ADP Digital Marketing TeamOnlineAdvertising SolutionsRalph PagliaDirector - Digital MarketingOEM & National AccountsCell: (505) 301-6369Ralph_Paglia@ADP.com

Digital Advertising Solutionsfrom ADP Dealer ServicesOnline Advertising Campaign Development & Management Solutions for Car DealersExpanding the portfolio of business development tools that Dealers have available to them from the ADP Digital Marketing team. Designed for Dealers who want to promote their business using proven, powerful, measurable and interactive web based advertising strategies and delivery tactics…

What types of online advertising can dealers use to drive traffic into showrooms, make phones ring and send visitors to their web sites?Buying Online Advertising:Pay for Placement by Time (fixed monthly fee – cars.com)Pay per Click (PPC or CPC)Pay per Thousand Impressions (CPM)Pay per Conversion (Leads and/or Calls Generated)How to Get it Done:Dealer Managed – Do It Yourself (DIY) Interactive Advertising Agencies ($$$) Search Engine Marketing Services Providers (risky business)Dealer Advertising Cooperative Associations (good luck!)ADP Digital Advertising Campaign Management

Digital Advertising Solutions that Provide the Missing Pieces of the Puzzle Text based sponsored link ads Image Ad design, production & hosting Dynamic media enriched ads Conversion Optimized Landing Pages Specialized Micro-Sites Deep-Linked URL Management Campaign Management Services Keyword Bid Management (PPC) Site Targeting Bid Management (CPM) Behavioral Targeting Retargeting Campaigns to display your digital ads to your site’s visitors Monthly budget and results reportingADP Digital Advertising provides a full range of online advertising products and services ranging from creating click-grabbing ads with corresponding landing pages, all the way to pre-built campaigns that are proven producers.

Text based sponsored link ads

Image Ad design, production & hosting

Dynamic media enriched ads

Conversion Optimized Landing Pages

Specialized Micro-Sites

Deep-Linked URL Management

Campaign Management Services

Keyword Bid Management (PPC)

Site Targeting Bid Management (CPM)

Behavioral Targeting

Retargeting Campaigns to display your digital ads to your site’s visitors

Monthly budget and results reporting

ADP Digital Advertising Creative SpecificationsOur Digital Marketing Ads conform to industry standards:Description of Online Ad Creative UnitsGreen indicates ads can be placed on web site using CPM Bid, Direct Placement or Behavioral Targeting campaignsBlue indicates ads can be placed on web sites using CPM Bid Campaigns or Direct Placement*30k limit for Behavioral Targeting Campaigns, 50k limit for Site Targeted Campaigns

Flash-Based Online Ad Creative SpecificationsMedia enriched ads created by BZ Results will conform to the following specifications:

Our Designers create attractive and dynamic multimedia ads that drive traffic to campaign specific Micro-Sites & Landing PagesADP Digital Advertising uses a combination of multiple page micro-sites and specialized landing pages to maximize the conversion of click-throughs from online search engine sponsored links, brokered display ads and web site targeted Banners, Leaderboards, Skyscrapers, Square and other image based online ads. The following is a list of sizes that are industry standards for online display ads that are linked to the dealer’s URL’s:Banner Ads; 468 pixels wide x 60 pixels tallLeaderboard; 728 pixels wide x 90 pixels tallInline (box ads); 300 pixels x 250 pixels & 338 x 292Small Squares;200 pixels x 200 pixels & 250 x 250Skyscraper; 120 pixels wide x 600 pixels tallWide Skyscraper; 160 pixels wide x 600 pixels tallInlineSkyscraperLeaderboard

Successful Dealers use text based Sponsored Links, Image and Media Rich Ads that appear in search results and within thousands of web sitesOur Digital Campaign Managers work with dealers to develop Keyword and Content Targeted Search Campaigns, along with Media Enriched Web Site Targeted CampaignsKeyword TargetedSite TargetedWe use Google’s AdWords network for each dealer to reach online car buyers at the moment when they're looking for a new or used car. Using a combination of text based sponsored links, image and rich media ads, the Google Network reaches more than 80% of online car buyers.* ADP digital designers create dealership ads, then use either key search words or designated web sites to target which people see specific ads. For site targeted display ads we manage a dealer’s bids for Cost per Thousand (CPM) impressions for each of the third party web sites we target…

What are Pay-Per-Click (PPC) Digital Advertising Campaigns? Why would PPC be used in a dealer’s overall Digital Marketing Strategy?Pay for ads on a Cost Per Click (CPC) basis when car shoppers click through to specified Landing Pages…Benefits:• Control• Feedback• Relevancy• Measurable ResultsKeyword and Content Network Advertising:matches consumer intentions, based on search words used to text based ads that appear in search results (Keyword Bids), or text and image based ads that appear within Google Content Network web sites visited as a result of relevant keyword searches (Content Bids).

