Examining viewability May 2015

Sr. VP, Associate Director Viewability Has Greatly Impacted an Already Evolving Digital Media Landscape And the industry is working non-stop to fully understand its implications 56% Share of ad impressions that are not being seen across all of Google’s display platforms1 “…the intense focus on the topic of viewability over the last year is reflective of the seriousness with which marketers take this matter.” David Gunzerath Sr. VP, Associate Director Media Ratings Council Google – The Importance of Being Seen: Viewability insights for Digital Marketers and Publishers, Nov 2014 Source: “Real-Time with MRC’s Gunzerath on Viewability”. MediaPost Real-Time Daily RT Blog, Apr 2015. http://www.mediapost.com/publications/article/247821/real-time-with-mrcs-gunzerath-on-viewability.html

“The reality, though, is that very few successful marketers use digital display ads primarily to simply deliver a message upon view. Great digital marketers look for ads to drive impact...” Mike Margolin SVP, Director of Audience Strategy RPA Quote Slide Source: “The last piece on viewability standards you’ll read (this month)”. Digiday, Mar 2015. http://digiday.com/agencies/last-piece-viewability-standards-youll-read-month/

Viewability Alone Is Not Indicative of a Campaign’s Success Some of KBB.com’s best-performing units yield below average viewability rates

Below KBB.com’s site viewability average1, but above average Unique KBB.com products like the SHOPPING TOOLS MODULE deliver site traffic efficiently SHOPPING TOOLS MODULE Below KBB.com’s site viewability average1, but above average Impact: Over 1.00% CTR2 Moat Brand Analytics, Q1 2015 DFP. Time Range: 1/1/2014 – 3/31/2015

+37% Lift to New Car Vehicle Details from Home Page2 HOME PAGE SHOWROOM Drives Consideration by Boosting On-site Model Shopping HOME PAGE SHOWROOM Below KBB.com’s site viewability average1, but above average Impact: +37% Lift to New Car Vehicle Details from Home Page2 Moat Brand Analytics, Q1 2015 Adobe SiteCatalyst. Time Range: 12/24/2014 – 3/31/2015

VARIOUS IAB STANDARD PLACEMENTS KBB.com’s Standard Placements Also Exceed Benchmarks Despite Lower Viewability Opportunity to aid shoppers remains strong VARIOUS IAB STANDARD PLACEMENTS Slightly below KBB.com’s site viewability average1, but above average Impact: 2x CTR Benchmark for Automotive/Vehicles Banners2 Moat Brand Analytics, Q1 2015 DFP. Time Range: 1/1/2014 – 3/31/2015 DoubleClick, “Display Benchmarks”, Apr 2015

“…raising the percentage of viewable impressions within a campaign while not hurting overall performance (for me that means the click-based conversion) is seemingly difficult.” Chris Innes SVP, Client Services SteelHouse Quote Slide Source: “How Fraud And Viewability Metrics Are affecting Ad Performance, Pricing”. AdExchanger, May 2015. http://adexchanger.com/analysts/how-fraud-and-viewability-measurement-affect-ad-pricing/

Complexities of Making Viewability Top Priority Reducing or eliminating low-viewability placements Vendor costs Lower KPI output Limited optimization options Renegotiating IO Terms & Conditions Reconfiguring reporting processes Supporting additional reconciliation steps Transacting on viewable impressions only Setting minimum viewability thresholds Potential Unintended Client Costs Potential Strain on Agency Teams

    Targeting Mix Creative Rotation Click-through Rate Consider Viewability as a Diagnostic Metric and Not a Performance Metric Targeting Mix Creative Rotation Click-through Rate Viewability Rate   Maximizing KPIs  

Focus on Delivering Results Viewability is a useful diagnostic tool to evaluate marketing efforts, however this does not change the end goal: Delivering Results Build a Complete Picture of Success by using Viewability in context with: In-View Time Interaction Rate Site-Side Metrics Custom Metrics Back-End KPIs

KBB.com Campaigns Perform for Our Partners MOAT Score Report: Aggregate of Attention Metrics F-150 Retention Automotive kbb

Continue Relying on KBB.com to Find Qualified, In-market Shoppers Awarded the Harris Poll EquiTrend Online Auto Shopping Brand of the Year for 4 consecutive years1 Average time spent on KBB.com, more than any other 3rd-party site2 1h 30m KBB.com overall viewability score is well above the industry average3 KBB.com received the highest numerical Equity Score among Online Auto Shopping brands included in the 2015 Harris Poll EquiTrend® Study. Please go to www.B2B.KBB.com for further details. Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader Q: How much total time did you spend researching information on the new/used vehicle you recently purchased? / Q: What percentage of time researching did you allocate to each website? Base: Internet car shoppers Moat Brand Analytics and Moat Analytics Benchmarks, Q1 2015

As The Trusted Resource®, KBB As The Trusted Resource®, KBB.com Strives to Create the Best Possible Advertiser Experiences Ongoing evaluation of advertising placements in partnership with MOAT Continuing consideration of advertising and content viewability during product ideation and development Top-notch account servicing and KPI-based optimizations for all KBB.com clients

Thank You!