bounce Rate
… the average automotive
website bounce rate is 60%.
12.16%
Avg. CampaignCVR
conversion rate ranges
from 0.77% to 3.75%.
$14.04
Avg. CampaignCPR
cost-per-result ranges
from $48.96 to $75.51.
8.1%
Industry Benchmark
… of all US digital ad spend in 2021 was
attributable to the automotive industry.
38%
Industry Benchmark
… of auto industry website traffic
is paid media traffic.
95%
Industry Benchmark
… of vehicle buyers of all types
use digital channels and paid media
as a source of information.
3.3
Avg. CampaignFrequency
… average impressions per household
is 3-10 as the practiced industry guideline
for digital campaign impression frequency.
Barrett-Jackson Is In The Game!
17

Campaigns are Designed for Brand & Business Growth
Jan 22 thru Jan 30 2022
Campaign Flight Period
Oct 11 thru Jan 30 2022
Budget: $150,000
Scottsdale (2022)
Apr 07 thru Apr 09 2022
Jan 26 thru Apr 09 2022
Budget: $87,000
Palm Beach (2022)
Jun 30 thru Jul 02 2022
Apr 20 thru Jul 02 2022
Budget: $80,000
Las Vegas (2022)
Houston (2022)
Oct 20 thru Oct 22
Aug 01 thru Oct 22 2022
Budget: $110,000
August 2021
October 2022
Always On Campaign | Consignment + Full Funnel Awareness Paid Media Support
Campaign Flight Period: Nov. 01, 2021 thru Oct.23, 2022 | Budget: $126,000 > $9,000/month
Sep 16 thru Sep 18 2021
Aug 02 thru Sep 18 2021
Budget: $106,000
Houston (2021)
18
How are we creating attention? What do our campaign flights look like?
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 |

Consignees Bidders Gate Audiences
Campaigns are Planned for Goal Audience Influence & Impact
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | 19

Campaign are Executed with Goal Objective Campaign Flights
Aug '21 Sep '21 Oct '21 Nov '21 Dec '21 Jan '22 Feb '22 Mar '22 Apr '22 May '22 Jun '22 Jul '22 Aug '22 Sep '22 Oct '22
8 15 21 27 29 5 8
11
12 16
18
19 23
26
19 3 7
9
9 15
16
17 21
23
23 24 2
5
7 14 19 21 28 2
4
4 5 12 19 26 2 6
15
9 16 22 22
30
27 30 6 13 20 27 4 6 13 16
19
20 27 31
2
3 7
9
10 17 24 1 8 13
21
15 22 29 5 9
11
12 19 26 30
2
3 8
9
10 17 24 27
30
7 14 18
20
21 28 4 11 18 25 2 9 16 20
22
Monterey
Car
Week
Select
Preivew
Doc
Live
&
Woodward
Woodward
Dream
Cruise
Artomobilla
Carmel,
IN
Cars
for
Coffee
Woodlands
Mecum
Dallas
Auction
Barrett
Jackson
Houston
Telluride
Concours
Nello
Concours
El
Dorado
Hill,
CA
Mecum
Las
Vegas
Auction
Motor
Sports
Group
Fall
Car
Show
Mesa,
AZ
Mecum
Chattanooga
Auction
Mecum
Chicago
Auction
Horses
and
Horsepower
Polo
Party
Scottsdale,
AZ
SEMA
Good
Guys
Southwest
Nationals
Scottsdale,
AZ
Mecum
Kansas
City
Auction
Fuel
Fest
Chandler,
AZ
Mecum
Kissimmee
Auction
Future
Car
Collector
Show
High
Street
Barrett
Jackson
Scottsdale
Auction
Russo
and
Steele
auctions
Scottsdale
Russo
and
Steele
auctions
Amelia
Island
Mecum
Gelndale
Auction
Mecum
Houston
Auction
Barrett
Jackson
Palm
Beach
Auction
Mecum
Indy
Auction
Mecum
Tulsa
Auction
Barrett
Jackson
Las
Vegas
Auction
Mecum
Denver
Auction
Mecum
Harrisburg
Auction
Mecum
Monterey
Auction
Barrett
Jackson
Houston
Auction
Houston21 Scottsdale 22 Palm Beach 22 Las Vegas 22 Houston 22 Campaign
Consignment Targeting | Always On Campaign
Bidders Bidders Bidders Bidders Bidders
Gate Gate Gate Gate Gate
Campaign Flight Timeline

MEDIA IMPRESSIONS
65.3M
HIGH VALUE
ENGAGEMENTS
1.1M
MEDIA CLICKS | VISITS
292.5K
GOAL CONVERSIONS
34.8K
Awareness
Interest
Desire
Action
Brand Content Actions
Target Audience Engagements
Consignments, Bidder Registrations, Gate Tickets
Target Audience Goal Actions
CTA Link Clicks, Website Visits
Target Audience Brand Interest Actions
Brand + Image + Event Support
Target AudienceExposure
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | HVE (High Value Engagements): video views + inbound calls.| 21
Campaigns are Modeled for Full-Funnel Brand Engagements

Campaigns are Delivered for National Reach & Frequency
Always On
10,623,703
Houston 2021
13,270,387
Scottsdale 2022
14,804,079
Palm Beach 2022
8,224,624
Las Vegas 2022
7,462,700
Houston 2022
10,956,206
National Impressions
65.3M
14.8M
SCOTTSDALE
4.5M Reach
10.6M.
NATIONAL SUPPORT
2.4M Reach
24.2M
HOUSTON
13.1M Reach
8.2M
PALM BEACH
2.3M Reach
7.4M
LAS VEGAS
3.2M Reach
Household Reach
23.1M
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | Reach sampled and benchmarked with random 100 day campaign performance. | 22

23
Campaigns are Measured by Guiding Performance Metrics
IMPRESSIONS
TOTAL GOAL CONVERSIONS
CLICKS
HIGH VALUE ENGAGEMENTS (HVE)
CONVERSION RATE (CVR)
CLICK THRU RATE (CTR)
COST PER ENGAGEMENT (CPE)
COST PER GOAL RESULT (CPR)
65.3M 292.5K 0.45%
COST PER CLICK (CPC)
$2.21 1.09M $0.47
34.8K 12.16% $14.04
| Metrics are calculated in aggregate for total Campaign results with CVR + CPR representing trackable CORE (Banners + Search + FB+IG) conversions. | HVEs = video views and calls. |

Reach and frequency are incredibly important paid
media metrics to measure and optimize.
Barrett-Jackson campaigns are managed to find a
balance for each target audience to ensure a
continuous stream of engagements, goal conversions
and memorable brand experiences throughout all
user type journeys.
Reach
Frequency
Site Sessions
Impressions
3.3
23M
383K
65M
Impressions, Reach, Frequency
are more than just buzzwords…
From initial impression through to a call to action and site
arrival, and ultimately conversion, Barrett-Jackson’s campaigns
are managed to deliver reach and frequency to engage and
activate all goal targets (consignees, bidders and attendees).
Campaigns are Activated to Engage Community Audiences
C O M M U N I T Y A U D I E N C E TA R G E T S
Consignees, Bidders, Gate Attendance
G o a l O b j e c t i v e s
1.4M
Engagements
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | Frequency sampled and benchmarked with random 100 day campaign performance. | Sessions estimated on click to sessions ratio. | 24

25
Campaigns are Analyzed with Multi-Dimensional KPIs
CHANNEL BANNERS SEARCH SOCIAL BLENDED
CTR
0.07%
Automotive Industry
Avg: 0.60%
17.12%
Automotive Industry
Avg: 4.00%
1.36%
Automotive Industry
Avg: 0.80%
0.50%
Overall Industry
Avg: 0.46% – 3.17%
CPC
$5.86
Automotive Industry
Avg: $0.58
$1.34
Automotive Industry
Avg: $2.46
$1.07
Automotive Industry
Avg: $2.24
$1.71
Overall Industry
Avg: $0.63 - $2.69
CVR
63.58%
Automotive Industry
Avg: 1.19%
7.34%
Automotive Industry
Avg: 6.03%
4.40%
Automotive Industry
Avg: 5.11%
12.16%
Overall Industry
Avg: 0.77% - 3.75%
CPR
$9.22
Automotive Industry
Avg: $23.68
$18.21
Automotive Industry
Avg: $33.52
$24.27
Automotive Industry
Avg: $43.84
$14.04
Overall Industry
Avg: $48.96 - $75.51
| $529K Media Spend | CORE Channels View | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | CPR = Blended average for all Goal events (CONSIGNEE+BIDDER+GATE.) |
| Industry Benchmark Averages Source (Google 2022) Auto benchmarks include retail dealer sales. |

-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
Aug '21 Sep '21 Oct '21 Nov '21 Dec '21 Jan '22 Feb '22 Mar '22 Apr ' 22 May '22 Jun '22 Jul '22 Aug '22 Sep ' 22 Oct '22
Site
User
Traffic
(000s)
Impressions
(000s)
+
Engagements
Site Traffic Impressions User Engagements
From Initial Awareness Thru To Conversion, Campaigns Have Been Managed For Continuous Engagement
for Expanding Brand Exposure and Maximizing Business Returns with Audiences of Value.
Campaign to Date 65M Impressions 292K Clicks 1.09M Engagements 35K Conversions
Campaigns are Managed for Continuous Brand Engagements
Houston 2021 Scottsdale 2022 Palm Beach 2022 Las Vegas 2022 Houston 2022
Always On National Support Campaign
Layered Graph Plot Representation Not to Scale
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | User Engagements: User Actions (Clicks, Views, Calls, Conversions). | 26

Consignee Signups Bidder Registrations Gate Transactions
4,249 11,568 18,934
$75.57 CPR $23.88 CPR $12.65 CPR
Q. What is the Value of a Lead? Q. What is the Value of a Lead? Q. What were Final Ticket Sales?
37,868 Gate Ticket Sales
$1,476,844
Gate Revenue
922% Gate ROAS
27
CampaignsareOptimizedforGoalObjectiveConversions&ROI
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | Gate Sales + Revenue calculated benchmark ratios provided by Barrett-Jackson.| CPR + ROAS average calculated for CORE Tactic Goal Spend. |

Insights Highlights Campaign Overall Performance
Overview
Campaign flights and placements have been designed for full-funnel influence and impact in support of brand exposure, credibility and
trust, for audience engagements demonstrably converting for all goal objectiveswith each renewed paid media investment.
Budget Spend
Flights are closely managed to budget and optimized for goal conversion efficiencies with continuous weekly-bi-weeklyoptimizations to
maximize reach and frequency and ultimately goal objective events and business outcomes.
Campaign Flight(s)
Impact Performance
Scottsdale by far is the largest community event for Auction interest with (19,453 total goal conversions with 947 consignees, 5,450 bidders,
13,056 gate purchases) outpacing other smaller auction events with Houston 21 (4,774), Palm Beach (3,535), Las Vegas (1,486**) and Houston 22
(1,362), ranking respectively by total goal conversion events.
Always On Consignment
Campaign Support
In support of ALL auction events for consignment, the Always On campaign provides continuous reinforcement for consignment leads. In
aggregate, the Always On Campaign Flight representsa 29% share of all Campaign consignment leads with an average $75 CPR. The value-
added benefit is the reinforcement of full-funnel brand awareness and increased engagements across all audience segments leading to increased
goal conversions and lower CPRs for all goal objectives.
Consignment Goal Results
4,249 Conversions | $75 CPR average |
Campaign overperforms across all events based on measured Event benchmark averages provided by Barrett-Jackson.
Bidder Goal Results
11,568 Conversions | $24 CPR average |
Campaign significantly performs extremely well for each event for leading performance metrics.
Gate (Ticket) Goal Results
18,934 Conversions | $12 CPR average | 37,868 Gate Tickets | $1,476,844 Gate Revenue | 922% ROAS |
Campaign performs well for Gate Order conversions measured against past event benchmark averages.
KPI Performance
Campaign leading metrics and KPI benchmarked averages are performing extremely well above many published automotive industry digital KPIs.
Aggregated Average Campaign Flight Performance: 0.45% CTR + $2.21 CPC + $0.47 CPE + 12.16% CVR + $14.04 CPR
Funnel Impact
Campaign Flights are reinforcing community Brand engagements and touchpoints throughout the Barrett-Jackson user journey
and funnel path driving higher levels of site traffic and influencing greater user engagements for ALL site traffic default channels.
Campaign Impact | Performance Highlights Recap
| ** Las Vegas goal objective event tracking not fully representative of final Campaign Flight results due to pixel and tag placement anomalies. | CVR + CPR based on Core Tactic Goal Spends. | 28

