AUDIENCE BUYING:
WHY BUY SEGMENTS?
2|
The Vehicle Market has Fragmented, Blurring
Traditional Segments…
sedan SUV
crossover
luxury non-lux
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3|
…Making It Harder to Effectively Reach the Right
Auto Shoppers
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4|
Focus On The Right Audience - Those Seeking Info In the digital auto shopping landscape there are shoppers that are either Decided, Money-Focused, or Evaluating
ALREADY DECIDED Shoppers that bee-line to a vehicle selection, they
are Direct & Determined
BARGAIN SEEKERS Everyone is price-sensitive, but getting the best deal
is all that matters to Price Conscious shoppers
KBB.com auto shoppers
are heavily cross-
shopping models
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KNOWLEDGE SEEKERS The majority of auto-shoppers are Cross-Shoppers,
learning about and evaluating their options
5|
Knowledge is Power AND Where Consideration
Sets are Formed Shoppers are progressively using more of KBB.com’s research tools and
enhanced New Car content during the “Knowledge Phase” of car shopping
Source: KBB.com Omniture: 1/1/2013 – 12/31/2013 Kelley Blue Book. © 2014 Kelley Blue Book Co., Inc. All Rights Reserved.
26% 28%
34% 35%
Q1 2013 Q2 2013 Q3 2013 Q4 2013
Share of Traffic to KBB.com Knowledge Content
6|
Knowledge Seekers are Engaged
1: Q2 2014 KBB.com Omniture SiteCatalyst Most Popular Section
Kelley Blue Book. © 2014 Kelley Blue Book Co., Inc. All Rights Reserved.
OUR CONTENT TYPES
Latest News Buyer’s Guides Editor’s Pages 10 Best Lists
Awards
of visitors to KBB.com editorial content pages viewed
more vehicle details onsite.1 80%
7|
KBB.com Site Redesign Boosts Segment Shopping
Impressions to New Car Category pages surging, due to improved visibility
on site entry-points and the Shoppers intent module refresh…
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Before: After:
…resulting in additional opportunities
to target by segment in 2015.
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Missing Segment Presence is a Valuable Audience Loss The KBB.com content landscape aligns with Shoppers Segments
New Vehicle
Expert Reviews
350+
100+
Top Tier Content
• Car-buying oriented Latest News
• Top 10 Lists & Other Editorial Accolades
• Comparison Tests
• Advice Articles • Automotive Feature & Advice Videos
• Expert & Consumer Reviews & Ratings
Our Valuable Audience
16.5MM
Metrics sourced from Omniture SiteCatalyst.
Kelley Blue Book. © 2014 Kelley Blue Book Co., Inc. All Rights Reserved.
Page Views within New Car News &
Advice Monthly
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KBB.com’s Content Delivers Valuable Audiences
Offer Valuable Content
KBB.com’s content goal is to deliver valuable content
such as 10 Best lists, reviews, photos, and videos to the
highest-interest segments of the market
Reach Undecided Shoppers
Valuable content for our consumers means advertisers
can reach undecided shoppers in those segments with
a relevant message about their products
Quick & Easy Access to Information
Our knowledge seeking visitors get quick and easy
access to information that can help guide their car-
buying choices
Influence Shopping Audiences
Advertising partners have the opportunity to reach ready-
to-buy audiences as they form their purchase decisions
Relevant content for the most efficient market-segments on KBB.com
Kelley Blue Book. © 2014 Kelley Blue Book Co., Inc. All Rights Reserved.
10|
Increased Relevancy of Advertising Next to our
Segment Content Sharply Improves Performance In just four weeks, advertiser’s model overtakes two key competitors
Source: Omniture Data 1/1/2013 – 1/26/2014
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14
Tra
ffic
Sh
are
Sponsor Model’s Share of Competitive Traffic
Model 1 Model 2 Advertiser Model Model 3 Model 4 Model 5 Model 6
Sponsor’s
January
Jump
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11|
Combat the blurring of segment definitions with a strategic audience approach to
effectively get in front of auto shoppers within your cross-shopped set.
NEW CAR
SHOPPERS SEGMENT
KBB.com’s turnkey, relevant new car model opportunity
Kelley Blue Book. © 2014 Kelley Blue Book Co., Inc. All Rights Reserved.
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Strategically Reach Knowledge Seekers Align your buy to cross-shopping behaviors
Source: Kelley Blue Book Market Intelligence Cross-Shopping Information. Omniture SiteCatalyst Q2 2014. Kelley Blue Book. © 2014 Kelley Blue Book Co., Inc. All Rights Reserved.
