Why KBB.com? (widescreen format)

“The modern car-shopper journey is a road trip, not a commute… Today’s car shopping journey is dynamic, digital, and consumer-driven.” - CDK Digital Marketing

1 in 3 car shoppers in the U.S. browse more than 20 websites1 Auto Shoppers Use Multiple Sources of Information to Help Guide Their Purchase 90% of car shoppers in the U.S. visit at least six websites before buying a vehicle1 1 in 3 car shoppers in the U.S. browse more than 20 websites1 1: Automotive Industry Digital Marketing Survey. 2013. Accenture. http://www.accenture.com/us-en/landing-pages/Pages/autodigital.aspx

Auto Shoppers Are Spending More Time Researching Vehicles Online 16h 42m 13h 0m 16h 0m 15h 24m 12h 36m 14h 54m 14h 48m 12h 36m 14h 24m 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?

Third-party Sites Are the Top Online Source for All Internet Shoppers Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader Q: You mentioned using the Internet while shopping for your vehicle. Please tell me if you used any of the following websites? Base: All online buyers

Shoppers See Third-party Sites as the Most Useful… Among New Car shoppers, however, OEM sites are closing the gap Of all the websites you visited while shopping, which one did you find most useful? New Buyers Used Buyers Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader Q: Of all the websites you visited while shopping, which one did you find to be the most useful? Base: Internet Car Shoppers

....Especially for Vehicle Valuations and Pricing OEM sites are used for comparisons and dealer sites for listings/quotes Which of the following websites did you use to…. OEM Sites Dealer Sites 3rd-Party Sites Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader Q: Which of the following types of websites did you use to [insert each task]? Base: Respondents who used the Internet while shopping OEM, Dealer or third-party sites

75% of Time Spent Researching is Online Almost half of that time is spent on third-party sites 12h 30m 5h 36m Average time spent on KBB.com is 1h 30m, more than any other 3rd-party site 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

Top Reasons for Internet Research Align with Top Activities on KBB.com Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader 1. Q: Which of the following are primary reasons you used the Internet when shopping for your [insert make and model]? 2. Q: For each of the websites you used that are shown below, please indicate which you used to [insert each task]? Base: KBB.com visitors

KBB.com Is the Top Online Source Among New and Used Car Buyers *NEW* car shoppers use Kelley Blue Book 6 in 10 *USED* car shoppers use Kelley Blue Book Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader Q: You mentioned using the Internet while shopping for your vehicle. Please tell me if you used any of the following websites? Base: New car purchasers who used the Internet while shopping for vehicle, Used car purchasers who used the Internet while shopping for vehicle

Expert Reviews Generate the Most Significant Lift in New Automobile Purchase Consideration Expert content also drives the highest lift in automobile purchase consideration Source: “The Role of Content in the Consumer Decision Making Process.” March 2014. Nielsen. http://go.inpwrd.com/nielsens-role-of-content-study

KBB.com Serves Valuable Content for The "Typical" Car Buyer Awards Latest News Buyer’s Guides Editor’s Pages 10 Best Lists New Vehicle Reviews KBB Editorial Content provides every bit of info necessary to make an intelligent car-purchase decision Source: KBB.com Editorial

KBB.com Produces Full Expert Reviews Every Year, Covering Nearly Every Car, Truck, SUV, and Van 304 Full New-Car Reviews Source: KBB.com Editorial

KBB.com Influences the Full Car Buying Spectrum Awards and “Top 10 Lists” generated by Kelley Blue Book are held in high regard KBB.com Editor-created Top 10 Lists Among the most quoted and most used accolades in the industry KBB.com AWARDS Among the industry’s most quoted and valued awards KBB.com’s reputation for trustworthiness and impartiality are two key reasons that our awards are acclaimed across the industry

Car shopping is done anytime, anywhere

Mobile Device Usage Continues to Increase as Desktop/Laptop Usage Decreases Smartphones have surpassed tablets in usage Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader Q: Prior to purchasing your vehicle, which of the following devices did you use to access automotive information, either through the Internet or by using a mobile device? Base: Buyers who used the Internet while shopping

Multi-device Usage Has Increased to 42% of Internet Shoppers Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader Q: Prior to purchasing your vehicle, which of the following devices did you use to access automotive information, either through the Internet or by using a mobile device? Base: Buyers who used the Internet while shopping

The Majority of Smartphone Shoppers Use Their Device at the Dealership 1 in 4 tablet shoppers use their devices on lots 65% 25% Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader Q: Prior to purchasing your vehicle, which of the following devices did you use to access automotive information, either through the Internet or by using a mobile device? Base: Buyers who used the Internet while shopping

Multi-device Usage Is Projected to Reach 80% in 2020 Total population will catch up to millennials by 2018 80% Source: Cox Automotive Marketing Analytics Forecast

Time Spent on Mobile Devices Is Almost Evenly Split Between Smartphone and Tablet Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader Q: What percentage of time researching did you allocate to each source?