Campaign Flights
50,000
Foot Performance Review
29

HOW ARE
BARRETT-JACKSON
Campaign Flights Performing For
Business Objectives?
30

Impressions
HVEs
Clicks
Conversions
65,341,699 Campaign Impressions 292,498 Campaign Clicks
10,623,703
13,270,387
14,804,079
8,224,624
7,462,700
10,956,206
Always On
Houston 2021
Scottsdale 2022
Palm Beach 2022
Las Vegas 2022
Houston 2022
322,124
443
316,925
58,416
262,001
133,326
Always On
Houston 2021
Scottsdale 2022
Palm Beach 2022
Las Vegas 2022
Houston 2022
35,892
34,880
66,087
41,171
57,451
57,017
Always On
Houston 2021
Scottsdale 2022
Palm Beach 2022
Las Vegas 2022
Houston 2022
4,142
4,774
19,453
3,535
1,486
1,362
Always On
Houston 2021
Scottsdale 2022
Palm Beach 2022
Las Vegas 2022
Houston 2022
Campaigns Are Performing for Leading Metric Benchmarks
1,092,792 Campaign High Value Engagements 34,751 Campaign Goal Conversions
Awareness
Desire
Interest
Action
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | HVEs: Video Views + Inbound Calls |
| * Las Vegas goal objective event tracking not fully representative of final Campaign Flight results due to pixel and tag placement anomalies. |
31
Scottsdale Campaign Performance Outpaces All Events as Expected.
Always On Campaign Flight Provides Consistent, Steady Consignment Lead Support.

Consignments
GateTicket(Order)Purchases
Bidders
ConversionRate(CVR)
4,249 Campaign Goals 11,568 Campaign Goals
1,247
319
947 898
436 402
Always On Houston
2021
Scottsdale
2022
Palm
Beach
2022
Las Vegas
2022
Houston
2022
993 2,478
13,056
1,485 304 618
Always On Houston
2021
Scottsdale
2022
Palm
Beach
2022
Las Vegas
2022
Houston
2022
1,901 1,977
5,450
1,152 746 342
Always On Houston
2021
Scottsdale
2022
Palm
Beach
2022
Las Vegas
2022
Houston
2022
11.54% 13.69%
29.44%
8.59%
2.59% 2.39%
Always On Houston
2021
Scottsdale
2022
Palm
Beach
2022
Las Vegas
2022
Houston
2022
Campaigns are Delivering Goal Objective Conversions
18,934 Campaign Goals 11.88% Campaign Average
CVR = Total Goals / Clicks
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | Gate Ticket Purchases: Cart Completion ‘Order’ Counts | CVR calculated based on Total Event Goal Events. |
| Las Vegas goal objective event tracking not fully representative of final Campaign Flight results due to pixel and tag placement anomalies. |
32
Scottsdale Campaign Performance Outpaces All Events as Expected.
Always On Campaign Flight Provides Consistent, Steady Consignment Lead Support.

EventCampaignSpend-InvestmentIsDeliveringImpactResults
Houston
2021
4,774
Scottsdale
2022
19,453
Palm Beach
2022
3,535
Las Vegas
2022
1,486
Houston
2022
1,362
Always On
Campaign
4,142
34,751
Total Goal
Conversions
Campaign Aggregate Goal Objective Targeted Spend Performance
Campaign Budget CPM CPC CPE CPR Goals
Houston
2021
$110,925 $8.36 $3.18 $3.18 $17.31 4,774
Scottsdale
2022
$148,674 $10.04 $2.25 $0.39 $5.06 19,453
Palm
Beach 2022
$88,505 $10.76 $2.15 $0.89 $18.63 3,535
Las Vegas
2022 *
$81,549 $10.93 $1.42 $0.26 $43.32 1,486
Houston
2022
$111,325 $10.16 $1.95 $0.58 $61.55 1,362
Always On $106,617 $10.04 $2.97 $0.30 $22.10 4,142
Campaign
Aggregate
$647,595 $9.91 $2.21 $0.47 $14.04 34,751
AIDA Funnel Awareness Interest Desire Action
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | CPR is calculated for CORE Tactic spend (Banners, Search, FB+IG)) |
| Las Vegas goal objective event tracking not fully representative of final Campaign Flight results due to pixel and tag placement anomalies. |
CampaignFlight
Goal Objective Conversions
33
Scottsdale Campaign Performance Aligns to Event’s Popularity and Allocated Spend.

Campaigns for Gate Objective Reveal Event & Geo Differences
Houston
2021
2,478
Scottsdale
2022
13,056
Palm Beach
2022
1,485
Las Vegas
2022
* 304 *
Houston
2022
618
Always On
Campaign
993
18,934
Total Gate
Conversions
Gate Objective Targeted Spend Performance
Houston
2021
$46,156 $7.35 $3.60 $3.60 $24.77 1,493
Scottsdale
2022
$72,775 $9.95 $2.46 $0.46 $4.25 9,801
Palm Beach
2022
$27,986 $9.78 $2.62 $1.69 $18.40 1,050
Las Vegas
2022 *
$30,845 $10.08 $2.67 $0.29 $113.82 202
Houston
2022
$61,450 $9.83 $4.70 $2.38 $121.29 342
Always On n/a n/a n/a n/a n/a n/a
Campaign
Aggregate
$239,213 $9.29 $3.08 $0.75 $12.65 12,889
CampaignFlight
Gate Ticket Goal Conversions
34
Gate Ticket Conversions Have Levels of Appeal Based on Event Hosted Location.
Scottsdale Gate Ticket Sales Represent Event’s High Interest & Appeal.

Campaigns for Bid Objective Performs Well Across All Events
Houston
2021
1,977
Scottsdale
2022
5,450
Palm Beach
2022
1,152
Las Vegas
2022
746
Houston
2022
342
Always On
Campaign
1,901
11,568
Total Bidder
Conversions
Bidder Objective Targeted Spend Performance
Houston
2021
$29,405 $9.51 $3.17 $3.17 $43.28 437
Scottsdale
2022
$49,429 $8.71 $1.64 $0.34 $11.67 3,296
Palm Beach
2022
$29,457 $10.55 $2.94 $1.68 $37.12 546
Las Vegas
2022 *
$25,422 $9.84 $1.66 $0.28 $44.73 468
Houston
2022
$23,596 $10.05 $0.76 $0.37 $82.53 251
Always On n/a n/a n/a n/a n/a n/a
Campaign
Aggregate
$157,309 $9.54 $1.64 $0.48 $23.88 4,999
CampaignFlight
Bidder Goal Conversions
35
Bidder Goal Conversions Are More Consistent by Event Compared to Gate Goal Conversions.
Scottsdale overshadows all events for popularity of Event.

CampaignsforConsignObjectivePerformwithSubtleDifferences
Houston
2021
319
Scottsdale
2022
947
Palm Beach
2022
898
Las Vegas
2022
436
Houston
2022
402
Always On
Campaign
1,247
4,249
Total Consign
Conversions
Consignment Objective Targeted Spend Performance
Houston
2021
$35,365 $9.07 $2.77 $2.77 $121.79 221
Scottsdale
2022
$26,470 $14.56 $4.17 $0.33 $84.91 211
Palm Beach
2022
$31,062 $12.09 $1.52 $0.47 $49.79 525
Las Vegas
2022 *
$25,281 $13.90 $0.83 $0.21 $80.98 252
Houston
2022
$26,279 $11.13 $2.06 $0.26 $87.16 249
Always On $106,617 $10.04 $2.97 $0.30 $73.38 1,247
Campaign
Aggregate
$251,073 $10.87 $2.11 $0.34 $75.57 2,705
CampaignFlight
Consignment Goal Conversions
36
Consignment Goal Leads & CPR (Cost-Per-Result) perform extremely well across all events.
Always On Campaign Flight Provides Consistent, Steady Consignment Lead Support for ALL Events.

Overall Campaign Flights Are Impacting All Goal Objectives
Campaign Spend
Campaign
Spend
Consign
Conversions
CPR
Consign
Bidder
Conversions
CPR
Bidder
Gate
Conversions
CPR
Gate
Gate
Revenue
CPR
Blended
Houston
2021
$110,925 319 $121.79 1,977 $43.28 2,478 $24.77 $193,284 $17.31
Scottsdale
2022
$148,674 947 $84.91 5,450 $11.67 13,056 $4.25 $1,018,369 $5.06
Palm Beach
2022
$88,505 898 $49.79 1,152 $37.12 1,485 $18.40 $115,819 $18.63
Las Vegas
2022 *
$81,549 436 $80.98 746 $44.73 304 $113.82 $23,712 $43.32
Houston
2022
$111,325 402 $87.16 342 $82.53 618 $121.29 $48,197 $61.55
Always On $106,617 1,247 $73.38 1,901 n/a 993 n/a $77,463 $22.10
Aggregate $647,595 4,249 $75.57 11,568 $23.88 18,934 $12.65 $1,476,844 $14.04
Consignee, $75.57
Bidder, $23.88
Gate, $12.65
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | CPR + Goal Conversions are calculated for CORE Tactic (banners, Search, FB+IG) x Objective spend |
37
CPRs (Cost-Per-Result) Are Aligning to Goal Objective relative to Target Audience Size
and Popularity of Event destination as expected.

CampaignFlightsAreAlsoCreatingSignificantGoalRevenue&ROI
Campaign
Campaign
Spend
Spend Share Impressions
Consign
Goals
Bidder
Goals
Gate
Goals
Total Goals
Gate
Revenue
Gate
CPR
Gate
ROAS
Houston
2021
$110,925 17% 13,270,387 319 1,977 2,478 4,774 $193,284 $24.77 529%
Scottsdale
2022
$148,674 23% 14,804,079 947 5,450 13,056 19,453 $1,018,369 $4.25 2492%
Palm Beach
2022
$88,505 14% 8,224,624 898 1,152 1,485 3,535 $115,819 $18.40 605%
Las Vegas
2022 *
$81,549 13% 7,462,700 436 746 304 1,486 $23,712 $113.82 105%
Houston
2022
$111,325 17% 10,956,206 402 342 618 1,362 $48,197 $121.29 117%
Always On $106,617 16% 10,623,703 1,247 1,901 993 4,142 $77,463 n/a 0%
Aggregate $647,595 100% 65,341,699 4,249 11,568 18,934 34,751 $1,476,844 $12.65 922%
319
1,977
2,478
Houston 2021
898
398 402
1,247
1,152
505
342
1,901
1,485
248
618
993
Palm Beach 2022 Las Vegas 2022 Houston 2022 Always On
947
5,450
13,056
Scottsdale 2022
Color Key Legend: Consign | Bidder | Gate (Conversion Counts)
38
All Events are Contributing to Goal Events With Impact On Bottom-Line Gate Ticket Revenue.

Gate Ticket Conversions Reveal Goal Objective ROI Impact
Campaign Flight Gate Spend Impressions Gate Goals CPR Tickets Gate Revenue Gate ROAS
Houston 21 * $46,156 6,279,380 2,478 $24.77 4,956 $193,284 529%
Scottsdale 22 $72,775 7,310,479 13,056 $4.25 26,112 $1,018,369 2492%
Palm Beach 22 $27,986 2,861,952 1,485 $18.40 2,970 $115,819 605%
Las Vegas 22 * $30,845 3,060,733 304 $113.82 608 $23,712 105%
Houston 22 $61,450 6,248,368 618 $121.29 1,236 $48,197 117%
Always On n/a n/a 993 n/a 1,986 $77,463 0%
Aggregate $239,213 25,760,912 18,934 $12.65 37,868 $1,476,844 922%
$193,284
$1,018,369
$115,819 $23,712 $48,197 $77,463
Houston 21 Scottsdale 22 Palm Beach 22 Las Vegas 22 Houston 22 Always On
Gate
Revenue
39
Campaigns Have Delivered Business ROI Generating More Than $1.4M in Gate Revenue With a 922% ROAS.

