Case-study: Kbb.com integrated guidebook

Case-Study: KBB.com Integrated Guidebook Support new model launches with an immersive native experience designed to educate new car shoppers CHALLENGE: Advertiser wants to integrate the brand’s look & feel with 3rd party credibility to keep shoppers engaged within their shopping environment. SOLUTION: Provide shoppers the opportunity to interact with KBB and OEM branded content in a unique guidebook without having to leave KBB.com. Integrated with KBB.com’s trusted content: Consumer Reviews & Expert Reviews

Shoppers were highly engaged with the new model ENGAGEMENT RATE on KBB.com Expert Reviews Content 70% OF VISITORS PROCEEDED TO THE NEXT STEP OF THE PURCHASE FUNNEL (find a dealer, build your own, view special offers, request a quote) 6.9% KBB.com’s Expert Video Review of Sponsor’s Model 3:06 AVG VIDEO VIEW TIME YOY INCREASE IN NEW CAR HUB ACTIVITIES (+139% Consumer Reviews, +202% Model Compare, +83% Expert Reviews) +134% Source: KBB.com Market Intelligence DFP & Omniture Data: Jun – Sept 2013 Based on 2013 Integrated Guide Campaign – Flight Dates: 6/13/2013 – 9/30/2013 Icons from thenounproject.com

DOUBLE THE LEADS! Guidebook helped extend the new model launch momentum. Pre-Campaign Model Launch Campaign Guidebook Launch 2x Lift Source: 2012-2013

Engagement soared across content modules. 40% TOTAL ENGAGEMENT across all guidebook content modules (photos, consumer reviews, expert reviews, & specs) 12.2% CTR TO MEDIA GALLERY Photo gallery was the most engaged content module COMBINED CTR TO 17% & Source: KBB.com Market Intelligence DFP & Omniture Data: Jan – Sept 2014 Based on 2014 Integrated Guide Campaign – Flight Dates: 07/01/2014 – 9/30/2014 Icons from thenounproject.com

High-impact sponsorships and integrated content yields major wins. New Mid-Size Sedan Launch Strategy: Branded Content + Sponsorships Accelerator Integrated Brand Channel Integrated Guidebook Integrated Brand Channel Integrated Guidebook Accelerator 4x TRAFFIC SHARE IN SEDAN SEGMENT against competitive set Source: KBB.com Market Intelligence DFP & Omniture Data: Jan – Sept 2014 Based on 2014 Integrated Guidebook (07/01/2014 – 9/30/2014,, Integrated Brand Channel (04/01/2014 – 06/30/2014), Accelerator (07/01/2014 – 07/31/2014)