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Digital Advertising Dealer Summit

April 7, 2023

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Marc Cross – Jordan OEM XDealer Best Practices

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North American Digital Traffic Map

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• OEM X • OEM Y

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onalConten

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• OEM X • OEM Y

South

westConten

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Introductions

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• Nationally recognized speaker and author on Automotive Digital Marketing, Advertising, Lead Management and CRM Practices

• Led team that generated and managed 144,000+ leads at a single-point Phoenix dealer in 2 years

• Managed dealership sales team that delivered 4,000+ vehicles to Internet Leads and website phone calls in 2006

• 20+ year background in developing Digital Marketing strategies and lead management implementations for dealers and car companies

• Managed first retail automotive pilot program for Google Audio while in beta testing at Courtesy Chevrolet in 2005, 2006 and 2007

• Started generating Internet leads in 1986 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in San Diego

• Reynolds Consulting/Cyber Car Catalyst of the Year in 2001• AAISP/Digital Dealer Magazine Internet Sales Manager of Year 2006• OEM Digital Advertising Program Director at ADP Dealer Services

Ralph Paglia

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• Specific Media - 2 years– Tripled district sales in first year– Key contributor to overall auto category success of

Specific Media - #1 Heavy Auto Property– Specializes in local auto business success online – Tier II

& III• New York Times Co.- 3 years

– Ran NYTimes.com in the NE region– Developed Boston.com business as the #5 local website

in the nation• Alcatel - 6 years

– Director of Business Development - Networking Division– Technology solutions to drive business process

improvement

Scott Jones

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• OEM (tier 1), HDAA (tier 2) and Dealer (tier 3) Websites• Inventory Aggregation Portals (Autotrader, Cars.com)• Lead Producers and Resell Aggregators (Dealix, OEM

Leads)• Specialized Microsites and Landing Pages• URL and domain management portfolios• CRM and Lead Management Tools• Automated Email Marketing and Communication

systems• Assigned Resources and Business Processes• Search Engine Optimization• Social Networking and Reputation Management• Digital Advertising

– Search Engine Advertising– Content and Demographic Network Ad Placements– Behavioral Targeting Campaigns– Retargeting Campaigns– Site, Services and Event Sponsorship Campaigns

What is Automotive Digital Marketing?

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Automotive Ad SpendShift to Internet

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Digital Media Spending Growth

*Source: IAB.net

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0.5% 2.0%5.0%

10.0%9.0%

16.0%

25.0% 27.0%

0%5%

10%15%20%25%30%

2005 2006 2007 2008 FCST

Tier 2

Tier 1

Digital Spend % - TIER I / TIER IITier I and Tier II spend has increased as Internet shopping activity has grown

Source: Ad Activity, SEM/Display

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Digital Growth - Retail SalesInternet Sales as a % of Retail sales continue to grow in importance

Source: CKS Sales Match

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% of OEM X buyers research on-line

70+%70+%

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Moving beyond “Why Digital”

1999 2000 2001 2002 2003 2004 2005 2006 200710.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

40.0%

54.0%60.0%60.0%

64.0%64.0%67.0%68.0%70.0%

26.0%33.0%

43.0%47.0%47.0%

54.0%53.0%59.0%61.0%

New Used

AIU – Automotive Internet Users – J.D. Power

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Why doesn’t dealer advertising have the same impact on sales that it had a few years ago?

Other, 17.6 hours

News-paper,3.9 hours

Tele-vision, 16.4 hours

In-ter-net 32.7 hours

Weekly Hourly Media Consumption 1

(Total time spent using all media was 70.6

hours)

1. IDC Study, U.S. Consumer Online Behavior Survey Results 20072. 2006 National Automobile Dealers Association Data

Internet

Television

Newspaper

Direct Mail/

Radio/Other

11.50%

19.50%

27.30%

28.30%

Percent of Advertising Spend 2

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Only travel is more influenced by Online media

Source: DoubleClick Touchpoints III

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“Which one of these information sources was most important when making decisions about buying your vehicle?”

Inte

...

Fam

ily

Frie

nds TV

Mag

a...

News.

..