Campaign Attribution for Goal Events Support Benchmarks
Campaign Flight
Gate Ticket
Benchmark
Campaign
Gate Tickets
Contribution
Campaign Gate
Ticket Benchmark
Share
Bidders
Benchmark
Campaign
Bidder Leads
Contribution
Consignment
Benchmark
Campaign
Consign Leads
Contribution
Houston 21 34,037 4,956 15% 1,300 1,977 300 319
Scottsdale 22 281,426 26,112 9% 5,700 5,450 900 947
Palm Beach 22 50,769 2,970 6% 1,300 1,152 300 898
Las Vegas 22 * 24,227 608 3% 1,300 746 300 436
Houston 22 34,037 1,236 4% 1,300 342 300 402
Always On 0 1,986 n/a 0 1,901 0 1,247
Aggregate 424,496 37,868 9% 10,900 11,568 2,100 4,249
106%
152%
15%
Houston 2021
299%
145% 134%
89% 57% 26%
6% 3% 4%
Palm Beach 2022 Las Vegas 2022 Houston 2022
105% 96%
9%
Scottsdale 2022
Color Key Legend: Consign | Bidder | Gate (Conversion Counts)
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | Goal Share percentages represent Campaign impact on Barrett-Jackson supplied event goal benchmarks. |
| * Las Vegas goal objective event tracking not fully representative of final Campaign Flight results due to pixel and tag placement anomalies. | 40
Campaign Influence & Impact Is Supporting Historic Goal Benchmark Levels.

Insights Highlights Campaign Flight Performance
Overview
Campaign Flights are deliveringcost effective impressions which is maximizing Brand awareness, reach and frequency to all audiences of
value leading to supporting business goals.
Budget Spend
Budget spend is closely monitored and measured for Campaign influence and impact aligned to Goal Conversion events with optimization
occurring in cycles to continually find spend efficiencies.
Campaign Flight
Performance
The Campaign to date has delivered more than 35,000 goal events.
Overall, Flights have performed well for supporting each Event for all (3) Goal conversion events. Campaign attribution for Bidder and
Consignment Leads require placing a value on each Lead type to better understand business value and Campaign impact.
Goal Conversions
Performance
Milestone Benchmarks
• Consignment: 4,249 Conversions, $75 CPR
Campaign is overperforming based on historic event average goal counts.
• Bidder: 1,568 Conversions, $24 CPR
Campaign overperforms based on historic event average goal counts.
• Gate: 18,934 Conversions, $12 CPR, 37,868 Gate Tickets, $1,476,844 Gate Revenue, 617% ROAS
Campaign results have shown significant business returns and ROI and is supporting overall Event ticket sales.
KPI Performance
KPI performance varies by Campaign Flight. All Campaigns have performed well and within acceptable and expected thresholds aligned to the
automotive industry averages.KPI aggregate Campaign averages include 0.45% CTR + $2.21 CPC + $0.47 CPE + 12.16% CVR + $14.04 CPR.
Optimization
Measurement and benchmarking provides future Campaigns with the opportunity to manage and optimize Campaigns at higher degreesof
performance.
Opportunities
Opportunities are present to experiment with Creative,Landing Pages, and Placement of Event and Goal Conversion Triggers to more deeply
measure and attribute future Campaign performance and business impact.
Future Potential
Performance in support of each event and in support of Consignment business objectives will continue to improve with the
collection of audience behavior business intelligence from active Campaigns via measurement and analysis.
Campaign Flights | Performance Highlights Recap
41

Always On Flight
35,000
42

HOW IS THE
BARRETT-JACKSON
ALWAYS ON Campaign
Supporting Consignment Objectives?
43

OUR PRE QUALIFIED BIDDERS WANT YOU CAR
1965 SHELBY COBRA 427 SUPER SNAKE
https://consign.barrett jackson.com/
Sample Dynamic Ads
Creative Imagery
1965 SHELBY COBRA 427
SUPER SNAKE
2005 FORD GT
1959 BUICK INVICTA
CUSTOM COUPE "BLUE
SUEDE SHOES"
1968 FORD MUSTANG
ELEANOR TRIBUTE
EDITION
1927 FORD MODEL T
CUSTOM ROADSTER "THE
GROCERY GETTER"
1970 CHEVROLET
CHEVELLE SS CUSTOM
COUPE
BUSTER POSEY'S 1967
FORD MUSTANG
ELEANOR TRIBUTE
EDITION
1968 CHEVROLET
CORVETTE L88
2015 PORSCHE 918
SPYDER
1948 CHEVROLET CREW
CAB COE CUSTOM
"DECOLINER"
2017 FORD GT '66
HERITAGE EDITION
1972 FORD F 100 CUSTOM
PICKUP "EL DIABLO"
1967 CHEVROLET
CORVETTE CUSTOM
CONVERTIBLE
1969 FORD MUSTANG
"FORD TEAM" DRAG CAR
2019 FORD GT HERITAGE
EDITION
1965 CHEVROLET
CORVETTE CUSTOM
COUPE
44

Consignee Signups Bidder Registrations Gate Purchases
1,247 1,901 993
C o n s i g n G o a l O b j e c t i v e C a m p a i g n F l i g h t S p e n d K P I s
0.34% CTR $2.97 CPC $0.30 CPE 1.45% CVR $73.38 CPR
1,986 Ancillary Gate Ticket Sales
$77,463
Ancillary Gate Revenue
5% Revenue Share
45
Always On Campaign Positively Impacts Consignment Goal
| $106K Media Spend | Campaign Period: Nov. 01, 2021 thru Oct. 23, 2022 | CVR + CPR calculated on Consign objective conversions only. | Gate Tickets and Revenue are benchmarked. |
The Always On Campaign Flight provides continuous “Always On” consignment event support.

46
Always On Supports A Steady Stream of Leads for Each Event
| $106K Media Spend | Campaign Period: Nov. 01, 2021 thru Oct. 23, 2022 | Always On Campaign start date coincided with Scottsdale Event. | * Estimated benchmarks provided. |
Auction Event
Consignment Auction
Benchmarks *
Always On Flight
Consignment Leads
Campaign Event Flight
Consignment Leads
Total Campaign
Consignment Leads
Houston 21 300 n/a 319 319
Scottsdale 22 900 275 947 1,222
Palm Beach 22 300 305 898 1,203
Las Vegas 22 300 317 436 753
Houston 22 300 350 402 752
Aggregate 2,100 1,247 3,002 4,249
The Always On Campaign Flight is meeting goal objectives for creating consignment leads.
Consignment Leads attributed to all paid media efforts for each event fill the Funnel for signups.
As a Campaign Flight in support of the business objective, Always On reinforces the Consignment Goal objective
representing a sustaining and active flow of Consignment Leads in support of each event,
while delivering value-added Brand and Goal benefits.

Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct
AO Consign Leads 0 0 0 48 149 78 115 108 82 96 141 80 111 118 121
Flight Consign Leads 185 134 24 100 383 389 218 649 72 213 191 27 101 205 111
Total Consign Leads 185 134 24 148 532 467 333 757 154 309 332 107 212 323 232
0
300
600
900
1,200
Consignment
Goal
Conversions
AO Consign Leads Flight Consign Leads Total Consign Leads
Full funnel impact awareness interest desire action
The Always On Campaign Flight consistently reaches Targeted Consignment Audiences
in support of recruitment for Consignment Lead goal business objectives.
As the Campaign Flight optimizes based on inflight insights, consignments lead conversion performance is expected to rise.
Flight Not Active
300 Benchmark
275 Goal Lead Conversions
900 Benchmark
305Goal Lead Conversions
300 Benchmark
300 Benchmark
300 Benchmark
| $106K Media Spend | Campaign Period: Nov. 01, 2021 thru Oct. 23, 2022 | Event benchmarks are actual Consignment benchmarks as supplied by Barrett-Jackson. |
Always
On
Campaign
Flight
Start
AlwaysOn DeliversContinuousLeadsforInfluence&Impact
47

Insights Highlights Campaign Flight Performance
Overview
Always On Campaign provides steady, consistent audience engagement leading to a steady flow of consignment leads in support of it’s
primary objective at a cost-effective $73.38 average CPR.
Budget Spend Campaign Flight represents 16.5% of total Campaign spend and delivers 29% of all Campaign Consignment Goal leads.
Goal Objective
[Consign] Conversion
1,247 attributed Consignment Goal conversions
Value-Add
Goal Conversions
[Bidder + Gate]
1,901 attributed Bidder Goal Objective conversions + 993 attributed Gate Purchase Goal Objective conversions
KPI Performance
All leading KPIs and metrics are performing well either a below or within automotive industry benchmark thresholds.
0.34% CTR + $2.97 CPC + $0.30 CPE + 1.45% Objective CVR + 11.54% Goal CVR + $85.48 Objective CPA + $73.38 Avg. Goal CPR
Optimization
As with all active Campaigns, now with benchmarking measured based for multi-dimensional performance, the Always On Campaign Flight
can progress to higher levels of optimization from the onset of new investments as well as inflight.
Opportunities
Opportunities exist to apply a business value to the Consignment Goal Lead to optimize Campaign performance based on actual business
returns.
Future Potential
As the Campaign Flight is tracked and measured for insights, conversion counts and percentage of event consignments should
continue to rise with optimization best practices.
Always On Flight | Performance Highlights Recap
48

Campaign Targeting
25,000
Foot Tactical Review
49

HOW ARE
BARRETT-JACKSON
Campaign Targeting Tactics Performing For
50

Goal Objectives by Targeting Performs for Leading KPIs
Goal Targeting Spend
Spend
Share
Impressions Engagements
Goal
CVR
Consign Bidder Gate
Total
Events
Goal
Share
Gate
Revenue
Revenue
Share
Goal
CPR
Gate $239,213 37% 25,760,912 319,423 16.57% 470 3,485 12,889 16,844 48.47% $1,005,313 68% $12.65
Bidder $157,309 24% 16,491,032 327,928 5.21% 1,074 4,999 4,042 10,115 29.11% $315,293 21% $23.88
Consignee $251,073 39% 23,089,755 737,939 2.28% 2,705 3,084 2,003 7,793 22.42% $156,238 11% $75.57
Aggregate $647,595 100% 65,341,699 1,385,290 11.88% 4,249 11,568 18,934 34,751 100% $1,476,844 100% $14.04
Performance Insights
Goal conversionCPR measures are aligned to audience size
potential. It costs more to reach and convert smaller audiences
as opposed to larger ones. Consequently,CPRs for goal targets
align appropriatelywith Gateaudiences ($12.65CPR costing
much less than Consigneegoal audience ($75.57CPR) target
conversions. $75.57
$23.88
$12.65
Avg CPA
Gate
Bidder
Consignee
Opportunities
Budget spend for new Campaign Flights is an opportunityto re-review with the Barrett-Jackson team to re-align campaign business goals and objectivesprioritiesbased on historic
(now benchmarked) performancefor goal objective. Predictivemodelingcan now be activated using measured benchmarks to statistically model the optimal spend for
Goal targeting to maximizebusiness ROI from the onset of a new campaign and be used to re-model inflightperformanceto ensure continuousoptimization.
CPR
Performance
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | Metrics are based on Goal objective spend. | CPR is calculated for CORE Tactic (banners, Search, FB+IG) x Objective spend | 51
CPR (Cost-Per-Result) aligns to Target Audience size and potential.

52
GateGoalObjectivePerformanceRepresentsUntappedPotential
IMPRESSIONS
CLICKS
25.8M 77.8K 0.30%
$3.08 319.4K $0.75
16.8K 16.76% $12.65
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | Metrics are based on Goal objective spend. | CVR + CPR is calculated for CORE Tactic (banners, Search, FB+IG) x Objective spend |
Larger goal budgets provide opportunity to produce greater revenues and business returns.

53
Bidder Goal Objective Delivers Steady & Consistent Impact
IMPRESSIONS
CLICKS
16.5M 95.9K 0.58%
$1.64 328.0K $0.48
10.1K 5.38% $23.88
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | Metrics are based on Goal objective spend. | CVR CPR is calculated for CORE Tactic (banners, Search, FB+IG) x Objective spend |
Aligning goal budgets to priorities will ensure maximum & optimal business outcomes and returns.

