Consumer's buying behaviors have changed — the majority of the buyer cycle is now done online. Get in front of the consumer throughout the full cycle and take the initiative to capture your market by providing what they want and are actively searching for. There are many variations of display advertising and it's important to understand the difference between static ads — static display ads delivered dynamically — and truly dynamic ads. Technology is evolving everyday and so is display advertising. There are now so many opportunities available with in-image ads or "native advertising" and the capability to pull live dealership inventory directly into display advertising. In this session you will also learn how display advertising works with SEO and SEM activity and what key metrics to focus on when calculating ROI - like the direct VDP Click.

1. Confidential
Speed Shift Media Webinar Series
How do you
make online
display ads
work for
automotive
dealers?
Brought to you by
&

2. About Your Presenter
Ian Cruickshank
Vice President of Sales
• 10+ years in Marketing and Digital Advertising.
• Originally with two of the largest media companies in Canada
• The last few years were spent consulting on digital disruption
and as the head of sales and marketing for a social media
marketing firm in Vancouver, BC.
• Currently, as the VP of Sales, the focus is on all things revenue
generation for Speed Shift Media.
• Masters in Business and IT Management
• Regular presentations and lecture on a variety of IT and Digital
Marketing concepts.
• Most of all he loves to be outside with his wife and his young
family in Port Moody, BC.

3. Agenda
Introduction
What’s going on in Digital and where does Display fit in?
VDP Traffic Drives Sales
1. How display ads affect consumer activity search engines and vice versa?
2. What “lift” in Search Engine Marketing to expect by using display ads?
3. Where to buy display ads?
4. How to develop an effective display ad that delivers results?
5. The difference between dynamic inventory ads and standard banner ads?
6. What happens after a prospect clicks on a display ad?
7. What metrics and reporting details should be analyzed?
8. How long will I have to wait before seeing results?
9. How do I know whether my advertising partner is doing their job?
Summary
Questions?

4. About Speed Shift Media
• Automotive online display advertising for over 10 years
• Power over 8,000 automotive dynamic ad units per day
• Process over 1.5 million vehicles from over 7,000 dealers per day
• Specialize in customized display solutions
• Focused on serving large dealer groups and portals
• Powering automotive display solutions in North America, UK
& Australia
Our solutions are
trusted by:

6. What’s going on in Digital and
where does Display fit in?

7. Among today’s car buyers:
90%
begin shopping
online (1)
76%
of time is spent
shopping online (2)
88%
use the internet for
research prior to
visiting a dealership (3)
1. Automotive News, Turn Your Internet Department Into an Internet Dealership! seminar, December 2012.
2., 5. 2013 Polk Automotive Buyer Influence Study, AutoTrader.com with R.L. Polk & Co., 2013.
3. 2007 Dealer eBusiness Performance Study: The New Buying Influences, The Cobalt Group in partnership with Yahoo! and R. L. Polk & Co., 2008.
4. Digital automotive advertising spend is projected to rise to $7.80 billion by 2017. The US Automotive Industry 2013: Digital Ad Spending Forecast and Key Trends,
eMarketer, 2013.

8. According to the 2013
Automotive Buyer Influence
Study conducted in part by
AutoTrader.com:
1.Buyers in the new car market spent 10 out of a
total of 13 shopping hours online;
2.Used car buyers spent over 11 hours out of 15
shopping online; and,
3.Use of the web to research vehicles and
dealerships has increased in the last few
years. In 2013, 75% of all buyers went online
for information, up from 71% in 2011.

9. Automotive online advertising…
is projected to grow to
$7.8 billion by 2017(4)
$7.8
billion
1. Automotive News, Turn Your Internet Department Into an Internet Dealership! seminar, December 2012.
2., 5. 2013 Polk Automotive Buyer Influence Study, AutoTrader.com with R.L. Polk & Co., 2013.
3. 2007 Dealer eBusiness Performance Study: The New Buying Influences, The Cobalt Group in partnership with Yahoo! and R. L. Polk & Co., 2008.
4. Digital automotive advertising spend is projected to rise to $7.80 billion by 2017. The US Automotive Industry 2013: Digital Ad Spending Forecast and Key Trends,
eMarketer, 2013.

10. Display is an essential ingredient
in your marketing mix
Display
Website
Paid
Search
Social
Media

11. How do display ads affect
consumer activity in the big
search engines, and how will
search engine marketing
affect display?
1.