Radio

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0% 35.3%

24.9%

13.4%

8.2%4.4% 3.6%

1.1%

R.L. Polk 2007

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Newspaper spending is declining

2005

2006

2007

2008

2009

2010

2011

$1.0$1.5$2.0$2.5$3.0$3.5$4.0$4.5$5.0 $4.6

$4.3 $4.1 $3.9 $3.7$3.3 $3.2

$1.4$2.0

$2.5$3.0

$3.4$3.9

$4.4

NewsPaper Spend (Billions) Internet Spend (Billions)Includes auto manufactures, national dealer associations, individual dealerships and other market vendors, excludes auto insurance and

retail companies.

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Dealer Lead Management

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Lead Management

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Keys for Success

Apr May Jun Jul Aug0%

10%

20%

30%

40%

50%

60%

44% 41% 43% 43% 46%

28.2%30.8%

25.3%27.0%

49.6%

11.6% 11.4%8.9% 9.3% 10.6%

Percent Receiving 4 or 5 Key DriversClose Rate w/ 4 or 5 Key Drivers

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Resources

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Digital Marketing Consultant (DMC)Ron Kelly – Southwest Content deleted

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Resources

Lead Management & Reporting

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Resources

Home Portal

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• Templates• Digital Ad Guide• Scripts• Training• Contact Directory• Images• Events Calendar • Metrics• Links

Resources – Home Portal• Content Deleted

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Resources – Home Portal

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Resources – Home Portal

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Resources – Home Portal

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Metrics

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• Dealer Overview• Lead Response

Time• Leads Details

Report

Resources - Metrics

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Dealer Overview

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Dealer OverviewNew OEM X Sourced Leads

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Dealer Overview – 30 Day Match

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Dealer Overview – 60 Day Match

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Dealer Overview – 180 Day Match

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Dealer Overview – Long Term Follow Up

20 Sales in 30 Days25 Sales in 60 Days

29 Sales for 180 Days50% of our customers purchase after 10

Days

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Dealer Overview – Lost Sales

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The vehicle shopping process takes about three months for the average AIU

Source: 2007 J.D. Power and Associates New Autoshopper.com StudyBased to AIUs

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Lead Response Time – LRTUpdated Nightly

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Lead Details

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It’s not just about generating leads

2004 2005 2006 20070%

20%

40%

60%

80%

Online New Car Shopper as % of Total BuyersEmail Lead Requestors as % of Total Buyers

64%

20%

67%

21%

68%

21%

71%

22%

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The other 80% of car buyers that use the web

Beyond the lead

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Digital Advertising – Phase 1 Approach1. Do-It-Yourself Digital

Advertising – Although it may seem

complex, many forms of digital advertising can be done without extensive training. We share with you some of the latest ways you can get started, many of them at no cost!

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Digital Advertising – Phase 2 Approach2. Digital Advertising Setup & Training

– An introduction to the tools, processes and know-how needed by dealers to get up and running with online advertising – 2 days of in-dealership hands on process definition, building and launching actual campaigns!

Day 1Campaigns

Setup

Day 1Campaigns

Setup

Day 2Campaigns

Launch

Day 2Campaigns

Launch

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3. Full Service Digital Advertising Solution – OEM X has partnered with ADP to offer your dealerships some of

the most advanced advertising solutions that are available today.

Digital Advertising – Phase 3 Approach

Turn-Key OEM Program Solution covered in detail later this AM….

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Director - Digital MarketingOEM X and OEM Y Digital Advertising Program

ADP Dealer Services

Ralph Paglia

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Retail Experience with Digital Advertising (2005-2007)

• Sales to Leads/Calls from Digital Marketing: 352% increase in 18 months 74 – 90 units a month (before) 300-335 units a month (after)

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• Consumers visit an average of 6 dealerships, but they are visiting only one dealership per brand.

• Digital Advertising is an effective way to increase a dealer’s selection as the one OEM dealer that the consumer visits.

Consumers Compare Brands Online Dealers are Competing with Other Makes… Online!

Are you planning your shift for maximum effectiveness?

