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Digital Advertising Program Overview<br />John Stremel, OEM Development Manager <br />& Orkide Houston, Manager, Dealer Su...
Dealer Showcase<br />Why would a Ford Dealer want to advertise with this solution?<br /><ul><li>High Click Through Rate: .19!
Largest ad unit on kbb.com®
Exclusive: be the ONLY dealer in your market area to showcase your dealership on kbb.com. Dominate the market!
Targeted: market to local vehicle shoppers by featuring your dealership on more than 120 premium pages
Rich media: colors, animation, expansion, video
Ads link directly to your Web site
Dedicated Kelley Blue Book design team can develop your ad
Special Ford Digital CPM: $20.00
Future enhancements like Microsites, video </li></li></ul><li>UC Auto Intender Package - Leaderboard<br />Why would a Ford...
 Greatest ad message visibility since it’s featured section “front page” placements
 Perfect for those wanting “front page” type placement to maximize brand exposure
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Kelley Blue Book and ADP Digital Advertising Managed Services Program

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ADP Digital Advertising Managed Services Program in partnership with Kelley Blue Book

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  • There is no other advertising solution like Showcase available today. With special pricing for Ford only and the exclusivity aspect, Showcase is an effective and targeted way to communicate with in-market car buyers. This solution has many new enhancements coming in the future that existing customers will have access to.
  • Transcript of "Kelley Blue Book and ADP Digital Advertising Managed Services Program"

