Ford AMPLIFICATION PACKAGE January 26, 2016

ENHANCED KBB.COM HOMEPAGE SPONSORSHIP Heighten the impact of Ford’s takeover with additional integration 100% SOV of Pushdown, MREC and Wallpaper on a popular starting point for undecided shoppers Complemented by integration in Rotating Content Module, one of KBB.com’s most visible promotion spaces Ideal for high-profile launches with broad targets Mocks are concept only. Actual design and layout of product is subject to change upon production.

HOMEPAGE ROTATING CONTENT MODULE Prominent homepage placement within a native site experience Sponsor occupies third slot in Rotating Content Module and takes over the main header space above when selected Large sponsor photo Sponsor copy and link to OEM site with native look and feel 1 3 2 2 1 3 Mocks are concept only. Actual design and layout of product is subject to change upon production.

HOMEPAGE SHOWROOM Connect with undecided shoppers using KBB.com’s content style Prominent feature of Ford’s model spanning the width of KBB.com’s Homepage Includes large vehicle image, useful information links and a call-out space for a key feature Drives traffic to Ford.com and also allows shoppers to learn more within KBB.com Mocks are concept only. Actual design and layout of product is subject to change upon production.

SHOPPERS HOMEPAGE SPONSORSHIP Build quick awareness on one of KBB.com’s most trafficked pages 100% SOV of Pushdown, MREC and Wallpaper on a popular starting point for undecided shoppers Ideal for high- profile launches with broad targets Mocks are concept only. Actual design and layout of product is subject to change upon production.

SHOPPERS HOMEPAGE JUMBO SPOTLIGHT Enhance the takeover with the credibility of KBB.com’s native look Ownership of all three SPOTLIGHT placements in the right rail of the Shoppers Homepage Allows for a single, integrated Ford message using the entire SPOTLIGHT area Prompt consideration before shoppers head down a competitor’s path Mocks are concept only. Actual design and layout of product is subject to change upon production.

OWNERS HOMEPAGE MREC Ensure awareness early in shoppers’ research process 100% SOV MREC next to main vehicle selector menus Ideal for high-profile launches with broad targets Enabled to launch overlay or expand upon user initiation, as well as click through to Ford.com Mocks are concept only. Actual design and layout of product is subject to change upon production.

SMARTPHONE HOMEPAGE INTEGRATED EDITORIAL SPONSORSHIP Capture undecided shoppers seeking information on-the-go Native brand presence within editorial content on KBB.com’s Mobile Homepage Located in the 2nd position of the editorial “accordion” Automatically expanded, making it the largest area on the Homepage dedicated to a single vehicle Mocks are concept only. Actual design and layout of product is subject to change upon production.

SEGMENT MOBILE MARQUEE Evoke emotion among segment shoppers with a large visual canvas Rich media mobile banner providing an immersive, full- screen experience Upon user-initiation, banner expands to show messaging and CTA overlaid on a brief video clip Targeted to segment shoppers on smartphones CTA sends users to Ford’s mobile site to learn more Brief video clip plays in background Mocks are concept only. Actual design and layout of product is subject to change upon production.

CUSTOM OWNERS CONQUESTING Entice competitive owners using trusted KBB.com content Collaborate with KBB.com on compelling ad creative using our content Custom creative available for various ad placements, allowing flexibility to target owners depending on available inventory Mocks are concept only. Actual design and layout of product is subject to change upon production.

SEPTEMBER FLIGHTING 9/1 9/6-9/13 9/30 HOMEPAGE SPONSORSHIP Pushdown, MREC, Wallpaper HOMEPAGE SHOWROOM HOMEPAGE ROTATING CONTENT MODULE SHOPPERS HOMEPAGE SPONSORSHIP SHOPPERS HOMEPAGE JUMBO SPOTLIGHT OWNERS HOMEPAGE MREC OWNERS CONQUESTING SMARTPHONE HOMEPAGE INTEGRATED EDITORIAL SPONSORSHIP SMARTPHONE SEGMENT MOBILE MARQUEE MEDIA BLITZ

Thank you!

APPENDIX

NATIVE HOMEPAGE PACKAGE Drive more attention and boost awareness with native integrations High-profile package consisting of uniquely integrated sponsorships Includes sponsored placement in the Homepage Rotating Content Module and Owners HP Takeover KBB.com can work with Ford on building a more native Owners HP Billboard similar to the Rotating Content Module Homepage Rotating Content Module Owners Homepage Takeover Mocks are concept only. Actual design and layout of product is subject to change upon production.

CUSTOM OWNERS CONQUESTING: Trade-in Evaluator Attract competitive owners by introducing a new Ford at a realistic price Custom Half Page showing the cost of a new Ford after a competitive owner trades-in their vehicle Includes MREC presence throughout valuation path, with the Half Page appearing on the final pricing page Owners can also change variables like interest rate to calculate a more accurate new Ford cost MRECs along the path included Mocks are concept only. Actual design and layout of product is subject to change upon production.

CUSTOM OWNERS CONQUESTING: Personalized Lineup Address growing shopper tendency to research across multiple segments Custom 300x600 presenting multiple Ford model suggestions based on KBB.com behavioral insights Placed throughout competitive Owner and New Car shopper pricing paths Ford model selection in creative depends on the model that the user is pricing Mocks are concept only. Actual design and layout of product is subject to change upon production.

CUSTOM OWNERS CONQUESTING: Review Highlights Leverage KBB.com Expert and Consumer content to increase consideration Custom 300x600 featuring editorial or Owner review quotes and/or scores Content selection depends on specific features or brand story Ford wishes to promote Note: Landing page flexible based on content within the Half Page Mocks are concept only. Actual design and layout of product is subject to change upon production.

CUSTOM OWNERS CONQUESTING: API Comparison STM Validate Ford advantages to competitive owners and shoppers Custom conquesting STM leveraging new API tool to improve creative relevance Designed to create a favorable Ford comparison against the competitive vehicle being researched Mocks are concept only. Actual design and layout of product is subject to change upon production.

CUSTOM OWNERS CONQUESTING: Lead the Segment Persuade shoppers with engaging segment comparisons Custom rich media experience comparing Ford models to their competitors Executed within Billboards on competitive Owners pages Mocks are concept only. Actual design and layout of product is subject to change upon production.