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1. Online Display Advertising– Ad Networks

• Automotive Websites• Local Media Websites• National Websites

– Behavioral Targeting– Geotargeting– Contextual Targeting

2. Search Engine Advertising– CPC/PPC/Sponsored Links

3. Offline Ad Cost Efficiency– Google Audio (radio)– Google Print (newspaper)– Google TV

Digital Advertising Advantages

TRACKABLE RESULTS

QUALITY TRAFFIC

TARGETED ADVERTISING

COST EFFECTIVE ROI

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Digital Advertising:What To Measure

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Impressions GeneratedHow many times the ad was seen

Click Through Rate (CTR)# that customers clicked on an ad divided by impressions generated

Leads GeneratedElectronic Leads and Phone Calls attributed to the ad campaign

Campaign Close Ratio# of sales divided by # of leads and calls attributed to the campaign

Campaign CostHow much spent on Digital Advertising Campaign

Cost per Thousand (CPM)How much to get 1,000 Impressions

Cost per Click (CPC)

Average Cost for each customer that clicked a dealer’s online advertisement

Cost per Lead (CPL or CPA)Average cost for each lead generated by a digital advertising campaign

Cost per Vehicle Retailed

(PVR)

Total campaign cost divided by the number of vehicles sold and attributed

What should dealers measure?

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Digital Advertising Examples:

Search Engine Advertising

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Digital Advertising:Google Search Engine Advertising

Also called Cost-Per-Click (CPC) andPay-Per-Click (PPC), Search Ads are called “Sponsored Links”

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Digital Advertising:Yahoo! Search Engine Advertising

Also called Cost-Per-Click (CPC) andPay-Per-Click (PPC), Search Ads are called “Sponsored Links”

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Which Digital Advertising Networks contractually participate in the OEM Program Program?

• Specific Media Advertising Network http://www.specificmedia.com/why-specific-media.php – ABC and affiliate stations, CBS Sportsline, Disney Internet Group, E!

Online, MLB.com, Food Network and hundreds more.• Google Advertising Network

http://adwords.google.com– Site examples: CNN, MySpace, New York Post, Macworld,

HowStuffWorks, Univision, AutomotiveForums, Swapalease, Kudzu and thousands more.

• Yahoo! Advertising Network http://advertising.yahoo.com/central/solutions/auto/ – Site examples: Ebay Motors, Yahoo! Autos, Yahoo! News, Yahoo! Email,

Comcast, AT&T, Cars.com, WebMD, Forbes and thousands more.• Jumpstart Automotive Media Network

http://www.jumpstartautomotive.com/advertisers/dealers/local.php – Site examples: Consumer Guide Automotive, J. D. Power & Associates,

NADA Guides, Vehix.com, Shopping.com, Motortrend, Car and Driver and many more.

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Display Advertising on Consumer Facing Websites

Digital Advertising Examples:

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Animated Online Display Advertising Behavior Targeted Dealer Ads on National Sites

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Geotargeted Display Advertisement placed on 2009 OEM X F-150 section inside OEMF150.net

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OEM X Dealer Display Advertisement placed on 2009 OEM X F-150 section inside PickupTrucks.com

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OEM X Dealer Display Ad placed on NewCarTestDrive.com consumer info site – Geotargeted within 35 miles of store

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Digital Advertising How To: Google

Adwords

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Google Adwords is used in:1. DIY Digital Advertising2. OEM Program Training Scope3. OEM Program Managed

Campaigns

Access Requirements & Cost:

• http://adwords.google.com• Valid Credit Card• $5 to activate Dealer’s

account

Every OEM X and OEM Y dealership should have a Google AdWords account for the capability of communicating quickly and cost effectively within their PMA

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Even when outsourcing a Search Advertising budget, it’s important to have an Adwords account that can be used for instant marketing

communications…

Google AdWords supplies coaching and guidance at no charge

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“We were unable to process your request to add and/or edit your keywords. Adding these keywords would increase your account's total number of keywords beyond a manageable amount. Please add either fewer keywords or reduce the number of existing keywords in your account.”