54
Consignment Goal Objective Reinforces Business Value
IMPRESSIONS
CLICKS
23.1M 118.8K 0.51%
$2.11 737.9K $0.34
7.8K 2.35% $75.37
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | Metrics are based on Goal objective spend. | CVR + CPR is calculated for CORE Tactic (banners, Search, FB+IG) x Objective spend |
Placing a monetary value on a Lead will enable greater optimization outcomes and business ROI.

Prospecting,Engagement, Remarketing and Keyword Search are
proven funnel tactics for differentjourney stages. When Funnel
performanceis analyzed and weighed against goal objectives,
results align appropriately.
Opportunities
As new campaign investments are made, planning and optimizingbudget spends balanced for spend ratios for each audience targeting tactic affords the potential for greater
business outcomes. The benchmarks represented are in aggregate, but do offer a baseline review for how to optimizefuturecampaigns forbetter efficiencies. Of note, the
opportunityfor remarketing performancelifts remains contingent on being able to use and have access to data-driven CRMs as well as best practice tracking schemes to
effectivelyretarget specificaudiences of value.
FunnelTacticsSupportGoalObjectives forAudience InterestStages
Funnel Stage Tactic
Funnel
Spend
Spend
Share
Funnel
Impressions
Funnel
Engagements
Funnel
CVR
Consign
Leads
Bidder
Leads
Gate
Orders
Total
Goals
Goal
Share
Gate
Revenue
Revenue
Share
Funnel
CPR
TOF Prospecting $338,254 52% 42,513,941 327,010 9.44% 1,646 2,143 4,957 8,746 25% $386,646 26% $25.06
MOF Engagement $107,704 17% 6,372,297 950,103 4.25% 909 1,095 1,651 3,655 11% $128,778 9% $19.19
MOF + BOF Remarketing $72,749 11% 15,892,569 11,722 130.28% 894 7,183 7,195 15,272 44% $561,210 38% $4.76
BOF Keyword $128,887 19% 562,892 96,455 7.34% 800 1,147 5,131 7,078 20% $400,210 27% $18.21
Aggregate $647,595 100% 65,341,699 1,385,290 11.88% 4,249 11,568 18,934 34,751 100% $1,476,844 100% $14.04
$4.76
$18.21
$19.19
$25.06
TOF
MOF
BOF
MOF + BOF
CPR
Performance
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | Metrics are based on Funnel Stage spend. | CVR + CPR calculated based on CORE Channels Tactic spend. |
| Funnel Objectives: TOF (Awareness) . MOF (Video Engagement) . BOF (Search - Conversion) . |
55
Funnel Targeting offers plenty of opportunities to refine optimization aligned with Audience tactics.
CPRs align to Funnel stage with Remarketing offering the greatest budget spend efficiencies.

Insights Highlights Campaign Targeting Tactics Performance
Overview
Campaign targeting can be understood as a inverse pyramid hierarchy where Goal Objectives with Funnel Tactics form the targeting
foundation with Channels and Audience targeting falling underneath as supporting micro-targeting levels. At each level, these targeting
disciplines are designed and optimized to impact and influence all campaign goal objectives for maximum business outcomes.
Budget Spend Current Campaign Spend by goal objective targeting has aligned spend to Gate (37%) and Bidder (24%), Consignment (39%), goals, respectively.
Funnel Targeting
Performance
Goal conversion acquisition costs are aligned to funnel stage and audience size potential. As expected, larger audiences with broad
automotive affinities perform well for (Gate goal) conversion with lower CPAs whereas smaller narrow audiences highly targeted for specific
interest (Bidder, Consignment) perform better for engagements but with higher CPAs. As a result, the number of impressions served must be in
balance for each audiences’ similar yet unique level of personal interests (interest, desire, need) to ensure maximum goal conversion events are
realized.
Goal Funnel
Conversions
• TOF Targeting | $25.06 CPR, | 1,641 Consignments + 2,100 Bidder + 4,730 Gate > 8,471 Total Events > 25% Conversion Share
• MOF Targeting | $19.19 CPR | 906 Consignments + 1,088 Bidder + 1,630 Gate > 3,624 Total Events > 11% Conversion Share
• MOF + BOF Targeting | $4.76 CPR | 894 Consignments + 7,183 Bidder + 7,195 Gate > 15,272 Total Events > 39% Conversion Share
• BOF Targeting| $18.21 CPR | 800 Consignments + 1,147 Bidder + 5,131 Gate > 7,078 Total Events > 27% Conversion Share
• Campaign Aggregate | $14.04 CPR | 4,241 Consignments + 11,518 Bidder + 18,686 Gate > 34,445 Total Goal Events
KPI Performance
Overall, Goal Objective leading KPI metrics align to each goal event where audience targeting size potential influences performance and
cost efficiencies.
Optimization
Potential is present to optimize new investments at the onset of a new Campaign Flight and inflight based on multi-dimensional
optimization best practices aligned to goal and funnel targeting tactics. Of note, there is a level of common overlap for Bidder and Gate
audiences where additional scaled efficiencies can be realized based on future optimization.
Opportunities
Opportunities exist to establish goal event prioritiesto align budget spends. Added opportunities may be to measure high value website
events (HVEs) for greater representation of user engagements which would require a review of proper placement of conversion pixels and tags.
Future Potential Budget spend alignments for new Campaign can potentially lift performance across all Goal spend micro-campaigns.
Targeting Tactics | Performance Highlights Recap
56

Campaign Channels
10,000
Foot Placement Review
57

HOW ARE
BARRETT-JACKSON
Campaign Channels Performing For
58

Channels Placement & Use Emphasize (3) Core Channels
Channels
Channel
Spend
Spend
Share
Channel
Impressions
Channel
Engagements
Channel
CVR
Consign Bidder Gate
Total
Goals
Goal
Share
Gate
Revenue
Revenue
Share
Channel
CPR
Banners $189,632 29.28% 45,084,833 32,354 63.58% 963 8,356 11,251 20,570 59.19% $877,578 59.42% $9.22
Search $128,887 19.90% 562,892 96,455 7.34% 800 1,147 5,131 7,078 20.37% $400,210 27.10% $18.21
FB+IG $164,963 25.47% 11,325,297 540,966 4.40% 2,478 2,015 2,304 6,797 19.56% $179,712 12.17% $24.27
CTV $45,140 6.97% 1,327,650 329 48.02% 3 35 120 158 0.45% $9,360 0.63% $285.70
Audio $13,380 2.07% 621,129 249 36.14% 0 2 88 90 0.26% $6,864 0.46% $148.67
Social (Other) $45,653 7.05% 2,133,057 710,370 1.28% 5 13 35 53 0.15% $2,730 0.18% $861.37
Hyperlocal $20,429 3.15% 2,751,011 3,824 n/a 0 0 4 4 0.01% $312 0.02% n/a
Podcast $2,406 0.37% 60,153 0 n/a 0 0 1 1 0.00% $78 0.01% n/a
DOOH $30,152 4.66% 1,159,698 0 n/a 0 0 0 0 0.00% - 0.00% n/a
Native (Web) $6,952 1.07% 315,979 743 n/a 0 0 0 0 0.00% - 0.00% n/a
Aggregate $647,595 100% 65,341,699 1,385,290 12.07% 4,249 11,568 18,934 34,751 100% $1,476,844 100% $16.91
Three (3) core channels offer the greatest campaign potential
based on cost efficiencies(Banners, Search, Facebook +
Instagram). Other channels in use and in varyingtesting stages
expand Campaign reach and frequencywhich offeradded value
for movingaudiences through all funnel stages.
Opportunities
OptimizationoncorechannelsandgreaterexperimentationwithlesserperformingchannelswhichcanbedesignedforspecificCampaignobjectiveswillenablegreaterfuture
channelperformancebusinessoutcomes.
$18.21
$24.27
$9.22
Banners
FB+IG
Search
CPR
Performance
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | Results based on Channel Placement campaign spends. | 59
Banners, Search & Facebook + Instagram are the foundational building blocks to Campaign channels.
Channels without a CVR + CPR are without viable tracking and cannot be measured for KPIs.

Core Channels Performance Drives Campaign Goal Results
Current channel placement efficiencies represent (3) high performing channels account for
75% of all Budget Spend and 99% of all conversions and 99% of revenue created.
Remaining 25% of budget spend has been strategically allocated across other channels to expand brand exposure and engagements
in support of reach and frequency directly and indirectly influencing all community touchpoints for full funnel Brand impact.
Banners Search FB+IG
Spend Share 29% 20% 25%
Goal Share 59% 20% 20%
Revenue Share 59% 27% 12%
CPA $9.22 $18.21 $24.27
$9.22
$18.21
$24.27
0%
20%
40%
60%
80%
100%
$0
$5
$10
$15
$20
$25
Top (3) Channels x Goal Conversion CPR Performance
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | Results based on Goal Objective + Channel campaign spends. | Core Channels: Banners > Search > Facebook + Instagram |
| Goal + Revenue Share based on Total Campaign results. |
60

Core Channels Work In Unison to Impact Goal Performance
Objectives x Core Channels
Core Channel
Spend
Core Spend
Share
Core Spend
Goal Objectives
Core Spend
Goal Share
Core Spend
CVR
Core Spend
CPR
Gate
Revenue
Revenue
Share
Gate Goal $160,231 100% 12,667 100% 16.76% $12.65 $987,997 100%
Banners $84,304 53% 7,495 61% 53.60% $11.25 $584,610 59%
Search $31,502 20% 3,145 21% 11.95% $10.02 $245,281 25%
Facebook + Instagram $44,425 28% 2,027 18% 5.75% $21.92 $158,106 16%
Bidder Goal $119,329 100% 4,998 100% 5.38% $23.88 $314,045 100%
Banners $44,291 37% 3,358 67% 40.69% $13.19 $176,124 56%
Search $30,963 26% 613 12% 1.62% $50.53 $120,917 39%
Facebook + Instagram $44,074 37% 1,027 21% 2.20% $42.92 $17,004 5%
Consignment Goal $203,922 100% 2,698 100% 2.35% $75.57 $155,458 100%
Banners $61,037 30% 684 25% 6.76% $89.24 $116,844 75%
Search $76,463 37% 1,485 55% 2.05% $51.49 $4,602 3%
Facebook + Instagram $66,422 33% 529 20% 1.65% $125.48 $34,012 22%
Objective Aggregate +
(% of Campaign Results)
$483,482 75% 20,363 59% 12.16% $14.04 $1,457,500 99%
The (3) core channels when analyzed by Goal Objectiveoffer
Conversionand CPA efficiencieswith individualvalue and as a
group working together as a CoreChannel block for each of the
Goal objectives.
Opportunities
BasedonisolatingGoalObjectivesacrossCoreChannels,ChanneloptimizationbestpracticesbyGoalObjectivecanbeappliedtofurtherheightenoverallChannelplacement
andperformance.
$23.88
$75.57
$12.65
Gate
Consignment
Bidder
CPR
Performance
| $483K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | Results based on Goal Objective + Channel campaign spends. | Core Channels: Banners > Search > Facebook + Instagram | 61
Channel placement efficiencies perform modestly different based on Goal objective,
with collective performance working in unison driving impactful results for all goal objectives.