Where do car buyers see ads? A: Search Engines & Web SitesCPM: A few examples of the 900+ sites we target for Ads… CPC: Search Engine Marketing

What is the “ADP Digital Advertising Network”?ADP’s Digital Advertising Campaign Managers place your dealership’s ads more effectively than SEM alone…A Few Examples of ADP’s Content Network sites: About.com Lycos InfoSpace HowStuffWorks Food Network NYTimes.com MotorTrend.com Autotrader.com CarandDriver.com Autobytel.com AutoWeekly.com BusinessWeek.comADP Search Network:• Google• Yahoo• MSN• AOL• Ask.com• AT&T Worldnet• CompuServe• Shopping.com• Netscape NetCenter

About.com

Lycos

InfoSpace

HowStuffWorks

Food Network

NYTimes.com

MotorTrend.com

Autotrader.com

CarandDriver.com

Autobytel.com

AutoWeekly.com

BusinessWeek.com

Digital Marketing DivisionSite Targeting can produce more and better convertingtraffic at a lower cost per visitor in highlyCompetitive SEM Markets…Campaign Case Study: Site Targeted Campaigns in Phoenix produced 1,018 car shoppers clicking on the dealer’s ads at a $1.41 Effective Cost Per Click and generated over 2.4 Million Ad Impressions at less than $.60 per thousand people!

A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:2buycars.net4wheelz.netacarplace.comallautoreviews.comallcarsallthetime.blogspot.comamericancarfans.comamericandreamcars.comanythingcars.comaol.comarizonagasprices.comauto-dealer-website.netauto.howstuffworks.comautobaron.comautoblog.comautoclips.netautodealerbase.comautodealersfinder.comautoexplosion.comautofan.comautoforumz.comautofotos.comautogeek.comautogiant.comautoguide.netautohopper.comautoinfo.orgautointell-news.comautointell.com1

A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:automall.comautomart.comautomobilemag.comautomotive-links.comautomotivebuy.comautomotivedigest.comautomotiveforums.comautomotivehelper.comautorepair.about.comautoseekandsell.comautospectator.comautoworld.comazreporter.comcollectorcartraderonline.combullz-eye-cars.combuyingadvice.comcamaross.comcar-advisor.orgcar-dealerships-by-city.comcar-forums.comcaranddriver.comcaraudio.comcarbuyersnotebook.comcarbuytip.comcarcentral.comcardealersnearyou.comcardealersusa.comcardealerz.com2

A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:cardetective.comcardomain.comcarfinderservice.comcarjunky.comcarnut.comcarphotoalbums.comcarpictures.carjunky.comcarpictures.comcarpredictor.comcars-directory.netcars-guide.comcars-on-line.comcars.about.comcars.mylounge.comcars.networktechs.comcars.stargeek.comcarsandstripes.comcarscarscars.blogs.comcarsellersusa.comcarshownews.comcarspyshots.netcarsurvey.orgcartype.comcarzunlimited.comchevrolet.jbcarpages.comchevroletforum.comchevy-camaro.comchevyhhr.net3

A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:chevyreviews.comchevytrader.comclassiccar.comclassyauto.comclubavalanche.comcnn.comcobaltss.comcoloradofans.comconceptcars.autoblog.comconceptcarz.comconsumer-engine.comcorvetteforum.comcoupes.autoblog.comcrashtest.comcredit-union-4u.comcreditunionaccess.comcreditunionsonline.comdb.theautochannel.comdealerrater.comdealsonwheels.comdesktopmachine.comdieseltruckresource.comdigi-go.bizdiscount-tires-online.comdomesticsale.comedmunds.comexcite.comf150online.com4

A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:familycar.comfast-autos.comfastautosales.comfastcoolcars.comfhcars.comforum.thecarconnection.comforums.aaca.orgforums.corvetteforum.comforums.roadfly.comforums1.roadfly.comfossilcars.comgassavers.orggaywheels.comgm-trucks.comgminsidenews.comgonnadrive.comgreenhybrid.comhdforums.comhotautodeal.comhybrid.comhybridcarguide.comhybridcars.comhybrids.autoblog.cominsidercarsecrets.comintellichoice.cominvoicedealers.comjbcar.cajbcarpages.com5

