Confidential

How do you make online display ads work for automotive dealers?

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Speed Shift Media Webinar Series

About Your Presenter

Ian Cruickshank Vice President of Sales

• 10+ years in Marketing and Digital Advertising. • Originally with two of the largest media companies in Canada • The last few years were spent consulting on digital disruption

and as the head of sales and marketing for a social media marketing firm in Vancouver, BC.

• Currently, as the VP of Sales, the focus is on all things revenue generation for Speed Shift Media.

• Masters in Business and IT Management • Regular presentations and lecture on a variety of IT and Digital

Marketing concepts. • Most of all he loves to be outside with his wife and his young

family in Port Moody, BC.

Agenda

Introduction

What’s going on in Digital and where does Display fit in?

VDP Traffic Drives Sales

1. How display ads affect consumer activity search engines and vice versa?

2. What “lift” in Search Engine Marketing to expect by using display ads?

3. Where to buy display ads?

4. How to develop an effective display ad that delivers results?

5. The difference between dynamic inventory ads and standard banner ads?

6. What happens after a prospect clicks on a display ad?

7. What metrics and reporting details should be analyzed?

8. How long will I have to wait before seeing results?

9. How do I know whether my advertising partner is doing their job?

Summary

Questions?

Our solutions are trusted by:

About Speed Shift Media

• Automotive online display advertising for over 10 years

• Power over 8,000 automotive dynamic ad units per day

• Process over 1.5 million vehicles from over 7,000 dealers per day

• Specialize in customized display solutions

• Focused on serving large dealer groups and portals

• Powering automotive display solutions in North America, UK & Australia

What’s going on in Digital and where does Display fit in?

Among today’s car buyers:

1. Automotive News, Turn Your Internet Department Into an Internet Dealership! seminar, December 2012. 2., 5. 2013 Polk Automotive Buyer Influence Study, AutoTrader.com with R.L. Polk & Co., 2013. 3. 2007 Dealer eBusiness Performance Study: The New Buying Influences, The Cobalt Group in partnership with Yahoo! and R. L. Polk & Co., 2008. 4. Digital automotive advertising spend is projected to rise to $7.80 billion by 2017. The US Automotive Industry 2013: Digital Ad Spending Forecast and Key Trends, eMarketer, 2013.

90%

begin shopping online (1)

76%

of time is spent shopping online (2)

88%

use the internet for research prior to

visiting a dealership (3)

According to the 2013 Automotive Buyer Influence Study conducted in part by

AutoTrader.com:

1. Buyers in the new car market spent 10 out of a total of 13 shopping hours online;

2. Used car buyers spent over 11 hours out of 15 shopping online; and,

3. Use of the web to research vehicles and dealerships has increased in the last few years. In 2013, 75% of all buyers went online for information, up from 71% in 2011.

Automotive online advertising…

1. Automotive News, Turn Your Internet Department Into an Internet Dealership! seminar, December 2012. 2., 5. 2013 Polk Automotive Buyer Influence Study, AutoTrader.com with R.L. Polk & Co., 2013. 3. 2007 Dealer eBusiness Performance Study: The New Buying Influences, The Cobalt Group in partnership with Yahoo! and R. L. Polk & Co., 2008. 4. Digital automotive advertising spend is projected to rise to $7.80 billion by 2017. The US Automotive Industry 2013: Digital Ad Spending Forecast and Key Trends, eMarketer, 2013.

is projected to grow to $7.8 billion by 2017(4)

$7.8billion

Display is an essential ingredient

in your marketing mix

Website

Display

Paid Search

Social Media

How do display ads affect consumer activity in the big search engines, and how will search engine marketing affect display?

1.

1. Create behaviour 2. Get more 3. It works both ways

What “lift” or increase in effectiveness in Search Engine Marketing can I expect by using display ads?

2.

1. You’re already spending 2. Increase your ROI 3. Attribution

Where can I buy display ads?3.

Where to buy?