Gate Goal Objective Bidder Goal Objective Consignment Goal Objective
Goal Objectives Goal CPR Goal Objectives Goal CPR Goal Objectives Goal CPR
12,889 $12.65 4,999 $23.88 1,074 $75.57
16.57% Goal CVR 5.21% Goal CVR 2.28% Goal CVR
$239,213 | 37% Spend $157,309 | 24% Spend $251,073 | 39% Spend
Channels Review by Goal Performance Demonstrate Influence
Conversion Impact x Goal Objective Spend
470
1,074
2,705
3,485
4,999
3,084
12,889
4,042
2,003
Gate, 68%
Bidder, 43%
Consign, 64%
0%
20%
40%
60%
80%
100%
0
3,000
6,000
9,000
12,000
15,000
Gate Bidder Consign
Consignments
Bidders
Gate
Goal Share
| $648K Media Spend | Campaign Period: Nov. 01, 2021 thru Oct. 23, 2022 | Objective results based on Goal Targeting CORE Channels spends. |
ALL Goal Objectives are realized across all Goal Objective targeting campaign spends
representing an overlap of audience interests, especially evident across Gate and Bidder audiences.
Performance metrics and KPIs do align as expected and with good performance for delivered Audience Targeting impressions
based on Funnel stages and specific affinity levels of audience interest.
62

Review of Gate Goal Targeting Shows Channel Placement Impact
Channel
Gate
Spend
Spend
Share
Gate Goal
CVR
Consign Bidder Gate
Total
Events
Goal
Share
Gate
Revenue
Revenue
Share
Gate Goal
CPR
Banners $84,304 35% 18,715,628 13,983 53.60% 101 2,558 7,495 10,154 60% $584,610 58% $11.25
Search $31,502 13% 103,874 26,316 11.95% 60 245 3,145 3,450 20% $245,281 24% $10.02
FB+IG $44,425 19% 3,289,484 91,436 5.75% 309 642 2,027 2,978 18% $158,106 16% $21.92
CTV $16,322 7% 480,048 103 98.06% 0 29 101 130 1% $7,878 1% $161.60
Audio $13,380 6% 621,129 249 35.34% 0 2 88 90 1% $6,864 1% $152.05
Social (Other) $11,179 5% 591,913 186,511 2.77% 0 9 28 37 0% $2,184 0% $399.24
Hyperlocal $5,542 2% 738,985 825 0.48% 0 0 4 4 0% $312 0% $1,385.60
Podcast $2,406 1% 60,153 0 n/a 0 0 1 1 0% $78 0% $2,406.12
DOOH $30,152 13% 1,159,698 0 n/a 0 0 0 0 0% $0 0% n/a
Aggregate $239,213 100% 25,760,912 319,423 16.57% 470 3,485 12,889 16,844 100% $1,005,313 100% $18.56
Banner and Search advertisinghas shown to be an ideal channels to acquire and influence Gate Ticket communityinterest at scale moving audiences from initial
awareness to final conversion. Facebook + Instagram offers added value and provides additional benefit for greater audience engagements aiding in moving
audiences deeper into the funnel for ticket sales. Social (Other) which includes YouTube, also has significant value for engagements assisting the funnel journey paths.
Other channels perform at lower levels but are strategic in their use for reach and frequency and ultimately in support of funnel impact.
Opportunities
Campaigns can be optimized based on channel Goal benchmarks as one optimizationdimension reinforcinggreater business outcomes and spend/cost efficiencies.
| $648K Media Spend | Campaign Period: Nov. 01, 2021 thru Oct. 23, 2022 | Objective results based on Goal Targeting Objective Channels (all) campaign spends. |
63

Core Channels Gate Goal Objective Targeting Spend Impact
The Gate Goal objective aligns to (3) core channels of impact and influence
with subtle performance distinctions for individual Campaign Flights.
Where channel performance nuances have been observed for different Campaign Flights, core channels remain the same
with modest distinctions linked to metric performance. In those cases, Platform AI optimization guided with proactive agency intervention
is used to adjust budget spends to ensure Campaigns maximize goal conversions and business outcomes.
BannersR Search Facebook + Instagram
7,495 $11.25 3,145 $10.02 2,027 $21.92
101 60 309
2,558
245
642
7,495
3,145
2,027
Banners, 58%
Search, 24%
FB + IG, 16%
0%
20%
40%
60%
80%
0
2,000
4,000
6,000
8,000
Banners Search FB + IG
Consignments
Bidders
Gate
Goal Share
Linear (Gate)
| $648K Media Spend | Campaign Period: Nov. 01, 2021 thru Oct. 23, 2022 | Objective results based on Goal Targeting Objective campaign spends. | Goal Share based on total Campaign results. |
64
18,934
Total Gate Orders

Reviewof BidderGoalTargetingShowsChannelPlacementImpact
Channel
Bidder
Spend
Spend
Share
Bidder
CVR
Consign Bidder Gate
Total
Events
Goal
Share
Gate
Revenue
Revenue
Share
Bidder
CPR
Banners $44,291 28% 11,150,707 8,253 40.69% 178 3,358 2,258 5,794 67% $176,124 56% $13.19
Search $30,963 20% 167,062 37,953 1.62% 211 613 1,550 2,374 12% $120,917 38% $50.53
FB+IG $44,074 28% 2,938,299 117,901 2.20% 684 1,027 218 1,929 21% $17,004 5% $42.92
CTV $14,449 9% 424,964 86 1.16% 0 1 10 11 0% $780 0% $14,448.78
Social (Other) $9,820 6% 473,798 161,609 0.00% 1 0 6 7 0% $468 0% n/a
Native (Web) $5,598 4% 254,461 594 0.00% 0 0 0 0 0% $0 0% n/a
Hyperlocal $8,113 5% 1,081,741 1,532 0.00% 0 0 0 0 0% $0 0% n/a
Aggregate $157,309 100% 16,491,032 327,928 5.21% 1,074 4,999 4,042 10,115 100% $315,293 100% $31.47
Opportunities
As with all future campaign planning, historicalbenchmarks providepredictivemodeling opportunities at granular performance levels to align new budget spends to
statistical forecastingand inflight optimization to maximizefuture goal conversionsand final campaign flight outcomes. Additionally,assigning a modeled business
revenue value to the Bidder Goal objectiveis another opportunity to maximizepaid media’s business ROI and aid in aligning campaign budget spend ratios.
| $648K Media Spend | Campaign Period: Nov. 01, 2021 thru Oct. 23, 2022 | Objective results based on Goal Targeting Objective campaign spends. |
There are some nuances for the Bidder Goal Objective by Channels. Core channels remain the same but perform reasonably different for audience influence. Banner
advertising has shown to be THE IDEAL CHANNEL FOR BIDDER LEADS with Search and Facebook + Instagram used in support based on CVR + CPA efficiencies.
Channel performancenuances can be expected by Audience type based on where audiences congregate. The insights collected are the benchmark measures which
will aid and guide future Campaign Flight spends.
65

Core Channels Bidder Goal Objective Targeting Spend Impact
Banners Search Facebook + Instagram
3,358 $13.19 613 $50.53 1,027 $42.92
$44,291 | 28% Share $30,963 | 20% Share $44,074 | 28% Share
178 211
684
3,358
613
1,027
2,258
1,550
218
Banners, 67%
Search, 12%
FB + IG, 21%
0%
20%
40%
60%
80%
0
2,000
4,000
6,000
8,000
Banners Search FB + IG
Consignments
Bidders
Gate
Goal Share
Linear (Bidders)
Bidder Conversion Goal objective aligns performance with the Top (3) Core Channels
of impact and influence common to the Gate Goal but with nuances in performance.
Common conversion overlap is seen between Bidder and Gate Audiences independent of targeting spend tactic as each individual tactic
influences, supports and reinforces both audiences which affords the added opportunityto plan future media buys more efficiently.
66
11,568
Total Bidder Leads

ReviewofConsignGoalTargeting ShowsChannelPlacement Impact
Channel
Consign
Spend
Spend
Share
Consign
CVR
Consign Bidder Gate
Total
Events
Goal
Share
Gate
Revenue
Revenue
Share
Consign
CPR
Banners $61,037 24% 15,218,498 10,118 6.76% 684 2,440 1,498 4,622 25% $116,844 75% $89.24
FB+IG $76,463 30% 5,097,514 331,629 2.05% 1,485 346 59 1,890 55% $4,602 3% $51.49
Search $66,422 26% 291,956 32,186 1.65% 529 289 436 1,255 20% $34,012 22% $125.48
CTV $14,370 6% 422,638 140 2.14% 3 5 9 17 0% $702 0% $4,789.90
Social (Other) $24,654 10% 1,067,346 362,250 0.17% 4 4 1 9 0% $78 0% $6,163.46
Native (Web) $1,353 1% 61,518 149 0.00% 0 0 0 0 0% $0 0% n/a
Hyperlocal $6,774 3% 930,285 1,467 0.00% 0 0 0 0 0% $0 0% n/a
Aggregate $251,073 100% 23,089,755 737,939 2.28% 2,705 3,084 2,003 7,793 100% $156,238 100% $92.81
Opportunities
Via the channel performancenuances benchmarked for the Consignment objective, A/B testing and predictivemodeling opportunities at granular and dimensional
performancelevels especially with video creativeassets provideopportunities to further test with greater emphasis channels of greatest influence which have
performed significantlybetter over past campaigns. This will allow new Campaign Flights to align budget spends to statistical forecasting and providebest practices for
inflight optimization to maximizecampaign flight final outcomes.
| $648K Media Spend | Campaign Period: Nov. 01, 2021 thru Oct. 23, 2022 | Objective results based on Goal Targeting Objective campaign spends. |
There are definitely nuances for the Consignment Goal Objective by Channels. Core channels remain the same as other Goals but invert for performancewhere
Facebook + Instagram clearly is clearly the best performing channel followed by Banners and Search, respectively. Facebook + Instagram also provides added value
for this audience based on engagement measures which is driven by video posts.
67

Banners Search Facebook + Instagram
684 $89.24 529 $125.48 1,485 $51.49
684
1,485
529
2,440
346
289
1,498
59
436
Banners, 25%
FB + IG, 55%
Search, 20%
0%
20%
40%
60%
80%
0
2,000
4,000
6,000
8,000
Banners FB + IG Search
Consignments
Bidders
Gate
Goal Share
Linear (Consignments)
Facebook + Instagram performs extremely well for converting Consignee audiences.
Banners + Search remains Top Core Conversion Channels with a modest higher CPRs.
Of trending highlight, there remains continued valued-added impact of Consignment objective impressions on other goal conversion types
and the ancillary added Gate revenue ultimately reinforcing influence for Brand exposure and the Brand experience.
Core Channels Consign Goal Objective Targeting Spend Impact
68
4,249
Total Consign Leads

Insights Highlights Campaign Channel Placement Targeting Performance
Overview
Common across all (3) Goal Objectives, conversion performance align to the same top (3) core channels with Banners, Search and
Facebook + Instagram, respectively.
Budget Spend
Spend ratios closely mirror channel performance and heavily is emphasized on the (3) core channels which perform the best and are consistently
ranked for performance. 75% of all Campaign spend is allocated to these top performing channels.
Channel Placement
Impact Performance
Overall, Channel placements for the Gate objective is able to use more channels aligned to influence broader audience interest and appeal.
Narrow audience targeting with select Channel use has been implemented for Bidder and Consignment goal objectiveswhich becomes more
effective and cost efficient with a reduced number of Channel placements to more effectively reach audiences of value and which perform
better for goal conversions without spend waste.
Goal Objective
Conversion
Channel efficienciesfor each Objective spends perform well for leadingmetrics with good results and high campaign attribution
percentagesrealized for each of the goal objective conversion events. Of note, channels for each goal objective spend does convert audiences
for other goal objectives and is a common trend across all channels as audiences have common overlap based on Car, Auction and Brand interest.
KPI Performance
KPI performance varies by channel for each Goal Objective where the Campaign is being optimized based on KPI performance and
strategic channel use. KPIs are performing well as a whole across all channels and are below or within thresholds of auto industry benchmark
averages.
Optimization
Continued Campaign Flight optimization and applying benchmark measurements to Campaign planning and Campaign execution best
practices with continued experimentationand testing for lesser performing channels as well as new channel placements (which remain to have
value based on funnel impact) is the valued strategic direction to elevate Campaign results.
Opportunities
There are opportunities to align campaigns based on goal conversion type events to channel placement and spend performance
efficiencies in alignment for where conversions are being realized as benchmarked based on goal targeting spend.
Future Potential
Review and refinement of all goal priorities, conversion pixels and tags placement for attribution tracking, and a re-review (and or
development) of landing and/or confirmation pages for accurate attribution measurement and optimization ensures overall
Campaign prosperity and growth.
Channels | Performance Highlights Recap
69

