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Post on 20-Aug-2015
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Your Connection to Car Shoppers
Agenda
Agenda
• About Kelley Blue Book
• Digital Advertising Budget Allocation
• Kbb.com Advertising Program
• How to Sign up a Dealer
Goals
• Understand the Kelley Blue Book value proposition
• Understand the process to sign up dealers
• Kelley Blue Book to understand what ADP needs to be
successful
Who We Are
• Since 1926, Kelley Blue Book has been trusted by both
consumers and the automotive industry, helping millions of
in-market car shoppers make well-informed decisions about
the buying and selling of vehicles.
Every month, kbb.com® ― the #1 automotive Web site* ―provides the most up-to-date vehicle information, including
new and used Kelley Blue Book® Values, car reviews, videos,
and consumer ratings.
Kelley Blue Book creates opportunities for dealers, OEMs and
industry professionals to connect with more in-market car
shoppers through its trusted values, kbb.com, and Internet
marketing solutions.
* C.A. Walker Research Solutions, Inc. Most Visited Automotive Web Site According to the 2008 Spring Automotive Web Site Usefulness Study
Marketing Budget
Allocation to Digital
Dealer Digital Budget Allocation
1 C.A. Walker Research Solutions, Inc. – 2008 Spring Automotive Web Site Usefulness Study
Open Discussion:
How do you justify a percentage of
Marketing Budget for Digital Spend?
Marketing Goal: Back to Basics1. Identify The Target Customer
2. Communicate Brand and Message
3. Produce High Quality Store Traffic
CPC is important IF right people click
Dealer Digital Budget Allocation
Search Display Classifieds Leads
Research
Web Site
Network
Web Site
• Low CPC
• Unable to
target
shoppers
• Point of
diminishing
return
• Limited
good
Keywords
• Organic is
goal
• Reach consumers when they are
making their purchase decision
• #1 way to target in-market
• Premium buy, higher close rate
• Used as consumer originator for
Network buys
• Great additional medium
• All about the originator, not
the network
• Lower CPM, lower close rate
How does kbb.com fit
into the digital budget?
KBB.com Brand and Influence
Kbb.com is the #1 automotive Web site
among new and used vehicle shoppers 1
12 million visits to kbb.com ® each month 2
1 in 3 cars purchased in the US are researched on
KBB.com
Put your brand next to the name trusted by both
consumers and the automotive industry
Kbb.com is the most useful automotive
information Web site among
new and used
vehicle shoppers 1
HALF of online vehicle
shoppers visit kbb.com1
1 C.A. Walker Research Solutions, Inc. Most Visited Automotive Web Site According to the 2008 Spring Automotive Web Site Usefulness Study2 Kelley Blue Book: 2008 Omniture SiteCatalyst
More Than A West Coast Value
Source: Nielsen Online (June 2008)*These demographics for Kelley Blue Book do not meet minimum sample size standards. Measures for these demographics may exhibit large changes month-to-month as a result.
The Consumer You Will Reach
1 C.A. Walker Research Solutions, Inc. – 2008 Spring Automotive Web Site Usefulness Study
Time spend on kbb.com was nearly twice as high as the next competitor
Over 50% of NEW CAR Shoppers plan to buy within the next 3 months
Over 60% of USED CAR Shoppers plan to buy within the next 3 months
1 out of 3 car buyers in the US visited kbb.com
Nearly 7 out of 10 consumers on kbb.com are interested in locating a
dealer and submitting a dealer quote request*
HALF of online vehicle
shoppers visit kbb.com1
We Deliver In-Market Shoppers
Over 50% of NEW CAR Shoppers plan to buy within the next 3 months
(Suggested Retail Shoppers)
2008 Base Used Car Pricing Report Private party page: 61; 2008 Base Used Car Pricing Report Suggested retail page: 41; 2008 Base Used Car Pricing Report Trade-In page: 30; Q:
Indicate when you plan to purchase or lease your next new vehicle, that is one not previously owned; ± 1% due to rounding.
We Deliver In-Market Shoppers
Over 60% of USED CAR Shoppers plan to buy within the next 3 months
(Suggested Retail Shoppers)
2008 Base Used Car Pricing Report Private party page: 348; 2008 Base Used Car Pricing Report Suggested retail page: 219; 2008 Base Used Car Pricing Report Trade-In page: 83; Q:
Please indicate when you plan to purchase your next used vehicle; ± 1% due to rounding.