    1. 1. Digital Advertising Program Overview<br />John Stremel, OEM Development Manager <br />& Orkide Houston, Manager, Dealer Support<br />October 14, 2008<br />
    2. 2. Dealer Showcase<br />Why would a Ford Dealer want to advertise with this solution?<br /><ul><li>High Click Through Rate: .19!
    3. 3. Largest ad unit on kbb.com®
    4. 4. Exclusive: be the ONLY dealer in your market area to showcase your dealership on kbb.com. Dominate the market!
    5. 5. Targeted: market to local vehicle shoppers by featuring your dealership on more than 120 premium pages
    6. 6. Rich media: colors, animation, expansion, video
    7. 7. Ads link directly to your Web site
    8. 8. Dedicated Kelley Blue Book design team can develop your ad
    9. 9. Special Ford Digital CPM: $20.00
    10. 10. Future enhancements like Microsites, video </li></li></ul><li>UC Auto Intender Package - Leaderboard<br />Why would a Ford Dealer want to advertise with this solution? <br /><ul><li> High Click through Rate-.34%
    11. 11. Greatest ad message visibility since it’s featured section “front page” placements
    12. 12. Perfect for those wanting “front page” type placement to maximize brand exposure
    13. 13. Like buying the front page for the classifieds
    14. 14. Allows for the only ad seen above the fold on the front page of the used car “path”
    15. 15. Maximize media spend by targeting only local in-market buyers
    16. 16. Reach new car buyers as they research their trade-in information
    17. 17. No waste, targeted to all car shoppers researching any make / model
    18. 18. Top of page positioning ensures your message will get seen every time
    19. 19. Rich Media, video and expanding units all are available for cutting edge ad delivery and impact
    20. 20. Special Ford Digital CPM: $18.50</li></li></ul><li>Run of Used – Leaderboard / Skyscraper<br />Why would a Ford Dealer want to advertise with this solution? <br /><ul><li>.08 - .10 CTR
    21. 21. The dollar for dollar leader in reaching local car buyers
    22. 22. Best way to feature your brand and message across multiple makes, sections and tools within the KBB site at the absolute lowest cost
    23. 23. Maximize media spend by targeting only local in-market buyers
    24. 24. Reach new car buyers as they research their trade-in information
    25. 25. Available to target by Region (DMA) or county
    26. 26. Ability to incorporate multiple ad units on the same page and same section for perfected brand awareness and exposure
    27. 27. IAB standard ad units, 728 x 90, 160 x 600
    28. 28. Rich media options (Video, expansion, etc.) are available
    29. 29. Special Ford Digital CPM: $17.00</li></li></ul><li>Behavioral Targeting<br />Why would a Ford Dealer want to advertise in this section?<br />Perfect for advertisers wanting to get their message in front of true local buyers across a network of non-auto sites <br /><ul><li>.08 - .10 CTR
    30. 30. Use the latest in technology to increase the chance of reaching your intended consumer by putting your ads in front of them even after they leave kbb.com.
    31. 31. Dramatically improve brand and message consideration by targeting auto shoppers on no-auto sites, even “local” sites.
    32. 32. Completely new and improved way to reach buyers on sites never before available to a local advertiser, or media buyer.
    33. 33. Your brand, your message seamlessly pushed to thousands of network sites that all meet your specific marketing goals.
    34. 34. Special Ford Digital CPM: $21.25
    35. 35. Standard IAB Units:
    36. 36. 728x 90 | 300 x 250 | 160 x 600</li></li></ul><li>Solutions Summary<br />
    37. 37. Kelley Blue Book Digital Advertising Programs for Ford and Lincoln Mercury Dealers KBB.com is the #1 automotive web site*   53% of KBB.com visitors plan to buy within the next 3 months**   Half of online shoppers come to KBB.com†   KBB.com is the most visited automotive information web site†  Our online advertising packagebased on your individual needs, Kelley Blue Book will create custom advertising packages for ford and Lincoln Mercury dealers leveraging many different ad placements‡ resulting in reaching more lower funnel car shoppers.<br />
    38. 38. Dealer Showcase Package<br />Be the only Showcase Dealer reaching local new and used car shoppers.<br /> <br /> <br /> <br />Reach in-market shoppers in your local area<br />• Exclusively target local car shoppers by make and territory<br />• Customize your ad placement based on dealer-defined territory<br />Prominent placement and special Showcase Dealer recognition<br />• Be the only advertiser in your market area to showcase on kbb.com<br />• Maximize brand exposure on new-car pricing report page and 130+ additional premium pages<br />• Secure top dealer placement on search result pages<br />• Enhance your marketing message using dynamic, expanding rich-media ads <br />Drive more traffic to your Web site<br />• Link your banner ad and listings directly to your dealer Web site<br />• Generate high quality leads from kbb.com<br /> <br />
    39. 39. Auto Intender Package<br />Reach local car shoppers by advertising on the used-car home page and used-car category pages.<br />Premium ad placement and branding opportunity<br />• Reach new-car shoppers researching their trade-in information in the used-car section<br />• Secure top-of-page positioning to ensure your ad message is seen first and every time<br />• Maximize ad investment by marketing only to targeted customers<br />• Target local car shoppers researching any<br />make and model<br />• Enhance your marketing message using <br />available rich-media ads<br />• Align your brand with the #1 automotive Web site trusted by millions of car shoppers<br />
    40. 40. Run of Used Package – Leaderboard, Skyscraper<br />Target local car shoppers researching their next vehicle purchase.<br />Maximize brand impact<br />• Customize your ad placement based on make and dealer-defined territory<br />• Effectively shut out your local competition by owning multiple ad units <br /> (leaderboard and skyscraper combined)<br />• Reach new-car shoppers researching trade-in information in the used-car section<br />• Premium page takeovers increase brand recognition and purchase consideration<br />• Maximize brand exposure on make-specific content pages<br />• Powerful add-on for your Dealer Showcase ad package<br />
    41. 41. Behavioral Targeting Network (BT)<br />Target local in-market shoppers as they visit other relevant network Web sites.<br />Dealer Ads are delivered to the following category of niche Web sites:<br />• Automotive<br />• Business/Finance<br />• Career<br />• Family<br />• Music<br />• Photo/Video Sharing<br />• Sports<br />• Social Networking<br />• Technology<br />• And More!<br />Premium ad placement on top local Web sites<br />• Identify your target shoppers while they <br /> research their next vehicle purchase on kbb.com<br />• Qualify and track those shoppers as they leave kbb.com<br />• Display your marketing message to the same <br /> kbb.com visitors when they enter other network sites<br />• Increase purchase consideration by reaching intended <br /> shoppers in the right place, at the right time<br />
    42. 42. Kelley Blue Book Advertising Network Incentive Earnback Program is available through December 31, 2008 to Ford and Lincoln Mercury Dealers<br />Media Spend vs. Credited Earnback (Sept – Dec, 2008)<br />Ford Exclusive – Kelley Blue Book Online Display Advertising Network<br />Eligible dates for generating dealer incentive credit: Jan 1 through June 30, 2009<br /> <br /> <br />Requirements: Qualified Dealers must spend a minimum of $1,000 in 2008, <br /> September 1 - December 31, 2008, through the purchase of display advertising placements through the Kelley Blue Book Ford Digital Advertising Program.<br /> <br />Incentive Payout: Qualifying dealers will receive an account credit towards display <br /> advertising that run from January 1, 2009 through June 30, 2009. <br /> <br />Program Goals: This incentive program for Ford and Lincoln Mercury dealers is <br /> designed to introduce you to the benefits of using the most enhanced targeting <br /> capabilities offered in media. Through the use of one of the industry’s most powerful advertising platforms, Kelley Blue Book will help you get your dealer advertising in front of local, in-market automotive shoppers.<br />  <br />DEALER ACTION REQUIRED:Dealers who choose to participate in this program must complete the online FLM Digital Advertising enrollment form at www.flmdigital.com<br /> <br /> *Source: C.A. Walker Research Solutions, Inc. Most Visited Automotive Web Site According to the 2008 Spring Automotive Web Site Usefulness Study. <br />**Source: 2008 Kelley Blue Book Marketing Research New and Used Car Pricing Survey.<br />†Source: C.A. Walker Research Solutions, Inc. – 2008 Spring Automotive Web Site Usefulness Study.‡Based on availability<br /> <br />
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