A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:justout.netleaseguide.comleftlanenews.comlotpro.comlowridermagazine.comlycos.commautofied.commodifiedcartrader.commotonews.commotoralley.commotorbase.commotorbooks.commotorcities.commotoringfile.commotortrend.commusclecarfinders.commusclecars-and-classics.commusclecars.netmy-car-picture.commycarwizard.commydealerships.commynewcarpurchase.comnewautoseeker.comnewcartestdrive.comnhra.comoff-road.comoldcarandtruckpictures.comoldride.com6

A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:phoenix.oodle.comphoenix.tribe.netphoenixgasprices.compictures-of-cars.compowersportsnetwork.compricealease.comracingjunk.comracingsouthwest.comrealoem.comrebates.comreply.comreviewcar.comreviewcar.orgripoffreport.comroadandtravel.comroadfly.comrv.netsafecarguide.comsedans.autoblog.comseriouswheels.comsmartcarfinder.comsportscarforums.comspyphotos.autoblog.comstreetfire.netstreetsourcemag.comsuddenlaunch.comsupercars.netsupplierprograms.com7

A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:suvs.autoblog.comswapalease.comtenmagazines.comthe-truckers-page.comtheautobahn.comtheautochannel.comthebiglot.comthecarconnection.comthecarfanatics.comthecityofphoenix.comthedieselstop.comthesamba.comtownhall-talk.edmunds.comtownhall.edmunds.comtruck-guide.comtrucks.autoblog.comusedcars.comusedcarsandtrucks.comusedcarsplus.comusnews.comv6performance.netvelocityjournal.comvideos.streetfire.netvrooomm.comwheelsdirect2u.comwomanmotorist.comworldcarfans.comyourdreamride.com8

What is a “Google AdWords” Account?Google AdWords is an online digital advertising management tool that allows dealers to place Ads into Google search results and revenue sharing web sitesBasic Terminology• Ad Position• Clickthrough Rate (CTR)• Conversion Rate• Impression• Keyword• Landing Page• Quality Score

Digital Marketing DivisionWhat determines if a dealer’s Pay-Per-Click bids are successful in showing the dealership’s ads to car buyers?The higher a Dealer’s Ad Goup Quality Score, the lower the minimum bid per click.ADP Digital Campaign Managers monitor: CTR (Clickthrough Rate) Relevance of ad text Relevance of URL text to Keywords Historical keyword performance Content and layout of dealer’s landing page Other relevancy factorsNew!

CTR (Clickthrough Rate)

Relevance of ad text

Relevance of URL text to Keywords

Historical keyword performance

Content and layout of dealer’s landing page

Other relevancy factors

Quality Score is the basis for measuring the quality of your keyword based Ad and determining your minimum bid ADP Digital Campaign Management uses the following Steps To Increase each Dealer’s Ad Quality Scores*:Review KeywordsInactive for searchAdding negatives and relevant keywordsReview and Improve Ad textReview and Research available URL text improvementsCreate New, Focused Ad GroupsReview Landing PagesLanding Page Optimization (In a Nutshell):Provide relevant and substantial contentTreat a user’s personal information responsiblyDevelop an easily navigable site

Inactive for search

Adding negatives and relevant keywords

Provide relevant and substantial content

Treat a user’s personal information responsibly

Develop an easily navigable site

ADP Digital Campaign Managers administer each dealer’s Google account creating both “Keyword-Targeted” OR “Site-Targeted” campaigns

ADP Digital Campaign Manager are experts at using proprietary Google AdWords applications for generating and managing Keywords…

ADP Digital Campaign Managers use Google AdWords “Site-Related Keywords” application to integrate dealer campaigns with OEM sitesADP Digital Campaign Managers use the Site-Related Keywords online application from Google to find and include Keywords from highly relevant web sites such as 3rd Party Lead Providers, Car Companies and popular local sites such as AZCentral.com

ADP Digital Campaign Managers use AdWords to supply dealers with a variety of online ad formats, using content created by BZ Designers

ADP Campaign Managers use a variety of online ad formats, including media-rich Flash content and OEM Co-Op compliant logos and branding• Ads appear on sites participating in Google’s Network• Matched to consumer search keywords and/or page content• Show up on participating sites using both Keyword-Targeted and Site-Targeted dealer Digital Advertising Campaigns

ADP Digital Campaign Services offers Video and Flash Ads to dealers which are used to provide Content & Targeted Site campaign flexibility• Flash is a plug-in that allows animation, used by car companies for their automotive web site ads• Allowed for all AdWords dealer campaigns• Content and Targeted Site Placement is same for Flash based ads as for any other image ads• Designed to comply with OEM Co-Op guidelines• Video Ads first appear as static image. Once clicked, (image or play button) plays within ad space.• Clicking URL or on ad while playing will link to the targeted landing page, website or deep link.