Unique Visitors Every Month1 Over 18M Unique Visitors Every Month1 KBB.COM IS THE MOST USED 3RD PARTY SITE AMONG NEW AND USED VEHICLE BUYERS2 1: KBB Web Analytics (All Platforms – monthly average for the full year 2014) 2: 2015 IHS/AutoTrader.com Automotive Buyer Influence Study Base: New Buyers (953), Used Buyers (691)

KBB.com Reaches Millions of In-Market Shoppers Every Month Mobile and tablet continue to grow Source: KBB.com Site Data Monthly Average (Omniture SiteCatalyst), Visits Monthly Average Actuals Jan 2010 – Mar 2016.

vehicle shopping brand on Google year after year2 For nearly 90 years, KBB.com has been The Trusted Resource® for pricing and valuation information Harris Poll’s Online Auto Shopping BRAND OF THE YEAR for 4 consecutive years1! MOST SEARCHED vehicle shopping brand on Google year after year2 1: KBB.com received the highest numerical Equity Score among Online Auto Shopping brands included in the 2014 Harris Poll EquiTrend® Study. Please go to www.B2B.KBB.com for further details. 2: Google Insights. http://www.google.com/trends/ Annual Search Terms for Vehicle Shopping (2015 YTD is Jan-Apr). Note: spellings are auto-crrected effective 2012.

KBB.com Shoppers Are More Engaged More time spent and pages viewed than our competitors 5.9 minutes per visit1 8.5 pages per visit1 83% of KBB.com users are engaged in research activities2 1: ComScore Media Metrix – January 2015 (Multi-Platform) 2: KBB.com Omniture – 2014 Annual Research Share (mobile excluded)

KBB.com Is the First Destination for Shoppers Returning to the Market What’s my car worth? What will my next vehicle be? What should I pay for my next vehicle? KBB.com Is the First Destination for Shoppers Returning to the Market Returning shoppers are just entering the purchase path and are… Checking their current vehicle value on the Owners Homepage 76% of visits to the Owners Homepage originated from an organic search or direct visit1 Further away from purchase 70% of surveyed visitors to the Owners Homepage indicated they were more than 3 months away from purchase2 1: Kelley Blue Book Web Analytics. Visits to Owners Section for the full year of 2014. 2: KBB.com Combined User Profile 2014

Which Also Makes the KBB.com Audience Pre-Qualified Shoppers Actively determining what they can afford Preparing for transaction Engaging in research activities 3+ months away from purchase1 1: KBB.com Combined User Profile 2014

KBB.com Owners Homepage Is the Hub for Pre-Qualified Auto Shoppers 98 MILLION Trade-In Reports1 (74.5 million on Desktop, 23.7 million on Mobile) More people use KBB.com to determine trade-in values than all other sources combined4 75% of KBB.com users visiting both new car & owners pricing pages visited an Owners Value Page first3 conversion rate from Owners Homepage to Owners Trade-In Value Page3 89% checking their current car value visited both trade-in and private party values2 37% HC Notes: KBB.com has the largest audience of shoppers returning to the market 95M trade-in reports annually1 74.5 million on Desktop 23.7 million on Mobile Not only do shoppers visit KBB.com first and early-on, they are determined 89% conversion rate from Owners Homepage to Owners Trade-In Value Page3 *Updated* KBB.com generated over 74.5 million trade-in reports in 2014 (Desktop), 23.7M (Mobile) Unique Visitors Jan-Mar 2015 Trade-in or Private Party 12,703,928 - 100% Both Trade-in and Private Party 4,741,423 - 37% Trade-in Only 3,053,141 - 24% Private Party Only 4,909,364 - 39% 1: Kelley Blue Book Web Analytics. Visits to Owners Trade-In VDP for the full year of 2014. 2: Omniture Site Catalyst. Jan-Mar ’15 3: Kelley Blue Book Web Analytics. Q1 2015 4: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader Q: By the way, did you trade in your vehicle? Q: What sources did you use to determine the trade-in value?

Our Demographics

Our Users – Gender & Age 2015 comScore Media Metrix (entire digital population) Report for Kelley Blue Book (% Composition Unique Visitors Mar 2015)

Our Users – Household Income 2015 comScore Media Metrix (entire digital population) Report for Kelley Blue Book (% Composition Unique Visitors Mar 2015)

Our Users – Education 2015 comScore Plan Metrix Report (entire digital population) for Kelley Blue Book (% Composition Unique Visitors Mar 2015)

Our media coverage

KBB.com Leads the Pack in Media Coverage Amongst major competitors, KBB.com had the most press coverage and the highest reach Source: Porter Novelli Q1 2015 PR Competitor Share of Coverage  

KBB.com’s Top Tier Media Coverage Every Month ALWAYS IN THE NEWS EXPERT ANALYSIS AND COMMENTARY FROM OUR TOP INDUSTRY EXPERTS

Our Robust Media Campaign Keeps KBB Our Robust Media Campaign Keeps KBB.com Top of Mind and Relevant to Vehicle Shoppers Reaching more than 120M adults in the U.S.* 9 out of 10 adults in the U.S. will see our commercials* Adults will see our commercials more than 25 times* VIDEO ON DEMAND LATE NIGHT NASCAR RADIO Traditional Digital Satellite CABLE SEM *Expected, not actual