VW VOICE OF THE EXPERTS October 15, 2015

VW VOICE OF THE EXPERTS PACKAGE Leveraging KBB.com’s experts to help shoppers at various stages Feeding the Funnel SEARCH BY LIFESTYLE – Use lifestyle commentary from Expert Reviews to match shoppers with the VW that fits their needs EXPERT REVIEWS MREC – Surface Expert Review content in an engaging way to draw segment shoppers into the right VW Connecting the Consumer Journey TEST-DRIVE TIPS – KBB.com’s Experts create brand new content to ensure shoppers have a successful test drive at the dealership

FEEDING THE FUNNEL SEARCH BY LIFESTYLE EXPERT REVIEWS MREC KBB.COM API

SEARCH BY LIFESTYLE Feeding the Funnel: User-Friendly Content to Ease Consumers in to the Shopping Experience Execution - Custom, two-step vehicle discovery tool matching shoppers with vehicles based on price and lifestyle descriptions written by KBB.com editors KBB.com Builds – Mapping of shopper preferences to appropriate models and develops the tool Placement – Within the browse module on KBB.com Home Page and Shoppers Home Page Traffic – Guaranteed impressions of the “Search by” tab VW.com Links – Included in the results screen once shoppers receive their match Leveraging Data – Reporting will provide insights into what price ranges and types of descriptions intrigue shoppers the most, which can inform future creative strategies BT target users who completed the discovery tool process, based on model they are matched up with* Tool surfaces a VW model based on the user’s price and Expert Review description preferences *Subject to change based on final product design

SEARCH BY LIFESTYLE (cont.) Feeding the Funnel: User-Friendly Content to Ease Consumers in to the Shopping Experience Pricing – CPM Estimated delivery Impressions Reach Site Visits Any other metrics Measurement & Success KBB.com can measure launches of the tool, completions and clicks on each CTA* Included Insight Express study can measure awareness, message association, familiarity and intent Success would be measured in tool completions, lifts in model page traffic and lifts measured by Insight Express Requirements – None from Mediacom/VW/Deutsch other than preferred VW.com URL for click-throughs Past Executions – Custom tool has not run in the past, but similar tools were built Topline performance to be provided Tool surfaces a VW model based on the user’s price and Expert Review description preferences *Subject to change based on final product design

SEARCH BY LIFESTYLE (cont.) Feeding the Funnel: User-Friendly Content to Ease Consumers in to the Shopping Experience Unique KBB.com benefits Integration into a prominently placed browse module, with the tool providing practical value to shoppers KBB.com is the top online source among new and used car buyers1 Pressure Points/Difficulties – None expected Production Timeline – 9 weeks Feedback/Revisions – Two weeks for feedback rounds/creative revisions within the above timeline Optimizations – KBB.com would monitor the following* Clicks to initiate, optimizing tab copy and opening question Tool completions, optimizing user flow, copy and design Click-throughs , optimizing results screen copy and design Tool surfaces a VW model based on the user’s price and Expert Review description preferences 1: Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader *Subject to change based on final product design

EXPERT REVIEWS MREC Feeding the Funnel: Leveraging Co-Brands for Volkswagen Creative Execution – Custom MREC featuring select quotes from KBB.com’s Expert Reviews for a model Includes auto-initiated expansion to grab user’s attention, as well as user-initiated expandability to display more KBB.com Expert Review content Consumer Review content can also be included KBB.com Builds – Banners using Expert Reviews content Placement – Approved to run on retention, conquesting and relevant segment editorial pages Traffic – Guaranteed impressions against MREC VW.com Links – Included when user expands the banner Leveraging Data – Reporting will provide insights into what influence the review quotes had on users based on where they click (e.g., ready to view test drive video or explore more at VW.com) Banner combines auto-animation, rich media and Expert Review content to showcase VW

EXPERT REVIEWS MREC (cont.) Feeding the Funnel: Leveraging Co-Brands for Volkswagen Creative Pricing - CPM Estimated delivery Impressions Reach Site Visits Any other metrics Measurement & Success KBB.com can measure expansions and click-throughs by CTA Included Insight Express study can measure awareness, message association, familiarity and intent Success would be measured in click-throughs, lifts in KBB.com model page traffic and brand lifts measured by Insight Express Requirements – None from Mediacom/VW/Deutsch other than preferred VW.com URL for click-throughs Past Executions – Similar executions have ran, but not with as much impact and emphasis on Expert Reviews Banner combines auto-animation, rich media and Expert Review content to showcase VW *Subject to change based on final product design