Buyer Beware: Tip #17When SEM providers claim “Millions” of Key Words… They are lying! Anyone who has pushed the limits of Google Adwords has seen this message

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Online and Offline

Promoting Your Dealership

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Google Audio (Radio) - Available to Dealers in all 3 tiers of OEM Digital Advertising Program

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When we check on Albuquerque for Rich OEM X, we find 24 Radio Stations have provided Google with direct access to On-Air inventory…

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What would be available to Rich OEM X, running Radio Spots 24 hours a day, bidding a limit of $5.00 CPM listeners basis?

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• Rich OEM X would get 8,042 spots

• 24 radio stations

• Total cost of $10,611$1.59 CPM avg. bid

• Net cost of $1.32 per Spot

Running Radio 24 hours a day:

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What if we ran Rich OEM’s Radio Spots ONLY DURING WEEK DAY DRIVE TIME, On 24 Albuquerque & Santa Fe Radio Stations?

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Running Radio Spots DURING PRIME DRIVE TIME, on 23 Radio Stations in Albuquerque/Santa Fe market, Rich OEM X would get 3,335 spots at $8,932 total cost, $2.13 CPM = $2.68 Average Cost per Drive Time Spot…

(Dealer was paying $85 for same spots using local radio sales channels)

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With Google Audio, the auction allows bidding on STATION CATEGORY, not call letters, and the terms are CPM not per spot or campaign budget totals…

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Digital Advertising How To:Google Print – Newspaper

Advertising

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Back to the Campaign Summary Screen, we see that bidding on local newspaper advertising is also available

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Digital Marketing Print Ads… Let’s see if we could save Rich OEM X any money on buying newspaper display ads.

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If You MUST Have Newspaper… Try saving thou$ands using Google Print!

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In this section, we check for newspapers in Rich OEM’s market that have signed up with Google Print

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Select Newspapers

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Google Print – San Antonio

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San Antonio Newspapers

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A step-by-step process allows us to select the

section of the newspaper we would like

our advertisement to appear in…

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Next, we select the size of Newspaper Ad we want to run. In this case we know that

Rich OEM X likes to own the whole page

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We bid on the Saturday editions…

We bid on the Sunday editions…

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Dealers can use Google Adwords to manage multiple types of advertising campaigns…

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Digital Advertising How To:eNewsletters and Online Chat

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eNewsletter Marketing to Dealer Email Database

• White Listed – Gets through Spam Filters

• Drives Traffic –Dealer designated websites

• Turnkey - ADP supplies Pro written articles & reviews

• Locally Focused Articles• Segmented & Targeted by

dealer’s customer types• CAN-SPAM Compliant

Re-engages Dealer Websites visitors and gets them back to Dealer Websites – Recycled Sales Opportunities!

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Digital Advertising How To:OEM X and OEM Y

Dealer Advertising Co-op Program

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Tier III Co-op Program• Launched April 1, 2008• Objective: Generate incremental Tier III

advertising by reimbursing 50% of qualifying dealer advertising each month

• Eligible Media: – TV & Cable– Digital, Magazines– Direct Mail/Circulars– Outdoor & Transit– Newspaper, Radio– Alliances, Sponsorships & Events– Internet Advertising

• Search Engine Marketing (SEM)• Banner & rich media

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• Through Oct. 31st:– If total ad space of a newspaper, magazine,

direct mail circular, outdoor/transit, radio, & TV/Cable ad features 50%+ Sonata, Santa Fe of Tiburon, the ad will be reimbursed dollar for dollar

– if the total ad space of an internet ad or sponsorship/alliance/special event features 100% Sonata the ad will be reimbursed dollar for dollar

• Through 12/31/08, “Clearance” can be used outside of the traditional Model Year Clearance or Year-End Event campaigns

Notable Co-op Program Enhancements September 2008

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Tier III Co-op: Getting Started

• Program info available via website• Program binders shipped to all OEM

dealers in July• Co-op HQ:

– Web www.HyundaiCoOp.com– Phone 866-969-8667– E-mail HMACoop@nsi1919.com– Hours 8:30am – 5:30pm CST

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Action PlanWhat will you do when you return to your store?

• Check List Items– Lead Management; Internet, Phone & Showroom – Download/Print Advertising Guide from FMCDealer.com– Assign Roles and Responsibilities; whose job is it?