ADP Campaign Managers create AdWords Business Listing Ads for dealers to provide mapping and dealership locator links in search resultsLocal Business Ads• Add through Google’s Local Business Center• Appear in keyword-targeted campaigns opted into search network

ADP Digital Advertising provides dealers with CPM based Site Targeted Ads designed to drive traffic to showrooms and Landing PagesCPM Bidding (cost per thousand impressions)ADP Campaign Managers monitor each dealer’s bids per Geo-Targeted 1,000 Ad Impressions. Impression count when a Web page serves an ad, whether consumers click on it or not.How Do ADP Digital Campaign Managers compare CPC and CPM Ads for effectiveness in achieving dealer objectives?Effective CPC for Site-Targeted vs. Reported CPC for Keyword adsEffective CPM for Keyword Ads vs. Reported CPM for Site-TargetedConsider CPC, CTR, and relevance factors across 1,000 impressionsResult = eCPM and eCPC for all Digital Advertising CampaignsHighest ranking ad per dealer objectives wins, bids are adjusted

Effective CPC for Site-Targeted vs. Reported CPC for Keyword ads

Effective CPM for Keyword Ads vs. Reported CPM for Site-Targeted

Consider CPC, CTR, and relevance factors across 1,000 impressions

Result = eCPM and eCPC for all Digital Advertising Campaigns

Highest ranking ad per dealer objectives wins, bids are adjusted

Why Site Targeting? ADP Digital Advertising offers CPM based targeted web site Ads to dealers on a cost-per-thousand impressions bid basis…

ADP Digital Advertising Campaign Managers use Site Targeting to find web sites visited by a dealer’s local car buyers based on several criteriaSite Targeting• ADP Campaign Managers choose individual sites within network • CPM (cost per thousand impressions) model• Minimum bid: 25 cents per Thousand Impressions• Find sites by URL, category, topic or demographicsClick tozoom in+

What is Site Targeting? AdWords offers you the ability to select web sites based on multiple criteriaGoogle Site Tool Skill Sets used by our Digital Campaign Managers are Included in ADP Digital Advertising Seminars for Dealers and their Internet or Marketing Managers…

ADP Digital Campaign Managers use the “Describe Topics” site tool to select sites based on topics that a dealer selects for their local marketClick on the “Add Selected Sites” to go back to the Summary Section

“List URLs” – We enter a targeted web site URL, and the tool checks site availability, and shows all similar subject matter sites in the networkWhen you enter a URL that is not part of the Google Ad Network, or has blocked you from placing ads Site Tool looks at what Google has indexed for that URL and serves up similar sites

“Select Demographics” – Let’s us use Google’s Site Tool to find sites by that site’s average visitor age, sex, income & more (Advanced)Add Selected Sites puts your choices into the Ad Group and brings you back to the summaryClick tozoom in+

“Select Demographics” – Let’s you use Site Tool to find sites by age, sex, income & more (Advanced)

Bidding Strategies and Ad Scheduling are not available from most SEM providers… They are included with ADP Digital Campaign ServicesDigital Campaign Bidding Strategies• How Do I Know What My Competitors Are Bidding?• Bidding Wars raise costs and dealers lose, Google and Yahoo win• Decide what a keyword and an ad position is truly worth to the dealership• A-B Testing, continuously adjust ads to improve positionAd Scheduling (Dayparting)By default ads run 24 hours a day. Ad scheduling allows campaigns to run during certain hours or days.