Ad Networks

Automotive Specific Networks

Direct from the Publisher

Real Time Bidding Exchanges

How do I develop an effective display ad that delivers results?4.

Building the ad

Images, Text & Color

HTML Backup Graphics

A/B Testing

Live Images

Animation

Mobile Optimization

What’s the difference between dynamic inventory display ads and standard display ads?

5.

1. Static Banners 2. Flash Ad - Rich Media 3. Dynamically Served Banners 4. Truly Dynamic Display Ads

So why bother?

What happens after a prospect clicks on a display ad?6.

11 of 6 2 3

4 5 6

1

2Contact Seller

3

$48,950$50,950

1. Great Images and a Video 2. Complete consumer friendly description 3. A clear call to action (3 Tops)

Simplicity is King

Simplicity is King

What metrics and reporting details should I analyze?7.

Your KPI’s?

Impressions

Conversions

Click Through Rate

Retargeted Impressions

Engagement

Retargeted Clicks

Your KPI’s?

& increase sales

Increase VDP views

How long will I have to wait before seeing results?8.

Results

Maintain Your Content

Know Your Business

Test Your Message

Bottom Line

How do I know whether my advertising partner is doing their job and helping me understand it all?

9.

What do we offer?

1. Have they assigned you a campaign manager? 2. Do you have visibility into your campaigns? 3. What is the dynamic nature of their ad creative? 4. Are they serving truly dynamic inventory ads? 5. What data do they use to dynamically assign ad

content? 6. Are you seeing the results you expect?

Summary

1. Blend SEM and Display 2. Build ads that work 3. Be dynamic 4. A great SIMPLE VDP 5. Test and Measure 6. Get help!

In-Image Ad Unit

And the best dynamic display and retargeting available.

And the best dynamic display and retargeting available.

Active Consumer

DynamicRetargeting Ads

AUTOREVIEW

YOURLOGO

Learn More

YOUR LOGO

DynamicDisplay Ads

YOUR LOGO

YOURLOGO

YOURLOGO

Conversion

Return Visit

1st Impression

The Targeting LoopA consumer visits an auto review page and engages with your in-image ad

They click through to your VDP and receive

a tracking pixel

DynamicRetargeting Ads

AUTOREVIEW

YOURLOGO

Learn More

YOUR LOGO

DynamicDisplay Ads

YOUR LOGO

YOURLOGO

YOURLOGO

Return Visit

1st Impression

Conversion

The Targeting LoopPassive Consumer

Now, as an auto intender, they are targeted with your Dynamic Inventory Ads

They return to your VDP and new information is

added to their profile

The Targeting Loop

DynamicRetargeting Ads

AUTOREVIEW

YOURLOGO

Learn More

YOUR LOGO

1st Impression

Return Visit

Conversion

DynamicDisplay Ads

YOUR LOGO

YOURLOGO

YOURLOGO

After the first visit and throughout their buying decision they are retargeted with your relevant inventory

The retargeted customer returns to your VDP and is more likely to convert

Retargeted Consumer

Active Consumer

Passive Consumer

Retargeted Consumer

YourWebsite

1st Impression

DynamicDisplay Ads

YOUR LOGO

YOURLOGO

YOURLOGO

DynamicRetargeting Ads

Return Visit

Conversion

AUTOREVIEW

YOURLOGO

Learn More

YOUR LOGO

Get the most impact from your online display advertising with

the perfect blend of all three.

Let us show you how.

YourWebsite

1st Impression

DynamicDisplay Ads

YOUR LOGO

YOURLOGO

YOURLOGO

DynamicRetargeting Ads

Return Visit

Conversion

AUTOREVIEW

YOURLOGO

Learn More

YOUR LOGO

The Targeting Loop

Please feel free to follow up with any questions you may have at any time.

Ian Cruickshank Vice President of Sales

email ian@speedshiftmedia.com office 604.520.9177 ext. 225 mobile 778.997.9474

The most-targeted and effective automotive ads in the market today.