• Identify What’s Missing– What’s your message?– Who’s your target?

• Google Adwords - Set up a dealership account• Google Adwords Training – Get Adwords Certified• Too Much? – Then get help from OEM Program

Consultant• Outsource? – OEM Program Program is a trusted

resource

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Examples from the real world of selling OEM X vehicles in today’s market

Dealership Results?

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Buying Radio Spots in Phoenix, we ran 4,961 Thirty Second commercials at a total cost of $10,666 resulting in a cost per spot at $2.15 each. The equivalent average cost per spot buying the same Dayparts and reach through local radio media salespeople would have been over $50 per spot

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Reach More with Less

 Google Audio Traditional Traditional Traditional

Total Spots 4961 4961 4961 4961

Price per spot

$ 2.15 $ 25.00 $ 50.00 $ 75.00

Total Spend $

10,666 $ 124,025 $ 248,050 $ 372,075

  Savings $ 113,359 $ 237,384 $ 361,409

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Digital Advertising Campaigns using 3 types:1. Digital Audio Campaigns (local radio)2. Site Placement Targeted Campaigns3. Keyword Search Advertising Campaigns

Albuquerque - Santa Fe, NM MarketJanuary, February and March 2008

OEM X DA Dealer Pilot & Proof Of Concept

Rich OEM X Digital Advertising Pilot

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Digital Advertising for Dealers Case Study – Paid Search and Web Site Display Advertising

Digital Ad Media Purchases $ 6,389.72

Media Management Services $ 1,277.94

Account Services $ 495.00

Total Digital Ad Invoice $ 8,162.66

Net Cost Per Thousand Impressions $ 0.31

Net Cost Per Visitor $ 2.13 PLEASE NOTE: Case Study, your results will vary because no two advertising campaigns generate identical results!

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Digital Advertising for Dealers Rich OEM X Case Study – Digital Audio Campaigns (Local Radio)

Local Radio Station Media Purchases $ 7,453.32 Media Management Services $ 1,490.66

Account Services $ 495.00

Total Digital Ad Invoice $ 9,438.98 Net Cost Per Drive Time Spot $ 5.80 Net Cost Per 1,000 Listeners $ 3.27

PLEASE NOTE: Case Study, your results will vary because no two advertising campaigns generate identical results!

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Rich OEM X BEFORE

Previous Month before Digital Ad Campaigns

(Nov 21-Dec 29) = Same Days Tracked

Website 800 Sales Line = 272 Total Calls

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Rich OEM X AFTER

75% Increase in

Sales Calls

From Dealer

Web Site

Digital Advertising Campaigns (Jan 21-Feb 29) = Same Days Tracked

Website 800 Sales Line = 476 total Calls

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• #1 in sales volume for their region in February 2008

• January-April 2008 Sales Performance:

– 120 TOTAL NEW CARS 31.9% increase from 2007

– 217 TOTAL NEW TRUCKS2.8% increase from 2007

Rich OEM X 2008 Results

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• Go to www.OEMDigital.com and get a no-charge Search Engine Analysis sponsored by OEM’s Digital Marketing Team

• An OEM Digital Advertising specialist from ADP will review results with you.

Digital Advertising Call To Action

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“Digital Advertising is like the wild west right now, with all manner of snake oil being peddled to dealers as the latest and greatest digital widget that will cure all that ails your dealership…”

Dealer Blog Comment

www.AutoDigitalMarketing.com

Buyer Beware

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Value SpendingFor Dealer or Supplier?

This is an example of a dealer with both a paid Search Advertisement and his site organically listed at the top of the page when the dealership name is searched.

This is an example of a dealer with both a paid Search Advertisement and his site organically listed at the top of the page when the dealership name is searched.

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Value SpendingSomewhere else!

In this example, when we searched for Rich OEM X, the dealer’s sites and departments are prominently displayed at the top of the search results without any paid search ads… This frees up the dealer’s ad budget for use where more needed.

In this example, when we searched for Rich OEM X, the dealer’s sites and departments are prominently displayed at the top of the search results without any paid search ads… This frees up the dealer’s ad budget for use where more needed.