When Dealers ask “Why Can’t I See My Ad?”Campaign Daily budget too lowAd Group Keyword deleted or inactiveAd has been disapprovedGeoTargeting: IP unknown or outside target areaDealer’s Ad is not placed on first pageDealer’s browser page not refreshing (clear cache)The max CPC higher than daily budgetMissing ad text or keywordsCampaign has expired (check end date in settings) Campaign/Ad Group paused or deleted Missing or expired credit card information

ADP Digital Advertising Campaign Managers use Google’s preview tool to show dealers how their ads will look onlineAd Preview Tool: http://www.google.com/adpreview

ADP Digital Advertising Campaign Managers administer each dealer’s Google AdWords account and review the data with the dealer or ISM

Internet Sales Managers are taught how to understand the analytics in order to judge each campaigns results for the dealership as a whole

ADP Digital Advertising Campaign Managers work closely with dealers to monitor where and when campaign results are showing up as salesWe coach dealership managers on how to review eBusiness campaigns and opportunities by categorizing the leads generated, then looking at volume, invalids and tracking all sales.

Text Ads can be sponsored links which appear as search results, or appear on web pages based on Content and CPM Site Targeted bids

Image Ads appear on web pages based on Search Content CPC bids, CPM based Site Targeted bids, or fixed CPM per direct site placement

Click-to-Play Video Ads appear on Google network web pages based on Search Content CPC bids or CPM based Site Targeted bids

ADP Digital Campaign Managers use rich media Ads on targeted sites to drive traffic into Deep Links that deliver relevant content to shoppers

ADP creates Deep-Links connected to Advertised URL’s that point to Inventory Pre-Sorts for model specific campaigns that our Campaign Managers set upKeyword, Content and Site Targeted Digital Advertising Campaigns drive traffic to “Deep Links” that go directly into specialized content within full featured web sites that are set up o be specifically and directly relevant to the Ad’s message that captured the customer’s attention.www.Chevrolet-Silverado.com

ADP Digital Advertising Image Ad Campaign ExamplesCourtesy Chevrolet Campaign Specific Display Ads Placed within selected and targeted 3rd Party Web Sites Using the ADP Digital Advertising Campaign Management Services

www.ChevroletHHR.net

www.ColoradoK5.com

Digital Advertising Campaign ExamplesCourtesy Chevrolet Digital Advertising Campaign Specific Display and Text Ads that use both Targeted Sites and Key Words to link click throughs to very specific Micro-Sites, Landing Pages and Deep Links

Use of Deep-Links in Online Advertisingwww.GM-Finance.comDeep-link into GM PowerShift web site online credit application

ADP Digital Advertising Campaign AdvantagesADP Digital Advertising Campaign Services has developed a portfolio of URL’s that offer higher ad quality scores for dealers

URL that displays in Ad is only the beginning portion of the full URL string which the Ad clicks through to…

URL that displays in Ad is only the beginning portion of the full URL string which the Ad clicks through to…

URL that displays in Ad is only the portion of the full URL string that we want customers to see…

ADP Digital Advertising URL Portfoliowww.Chevy-New.com is used regionally as:www.Chevy-New.com/Courtesy-Phoenix.htmwww.Chevy-New.com/Courtesy-SanDiego.htmwww.Chevy-New.com/Burt-Chevrolet.htmwww.Nissan-New.com is used regionally as:www.Nissan-New.com/JayWolfeNissan.htmwww.Nissan-New.com/ABCNissan.htmwww.Nissan-New.com/MidwayNissan.htmwww.Toyota-New.com is used regionally as:www.Toyota-New.com/JayWolfeToyota.htmwww.Toyota-New.com/LarryMillerToyota.htmwww.Toyota-New.com/CamelbackToyota.htm

ADP Digital Marketing Team Competitive Advantage and Unique Value to DealersURL that displays in Ad is standardized… The regional Ad uses a dealer-specific Destination URL that goes to that dealer’s Landing Page.

Current Toyota URL Portfolio Examples:Drive-Toyota.comToyota-Cars-Trucks.comToyota-New.comToyota-Car-Truck.comHighlander-Toyota.comLandcruiser-Toyota.comTacoma-Toyota.comCamry-Toyota.comArizona-Toyota.comPrius-Toyota.comSequoia-Toyota.comSienna-Toyota.comRAV4-Toyota.comTundra-Toyota.comToyota-Camry-Solara.comYaris-Toyota.comToyotaFJ-Cruiser.comMatrix-Toyota.comAvalon-Toyota.com4Runner-Toyota.comToyota-SUV.comToyota-Scion-Lexus.comToyota-Certified.comToyotaTrucks.com

