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ADP Digital Advertising Program Management for Car Companies (OEM) and Enterprise Class Retail Organizations
 

ADP Digital Advertising Program Management for Car Companies (OEM) and Enterprise Class Retail Organizations

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ADP Digital Advertising Program Management for Car Companies (OEM) and Enterprise Class Retail Organizations

ADP Digital Advertising Program Management for Car Companies (OEM) and Enterprise Class Retail Organizations

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  • Our strategy is to look closely at how you are spending money in reaching the ever-allusive car shopper. In old times, you could run an ad in the paper and people would show up. Times have changed. This program I am going to introduce you to today is made up of three components. First we will talk about online display advertising. We have an automotive advertising network that will allow you to reach a targeted in-market consumer in just one ad buy. Additionally we will use your online display ad campaign and target customers behaviorally. Secondly, we’ll focus on the search engines and the differences between paid advertising and “organic” listings. Finally, I’ll introduce you to Google Audio. You’ll be surprised at how easy and inexpensive radio can be. This digital advertising program selected by Ford is designed to provide trackable results, quality traffic, targeted advertising and an effective ROI.
  • Geotargeted dealer display ads appearing on truck related

ADP Digital Advertising Program Management for Car Companies (OEM) and Enterprise Class Retail Organizations ADP Digital Advertising Program Management for Car Companies (OEM) and Enterprise Class Retail Organizations Presentation Transcript

