0
Scott Jones
                                      Automotive Sales Manager

FMC LeadManagement DIGITAL TEAM   1
About Specific Media

    • Online ad network created in 1999


    • Ford Strategic Partner since 2006


    • Charter me...
Types of On-line Advertising


                    Search                                  Display
      Strengths:       ...
Does Display Drive Search?
    Based on a study performed by Microsoft in August 2007, a
    strong connection exists betw...
What Might a Dallas On-line Auto Plan Look
    Like?
             Search                                 Display




     ...
How can I get Efficient Scale?

                                      Ad Networks




     What are Ad Networks?
     • Co...
Audience Reach
                        Top Advertising Outlets- Dallas Area
                                  1.7%
       ...
Types of On-line Targeting

    • Geographic
        – Target car buyers in specific locations

    • Behavioral
        –...
Retargeting


     •   Retargeting gives advertisers the power to connect with past website visitors
         in a simple,...
Behavioral: Data is the Name of the Game




FMC LeadManagement DIGITAL TEAM   10
Targeting Auto Intenders with Scale

                                       Publisher A
                                  ...
Tracking User “ABC123” (Heavy Auto User)
    Monday                        Wednesday        Thursday




                 ...
Why Use a Network like Specific Media?

     Buying All Consumers Locally:                              Specific Media Net...
Online Advertising Case - Truck Leadership

     Scenario
     • Mid year 2007…Silverado within 5,000 units of F-Series
  ...
So…What Happened?

              Light-Truck                             F series   690,589

                 Sales       ...
Thank You




                             Scott Jones
                      Automotive Sales Manager
                    ...
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Specific media 2008 digital advertising dealer summit dallas 10-14-08

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Transcript of "Specific media 2008 digital advertising dealer summit dallas 10-14-08"

  1. 1. Scott Jones Automotive Sales Manager FMC LeadManagement DIGITAL TEAM 1
  2. 2. 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
  3. 3. Types of On-line Advertising Search Display Strengths: Strengths: • 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 Weaknesses: Weaknesses: • 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
  4. 4. 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 campaigns. • Display drives a significant increase in branded search terms during and after a campaign. FMC LeadManagement DIGITAL TEAM 4
  5. 5. What Might a Dallas On-line Auto Plan Look Like? Search Display www.wfaa.com www.myfoxdfw.com www.dallasnews.com Display Plan Lacks Efficient Scale FMC LeadManagement DIGITAL TEAM 5
  6. 6. How can I get Efficient Scale? Ad Networks 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 FMC LeadManagement DIGITAL TEAM 6
  7. 7. Audience Reach Top Advertising Outlets- Dallas Area 1.7% Specific Media 10.7% eBay Motors U.S. 14.9% Edmunds.com Yahoo! Autos 25.7% Dallasnews.com 86.6% Specific Media reaches over 86% of unique in-market car shoppers online, over 3 times greater than other endemic auto sites. FMC LeadManagement DIGITAL TEAM 7
  8. 8. Types of On-line Targeting • Geographic – Target car buyers in specific locations • Behavioral – Target prospects whose recent online behaviors indicate high interest in purchasing a car • Contextual – Target prospects while they are viewing automotive-related content on the Internet • Demographic – Target prospects based on your ideal market demographics • Retargeting – Target prospects who have already visited your website – leverage all media FMC LeadManagement DIGITAL TEAM 8
  9. 9. Retargeting • 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 website – 98-99% of website visitors leave without completing a transaction FMC LeadManagement DIGITAL TEAM 9
  10. 10. Behavioral: Data is the Name of the Game FMC LeadManagement DIGITAL TEAM 10
  11. 11. Targeting Auto Intenders with Scale Publisher A • 481k unique users • 375k in region • 49K Auto- Heavy Users • 38k in region Specific Media Universe • 1000 name brand publishers • 153M+ U.S. unique users • 10,775,000 Auto- Heavy Users Total US Online Population: 189,134,000 unique users/month Source: ©2008 comScore, Inc FMC LeadManagement DIGITAL TEAM 11
  12. 12. 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 FMC LeadManagement DIGITAL TEAM 12
  13. 13. 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 Automotive Vehicles Trucks & Vans Ford F-150 FMC LeadManagement DIGITAL TEAM 13
  14. 14. Online Advertising Case - Truck Leadership Scenario • 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? FMC LeadManagement DIGITAL TEAM 14
  15. 15. So…What Happened? 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 Other Insights: • Vehicle Disposed (conquest vs. repeat) • Share of Garage (other sales opportunity) FMC LeadManagement DIGITAL TEAM 15
  16. 16. Thank You Scott Jones Automotive Sales Manager Specific Media www.specificmedia.com 603.580.1006 / sjones@specificmedia.com FMC LeadManagement DIGITAL TEAM 16
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