regional ad solutions - kelley blue book b2b: automotive ... · platform: desktop, tablet, mobile...

Regional Ad Solutions

Convert Consideration – Shopping Tools Module Move shoppers researching your vehicle to take the next step

© 2013-2017 Kelley Blue Book A COX AUTOMOTIVE™ Company. All Rights Reserved.

Business Rules

Platform: Desktop, Tablet

Advertiser: Tier 1, Tier 2

Pages: • New Car model detail pages, excluding vehicle Cars

for Sale inventory listings • Owners model detail pages

Targeting: n/a

Duration: 3 month minimum

Ad Type: Retention • exclusive: if 100% of impressions purchased • non-exclusive: less than 100% of available impressions;

ad serving tracks against booked impression goal

Conquest • non-exclusive: less than 100% of available impressions;

ad serving tracks against booked impression goal

Geography: National

Ad Serving: Site-served, agency tracking tags optional

Size: custom 472x250, KBB-produced

Lead Time: 10 business days; creative revisions 1x/qtr

Notes: Conquest: available if retention is not purchased in

full; block list applies (conquest buys need to be

free of block list)

Convert Consideration – Smartphone Consideration Module

Move shoppers researching your vehicle to take the next step


Business Rules

Platform: Mobile


Pages: New Car/Owners/Used Car Segment Shoppers – available pages when sub-category is known

Targeting: Entry Luxury Cars Hybrid/Electric/Diesel Luxury SUV/CUV Mid to Full-Size Cars (Segments include sedan, hatchback, wagon, coupe and convertible) Mid to Full-size SUV/CUV/Minivan/Van Small Cars (Class includes subcompact and

compact. Segments include sedan, hatchback, wagon, coupe and convertible.) Small SUV/CUV Truck Van/Minivan

Duration: 3 month minimum

Ad Type: non-exclusive: less than 100% of available impressions; ad serving tracks against booked impression goal

Geography: National, Regional


Size: custom 300x250, KBB-produced

Lead Time: 10 business days; creative revisions 1x/qtr

Notes:

Convert Consideration – Shopping Tools Module Move shoppers researching your vehicle to take the next step


Break Out of the Box – Featured Content Tab UF


Catch shoppers’ attention throughout their shopping experience with

the right placement

Business Rules – Featured Content Tab Upper Funnel

Platform: Desktop


Pages: Across Awareness Pages* – Excludes Home Page

*Awareness pages:

Shoppers SLP (New Car Intent), Shoppers SLP (Used Car

& CPO Intents), Owners SLP, CV SLP, UC Segment

Targeting: n/a

Duration: Monthly

Ad Type: Standard, Non-exclusive: less than 100% of available

impressions

Geography: National

Ad Serving: Third Party

Size: 120x240

Lead Time: 10 Business Days

Notes: Shared inventory. T1 and T2 have the same priority.

Break Out of the Box – Featured Content Tab LF


Catch shoppers’ attention throughout their shopping experience with

the right placement

Business Rules – Featured Content Tab Lower Funnel

Platform: Desktop


Pages: Make targeted pages, Model vehicle detail pages

(VDPs), segment pages

Targeting: n/a

Duration: Monthly

Ad Type: Standard, Non-exclusive: less than 100% of available

impressions

Geography: National


Size: 120x240


Notes: Shared inventory. T1 and T2 have the same priority.

Platform: Desktop, Tablet, Mobile (all intent)

Advertiser: National

Pages: • home page • used car segment pages • available awareness pages

Targeting: n/a

Duration: 1 month

Ad Type: Standard/non-exclusive; ad serving tracks against booked goal

Geography: IP Targeting


Size: 300x250


Notes: Desktop/Tablet Placements: • Home Page (2

nd 300x250 position)

• Used Car Segment pages (2nd

300x250 position) • Awareness pages (2


Options:


Motivate Local Shoppers Early – Market Awareness Increase relevance with local messaging & drive action at key trigger point

Motivate Local Shoppers Early – Market Awareness & Mobile Awareness Increase relevance with local messaging & drive action at key trigger point


Business Rules – Market Awareness


Advertiser: Tier 2

Pages: • home page • used car segment pages • available awareness pages

Targeting: n/a

Duration: 1 month

Ad Type: Standard • non-exclusive: less than 100% of available

impressions; ad serving tracks against

booked impression goal



Size: 300x250

Lead Time: 5 business days

Notes: Placements: • Home Page (2


• Used Car Segment pages (2nd

300x250

position) • Awareness pages - unknown

make/model intent (2nd

300x250 position)

Right Place, Right Time – Local Smartphone Initiate action with contextual, targeted relevance


Business Rules

Platform: Mobile

Advertiser: Regional

Pages: Lower Funnel

Targeting: Segment by DMA

Duration: Quarterly

Ad Type: Smartphone Segment: Standard. (Non-exclusive: less

than 100% of available impressions; ad serving tracks

against booked impression goal)

Geography: DMA

Ad Serving: Static: Site-served or third party

Size: 300 x 50


Notes: • Category inventory booked with standard 300x50

RO, Mobile avails • Must run with Top 40 DMA • Minimum of $2,500 contract

Trigger Action with Timely Information – Decision Driver

Retain and conquest interested local shoppers driving lower-funnel activities

Business Rules


Advertiser: Tier 2

Pages: Retention and/or conquest: • Make pages (new, owners, used) and/or • Model pages (new, owners, used) and/or • Segment: Sedan, Coupe, Hatchback, Convertible,

