Home page sponsorship: creative best practices April 2015

Nearly 9 in 10 KBB.com Shoppers are Undecided 45% 74% 45% are undecided on segment or vehicle type 74% are undecided about which brand they will choose for the next vehicle purchase Source: KBB.com Web-Intercept Survey Q2 2014 n = 472 Q: How far along are you in your decision process? Q: Which types of vehicles are you considering? (select all that apply) Q: Which vehicle brands are in your current consideration set? (select all you are considering)

KBB.com Shoppers Are Open Right Up to Purchase Advertising on KBB.com prompts new vehicle consideration throughout the shopping process Imagine that right before heading to the car dealership to purchase your next new vehicle, you check your trade-in value on KBB.com and notice an advertisement for a vehicle you hadn't considered before with similar specifications to the vehicle you were considering. Source: KBB Market Intelligence Consumer Sentiment Survey, Shoppers within three weeks of purchase Q2 2014 N=337

Behavioral Data Reflects the Undecided Mindset of KBB.com Shoppers Top research activities are general research (e.g., reading articles), building a consideration set and comparing vehicles side-by-side1 Average shopper is considering around 6 vehicles2 1: KBB Market Intelligence: KBB.com Combined User Profile 2014 2: KBB Market Intelligence: Average Vehicles Viewed, Q3 2014

Combining prominent placements on KBB Combining prominent placements on KBB.com’s highest-traffic page, HOME PAGE SPONSORSHIP has the potential to move undecided shoppers toward your model. Quote Slide Source

Best Practices to Tap the True Potential of KBB Best Practices to Tap the True Potential of KBB.com’s HOME PAGE SPONSORSHIP Based on consistent observations and performance across multiple partners Video “Hot Spots” Photos Enticing Animations Minimal Copy Cohesiveness Clear CTAs Note: Inclusion of any or all of the above elements does not guarantee favorable performance, as each campaign’s creative, budget and objectives vary.

HOME PAGE SPONSORSHIP Best Practices Example Note: Mockups are examples only and not intended to support a specific campaign.

Make Pushdown Interaction as Enticing as Possible :07 Pushdown “Teaser” Use a video clip with eye-catching movement, such as the car in motion Solid, light-color backgrounds help the CTA and copy stand out Collapsed Pencil Minimize the amount of copy Make sure the CTA is clearly visible and specific Note: Mockups are examples only and not intended to support a specific campaign.

Reward Interested Shoppers with Engaging Content User-initiated Pushdown Expansion “Hot Spots” (default) OEMs are finding success with hot spot executions OEMs have also found inclusion of videos, both TV spots and long-form, to be popular among users Subtle animations of the hot spots (e.g., glowing) help draw user attention Photo Gallery Video Player Viewing photos is believed to be a strong indicator of vehicle interest Note: Mockups are examples only and not intended to support a specific campaign.

Maximize Impact with Consistency Across Units Maintain a cohesive look between the wallpaper and ad units Ensure logo is present throughout the sponsorship Standard MREC can be used as an external traffic driver Use minimal copy and a clear CTA to increase users’ likelihood to click Note: Mockups are examples only and not intended to support a specific campaign.