Campaign Audiences
5,000
Foot Targeting Review
70

HOW ARE
BARRETT-JACKSON
Campaign Audiences Performing For
71

Audience Targeting Tactic Impact on Goal Conversions
Targeting Tactic
Audience
Spend
Spend
Share
Audience
CTR
Audience
Engagements
Audience
CVR
Consign Bidder Gate
Total
Events
Goal
Share
Gate
Revenue
Revenue
Share
Audience
CPR
Remarketing $90,056 13.91% 0.10% 43,570 95.92% 2,124 8,009 7,655 17,788 51.19% $597,090 40.43% $5.06
Keywords $128,887 19.90% 17.12% 96,455 7.34% 800 1,147 5,131 7,078 20.37% $400,210 27.10% $18.21
Audience (AT) $197,525 30.50% 0.19% 142,800 10.09% 326 1,422 4,228 5,976 17.20% $329,784 22.33% $33.05
CRM LAL $82,052 12.67% 1.61% 354,027 1.43% 695 479 106 1,280 3.68% $8,268 0.56% $64.10
CRM $4,007 0.62% 0.90% 15,326 37.48% 203 111 589 903 2.60% $45,942 3.11% $4.44
Audience + WL $4,137 0.64% 0.07% 754 116.58% 3 99 777 879 2.53% $60,606 4.10% $4.71
Affinities $90,656 14.00% 0.50% 729,929 3.22% 98 299 360 757 2.18% $28,080 1.90% $119.76
Geos $46,568 7.19% 0.07% 1,874 4.59% 0 2 84 86 0.25% $6,552 0.44% $541.48
Whitelists $3,442 0.53% 0.05% 422 0.95% 0 0 4 4 0.01% $312 0.02% $860.50
IMG $266 0.04% 0.75% 133 0.00% 0 0 0 0 0.00% $0 0.00% n/a
Grand Total $647,595 100.00% 0.45% 1,385,290 11.88% 4,249 11,568 18,934 34,751 100.00% $1,476,844 100.00% $18.64
Remarketing followedby Keyword are clear proven top performersas
AudienceTargeting tactics across Goal objectives influencingaudiences at
scale. General audience targeting based on varied user interests and socio-
demographicssupport the overall effort, but as expected, audiences who
have a shown a predispositionof interest will perform best for all goal
objectives.
Opportunities
BenchmarksprovideopportunitiestomorecloselyoptimizeCampaignspendwithinsightsforhowbesttotestgreaterspendwithhighlypromisingaudiencesbyGoalObjectiveincluding
CRMandAudienceWhitelistAudienceDemoswhichperformwellforCPR. CTRbecomesoneadditionalvaluedmeasuredKPIforearlyawarenessaudiencesrepresentinginitialinterest
and whichcanbeusedforoptimization.
$18.21
$33.05
$5.06
$4.44
$4.71
Audience WL
CRM
Remarketing
Audience
Keyword
CPA
Performance

Deeper Look at Audience Pool Segments Targeting Impact
Audience Pool
Audience
Spend
Spend
Share
Audience
CTR
Audience
Engagements
Tactic
CVR
Consign Bidder Gate
Total
Events
Goal
Share
Gate
Revenue
Revenue
Share
Audience
CPR
Site Visitor $41,807 6.73% 0.17% 32,906 110.59% 1,564 6,316 6,118 13,998 40.28% $477,204 32.31% $2.99
Keyword $128,887 20.76% 17.12% 96,455 7.34% 800 1,147 5,131 7,078 20.37% $400,210 27.10% $18.21
HHI $49,347 7.95% 0.08% 11,993 51.11% 498 1,791 1,657 3,946 11.36% $129,246 8.75% $12.51
Enthusiast $131,209 21.13% 0.26% 110,781 7.63% 313 908 2,427 3,648 10.50% $189,306 12.82% $35.97
Event $35,523 5.72% 0.20% 18,153 12.74% 33 238 1,197 1,468 4.22% $93,366 6.32% $24.20
CRM LAL $93,156 15.00% 1.35% 359,725 1.54% 726 582 157 1,465 4.22% $12,246 0.83% $63.59
CRM $5,526 0.89% 0.47% 19,158 31.00% 204 131 603 938 2.70% $47,034 3.18% $5.89
Sports Affinity $44,612 7.18% 0.15% 11,263 9.39% 21 222 594 837 2.41% $46,332 3.14% $53.30
Event + WL $1,793 0.29% 0.04% 185 384.86% 1 65 646 712 2.05% $50,388 3.41% $2.52
Demo $10,045 1.62% 0.23% 8,302 11.40% 76 78 133 287 0.83% $10,374 0.70% $35.00
Predictor $7,969 1.28% 0.09% 1,696 8.55% 9 62 74 145 0.42% $5,772 0.39% $54.96
Enthusiast + WL $1,859 0.30% 0.10% 1,065 8.45% 1 15 74 90 0.26% $5,772 0.39% $20.65
Geo $14,304 2.30% 0.09% 917 9.71% 0 2 87 89 0.26% $6,786 0.46% $160.72
Affinity $49,532 7.98% 0.11% 712,532 1.45% 3 7 33 43 0.12% $2,574 0.17% $1,151.92
Gender $1,900 0.31% 0.10% 159 4.40% 0 4 3 7 0.02% $234 0.02% $271.39
DOOH $3,446 0.56% 0.00% 0 #DIV/0! 0 0 0 0 0.00% $0 0.00% n/a
Aggregate $647,595 100% 0.45% 1,385,290 11.88% 4,249 11,568 18,934 34,751 100% $1,476,844 100% $18.64
At a moregranular audience pool level, targeting and remarketing to Barrett-Jackson’s site visitoraudiences observablyperformsthe best out of all audience pool categories with
an outstanding $2.99average Goal CPA. Keyword,HHI and Enthusiast audience pool categories support the effort with good conversionand CPR measures. Overall CRM and LAL
audiences slightlyunderperformsbut contributeat supportinglevels to overall Campaign results.
Opportunities
There are a number of opportunities to A/B test audience segments at deeper levels. Based on the collected benchmarks acrossall recent Campaign activity, we can also begin to
confidentlypredict spend efficiencies by audience segmentation. Audience Pooltargeting becomes one additional dimension to test and optimizewithin predictive
models for planning and managing inflight performance.

Audiences Goal Conversion Behaviors Timeline Targeting
Campaign
Conversion Percentages x Days Before Auction Event
Gate Goal Objective Bidder Goal Objective Consignment Goal Objective
1-7
Day
8-14
Day
15-28
Day
28+
Day
Post
Event
1-7
Day
8-14
Day
15-28
Day
28+
Day
Post
Event
1-7
Day
8-14
Day
15-28
Day
28+
Day
Post
Event
Aggregate 53% 29% 13% 5% n/a 58% 16% 14% 8% 4% 10% 7% 29% 50% 4%
Houston
2021
79% 12% 7% 1% n/a 77% 14% 7% 1% n/a 24% 12% 45% 18% n/a
Scottsdale
2022
45% 34% 14% 7% n/a 51% 18% 17% 9% 4% 11% 10% 18% 54% 6%
Palm Beach
2022
65% 16% 12% 8% n/a 57% 14% 11% 13% 6% 4% 5% 40% 47% 3%
Las Vegas
2022
72% 15% 3% 9% n/a 59% 9% 10% 13% 9% 7% 3% 18% 64% 8%
Houston
2022
70% 15% 10% 6% n/a 59% 11% 12% 18% 0% 11% 5% 25% 58% 0%
Goal Counts 9,440 5,161 2,313 939 88 5,618 1,555 1,327 817 349 291 218 864 1,509 120
Inaggregate,trendingpatternsrevealGoaltypeaudiencesconversionsvaryalignedtoa timelineleadinguptoan event.Inaggregate,GateGoalObjectiveticketsalesrampclosertoevent
dateswith82%ofallticketsaleswithin14daysoftheevent.BidderregistrationleadscloselymirrorGateTicketsaleswhere88%ofallregistrationsoccurring(3)weeksleadinguptothe
event. ConsignmentSignupleadsaretheanomalywherethemajorityofsignupsoccurfatheroutfromtheventdateswith50%transactingat 28+daysbeforetheevent.
Opportunities
Based on availablebenchmarks, future Campaign planning can align Campaign Flight spends moreclosely by Goal Objectivetargeting to be moreeffectiveand to scale and pace
spends aligned to historicalcommunitytimeline behaviors.
74

Gate + Bidder Goal Objective Conversions largely transact within (7) days prior to the event.
Consignment Signup Leads predominantly occur 28+ days before the event.
Understanding community behaviors can be applied to assist in planning, budget pacing, and optimizing Campaigns.
Audiences Goal Conversion Behaviors Targeting Impact

Insights Highlights Campaign Channel Placement Targeting Performance
Overview
At a tactical funnel level, remarketing clearly performs the best for converting all Goal audiences. Keyword targeting is efficient for
Bidder audiences and even more so for Gate audiences. Prospecting to large audience pools as a tactic efficientlyperforms well for both
Gate and Bidder Objectives.
Budget Spend
Budget spend has been effectively allocated across targeting tactics and audience pools to reach the broadest audience possible based
on car and auction interests.
Audience Targeting
Impact Performance
Remarketing followed by Keyword are clear proven top performers with Audience Targeting tactics influencing audiences at scale. At a more
granular audience pool segment level,targeting and remarketing to Barrett-Jackson’s own site visitor audiences observably performs
the best out of all audience pool categories with an outstanding $2.99 average Goal CPR.
Goal Objective
Conversion
Remarketing works best for all Goal objectiveswith Keyword and Audience Car Affinity audiences doing extremely well for Bidder and
Gate audiences. CRM and Whitelistingdo perform the best for CPA, but have been allocated limited spend to date due to the potential
size of the audience pools.
KPI Performance
CTR, CVR and CPR are the prime KPIs to measure audience effectiveness.Benchmark measures now collected will aid in future planning and
optimization cycles.
Optimization
Of significant relevance,there are trending patterns for when Goal audiences are likely to convert for a Goal objective. Each Goal
objective audience can be mapped to better optimizationoutcomes via spend pacing aligned to timelines for Event dates.
Opportunities
Continued use of media buying platform walled gardens and the use of third-party audience data pools where available. Access to, review and use
of Barrett-Jackson’s CRM. Google Analytics and pixel tagging support for site optimization for audience attribution and retargeting. Continual
Keyword analysis, expanded testing for PPC optimization.
Future Potential Experiment more with affinity audiences to expand the potential audience size for our campaigns.
Audiences | Performance Highlights Recap
76

Campaign Creative
3,000
77

HOW ARE
BARRETT-JACKSON
Campaign Creative Performing For
78

Buy Tickets Scottsdale 22; Celebrate 50 Years; Get Tickets
Book Partner Hotels; https://www cart.elevateticketing.com/cart/40C9600F 9178 48B5 B623 D4A805450726/tickets/5067
Consign Your Car; Best Selection of Collector Cars; Highest Sell Rate in the Industry; https://www.barrett jackson.com/Consignment/Home
Our Auctions; Scottsdale Palm Beach Vegas Houston; The Barrett Jackson Experience; https://www.barrett jackson.com/
Register To Bid; Join a World Class Lifestyle Event; On site, Online, or by Phone; https://www.barrett jackson.com/Bidder/Home
Buy Tickets Scottsdale 22; Celebrate 50 Years; Get Tickets
Book Partner Hotels; https://www.barrett jackson.com/Events/Event/Home/Scottsdale 2022/4eca0530 b0a3 4980 b8b2 aef96b00d316
Our Auctions; Scottsdale Palm Beach Vegas; The Barrett Jackson Experience; https://www.barrett jackson.com/
Buy Tickets: Houston 2021; Inaugural Houston Event–NRG Center; Get Tickets
Book Partner Hotels; https://www.barrett jackson.com/Events/Event/Tickets/Houston 2021/fe1d8998 28db 4af2 9f45 63c0d0aeea8f
81