+216% Reach Increase in
Shoppers Segments vs. Traditional Segments1
Traditional Segments do not align with shopping
behaviors where SHOPPERS SEGMENTS account
for vehicle size & luxury model options
impacting cross-shopping behaviors
Traditional Segments Shoppers Segments
• Mid to Full-Size SUV/CUV/Minivan/Van
• Small SUV/CUV, Luxury SUV/CUV
• SUV
• Crossover
• Minivan/Van
Traditional Segments Shoppers Segments
• Hybrid
• Electric • Hybrid/Electric/Diesel
Related shoppers
segment groupings align with cross-
shopping behaviors
13|
A New Way to Buy Vehicle Segments for 2015
Buyer’s Guides:
Small Luxury
Sedan
Entry Luxury
Cars
Luxury Cars Luxury SUV/CUV Small Cars Mid to Full-Size
Cars
Buyer’s Guides:
Midsize Sedans
Small SUV/CUV
Buyer’s Guides:
Compact SUVs
Mid to Full-Size
SUV/CUV/
Minivan/Van
Buyer’s Guides:
Midsize Luxury
Sedan
Buyer’s Guides:
Compact Cars
Buyer’s Guides:
Minivan, Midsize
SUVs
Pickup Hybrid/Electric/
Diesel New Car News
Buyer’s Guides:
Pickup Truck
Buyer’s Guides:
Luxury SUV/CUV,
Luxury Compact
SUV
Introducing An Audience-Focused Strategy: Shoppers Segments
14|
Capitalize on KBB.com’s Strategic Audience
Approach – NEW CAR SEGMENT SHOPPERS
• Be present where your competitors
are to highlight your model’s
advantages
• Refined segments defined by
vehicle type and similar price-point
• One buy lets you reach segment
shoppers at multiple touch points –
New Car Category & Content
Pages
• A 2014 segment audience
package helped the advertiser’s
share of KBB.com traffic jump 50% --
surpassing two competitors in 4
weeks
Source: DFP-P Data – Jan 1,’14 – Jan, 31,’14 *Benchmarked Against: OEM Advertisers (2013) ‘All Car Placements’
Kelley Blue Book. © 2014 Kelley Blue Book Co., Inc. All Rights Reserved.
15|
Our National Ad Solution Segment Opportunities
USED CAR SEGMENT SHOPPERS SEGMENT SHOPPERS SPONSORSHIPS
NEW CAR SEGMENT SHOPPERS NEW CAR SEGMENT SHOPPERS
NEW CAR SEGMENT SHOPPERS NEW CAR TABLET EXPERIENCE
ALL SEGMENT SHOPPERS KBB CONNECT &
KBB.COM BEHAVIORAL TARGETING Target to users on KBB.com who fall into purchased
segments based on their on-site behavior
SPONSORSHIP IMPRESSION-BASED
Entry Luxury Cars Luxury Cars Luxury SUV/CUV
Small Cars Mid to Full-
Size Cars Small SUV/CUV Mid to Full-Size
SUV/CUV/ Minivan/Van
Pickup Hybrid/Electric/
Diesel New Car News
Kelley Blue Book. © 2014 Kelley Blue Book Co., Inc. All Rights Reserved.
16|
Subtext
APPENDIX
Top-Tier Media Coverage of KBB.com 10 Best Lists
Sedan or SUV – which makes a
better family car?
Nissan Leaf tops Kelley Blue Book's
latest 10 best 'green' car list
Top 10 fuel-efficient cars for
2013 Six Greenest Cars Made in
America
KBB.com names the Best
Family Cars of 2013
Top 10 Green Cars for 2013
How do you find the best green cars?
The 10 Best Green Cars
Fuel-efficient vehicles fill out best
family cars list for 2013
Kelley Blue Book. © 2014 Kelley Blue Book Co., Inc. All Rights Reserved.
19|
KBB.com’s Content is a Pivotal Touch Point
Auto-Shoppers Tap The Trusted Resource® to Make Informed Decisions
Consumer-focused
Simple Clear
Concise
Authoritative
Trustworthy
Helpful
Friendly
Accessible
KBB.com’s Editorial Voice Features Tons of Helpful Segment Content
Kelley Blue Book. © 2014 Kelley Blue Book Co., Inc. All Rights Reserved.
20|
New Car Segment Shoppers Existing segments and its association with sub-segments:
How this works:
• Advertisers who purchase the Mid to Full-Size Cars New Car Segment
Shoppers will have their ads running in the Sedan, Wagon, Coupe,
Hatchback and Convertible (All Cars) New Car Segment pages
• Advertiser will no longer purchase the category icon segment names.
They will purchase the New Car Segment Shoppers refined sub-
segment names.
• The ad impressions from the category icon path will feed the sub-
segments. In the case of sedan, those impressions will feed into mid
to full-size cars product.
• New Car Segment Shoppers is a bridge solution to offer you a more
relevant audience for your message, in the future, we hope to
redesign the category navigation and category icons to align more
with how people shop and how advertisers market cars,
Kelley Blue Book. © 2014 Kelley Blue Book Co., Inc. All Rights Reserved.