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Capitalizing on Mobile Moments that Matter

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Good News for the Industry…

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Auto is the Top 5 Mobile Advertising Vertical -- with spend growing by

236% in 2011

Number of Automotive Entities Advertising on Mobile 169%

increase

Bad News For Me…

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None of Us Win With Mobile Ad Spend Alone

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Advertiser Months Advertised

Jan Feb Mar Apr May Jun July Aug Sep Oct

Lexus

BUICK

Chevrolet

Toyota

Mazda

Honda

Kia

Ford

Nissan

Subaru

Source: Nielsen Ad Relevance Jan~Oct 2011

The Purchase Path Has Changed

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57% laptop

ownership

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53% smartphone

ownership

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19% tablet

ownership

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The Year of Smartphone Came Early for

Kia

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Surfing on the couch

Searching on the go

Seeking info, deals on the go

The Way We Engage Has Changed

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70% of

tablet and

68% of

smartphone owners said

they use their

devices while

watching

television

TV and Mobile Are Irrevocably

Connected

Mobile traffic

surged by 47%

on the day of

Super Bowl

Page views per

visit increased

by 56% during

the same week

FLASH POLL

The top 3 most searched categories via mobile devices?

Mobile Users Are Looking for Us

Mobile search is used 32% more than PC search

Smartphone users search over 20x per month on their phone

71% of smartphone users have used search after seeing an ad

29.6% Restaurants

16.8% Autos

% of Overall Google Queries that are Mobile (by category)

Source: Google company presentation, Macquarie Capital, March 2011

15.5%

Consumerele…

Our Window of Response Has

Decreased

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70% mobile searches result in a call to a business, visit or purchase within the same day 51% of auto searches result in purchases • 49% of mobile users

wanted to purchase within the same day

70% consumers use mobile to

investigate vehicles

Automotive Shoppers Look to Mobile to Research Purchases

Source: Greystripe US smartphone audience 2/11

Role of Mobile in Your Car Purchase

Top of the Funnel Cannot Be Ignored

Source: Jumptap 2011; Auto Shopper Behavior Study, Google & Compete 2011 17

While visitors to online auto sites are growing at 30% year over year,

visitors to mobile auto sites have grown 463%, more

than 15 times the rate of growth for online visitation

Speeding Forward

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Smartphones Will Dominate Social

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441 minutes per month

391

minutes per moth

Yet Not All Mobile Sharing Is

Facebook

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Preferred when sharing

content more casually

at larger scale

Preferred when sharing

with a specific group of

people for specific

purposes

66% of sharing on

Kia tablet site is via email

48% of sharing on

Kia mobile site is via Facebook

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Rise of Tablets Will Happen Even Faster Than Smartphones

Tablet visits will surpass smartphone visits by January 2013 and generate over 10% of website visits by early 2014

Tablet Is A Digital Marketers’ Do-

Over

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Do not extend a device, extend the

user Tablet and phone

analytics indicate

different usage

focus – tablets skew

toward

“consideration”

while phone skews

“action”

Users Gravitate to Different Devices Based on Needs

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Choose Color

Choose Add-ons

Build Your Initiation

Summary Page

54% Leave Site

16% Leave Site

ACTION

On the tablet site, upon viewing the price estimate for a customized Kia, 37% view another model, 14% rebuild the same vehicle

When users build & price their Kia on the mobile site, they already know which vehicle they want – very rarely do they view another model, 16% rebuild the same vehicle

CONSIDERATION

Since Launching a Tablet Customized Site, Improvements Across All KPIs

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Return visits by 80%

Quick quotes by 45%

Visits by

50%

Dealer searches by 114%

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Change Will Only Accelerate

Mobile has tipped the scale of consumer control forever

Smartphones and tablets will become the largest source of consumer insights

Prioritize your efforts to understand the always connected consumer vs. the technologies

Thank You

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