Keyword Search (Top 10) Impact by CTR Performance
Rank Keyword
Keyword
Spend
Spend
Share
Keyword
Clicks
Keyword
CTR
Keyword
Engagements
Keyword
CPE
Consign Bidder Gate
Total
Goals
Keyword
CPR
Gate
Revenue
Revenue
Share
Keyword
CVR
1 auto car auction $2,623 2.04% 5,689 48.63% 5,693 $0.46 28 110 165 302 $8.67 $12,863 4.86% 5.32%
2 barrett auto auction $4,611 3.58% 3,835 43.18% 3,835 $1.20 57 7 6 70 $65.70 $468 0.18% 1.83%
3 famous car auctions $1,041 0.81% 516 42.40% 516 $2.02 38 57 29 124 $8.36 $2,282 0.86% 24.11%
4 barrett jackson $728 0.56% 1,029 38.54% 1,029 $0.71 54 0 0 54 $13.48 $0 0.00% 5.25%
5 barrett jackson auction $2,756 2.14% 2,809 36.13% 2,809 $0.98 36 12 4 52 $53.52 $312 0.12% 1.83%
6 barret jackson auctions $3,324 2.58% 1,873 34.80% 1,873 $1.77 32 0 0 32 $103.88 $0 0.00% 1.71%
7 barrett jackson auctions $1,657 1.29% 1,295 33.69% 1,295 $1.28 17 4 2 23 $72.05 $156 0.06% 1.78%
8 auto bids $960 0.74% 1,048 29.96% 1,048 $0.92 8 16 7 31 $30.57 $578 0.22% 3.00%
9 barrett jackson tickets $9,395 7.29% 2,630 29.27% 2,631 $3.57 1 1 2,329 2,331 $4.03 $181,640 68.59% 88.62%
10 barrett jackson auction tickets $4,653 3.61% 1,461 29.07% 1,461 $3.18 0 0 159 159 $29.26 $12,402 4.68% 10.88%
Rank Aggregate | Keyword Averages $31,748 25% 22,185 37.62% 22,190 $1.43 270 207 2,701 3,179 $9.99 $210,701 80% 14.33%
| $129K Keyword Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | Keyword Averages as highlighted are measured against Total Campaign Keyword results. |
Keyword performancevaries by Goal objective. Overall, owned Keywords
overshadowCompetitiveKeywords in the Top Rankings by CTR. Keyword
Search, essentially a Bottomof Funnel Tactic, is performingwell for Gate
ticket sales, but is providingvalued added impact for Bidder and
ConsignmentLead Goals as realized commonacross all Channels.
Opportunities
There are many opportunitiesto expand, refine, optimizeand experiment with Keywords.Campaign’s optimizationfor ALL owned keywordsis a firststep with A/B testing
Competitivekeywords to identify each goal audience’s Online Search patterns for Car Auctionevents.
Total
Campaign
Keyword
Impact
Contribution
18% 13% 18%
6%
13%
Revenue Total Goals Gate Goal Bid Goal Consign Goal
$264,826 4,633 3,395 675 562
82

Top Keyword Search Impact by Goal Performance
Goal Rank Keyword Spend
Spend
Share
Clicks CTR Engagements CPE Consign Bidder Gate
Total
Goals
CPR
Gate
Revenue
Revenue
Share
CVR
Gate 1 barrett jackson tickets $9,395 7.29% 2,630 29.27% 2,631 $3.57 1 1 2,329 2,331 $4.03 $181,640 68.59% 88.62%
Gate 2 monterey car week auctions $2,341 1.82% 5,178 21.23% 5,178 $0.45 0 0 442 442 $5.30 $34,443 13.01% 8.53%
Gate 3 auto car auction $2,623 2.04% 5,689 48.63% 5,693 $0.46 28 110 165 302 $8.67 $12,863 4.86% 5.32%
Gate 4 barrett jackson auction tickets $4,653 3.61% 1,461 29.07% 1,461 $3.18 0 0 159 159 $29.26 $12,402 4.68% 10.88%
Gate 5 car events $5,980 4.64% 5,759 25.96% 5,762 $1.04 9 3 130 142 $42.01 $10,167 3.84% 2.47%
Bid 1 auto auction $6,324 4.91% 8,336 25.68% 8,336 $0.76 31 136 0 167 $37.87 $0 0.00% 2.00%
Bid 2 Others $43,938 34.09% 11,533 15.76% 11,535 $3.81 125 134 92 350 $125.46 $7,148 2.70% 3.04%
Bid 3 auto car auction $2,623 2.04% 5,689 48.63% 5,693 $0.46 28 110 165 302 $8.67 $12,863 4.86% 5.32%
Bid 4 car auction $6,256 4.85% 12,396 27.30% 12,396 $0.50 6 107 1 114 $54.88 $78 0.03% 0.92%
Bid 5 famous car auctions $1,041 0.81% 516 42.40% 516 $2.02 38 57 29 124 $8.36 $2,282 0.86% 24.11%
Consign 1 Others $43,938 34.09% 11,533 15.76% 11,535 $3.81 125 134 92 350 $125.46 $7,148 2.70% 3.04%
Consin 2 barrett auto auction $4,611 3.58% 3,835 43.18% 3,835 $1.20 57 7 6 70 $65.70 $468 0.18% 1.83%
Consign 3 barrett jackson $728 0.56% 1,029 38.54% 1,029 $0.71 54 0 0 54 $13.48 $0 0.00% 5.25%
Consign 4 famous car auctions $1,041 0.81% 516 42.40% 516 $2.02 38 57 29 124 $8.36 $2,282 0.86% 24.11%
Consign 5 barrett jackson auction $2,756 2.14% 2,809 36.13% 2,809 $0.98 36 12 4 52 $53.52 $312 0.12% 1.83%
| $129K Keyword Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | Keyword Averages as highlighted are measured against Total Campaign Keyword results. | 83
Owned Keywords are Top performers for Consignment leads.
Competitive keywords work best for Bidder leads, and a combination of owned + competitive keywords perform for Gate audiences.

Creative Banner Image (Top 10) Impact by Goals Performance
Rank Static Banner Image
Image
Spend
Spend
Share
Image
Impressions
Image
Clicks
Image
CTR
Consign Bidder Gate
Total
Goals
Image
CPR
Gate
Revenue
Revenue
Share
Image
CVR
1 Text Only $23,922 11.94% 5,158,724 2,920 0.06% 84 933 1,648 2,665 $8.98 $128,544 14.65% 91.27%
2 65 Cobra $6,036 3.01% 1,561,592 1,215 0.08% 37 770 841 1,648 $3.66 $65,598 7.48% 135.64%
3 68 Chevy Pickup $6,159 3.07% 1,593,709 1,205 0.08% 37 783 791 1,611 $3.82 $61,698 7.03% 133.69%
4 Black/White GT $15,513 7.74% 3,291,303 2,402 0.07% 17 616 835 1,468 $10.57 $65,130 7.42% 61.12%
5 Blue/Red GT $13,460 6.72% 2,917,573 1,914 0.07% 21 508 669 1,198 $11.24 $52,182 5.95% 62.59%
6 65 Corvette $3,493 1.74% 905,579 829 0.09% 15 401 554 970 $3.60 $43,212 4.92% 117.01%
7 2015 Porsche Spyder $3,174 1.58% 822,479 695 0.08% 9 401 541 951 $3.34 $42,198 4.81% 136.83%
8 72 Pantera $1,798 0.90% 467,024 500 0.11% 6 148 454 608 $2.96 $35,412 4.04% 121.60%
9 Launch Generic Pre-Qualified $3,579 1.79% 929,522 493 0.05% 27 314 252 593 $6.03 $19,656 2.24% 120.28%
10 17 GT 2 $1,691 0.84% 439,299 460 0.10% 6 121 434 561 $3.01 $33,852 3.86% 121.96%
Rank Aggregate | Creative Averages $78,825 39% 18,086,804 12,633 0.07% 259 4,995 7,019 12,273 $6.42 $547,482 62% 97.15%
| $648K Media Spend | Campaign Period: Aug. 02, 2021 thru Oct. 23, 2022 | Creative Averages as highlighted are measured against Total Campaign Banner Image results. |
Although a Text ad is at the top of the ranking for total goal conversions,
it’s Muscleand PerformanceCar images which create the highest attention
and interest among Bidder and Gate audiences. Classic car imagery
performswell across all leading performancemetrics.
Opportunities
In addition to optimizingthe creativeassets already produced, opportunitiesmay be present to test automotiveindustry best imagery practices with a higher rotation of images in
dynamic ad serves to reduce ad image fatigue. Creative images is one additional dimensionwhich can be included in multi-dimensionalCampaign optimizationmodels.
$3.01
$3.34
$2.96
$3.60
$3.66
65 Cobra
65 Corvette
72 Pantera
15 Porsche Spyder
17 GT-2
CPA
Performance
84

Facebook Creative Ranking Impact by Creative Type
Creative Type Spend
Spend
Share
Impressions Clicks CTR Consign Bidder Gate
Total
Goals
CPR
Gate
Revenue
Revenue
Share
CVR
Dynamic Ads $128,033 77.61% 8,863,301 131,875 1.49% 2,242 1,506 1,615 5,363 $23.87 $125,970 70.10% 4.07%
Facebook Single Image $26,633 16.15% 1,775,558 15,740 0.89% 109 258 328 695 $38.32 $25,584 14.24% 4.42%
Facebook Video $10,297 6.24% 686,438 6,864 1.00% 127 251 361 739 $13.93 $28,158 15.67% 10.77%
Aggregate $164,963 100% 11,325,297 154,479 1.36% 2,478 2,015 2,304 6,797 $24.27 $179,712 100% 4.40%
Dynamiccreative on Facebook has been used for the majorityof spend
and is producinga high percentage of the Goal conversionsresults and
revenue. Of note, hosted Videos perform best foroverall CVR, CPR as well
as a Gate spend/revenue ratio. Single Image ads round out the creative
mix with degrees of performance. Single Imageads which use
performancecar images have shown to gain communityattention and
interest roundingout the Top 3 creative types.
Opportunities
There are opportunitiesfor greater experimentation with optimizing
spend morecloselyaligned to an image CVR performancewhile using
and testing morevideo assets.
$23.87
$38.32
$13.93
Dynamic Single Image FB Video
CPR
Performance
85

Insights Highlights Campaign Creative Placement & Use Targeting Performance
Overview
Overall in aggregate,the Campaign has identified the Top ranked Keywords and Creative Assets (images, video, text) which perform the
best for Goal objectives. Based on use aligned to Goal objective, keywords and creative perform at varying levels.
Budget Spend Budget spend is being closely managed aligned to keyword and creative performance based on goal objective.
Campaign Creative
Impact Performance
Owned keywords are performing well for goal objectives. Muscle and High Performance car images are performing well for Banner and
Facebook + Instagram channels. Videos work well for Consignment leads.
Goal Objective
Conversion
Keyword: Auto Car Auction is Top Ranked keyword for Bidder + Gate goal objectives (275 total conversions). TEXT only ads are the Top
Ranked creative Banner type ad for conversion followed by an assortment of Classic muscle car images. Dyanmic ads work best across
Facebook + Instagram.
KPI Performance
Keyword and creative KPIs are performing below or within industry benchmarks. CTR becomes the leading valued KPI for measuring
audience resonance with a single keyword or creative asset. When aligned to other KPIs, top ranked keywords and assets are enabling the
performance of the Campaign.
Optimization
All creative have performance nuances associated to Event location. As such, keywords and creative assets are a valued-added layer that
can be applied to optimization schemes holisticallyacross the Campaign as well as for each Event. Optimization models can isolate the
assets or use them in combination with other campaign dimensions to find the optimal use and spend for the greatest business outcomes.
Opportunities
There are infinite opportunities to expand testing and the use of Keywords and Creative Assets. The objective use of Keywords is to identify
Keywords audiences use as a large measure to discover intended content links. Conversely with images and videos, the objective use is to identify
assets and measurable characteristics audiences resonate with and to keep assets fresh to reduce user fatigue.
Future Potential
Campaign performance lifts can be realized with the experimentation of creative assets (keywords, text, images, video, CTAs) to enhance
user engagements and click paths to conversion.
Creative | Performance Highlights Recap
86