  • Car Companies and their Dealer Network Marketing Structures Total Marketing and Advertising Impact in the Marketplace
  • Source: DoubleClick Touchpoints III Why does automotive advertising have less impact on showroom traffic in 2009 as it did in 1999?
  • “ Which one of these information sources was most important when making decisions about buying your vehicle?” R.L. Polk 2008 Why does automotive advertising have less impact on showroom traffic in 2009 as it did in 1999?
  • ¹ IDC Study, U.S. Consumer Online Behavior Survey Results 2007 ² 2008 National Automobile Dealers Association Data Why does automotive advertising have less impact on showroom traffic in 2009 as it did in 1999?
  • OEM’s each face considerable challenges in an automotive marketplace where their consumers now turn to the web when gathering information used to decide what brand and model vehicle to buy… … and where they will buy it! Dealers do not currently have the skills and know-how needed to advertise effectively online, but they continue to be masters at using advertising media that is no longer cost effective. Tier 3 Advertising spend dwarfs Tier 2 and even Tier 1, so Car Companies that educate their dealers the best, will win market share. Why do car dealers continue to spend over 85% of their advertising budgets on offline media? - NADA 2009 Car Company Marketing Dilemma
    • 1. Online Display Advertising
      • ADP Publisher & Network Consortium
        • Automotive Websites
        • Local Media Websites
        • National Websites
    • 2. Targeting Technology
      • Behavioral Targeting
      • Geotargeting
      • Contextual Targeting
    • 3. Search Engine Advertising
      • CPC/PPC/Sponsored Links
    • 4. Other Digital Advertising Media
      • Mobile Phone Ads
      • Google TV
      • Video Advertising
      • Interactive Email Marketing
      • ¹ Return On Marketing Investment
    ADP is only Tier 1 qualified supplier of these Types of Tier 3 Digital Advertising Solutions in a Managed Program that Meets OEM Branding and Distribution Standards MEASURABLE RESULTS QUALIFIED TRAFFIC EFFECTIVE TARGETING COST EFFECTIVE ROMI*
  • ADP A d Network Provides Scalable Tier 3 - National Reach with Local Geotargeting delivers Lower Costs
  • ADP Places Dealer Ads on Thousands of Relevant Sites when Local Car Buyers visit them…
  • ADP uses Behavioral Targeting and Retargeting to show Dealer Ads to Car Buyers… On Automotive Sites and when they Visit Non-Auto Sites.
  • Google Search Engine Advertising Also called Cost-Per-Click (CPC) and Pay-Per-Click (PPC), Google calls Search Ads: “Sponsored Links”
  • ADP Managed Tier 3 Search Engine Advertising - Dealer Campaigns Integrated with OEM Tier 1 and Association Tier 2 Search Advertising
    • Impressions
    • Impression Share
    • Clicks
    • Click through rate (CTR)
    • Cost per click (CPC)
    • Average Position
    • Tier 3 – 2 – 1 Keyword & Geotargeting Optimization
    • Bid Strategy excludes keywords that dealers already have SEO rank
    • ROI Enhanced by Display Adverting
    Dealers/Suppliers Competing with OEM’s and Regional Ad Associations for Keyword Bids used in Search Advertising
  • Search Campaign Tracking & Reporting - Sent to Dealers and OEM Stakeholders
  • Search Placement / Keyword Report - Dealers and OEM Stakeholders
  • Omniture Post-Click Reporting Dashboards - Tracking code can be installed within any site, regardless of supplier
  • Organic to Paid Keywords Report - Allows Optimization of Dealer Spend by Eliminating Redundant Bids
  • Competitive Analysis
    • Compare Competitive Set
      • Benchmark growth
      • Visitor Length
      • Demographics
      • Competitor Keywords
      • Advertising Opportunities
      • Upstream traffic
      • Downstream traffic
  • HitWise Competitive Analysis: Clickstream
  • HitWise Competitive Analysis: Search Terms
  • Compete, Inc. – Unique Visitors
  • Google AdPlanner and Keywords by Site Trends - Extends Search Effectiveness to Display Advertising on Websites
  • Communicating Reports – VMAR and Analysts - Best Tier 3 Account Management in the Industry
    • Roles & Responsibilities:
      • PLAN
      • EXECUTE
      • MEASURE/REPORT
    • This equates to:
      • Evaluate dealership current marketing and advertising activities
      • Develop annual, quarterly and monthly advertising calendars
      • Work with dealer on budget development and spend
      • Execute marketing campaigns
      • Report and assess results to improve dealer ROI
      • Benchmark results and recommend best practices
      • Coordinate campaigns
  • Dealer Dashboard – Tying it all together - Aggregated by Nation, Region and Zone for OEM
    • Subject: Revised Nissan Dealer Website Guidelines - Effective Monday March 9, 2009
    • BULLETIN TYPE:        ACTION (CASCADE AS APPROPRIATE)         
    • REGIONS:                   ALL
    • We are pleased to announce that effective Monday, March 9, 2009, the existing 46 page dealer website guideline document adopted by the company in September 2002 is being superseded by the attached 2-pager.  The http://www.nissanguidelines.com and Nissan Artwork websites are being updated to reflect this change. 
    • Concurrent with this change, Nissan Division is announcing that as part of future Internet Quality Index reviews (IQi), dealers found to no longer be in compliance with these guidelines will be de-linked from NissanUSA.com’s dealer locator.  This aspect will be communicated later this summer nearer to the implementation date, although the new guidelines should be made available to your dealers and followed effective next week so de-links in the future are minimized.
    • These new guidelines accomplish several key aims:
    • establishing consistent, actionable, and targeted brand-amplification standards for Tier III website display of Nissan product and imagery
    • boosting flexibility for the dealer (grid pattern and other requirements more challenging to easily implement have been eliminated)
    • giving initial linking standards more staying power, so dealers know what to do and keep doing it
    • providing dealer web site providers an easier play book to support dealer messaging while protecting key Nissan brand amplification needs
    • facilitating the ease with which dealers will know whether they are compliant (all elements of the guidelines will now be a sub-set of IQi Dealer Website Reporting)
    • Concurrent with this announcement, we are providing these dealer website guidelines directly to key website providers such as BZ/ADP, Reynolds, Dealer.com, Cobalt, and izmoCars , although a dealer may use (until such time as we may elect to announce otherwise) any dealer website provider they wish. Please cascade this information as appropriate. Please let me know if you have any questions.  As always, dealer questions can be directed to Internet Certification Program Headquarters at [email_address] .
    • Cory R. Cox
    • Nissan North America, Inc.
    • Manager, Retail eBusiness
    • [email_address]
    • Phone: +1 615.725.3143
    ADP Managed Tier 3 DA Programs work with one or many Website Suppliers
  • OEM Digital Advertising Program Revenue Share
    • Cost Recovery Synopsis:
    • ADP will provide online Digital Advertising hosting and distribution services to facilitate Internet based Advertising campaigns for OEM’s dealers located in the 70 Tier 2 regions assigned to ADP.
    • ADP will invoice participating dealers a $495 per month Account Management fee in addition to the costs of buying media on both Display advertising and keyword based search campaigns.
    • In exchange for OEM’s active participation, endorsement and pro-active support of the ADP-OEM Digital Advertising program, ADP will provide OEM with revenue sharing participation (earnback) at a rate of 10% of actual collected media costs paid by OEM dealers participating in the ADP-OEM digital advertising program.
    • The revenue sharing agreement does not include the monthly account management fees.
  • Cost Recovery Analysis of an OEM Digital Advertising Program Revenue Share