RAV4-Toyota.com

Tundra-Toyota.com

Toyota-Camry-Solara.com

Yaris-Toyota.com

ToyotaFJ-Cruiser.com

Matrix-Toyota.com

Avalon-Toyota.com

4Runner-Toyota.com

Toyota-SUV.com

Toyota-Scion-Lexus.com

Toyota-Certified.com

ToyotaTrucks.com

Current Ford & GM URL Portfolio Examples:FordInternet.comFord-Lincoln.comF150-Ford.com Ford-Car-Truck.comFord-Cars-Trucks.comFord-Certified.comChevyPriceQuote.comChevrolet-Car.comChevrolet-GM.comChevy-Chevrolet.comChevrolet-Chevy.comChevy-Chevy.comChevy-New.comDrive-Chevy.comGM-Certified.comPontiac-GMC-Buick.comHummer-Cadillac.comGMC-Pontiac-Buick.comChevy-Deals.com

Chevy-Chevrolet.com

Chevrolet-Chevy.com

Chevy-Chevy.com

Chevy-New.com

Drive-Chevy.com

GM-Certified.com

Pontiac-GMC-Buick.com

Hummer-Cadillac.com

GMC-Pontiac-Buick.com

Chevy-Deals.com

Current Honda URL Portfolio Examples:HondaCarsTrucks.comHonda-New.comHonda-Used-Cars.comHonda-Cars-Trucks.comHonda-Pilot-SUV.com Honda-CRV-SUV.comHonda-Civic-Sedan.comHonda-Accord-Coupe.comHonda-Accord-Sedan.comHonda-Ridgeline-Truck.comHonda-Odyssey-Minivan.comHonda-Element-SUV.comHonda-Certified-Used.com

HondaCarsTrucks.com

Honda-New.com

Honda-Used-Cars.com

Thank you for considering ADP Digital Campaign Services as a partner in your strategy to find, sell and keep more customersKey Executables with Digital Advertising Campaigns:Build campaigns for strategic cohesiveness with dealership’s general market advertising and integrate with other media for management team “buy-in”Clearly defined Keyword and Site Targeted advertising budgets and commit your management team to sustain that Online Advertising budget for at least 6 monthsYour Lead Management Process (LMP) and the team that executes it must be staffed and trained to convert increased lead volume into incremental salesUse Deep Links, Landing Pages and Micro-Sites that can be trackedAvoid sending click-throughs to your dealership’s “home page” where both the customer and your ability to track results gets lostMeasure all traffic generated, along with phone calls and eLeads received… Review results and online Advertising metrics at weekly manager meetings… Provide handouts to all Managers showing Impressions, CPM, CPC, Money spent and supplement with lead and sales counts as accurate as you are ableWhen first starting, give digital campaign budgets and metrics the benefit of the doubt. Increased leads can come from primary web sites through links on landing pages and deep links into relevant content within your primary sites. Check your primary site referring URL’s for Form Views in Omniture Site Catalyst

Rich Media Enhanced Online AdvertisingADP Digital Ad Services can build digitally enriched media online ad contentRich media applications such as video or DHTML will be designed by BZ Results to occur within the standard ad pixel space specifications. Our expanding ads that “grow” bigger than the purchased pixel space are designed to be user initiated when their cursor crosses over the ad space, but before they actually click on the ad. When the user clicks on the ad their browser is redirected to the specified landing page URL. The following list shows some of the vendors that we can use for rich media technology*: DART Motif Atlas Rich Media Eyeblaster PointRoll Klipmart EyeWonder Unicast Interpolls Shoshkeles/United Virtualities*Subject to change without notice

DART Motif

Atlas Rich Media

Eyeblaster

PointRoll

Klipmart

EyeWonder

Unicast

Interpolls

Shoshkeles/United Virtualities

DART MotifIn-Page BannersExpandable Banners

EyeblasterPolite BannerExpandable / Videostrip Banners

PointRollTomboy BannersFatBoy Expandable* Video ads can automatically play at initial download with sound off. Implementation lead-time for all approved forms of rich media is 4 business days.

Third Party Ad ServersThe following ad servers may be used by BZ to host enriched media online contentCampaigns served from streaming media ad servers below may be CPM invoiced directly to dealers according to IAB/AAAA Terms & Conditions V2.0: Doubleclick/DART Mediaplex Avenue A/ Atlas DMT Bluestreak Advertising.com AdDynamix Enliven Eyeblaster Ad4Ever Shoshkeles/United Virtualities Real Media Bell Sympatico / Cossette Communications Unicast Poindexter Fast Click (aka Adserver) CentrportAny third-party ad servers NOT listed here must be tested prior to campaign start date. Ad tags should be provided fourteen (14) days in advance of the campaign start date for testing. During the initial campaign period for any new or proprietary ad server, if discrepancy of impressions served is above 10% for more than three individual days, invoices shall be invoiced based off of each web site’s statistics.