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15 Minute Break

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Welcome Back

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OEM Home Portal

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Scott JonesAutomotive Sales Manager

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About Specific Media

• Online ad network created in 1999

• OEM X Strategic Partner since 2006

• Charter member of the OEM X Digital Advertising

Program

• Premier network of trusted consumer branded

sites

• Suite of advanced proprietary audience targeting

technologies

• Data insight into 95% of all online consumers

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Types of On-line Advertising

Strengths:• Only bid on words/phrases

you want• Only pay if customer clicks• Task-based behavior,

seeking info

Weaknesses:• Primarily text-based

advertising• Limited choice (Google or

Yahoo!)• Competing with

manufacturer for key words

Search Display

Strengths:• Convey message

graphically – better aligned with non-digital ads

• Target ads to in-market shoppers

Weaknesses:• Unlimited choice – who to

choose?• Ensuring proper

measurement of key actions

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Does Display Drive Search?Based on a study performed by Microsoft in August 2007, a strong connection exists between display and search:

• Display ads significantly drove search clicks.

• Display ads had an impact on both search impressions and clicks.

• Great opportunities exist to increase reach through paid search campaigns.

• Display drives a significant increase in branded search terms during and after a campaign.

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Typical San Antonio Online Auto Plan

Search Display

www.kabb.comwww.ksat.com

Display Plan Lacks Efficient Scale

www.mysanantonio.com www.cars.com

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How can I get Efficient Scale?

Ad Networks

What are Ad Networks?

• Collection of on-line ad inventory across many publisher sites

• Allows advertisers to make a single buy and touch users across the web

• Ad Networks vary in quality and type of inventory

• Most networks allow for different types of customer targeting

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Audience Reach

Spec

ific Med

ia

eBay

Mot

ors U.S

.

EDMUNDS.

COMKB

B

My

San

Anto

nio

0.0%

20.0%

40.0%

60.0%

80.0%81.3%

6.0%3.6%

2.6%1.4%

Top Advertising Outlets- San Antonio Area

Specific Media reaches over 81% of unique in-market car shoppers online, over 11 times greater than other endemic auto sites.

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• Geographic– Target car buyers in specific locations

• Behavioral– Target prospects whose recent online behaviors indicate high

interest in purchasing a car

• Contextual– Target prospects while they are viewing automotive-related content

on the Internet

• Demographic– Target prospects based on your ideal market demographics

• Retargeting– Target prospects who have already visited your website – leverage

all media

Types of On-line Targeting

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• Retargeting gives advertisers the power to connect with past website visitors in a simple, cost-effective and non-intrusive way

– The most valuable users on the Internet are the past visitors to your website

– 98-99% of website visitors leave without completing a transaction

Retargeting

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Retargeting

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Behavioral: Data is the Name of the Game

Baseball Player Who

is it?

3rd BaseAmericanLeaguerBatting

ChampionKansas City

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Targeting Auto Intenders with Scale

Total US Online Population: 189,134,000 unique users/monthSource: ©2008 comScore, Inc

Publisher A• 481k unique users

• 375k in region• 49K Auto- Heavy Users

• 38k in region

Specific Media Universe• 1000 name brand

publishers• 153M+ U.S. unique users• 10,775,000 Auto- Heavy

Users

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Content

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Tracking User “ABC123” (Heavy Auto User)

Monday

Wednesday

Thursday

Like in the baseball example it takes more than one data point to ensure this is a user we want

to target

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Why Use a Network like Specific Media?

Buying All Consumers Locally:• No targeting or insight – shotgun• Several individual buys – no coordination, duplication• High funnel strategy vs. selling today

Specific Media Network:• Many of the best local websites• Coverage includes local geography only• Only buy in-market auto customers• Leverage Tier I campaigns/scale• Optimize campaign over time

Automotive

Vehicles

Trucks & Vans

OEM X

F-150

Targ

et M

arke

t

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Online Advertising Case - Truck Leadership

Scenario

• Mid year 2007…Silverado within 5,000 units of X-Series

• Chevy riding wave of new truck…next X550 still a year away

• Limited budgets – big broadcast plan not possible (normal course of action)

• 30 years of Truck Leadership at stake!!!