Insights
1,000
Foot Recap View
87

WHAT ARE THE
BARRETT-JACKSON
Collected Insights for New Campaigns.
88

Campaign + Flight | KPI Metric Scorecard Review
Campaign Flight Spend Share Imp Clicks CTR CPC
Video
Views
CPE
Views
Consign
Goal
Bidder
Goal
Gate
Goal
Gate
CPR
Gate
Revenue
Goal
Total
Goal
CVR_All
Goal
CPR_All
Houston 2021 $110,925 17% 13,270,387 34,880 0.26% $3.18 0 $3.18 319 1,977 2,478 $30.91 $193,284 4,774 13.69% $23.24
Scottsdale 2022 $148,674 23% 14,804,079 66,087 0.45% $2.25 316,884 $0.39 947 5,450 13,056 $7.43 $1,018,369 19,453 29.44% $7.64
Palm Beach 2022 $88,505 14% 8,224,624 41,171 0.50% $2.15 58,397 $0.89 898 1,152 1,485 $26.64 $115,819 3,535 8.59% $25.04
Las Vegas 2022 $81,549 13% 7,462,700 57,451 0.77% $1.42 262,001 $0.26 436 746 304 $152.70 $23,712 1,486 2.59% $54.89
Houston 2022 $111,325 17% 10,956,206 57,017 0.52% $1.95 133,314 $0.58 402 342 618 $179.50 $48,197 1,362 2.39% $81.76
Always On $106,617 16% 10,623,703 35,892 0.34% $2.97 322,107 $0.30 1,247 1,901 993 n/a $77,463 4,142 11.54% $25.74
Aggregate Totals $647,595 100% 65,341,699 292,498 0.45% $2.21 1,092,703 $0.47 4,249 11,568 18,934 $18.56 $1,476,844 34,751 11.88% $18.64
Full Funnel Impact Awareness Interest Desire Action $$ Result Business ROI *
Measured ROAS calculated on Gate Revenue ONLY as a total campaign spend without consideration for other inclusive campaign spend objectives and consign + bidder conversions business value.
Business
Impact
65M
Impressions
292K
Clicks
1.09M
Engagements
34.7K
Conversions
$1.5M
Revenue
922%
ROAS
Campaignmetric measures are in aggregate for each Campaign Flight performance. Always On Flight designed specificallyfor Consignment Goal recruitment in support of full funnel impact.
Automotive Industry Digital Campaign Benchmark Averages:CTR (3.17%) | CPC ($2.69) | CVR (3.75% | CPR ($75.51)
89

Campaign Modeling
futures
Applying Collected Insights
91

WHAT WOULD
BARRETT-JACKSON
Campaign Optimization Look Like?
92

93
Predictive Analytics Offer Statistical Opportunities
Predictive modeling enables the use of historic Campaign performance benchmarks
to plan and/or optimize inflight real-time performance for new paid media investments.
q Planning and managing future campaigns based on statistical analysis of “what if” scenarios ensures Barrett-
Jackson maximum returns on its paid media investments.
q Our optimization model is designed for analyzing, optimizing and guiding strategic directions for all paid media
campaigns.
q Models can be used for each Auction venue to discover the best possible paid media investment unique for
each event.
q Model algorithms can be designed with constraint criteria to guide models for predicting maximum outcomes
for any desired scenario.
q Optimization models are time-tested and proven with flexibility to adopt for inflight campaigns and changing
needs and requirements based on real-time Campaign performance.

94
Predictive Model Representation | Gate Goal Campaign Spend Baseline Benchmark
Benchmark Baseline Performance Goal Performance Spend Performance
Funnel + Tactic Spend Share Impressions Clicks
Video
Views
Calls Engagements
Consign
Goals
Bidders
Goals
Gate
Goals
Gate
CPR
Total
Goals
Tickets
Gate
Revenue
TOF $148,958 62% 19,063,105 26,333 5,871 0 5,871 163 988 3,796 $39.24 4,947 7,592 $296,088
Prospecting $148,958 62% 19,063,105 26,333 5,871 0 5,871 163 988 3,796 $39.24 4,947 7,592 $296,088
Banners $57,893 24% 14,422,452 9,997 0 0 0 25 631 3,032 $19.09 3,688 6,064 $236,496
FB+IG $20,524 9% 1,368,296 14,491 5,871 0 5,871 138 320 556 $36.91 1,014 1,112 $43,368
CTV $16,322 7% 480,048 103 0 0 0 0 29 101 $161.60 130 202 $7,878
Audio $13,380 6% 621,129 249 0 0 0 0 2 88 $152.05 90 176 $6,864
Social (Other) $2,738 1% 212,344 668 0 0 0 0 6 14 $195.60 20 28 $1,092
Hyperlocal $5,542 2% 738,985 825 0 0 0 0 0 4 $1,385.60 4 8 $312
Podcast $2,406 1% 60,153 0 0 0 0 0 0 1 $2,406.12 1 2 $78
DOOH $30,152 13% 1,159,698 0 0 0 0 0 0 0 $0.00 0 0 $0
MOF $32,341 14% 2,300,757 21,130 235,787 0 235,787 171 325 1,485 $21.78 1,981 2,970 $115,830
Engagement $32,341 14% 2,300,757 21,130 235,787 0 235,787 171 325 1,485 $21.78 1,981 2,970 $115,830
FB+IG $23,901 10% 1,921,188 20,787 50,287 0 50,287 171 322 1,471 $16.25 1,964 2,942 $114,738
Social (Other) $8,440 4% 379,569 343 185,500 0 185,500 0 3 14 $602.88 17 28 $1,092
MOF + BOF $26,411 11% 4,293,176 3,986 0 0 0 76 1,927 4,463 $5.92 6,466 8,926 $348,114
Remarketing $26,411 11% 4,293,176 3,986 0 0 0 76 1,927 4,463 $5.92 6,466 8,926 $348,114
Banners $26,411 11% 4,293,176 3,986 0 0 0 76 1,927 4,463 $5.92 6,466 8,926 $348,114
BOF $31,502 13% 103,874 26,315 0 1 1 60 245 3,145 $10.02 3,450 6,289 $245,281
Conversion $31,502 13% 103,874 26,315 0 1 1 60 245 3,145 $10.02 3,450 6,289 $245,281
Search $31,502 13% 103,874 26,315 0 1 1 60 245 3,145 $10.02 3,450 6,289 $245,281
Benchmark Averages $239,213 100% 25,760,912 77,764 241,658 1 241,659 470 3,485 12,889 $18.56 16,844 25,777 $1,005,313
View 1 of 3 | Benchmarked Gate Goal Aggregate Campaign Performance
Baseline Comparison View (pre-modeling using collected campaign performance metric insights)
PREDICTIVE
MODELING
OPPORTUNITIES

95
Predictive Model Representation | Gate Goal Campaign Optimization with NOContraints
Funnel + Tactic Spend
Modeled
Share
Impressions Clicks
Video
Views
Inbound
Calls
HVE
Engagements
Consign
Goals
Bidders
Goals
Gate
Goals
Gate
CPR
Total
Goals
Tickets
Gate
Revenue
TOF $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Prospecting $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Banners $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
FB+IG $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
CTV $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Audio $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Social (Other) $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Hyperlocal $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Podcast $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
DOOH $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
MOF $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Engagement $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
FB+IG $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Social (Other) $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
MOF + BOF $239,213 100% 38,884,720 36,103 0 0 0 688 17,453 40,423 $5.92 58,565 80,846 $3,152,984
Remarketing $239,213 100% 38,884,720 36,103 0 0 0 688 17,453 40,423 $5.92 58,565 80,846 $3,152,984
Banners $239,213 100% 38,884,720 36,103 0 0 0 688 17,453 40,423 $5.92 58,565 80,846 $3,152,984
BOF $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Conversion $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Search $0 0% 0 0 0 0 0 0 0 0 $0.00 0 0 $0
Optmized Performance $239,213 100% 38,884,720 36,103 0 0 0 688 17,453 40,423 $5.92 58,565 80,846 $3,152,984
Baseline Benchmark $239,213 100% 25,760,912 77,764 241,658 1 241,659 470 3,485 12,889 $18.56 16,844 25,777 $1,005,313
Outcome Lift or Loss 0% 0% 51% -54% -100% -100% -100% 46% 401% 214% -68% 248% 214% 214%
View 2 of 3 | Optimized with Constraint Criteria to Maximum Gate Goals
Model Build Statistical Validation Test (model run test to apply Funnel Spend control variables – TOF 65%, MOF 15%, MOF+BOF 10%, BOF 10%)
PREDICTIVE
MODELING
OPPORTUNITIES

96
Predictive Model Representation | Gate Goal Campaign Optimization with CONTOL Contraints
View 3 of 3 | Optimized with Control Constraints to Apply All Funnel Tactics
Verified Statistical Predictive Results (live model outcome with control parameters – Funnel Spend % + max/min (.25/.01)tactic spend, all tactics)
PREDICTIVE
MODELING
OPPORTUNITIES
Funnel + Tactic Spend
Modeled
Share
Impressions Clicks
Video
Views
Inbound
Calls
HVE
Engagements
Consign
Goals
Bidders
Goals
Gate
Goals
Gate
CPR
Total
Goals
Tickets
Gate
Revenue
TOF $155,488 65% 15,235,636 61,358 17,107 0 17,107 412 2,302 8,845 $17.58 11,560 17,690 $689,907
Prospecting $155,488 65.00% 15,235,636 61,358 17,107 0 17,107 412 2,302 8,845 $17.58 11,560 17,690 $689,907
Banners $23,921 10.00% 5,959,303 4,131 0 0 0 10 261 1,253 $19.09 1,524 2,506 $97,719
FB+IG $59,803 25.00% 3,986,883 42,223 17,107 0 17,107 402 932 1,620 $36.91 2,955 3,240 $126,364
CTV $2,392 1.00% 70,357 15 0 0 0 0 4 15 $161.60 19 30 $1,155
Audio $2,392 1.00% 111,048 45 0 0 0 0 0 16 $152.05 16 31 $1,227
Social (Other) $59,803 25.00% 4,637,287 14,588 0 0 0 0 131 306 $195.60 437 611 $23,848
Hyperlocal $2,392 1.00% 318,951 356 0 0 0 0 0 2 $1,385.60 2 3 $135
Podcast $2,392 1.00% 59,803 0 0 0 0 0 0 0 $0.00 0 0 $0
DOOH $2,392 1.00% 92,005 0 0 0 0 0 0 0 $0.00 0 0 $0
MOF $35,882 15% 2,799,532 29,224 123,035 0 123,035 240 449 2,054 $17.47 2,743 4,108 $160,199
Engagement $35,882 15.00% 2,799,532 29,224 123,035 0 123,035 240 449 2,054 $17.47 2,743 4,108 $160,199
FB+IG $33,490 14.00% 2,691,956 29,127 70,462 0 70,462 240 451 2,061 $16.25 2,752 4,122 $160,770
Social (Other) $2,392 1.00% 107,576 97 52,574 0 52,574 0 1 4 $602.88 5 8 $309
MOF + BOF $23,921 10% 3,888,472 3,610 0 0 0 69 1,745 4,042 $5.92 5,856 8,085 $315,298
Remarketing $23,921 10% 3,888,472 3,610 0 0 0 69 1,745 4,042 $5.92 5,856 8,085 $315,298
Banners $23,921 10.00% 3,888,472 3,610 0 0 0 69 1,745 4,042 $5.92 5,856 8,085 $315,298
BOF $23,921 10% 78,878 19,983 0 1 1 46 186 2,388 $10.02 2,620 4,776 $186,257
Conversion $23,921 10.00% 78,878 19,983 0 1 1 46 186 2,388 $10.02 2,620 4,776 $186,257
Search $23,921 10.00% 78,878 19,983 0 1 1 46 186 2,388 $10.02 2,620 4,776 $186,257
Optmized Performance $239,213 100% 22,002,518 114,175 140,142 1 140,143 766 4,683 17,329 $13.80 22,778 34,658 $1,351,661
Baseline Benchmark $239,213 100% 25,760,912 77,764 241,658 1 241,659 470 3,485 12,889 $18.56 16,844 25,777 $1,005,313
Outcome Lift or Loss 0% 0% -15% 47% -42% -24% -42% 63% 34% 34% -26% 35% 34% 34%
Of significance, model realigns spend slightly for CORE channels to realize 34% lift in goals + revenue.

97
Optimization Modeling offers endless opportunities for
Barrett-Jackson
…predictive models usestatistical algorithms touncover hidden opportunities
inperformance data tomaximize business returns and ROI.

98
The representation demonstrated revealed a
predictive lift in Gate Ticket Sales revenue potential
byoptimizing and reallocating campaign spend.
34%
(or +$350K)

99
All of this is made possible
with analytics and the historic insights
we have now collected… and will gather from
future Campaigns and investments.

Assorted Metrics
appendices
Benchmark Numbers
100

Media Analysis

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