Transcript of "Specific media 2008 digital advertising dealer summit dallas 10-14-08"
Automotive Sales Manager
FMC LeadManagement DIGITAL TEAM 1
About Specific Media
• Online ad network created in 1999
• Ford Strategic Partner since 2006
• Charter member of the Ford Digital Advertising Program
• Premier network of trusted consumer branded sites
• Suite of advanced proprietary audience targeting technologies
• Data insight into 95% of all online consumers
FMC LeadManagement DIGITAL TEAM 2
Types of On-line Advertising
• Only bid on words/phrases you • Convey message graphically –
want better aligned with non-digital
• Only pay if customer clicks ads
• Task-based behavior, seeking info • Target ads to in-market shoppers
• Primarily text-based advertising • Unlimited choice – who to
• Limited choice (Google or Yahoo!) choose?
• Competing with manufacturer for • Ensuring proper measurement of
key words key actions
FMC LeadManagement DIGITAL TEAM 3
Does Display Drive Search?
Based on a study performed by Microsoft in August 2007, a
strong connection exists between display and search:
• Display ads significantly drove search clicks.
• Display ads had an impact on both search impressions and clicks.
• Great opportunities exist to increase reach through paid search
• Display drives a significant increase in branded search terms during
and after a campaign.
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What Might a Dallas On-line Auto Plan Look
Display Plan Lacks Efficient Scale
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How can I get Efficient Scale?
What are Ad Networks?
• Collection of on-line ad inventory across many publisher sites
• Allows advertisers to make a single buy and touch users across the web
• Ad Networks vary in quality and type of inventory
• Most networks allow for different types of customer targeting
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Top Advertising Outlets- Dallas Area
eBay Motors U.S.
Specific Media reaches over 86%
of unique in-market car shoppers
online, over 3 times greater than
other endemic auto sites.
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Types of On-line Targeting
– Target car buyers in specific locations
– Target prospects whose recent online behaviors indicate high interest
in purchasing a car
– Target prospects while they are viewing automotive-related content
on the Internet
– Target prospects based on your ideal market demographics
– Target prospects who have already visited your website – leverage all
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• Retargeting gives advertisers the power to connect with past website visitors
in a simple, cost-effective and non-intrusive way
– The most valuable users on the Internet are the past visitors to your
– 98-99% of website visitors leave without completing a transaction
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Behavioral: Data is the Name of the Game
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Tracking User “ABC123” (Heavy Auto User)
Monday Wednesday Thursday
Like in the baseball example it takes more
than one data point to ensure this is a
user we want to target
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Why Use a Network like Specific Media?
Buying All Consumers Locally: Specific Media Network:
• No targeting or insight – shotgun • Many of the best local websites
• Several individual buys – no coordination, duplication • Coverage includes local geography only
• High funnel strategy vs. selling today • Only buy in-market auto customers
• Leverage Tier I campaigns/scale
• Optimize campaign over time
Trucks & Vans
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Online Advertising Case - Truck Leadership
• Mid year 2007…Silverado within 5,000 units of F-Series
• Chevy riding wave of new truck…next F150 still a year away
• Limited budgets – big broadcast plan not possible (normal course of action)
• 30 years of Truck Leadership at stake!!!
Truck Leadership Campaign
Half – In-Dealership Support (Truth About Trucks)
Half – Online campaign targeting in-market truck shoppers with SM
Did This Actually Drive Sales?
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Light-Truck F series 690,589
Sales Total Ford division 1,500,347
2007 YTD Silverado 618,257
12 mos. 2007 Total Chevrolet 1,388,546
• Vehicle Disposed (conquest vs. repeat)
• Share of Garage (other sales opportunity)
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Automotive Sales Manager
603.580.1006 / firstname.lastname@example.org
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