Relevant Information on kbb.com
New car pricing
Trade-in values
Perfect car finder
Editorial reviews
Videos
KBB Green section
Financing
Insurance
Rebates and incentives
Consumer ratings
Connecting Shoppers with Sellers
Free dealer price quote
Find a local dealer
Dealership video ads
Dealer Showcase ads
Premium ad placements
Blue Book Classifieds listings
Nearly
7 out of 10 consumers on kbb.com are interested in
locating a dealer and submitting a
dealer quote request*
* Kelley Blue Book: 2008 Online Car Shopper Study
Kbb.com Advertising OpportunitiesRegional Buy Ad Package
Network Behavioral Targeting Ad Package
Dealer Showcase
Dealer Showcase Video Ad
Internet Power Package
Auto Intender Ad Package
Dealer Showcase
Dealer ShowcaseExclusive, Targeted Advertising Package on kbb.com
Be the #1 dealership in your market on kbb.com
Exclusively target local car
shoppers by make
Customize your ad placement
based on dealer-defined territory
Be the only advertiser in your
market to showcase on kbb.com
Link banner ad and listings
directly to dealer Web site
Designed to generate leads from
kbb.com
Dynamic, expanding rich-media
ads
Dealer ShowcaseExclusive, Targeted Advertising Package on kbb.com
Maximize brand exposure on
130+ premium pages
Expanding Dealer Showcase ad
in Blue Book Classifieds section
Vehicle listing in Blue Book
Classifieds section
Gain exposure on one of the
largest online marketplaces for
used vehicles
Maximize Brand Exposure on kbb.com
Showcase Dealer
recognition within Free
Dealer Price Quote list page
Showcase Dealer
recognition within Find a
Dealer list view
Showcase Dealer
recognition within Find a
Dealer map view
Showcase Dealer
recognition within Thank
You page
Dealer ShowcaseExclusive, Targeted Advertising Package on kbb.com
Showcase Dealer Recognition
Enhance your Dealer Showcase
ad with a video
Improve expansion rates* with
the roll-over left expanding video
ad
Increase conversion by keeping
shoppers engaged longer
Boost click rates** (video click-
thru rates are about five times
higher than standard image ads)
Use your own commercial or
have Kelley Blue Book facilitate
the production:
- Professional, high-quality, scalable
and affordable
- Locally filmed at your dealership
Dealer Showcase Video AdState-of-the-art 30-second-ad
Be seen and heard on the #1 automotive Web site
*DoubleClick Rich Media and Video Report, September 2008, Creative Insights on Rich Media**DoubleClick Rich Media and Video Report, February 2007, Video Ad Benchmarks: Average Campaign Performance Metrics
Marketing
•Up to 5 custom marketing messages
•Includes dealer URL & phone number
Dealer ShowcaseExclusive, Targeted Advertising Package on kbb.com
Custom Marketing Message
Kelley Blue Book Content
•Up to 3 custom marketing messages
•Kelley Blue Book “look and feel”
•Includes dealer URL & phone number
Video
•30 seconds of play time
•3 custom versions to choose from
•Includes dealer URL & phone number
•Ending message for prominent display
Auto Intender
Auto IntenderPremium Advertising Package on kbb.com
Maximize Brand Exposure on kbb.com
Reach more car shoppers on the
used car home page and used
car category pages
Secure top-of-page positioning
to ensure your ad message is
seen first
Reach new car shoppers
researching their trade-in
information in the used car
section
Target local car shoppers
researching any make and
model
Maximize ad investment by
marketing only to targeted
customers
Regional Advertising
Regional Buy Run of Make
Reach More In-market Car Shoppers on kbb.com
Customize ad placement based
on make and dealer-defined
territory
Be the only dealer in your area
to advertise your make in the
used car section
Shut out local competition by
advertising multiple ad units
Maximize brand exposure on
make-specific content pages
Regional Buy Run of Used
Maximize Brand Awareness and Reach on kbb.com
Feature your brand across
multiple vehicle makes and
premium pages on kbb.com
Customize ad placement based
on dealer-defined territory
Reach new car shoppers
researching trade-in information
in the used car section
Maximize brand exposure on
make-specific content pages
Network Behavioral Targeting
Network Behavioral TargetingAdvertising Package on Network Sites
Reach More Car Shoppers Across Premium Network Sites
Identify your target car shoppers
while they research their next vehicle
purchase on kbb.com
Qualify and track those shoppers as
they leave kbb.com
Display your marketing message to the
same kbb.com visitors when they enter
network sites
Only company that can guarantee the #1
Automotive Web site in-market shopper.
Return on Investment
We Will Show you
the Results…
We Will Show you Results
Other Networks* Kbb.com Showcase Ad**
Monthly Spend $ 10,000 $ 10,000
Click Rate 0.05% 0.20%
CPM $ 7.00 $ 25.00
Clicks 714 800
Impressions 1,428,571 400,000
Cost Per Click $ 14.00 $ 12.50
Click Quality
What you don’t know:
• Where did the ad display?
• Where did the consumer
originate?
What you know:
• Highest quality lead
• Consumer researching purchase
• In market to buy
• Half plan to buy a car in 3 mo.
• In your ZIP
• Looking for your make
• Didn’t see another dealer ad
* *Based on 2008 average CTR. Results may vary.* Estimated
How to Sign UpFulfillment process
How to Sign Up?
How to Sign Up?
How to Sign Up?
What to Take Away
• #1 Automotive Web Site
•In-Market Shopper
• Many Ways to Reach Consumer
• Detailed Targeting Available
• ROI Measured
Thank You
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