Doubleclick/DART

Mediaplex

Avenue A/ Atlas DMT

Bluestreak

Advertising.com

AdDynamix

Enliven

Eyeblaster

Ad4Ever

Shoshkeles/United Virtualities

Real Media

Bell Sympatico / Cossette Communications

Unicast

Poindexter

Fast Click (aka Adserver)

Centrport

Online Advertising ReliabilityThe IAB (Interactive Advertising Bureau) recommends a process audit for all ad serving organizations and complex sites. ADP Digital Marketing only places Dealership and Enterprise digital advertising on BPA certified web sites and server networks. BPA Worldwide verifies the accuracy of each participating network’s ad serving and tracking processes. ADP Digital Marketing uses ad serving data centers in Boston, San Jose, and Amsterdam guaranteeing redundancy and efficiency. Creative RequestsPlease send all creative requests to DigitalMarketingOps@BZResults.comInsertion orders are due at least four (4) full business day prior to launch campaign date.OPA Advertising PolicyAll advertisements created by ADP Digital Marketing are subject to review and approval by ADP Dealer Services for compliance with business ethics standards. BZ Results and ADP reserves the right to refuse any ad creation requests which do not meet the requirements specified above, or is deemed otherwise inappropriate, distracting, or harmful to the online Internet user experience for visitors to web sites where the ads will be placed. For more information about creative capabilities and services from:ADP Digital Advertising Resultsplease contact: DigitalAdvertisingInfo@BZResults.com

Automotive Advertising in Flux Automotive advertising, long a cash cow for print and broadcast media, is in a state of flux and compression that poses a severe threat to these channels over the next five years. It has swollen to a $31 billion advertising category this year - second only to the amount spent by general merchandisers - but now faces contraction. Among the causes:People are holding onto their cars longer. "Scrappage," or the number of cars that go the junkyard each year, has declined steadily in the past five years, from 14 million in 2001 to fewer than 10 million last year.'New-vehicle sales are stagnant. The number of new cars on the road each year has remained flat, at roughly 17 million per year, since 2001. This year it will hit a six-year low of 16.2 million units.The Internet's ability to cut out the middle-man allows dealers and manufacturers to give consumers information on features, reviews and pricing without having to buy space in third-party media to find them. Automotive advertisers have seen the light and are plowing $2.8 billion into online advertising this year.

Automotive Advertising in Flux That third point in the previous slide represents a sobering truth for traditional media. Three factors illustrate the trend toward online advertising: Last year, new-vehicle buyers were more likely to visit an OEM's Web site than a third-party automotive site. Local dealers are becoming media hubs – Dealer web sites now feature a full list of inventory, sales and financing information… With transactional capabilities on the near horizon! The rush is on to meet both new and used car buyers on the Internet, where they spend an average of five hours researching vehicles before they make a purchase.

Lead-Generation and Paid SearchThe disintermediating nature of the Internet is enabling dealers to go directly to consumers. Many dealers pack their sites with details on inventory, features, pricing and financing options. In effect, dealers have developed their own media sites. All they need now is traffic.A popular way to attract and manage that traffic has been through lead-generation systems like those offered by Dealix, Autobytel and others. But there is weakness in these models. Autobytel, which derives 80 percent of its income from lead-generation fees, has seen its losses increase over the years and is trying to expand its reliance on display advertising as a remedy. Dealix, one of the largest lead-sellers, is likewise trying to diversify its offerings by helping dealers manage their paid search advertising and search engine optimization and by uploading their listings to Google Base.

Lead Response by DealersAccording to an R.L. Polk study of 1.1 million leads involving 1,329 dealerships, dealers failed to respond to nearly 30 percent of online-generated leads, compared with 40 percent a year earlier. It took the average dealer 6.5 hours to respond to a lead, compared with 9.5 hours a year earlier. That shows improvement, but there is obviously a long way to go.One finding touted by the study's sponsor, the Cobalt Group (which operates Dealix) was that 56 percent of leads resulted in a sale. Sound impressive? Consider this: Only eight percent of those leads resulted in a sale at the dealership where the lead was submitted; the rest of the leads that went on to buy a vehicle did it elsewhere. Doing the math, then, a dealer would have to purchase 12 leads to close a single sale. At the going rate of $20 per lead, a dealer would pay $240 per closed sale, making Internet leads no more efficient than the typical marketing expenditure for a new vehicle and significantly less efficient than that for a used-vehicle (See Fig. 2.4 in Chapter 2.) Some hope for improving these odds lies in the dealers' efforts to bring their lead-response times down.