Truck Leadership Campaign

Half – In-Dealership Support (Truth About Trucks)

Half – Online campaign targeting in-market truck shoppers with SM

Did This Actually Drive Sales?

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Content

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So…What Happened?

Other Insights:• Vehicle Disposed (conquest vs. repeat)• Share of Garage (other sales opportunity)

Light-Truck Sales

X series 690,589 Total OEM X

division 1,500,347

Silverado 618,257 Total

Chevrolet 1,388,546

2007 YTD12 mos. 2007

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Thank You

Scott Jones Automotive Sales Manager

Specific Mediawww.specificmedia.com

603.580.1006 / sjones@specificmedia.com

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OEM Digital Advertising Program for Dealers

Turn Key Solution

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• What is it?• How does it work?• Who does the

work?• How much does it

cost?• Why would I use it

instead of self managed or other suppliers?

OEM X and OEM Y Digital Advertising Program for Dealers:The “Turn Key” Solution (#3)

OEM Program Campaign Manager

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Reputation Management

Connect Dealers with Customers

When They Search Online

engaging with ADPSearch Advertising

Connect Dealers with Customers

When They Research and

Pursue Passionswith ADP provided

Website Ad Networks

Connect Dealerswith Customers When They Go

Beyond Web Siteswith ADP providedDigital Buying of

Offline Media

OEM X and OEM Y Digital Advertising ProgramProvides Dealers with access to a comprehensive and professionally managed solution that utilizes OEM X Motor Company buying power

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Two Pricing Components:1. $495.00 a month Account Services

• Campaign management• Professionally produced animated Ads (Flash)• Weekly/Monthly reporting and conference calls• OEM Dealer Ad Co-Op Preapproval (when relevant)

2. $$$ Media Buying Budget is Determined Monthly• Monthly media spending limit is listed on contract• 20% of total ad budget is recommended minimum

• OEM X National Pricing on Ad Network Media Buys• 12 month agreement w/30 Day cancellation clause

OEM X and OEM Y Digital Advertising Program for Dealers “Turn Key” Solution

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• Maximum (cap) on monthly media buying for dealership is listed on the initial contract

• Planning - OEM Program Virtual Marketing Representative (VMR) Campaign Managers plan each campaign by working directly with dealer

• Execute - VMR’s then execute the campaigns by:– Develop and get approvals on all creative – Traffic Ads on the Internet (network & site

placements)• Report - Review monthly performance

with dealer to determine next month’s campaign activities and media mix allocation

Turn Key Solution

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ADP has assigned a team of highly trained, experienced digital advertising professionals to manage campaigns for OEM X and OEM Y dealers who participate in the OEM Program Managed Solution.

The Virtual Marketing Representative (VMR) communicates with dealers:• Weekly reports and conference calls• Approval of campaign creative• Manage budget to results• Monitor performance by network• Monitor performance by campaign• Be the dealer’s marketing manager

ADP Digital Team

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• Targets 7 key “in-market” consumer behaviors– Popular websites display

dealer advertising campaigns

– Get a quote– Virtual test drive– Search vehicle inventory– Offer-driven– Trade-in value– Specific make/model

search– Special financing

Display Advertising: Flash Banner Ads

Example of a 300 x 250 size Display Ad

(Animated Flash)

Example of a 728 x 90 size Animated Flash-based Display Ad

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Turn Key Solution• Content Deleted

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Skyscraper Display Ad

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Leaderboard Display Ad

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Inline (Rectangle) Display Ad

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See Examples of Animated OEM Program Program Ads by clicking on thumbnails at www.OEMDigital.com

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The biggest mistake would be to do nothing!

Key Dealership Action Items

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Question and Answer Panel

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• Surf and search the web, learn the landscape– Dealership Name– City Name and OEM X OEM Y or model – Non OEM X OEM Y competitors name

• Open Google Ad Words Account – Page 12 of Digital Advertising Guide

• Request Free analysis on OEMDigital.com

Key Dealership Action Items

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