EXPERT REVIEWS MREC (cont.) Feeding the Funnel: Leveraging Co-Brands for Volkswagen Creative Unique KBB.com benefits Exclusive touts from KBB.com editors Trusted editorial and information source (named Online Auto Shopping Brand of the Year 4 years in a row1) Pressure Points/Difficulties – None expected Production Timeline – 8 weeks for three executions Feedback/Revisions – Two weeks for feedback rounds/creative revisions within the above timeline Optimizations – KBB.com would monitor the following* Clicks to expand, optimizing MREC copy and design Click-throughs , optimizing expansion panel copy and design Banner combines auto-animation, rich media and Expert Review content to showcase VW 1: 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. *Subject to change based on final product design

CONNECTING THE CONSUMER JOURNEY KBB.COM TEST-DRIVE TIPS

TEST-DRIVE TIPS Connecting the Consumer Journey Execution – Never-been-done editorial content featuring KBB.com’s advice on what to do during a test drive VW model can be used in the video as the example test drive vehicle KBB.com Builds – Video, accompanying article and downloadable PDF checklist for different types of test drives (e.g., sedan, SUV) Placement – Standalone editorial pages with unique URL Traffic – Driven by Custom interstitials on pricing pages for models within VW’s segments Organic on-site editorial promotion placements Custom display solutions integrating the video can be built for wider distribution across KBB.com Traffic not guaranteed but can be estimated VW.com Links – Exclusive ownership of ads on the editorial page Leveraging Data BT target page visitors* Branded messaging opportunity on downloadable PDF checklist Videos will feature KBB.com Experts, accompanied by a PDF checklist to take to the dealership *Subject to change based on final page design

TEST-DRIVE TIPS (cont.) Connecting the Consumer Journey Pricing – Flat fee to cover the costs of video and custom interstitial production Estimated delivery Impressions Reach Site Visits Any other metrics Measurement & Success KBB.com can measure pageviews, video views, video view completions, VW ad clicks, PDF downloads Included Insight Express study can measure awareness, message association, familiarity and intent Success would be measured in video views, lifts in VW model page traffic and lifts in Insight Express metrics Requirements Access to vehicles for possible integration in videos Assets for branding on PDF takeaway Past Executions - First-to-market opportunity that has not been run with any other advertisers Videos will feature KBB.com Experts, accompanied by a PDF checklist to take to the dealership

TEST-DRIVE TIPS (cont.) Connecting the Consumer Journey Unique KBB.com benefits Trusted editorial and information source (named Online Auto Shopping Brand of the Year 4 years in a row1) Amongst major competitors, KBB.com has the most press coverage and highest reach2 Average time spent on KBB.com is 1h 30m, more than any other 3rd-party site3 Potential to reach shoppers as they receive fair market pricing on desired models, with dealership visit being a likely next step Pressure Points/Difficulties – None expected Production Timeline – 15 weeks for three video/article pages; 10 weeks for three custom interstitials (varies if more or less models added) Videos will feature KBB.com Experts, accompanied by a PDF checklist to take to the dealership 1: 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. 2: Porter Novell Q1 2015 PR Competitor Share of Coverage 3: Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader

TEST-DRIVE TIPS (cont.) Connecting the Consumer Journey Feedback/Revisions – 1 week for feedback rounds/creative revisions within the above timeline Optimizations – KBB.com would monitor the following* Interstitial CTR, optimizing CTAs, copy, images Video plays, optimizing pre-play static shot, video description Exit rate from video page, optimizing links and/or VW banner creative VW’s Content – Depending on the type of content, KBB.com can explore building custom units to showcase these videos Potential distribution across KBB.com as well Videos will feature KBB.com Experts, accompanied by a PDF checklist to take to the dealership *Subject to change based on final page design

Additional co-branded opportunity KBB.COM API

Tap Into Our Unique Data to Tailor Creatives and Serve the Most Relevant Message – KBB.COM API Infuse KBB.com’s content and data in to your creatives, allowing consumers a simple tool to research their next vehicle Enhance ad products on KBB.com with data Note: Opportunities are concept only and NOT guaranteed to be included in proposals. Products will be subject to final site design, feasibility and advertiser reservation priorities.

Types of Data Available Through the KBB.com API Vehicle Specifications 5-Year Cost to Own Expert Ratings & Reviews Consumer Ratings Fair Purchase Price & MSRP Data-infused ad placements available on KBB.com as a custom solution built in-house by KBB.com production