12. 1. Create behaviour
2. Get more
3. It works both ways

13. What “lift” or increase in
effectiveness in Search Engine
Marketing can I expect by
using display ads?
2.

14. 1. You’re already spending
2. Increase your ROI
3. Attribution

15. 3. Where can I buy display ads?

16. Where to buy?
Ad Networks
Automotive
Specific Networks
Direct from
the Publisher
Real Time Bidding
Exchanges

17. How do I develop an effective
4. display ad that delivers results?

18. Building the ad
Images, Text
& Color
HTML Backup
Graphics
A/B Testing
Live Images
Animation
Mobile
Optimization

19. What’s the difference between
dynamic inventory display ads
and standard display ads? 5.

20. 1. Static Banners
2. Flash Ad - Rich Media
3.Dynamically Served Banners
4. Truly Dynamic Display Ads
So why bother?

21. What happens after a prospect
6. clicks on a display ad?

22. 1 of 6 1 2 3
4 5 6
1
2
Contact Seller
3
$50,950 $48,950
1. Great Images and a Video
2. Complete consumer friendly description
3. A clear call to action (3 Tops)

23. Simplicity is King

24. Simplicity is King

25. What metrics and reporting
7. details should I analyze?

26. Your KPI’s?
Impressions
Conversions
Click Through
Rate
Retargeted
Impressions
Engagement
Retargeted
Clicks

27. Your KPI’s?
Increase VDP views
& increase sales

28. How long will I have to wait
8. before seeing results?

29. Results
Maintain
Your Content
Know
Your Business
Test Your
Message
Bottom Line

30. How do I know whether my
advertising partner is doing
their job and helping me
understand it all?
9.

31. What do we offer?
1. Have they assigned you a campaign manager?
2. Do you have visibility into your campaigns?
3.What is the dynamic nature of their ad creative?
4. Are they serving truly dynamic inventory ads?
5.What data do they use to dynamically assign ad
content?
6. Are you seeing the results you expect?

32. Summary
1. Blend SEM and Display
2. Build ads that work
3. Be dynamic
4. A great SIMPLE VDP
5. Test and Measure
6. Get help!

33. In-Image Ad Unit

34. And the best dynamic display and retargeting available.
And the best dynamic display and retargeting available.

35. Active Consumer
Dynamic
Retargeting Ads
AUTOREVIEW
YOUR
LOGO
YOUR LOGO
Learn More
Dynamic
Display Ads
YOUR LOGO
YOUR
LOGO
YOUR
LOGO
The Targeting Loop
1st Impression
Return Visit
Conversion
A consumer visits an auto review page and
engages with your in-image ad
They click through to
your VDP and receive
a tracking pixel

36. The Targeting Loop Passive Consumer
Dynamic
Retargeting Ads
AUTOREVIEW
YOUR
LOGO
YOUR LOGO
Learn More
Dynamic
Display Ads
YOUR LOGO
YOUR
LOGO
YOUR
LOGO
1st Impression
Return Visit
Conversion
Now, as an auto intender, they are
targeted with your Dynamic Inventory Ads
They return to your VDP
and new information is
added to their profile

37. The Targeting Loop
Dynamic
Retargeting Ads
AUTOREVIEW
YOUR
LOGO
YOUR LOGO
Learn More
1st Impression
Return Visit
Conversion
After the first visit and throughout their
buying decision they are retargeted with
your relevant inventory
Dynamic
Display Ads
YOUR LOGO
YOUR
LOGO
YOUR
LOGO
The retargeted customer
returns to your VDP and
is more likely to convert
Retargeted Consumer

38. Active Consumer
Passive Consumer
Retargeted Consumer
The Targeting Loop
Your
Website
1st Impression
Dynamic
Display Ads
YOUR LOGO
YOUR
LOGO
YOUR
LOGO
Dynamic
Retargeting Ads
Return Visit
Conversion
AUTOREVIEW
YOUR
LOGO
YOUR LOGO
Learn More
Get the most impact from your
online display advertising with
the perfect blend of all three.
Let us show you how.

39. Please feel free to
follow up with any
questions you may
have at any time.
Ian Cruickshank
Vice President of Sales
email ian@speedshiftmedia.com
office 604.520.9177 ext. 225
mobile 778.997.9474
The most-targeted and effective
automotive ads in the market today.