Wagon, Luxury, Pickup, Crossover, Hybrid, Electric, Van, SUV

Targeting: Make/Model and/or by Segment by DMA

Duration: Quarterly

Ad Type: Sponsorship: 100% impressions

Geography: DMA


Size: 300x250


Notes: • DMA is a registered trademark of Nielsen Media Research

• Reaches all make/model audience intents


Raise the T2 Bar with Broad Reach – Local Toolbar Yields awareness and inspires undecided shoppers to dive into your model

content


Business Rules – Local Toolbar Upper Funnel

Platform: Desktop

Advertiser: National, Regional

Pages: Across Awareness Pages, Excludes: Home

Page Targeting

Targeting: n/a

Duration: 1 month

Ad Type: Standard • non-exclusive: less than 100% of

available impressions; ad serving tracks against

booked impression goal



Size: 300x50


Notes: Shared Inventory. T1 and T2 have the same priority - DFP will drive priority based on ad

serving goal

• Highlight sales events, offers/incentives, or

make-model features

Raise the T2 Bar with Broad Reach – Local Toolbar Yields awareness and inspires undecided shoppers to dive into your model

content


Business Rules – Local Toolbar Lower Funnel

Platform: Desktop


Pages: Make/Model intent known Segment: One creative per segment

Targeting: Entry Luxury Cars

Hybrid/Electric

Luxury cars (Midsize and high-end)

Luxury SUV/CUV

Mid to Full-Size Cars (Segments include sedan, hatchback,

wagon, coupe and convertible) Mid to Full-size SUV/CUV/Minivan/Van

NC News

Pickup

Small Cars (Class includes subcompact and compact.

Segments include sedan, hatchback, wagon, coupe and

convertible.)

Small SUV/CUV

Van/Minivan

Duration: 1 month


impressions; ad serving tracks against booked impression goal



Size: 300x50


Notes: Shared Inventory. T1 and T2 have the same

priority - DFP will drive priority based on ad

serving goal

• Highlight sales events, offers/incentives, or

make-model features

Multiply Your Impact – KBB.com BT, includes Smartphone BT


Find, target & retarget the most relevant shoppers on KBB.com

Business Rules

Platform: Desktop, Tablet, Mobile

Advertiser: Tier 1, Tier 2, Auto-Related, Motorcycle

Pages: Target to users on KBB.com who fall into

purchased segments based on their on-site behavior

Targeting: n/a

Duration: 1 month

Ad Type: Standard • non-exclusive: less than 100% of

available impressions; ad serving tracks against booked impression goal

Geography: National or DMA


Size: 728x90, 300x250, &/or 300x50


Notes: DMA is a registered trademark of Nielsen Media Research

Options:

Flexible & Efficient – Run of Site

Boost awareness and efficiency when you need it

Run of Site Business Rules – Run of Site

Platform: Desktop & Tablet

Advertiser: Tier 1, Tier 2, Auto-Related

Pages: • Run of Site: all available pages • Run of New Car: available new car section pages • Run of Used Car: available used car section pages • Run of Segment: available segment pages • Run of Make: available make targeted pages

Targeting: • All Cars (includes Sedan, Coupe, Convertible, Hatchback, Wagon)

• Crossover • Hybrid/Electric • Luxury • Pickup • SUV • Van/Minivan

Duration: 1 month

Ad Type: Standard; non-exclusive: less than 100% of available impressions; ad serving tracks against booked impression goal



Size: 728x90 &/or 300x250


Notes: • DMA is a registered trademark of Nielsen Media Research

• Broad range messaging exposure


Flexible & Efficient – Run of Mobile Site

Boost awareness and efficiency when you need it

Business Rules – Run of Mobile

Platform: Mobile


Pages: Mobile Web, iPhone/Android Apps • Available for all available mobile pages

Targeting: n/a

Duration: 1 month


impressions; ad serving tracks against booked impression goal



Size: 300x50


Notes: • Single platform buys not available • DMA is a registered trademark of Nielsen

Media Research • MMA sizes serve based on device type

Options: • run of mobile is available nationally or by DMA – note: Mobile Awareness is a national buy only


An Agile, Real-time Buying Solution – Programmatic


Business Rules – Programmatic

Platform: Desktop, Tablet, Mobile

Advertiser: Tier 1, Tier 2, Local/Reseller, Auto-Related,

Motorcycle

Pages: Targeting options available across awareness

Pages (Excludes Home Page) & model vehicle

detail pages (VDPs)

Targeting: KBB.com pages, excluding the home page

Duration: Flexible

Ad Type: Conquest non-exclusive & Standard: less than

100% of impressions

Geography: National, Regional


Size: 728x90, 300x250, 300x50, 320x50, Pre-roll

Lead Time: Real-time

Notes: - On AdX, in order to transact contact sales

person through trading desk demand side

platform (DSP)

- Exclusive private auction, must meet

criteria to have a seat

Options: - Behavioral & Contextual

(Intent/Segment/Make/Model) Targeting

Extend ad messaging on KBB.com in real-time

Reach the Right Audience at the Right Time – Audience Extension

Enables access auto shoppers throughout their digital journey


Business Rules – Direct Share

Platform: Desktop, Tablet, Mobile, Cross-devices


Pages: Offsite

Targeting: Data segments to Audience Intenders Offsite (multiple options)

Duration: Any

Ad Type: Standard, Non-exclusive: less than 100% of available impressions

Geography: National


Size: The following sizes apply: 160x600, 300x250, 300x50, 300x600, 320x50, 728x90 – no advertiser priority order.


Notes:

Options:

regional ad solutions - kelley blue book b2b: automotive ... · platform: desktop, tablet, mobile...

Documents