The Tornado in the World of Automotive AdvertisingWhat's at play is a small tornado inside the much-touted consumer sales funnel. (See Fig. 1.3.) At the broad end of that funnel, vehicle buyers look at an array of media as they consider their options six months from the point of making a purchase. At the narrow end of the funnel, they are down to using one or two media - typically newspapers, magazines or directories - in the final weeks before purchase. The Internet has disrupted the choices at the tail end of the buying process, where consumers get serious about the purchase and look for features, availability and price. In short, instead of getting that information from a local newspaper, auto magazine or Yellow Pages book, they are turning to the Web.2001 through 2011Overall Auto Advertising by Media Channel

Winners and Losers in the World of Automotive Advertising2006 through 2011Overall Auto Advertising by Media Channel($ Millions)

Digital Disruption of the Traditional Car Buying Funnel!

Automotive Online Future: Video & SearchUntil 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 advertising by 2012.Click to Enlarge

Video & Paid Search Dominate Local Online Ads by 2012

Vehicle Advertising Devoted to Online Media in 2006

Used & Private Party Vehicle Advertising Lead the Transition2006 Online Advertising Spend by 3 Primary Categories

Digital Marketing DivisionValue of Actual vs. Stock Inventory Photos

Tier 1, 2 and 3 New Vehicle Advertising

Online Advertising Conquers Used Car Marketing

Used Car Advertising by Media Channel 2001-2011

Used Car Advertising by Media Channel 2001-2011

Used Vehicle Online Advertising PublishersThere is a big opportunity for those online advertising publishers who can master used-vehicle marketing, and in particular private-party sales. The number of used vehicles on the road continues to swell, and dealers and individuals alike will need new ways to connect with buyers.

Other local-level fights indicate that the race to win the used-vehicle space online is a marathon sprint. For example:Newspapers have redoubled their efforts to preserve automotive ad revenue in the face of heavy print losses and won't go down easily. Will their new alliance last year with Yahoo on another classified vertical - employment advertising - be parlayed into an alliance on automotive?Cable companies and local broadcast TV stations have entered the used-vehicle fray as well. Some - like WITN-TV in Greenville, N.C., are using the Web to offer lower-priced on-demand video commercials to independent dealers who typically cannot afford broadcast TV rates.Dealix is an Internet marketing company that works with dealers to help them find ways to market directly to consumers. Dealix not only sells lead-generation software, but also recently began offering to manage dealers' Search Engine Optimization and paid-search campaigns and even upload their inventory to Google Ad Base.eBay Motors is working hard to accumulate dealer inventory and private-party ads and expose them to its massive base of 10 million monthly shoppers. eBay boasts that it sells one vehicle every 60 seconds. Although eBay routinely appears at the top of the list for automotive traffic reported by comScore MediaMetrix, the numbers are skewed by unique visitors to eBay's parts and accessories inventory. It has fewer than 60,000 vehicle listings, compared to 800,000 on Cars.com and 3,000,000+ on Autotrader.com.

Automotive Advertising ConclusionsThe heyday of newspapers and TV stations swimming in cash from car dealers and dealer groups has ended. A slowdown in new-vehicle sales and a shift in the car-buying audience's media habits have sent traditional automotive advertising media scrambling.One thing hasn't changed: The need for dealers to advertise. Dealers have lots full of vehicles and need to move them. That need has only grown. And even though they have spent the past decade improving their Web sites they still need to find ways to drive people to those sites - and onto the lot.

Automotive Advertising Becomes More CompetitiveThe path ahead for online media will be permeated by video screens and traffic-generating programming. The near future looks a lot like an interactive video screen, rather than a text-based search of cars for sale. For most consumers, a vehicle is the second-largest purchase they will ever make. They need to be wooed, informed and convinced before they part with tens of thousands in hard-earned cash.Sites that can deliver video content for dealers and can help them drive measurable traffic to their own sites are the ones that will see the most growth in revenue. And those that are able to master the marketing side of the equation - through their own traditional media channels as well as through maximizing search-engine marketing efforts - should rise to the top of the pack.