1. (1) KBB.com Site walk-through
Overview of KBB.com, our content, and our users

2. KBB.com New Car Shoppers Path
Tier 1 728x90
Tier 1
300x250
Tier 3
Toolbar
Featured Content Tab
Tier 2
New Car Section Landing Page (SLP)
Homepage
Year/Make/Model Page
Select ‘Trim’
Tier 1 728x90
Tier 1
300x250
Tier 3
Year/Make/Model Options Page
Add ‘Options’
Tier 1 728x90
Tier 1
300x250
Tier 3
Shopping Tools Module
Make/Model Page
Select ‘Year’
Tier 1 728x90
Tier 1
300x250
Tier 3
Shopping Tools Module

3. KBB.com Smartphone Experience
Recently launched redesign to provide shoppers with consistent experience AD AD AD AD AD AD AD AD
Home Page
New Car Shoppers Home Page
Owners Valuation Path
Used Car Shoppers Pricing Page
Adaptive design to optimize page layouts based on screen size
Longer pages with vertical scrolling
Site navigation and NC Shopper experience more consistent with KBB.com tablet
Redesign visuals are mockups only. Final site design is subject to change.

4. 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

5. 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

6. 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)

7. KBB.com Shoppers Have Spoken
Mobile traffic continues to grow YoY, especially on smartphone
48%
Source: KBB.com Site Data Monthly Average (Omniure Site Catalyst), Visits Monthly Average Actuals Jan 2010 – April 2015.

8. Half of Kelley Blue Book visitors research using multiple devices
Source: J.D. Power 2014 New Autoshopper Study (NAS), Sept 2014
Q: Prior to purchasing your new vehicle, which of the following devices did you use to gather information while shopping for your new vehicle, either through the Internet or an app? (note: gaming console not included in 2012)
Base: Site visitors

9. 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 for further details.
2: Google Insights. Annual Search Terms for Vehicle Shopping (2015 YTD is Jan-Apr). Note: spellings are auto-crrected effective 2012.

10. 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)

11. KBB.com Is the Top Site Among Shoppers Using the Internet
More than half of Internet shoppers use Kelley Blue Book
55%
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

12. 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

13. Vehicle Valuations Are Top Activities on KBB.com
Shoppers are more likely to find trade-in values on KBB.com than any other site1
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
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
1. Base: All online buyers

14. Over Half of Purchasers Trade in an Old Vehicle
KBB.com is by far the top site to determine trade-in values
67%
54%
More purchasers used KBB.com for trade-in values than all other sources combined
Source: 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?

15. 75% of Time Spent Researching is Online
Almost half of that time is spent on third-party sites
5h 36m
12h 30m
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

16. (2) KBB.com Demographics
Overview of our audience

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

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

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

20. Our Users – Race & Ethnicity
4.7%
5.2%
8.1%
2015 comScore Plan Metrix Report (entire digital population) for Kelley Blue Book (% Composition Unique Visitors Oct – Dec 2015)

21. (6) Why do people visit Kbb.coM
KBB.com shopping process, New vs Used Car Shoppers vs Owners

22. Path to Purchase
Consumers shop for cars in a non-linear manner; they transition in and out of different tasks as they do research on 3rd-party sites.
Advertisers have more chances to influence consumer purchase
Many other sites target research (beginning) or inventory (end). KBB.com delivers at all phases
Consumers use 3rd party websites throughout the shopping process as they assess & reassess their purchase decision
KBB.com plays a key role at the beginning, middle, and end of the search
Source: KBB Market Structure, 3rd Party Internet Panel, N=3000. Q1 2015

23. The Trusted Resource® When It Matters Most for Automotive Shoppers
What’s my car worth?
What will my next vehicle be?
What should I pay for my next vehicle?
KBB.com Today
Values
2 in 3 shoppers who traded in their vehicle used KBB.com to determine the trade-in value1
KBB.com is the most visited site for trade-in values1
Trade-in Blue Book® Value
Instant Cash Offer (via Autotrader)
Trade-in Evaluator
Research
93% of shoppers access model information on vehicle-shopping sites2
74% of shoppers say “online videos helped me learn more about specific trucks/cars”3
5-Year Cost to Own
KBB Awards
Buyer’s Guides & Top 10 Lists
KBB Ratings & Reviews
Buyer’s Guide Sponsorship
91% of shoppers access vehicle pricing on vehicle-shopping sites2
Pricing was the most useful content to shoppers who favor KBB.com2
Pricing
Fair Purchase Price Range
Free Dealer Price Quote
Certified Listings Program
1: 2014 IHS Automotive Buyer Influence Study, in partnership with AutoTrader.com. Base: Purchasers Who Traded-In a Vehicle
2: J.D. Power 2014 New Autoshopper Study (NAS), Sept 2014
3: Google. Digital Drives Auto Shopping. November 2013
Note: Products above are a sample and not representative of all KBB.com products. Italicized products are OEM or dealer advertising products.

24. What will my next vehicle be?
To Better Serve Consumers While Researching, Ad Opportunities Continue to Be Enhanced
2016 Ad Product Updates
Research
ACCELERATOR Enhancements
Larger, persistent billboards
New Mobile Marquee unit
VIDEO MARQUEE
OWNERS HOME PAGE TAKEOVER Enhancements
Larger, persistent billboard & wallpaper
Marquee upgrade opportunity
DIRECTSHARE
KBB.com data intelligence based on shopper behaviors
KBB.com API
KBB.com content and data infused into ad creative on- and off-site
SMARTPHONE BT & SUB-SEGMENT TARGETING
NEW CAR TABLET EXPERIENCE Category Sponsorship Home Page Presence
SEGMENT BUYER’S GUIDE Pre-roll Opportunities
Note that these mockups are not final product designs and are subject to change.

25. What will my next vehicle be? What should I pay for my next vehicle?
Evolving The Trusted Resource® To Fulfill More Automotive Shopping Needs
What’s my car worth?
What will my next vehicle be?
What should I pay for my next vehicle?
The Future of KBB.com
20% of shoppers rated the experience of “valuing a trade-in” as mostly negative1
18% rated “receiving an offer for a trade-in” as mostly negative1
Trade-in
Sell
Donate
Values
Simplified Valuation Path
More Resources for Disposing of Vehicle
As the known valuations and pricing leader, KBB.com is especially focused on innovating how today’s shoppers find the best vehicle for them.
Research
Nearly 9 in 10 KBB.com shoppers are undecided2
45% of KBB.com shoppers are undecided on segment or vehicle type2
42% of shoppers are using multiple devices3
Vehicle Discovery Based on Needs & Wants
Building, Carrying & Comparing Consideration Sets Across Devices
17% of shoppers rated the experience of “negotiating a purchase price” as mostly negative1
65% of shoppers use their smartphone while at the dealership3
61% access vehicle pricing content on mobile devices while at the dealership3
Pricing
Bridging Online Research & Offline Transaction
Helping Negotiations on the Lot
1: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
2: KBB.com Web-Intercept Survey, Q2 2014
3: J.D. Power 2014 New Autoshopper Study (NAS), Sept 2014
Note: Products above are a sample and not representative of all KBB.com products. Italicized products are OEM or dealer advertising products.

26. 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. BB.com Combined User Profile 2014

27. Compared to the rest of the industry, shoppers on KBB
Compared to the rest of the industry, shoppers on KBB.com begin the purchase process earlier
References/Notes:
J.D. Power New Autoshopper Study (NAS)
Slide 16: Milestones in New-vehicle Purchase Process – Industry vs Kelley Blue Book Visitors
Source: 2014 J.D. Power New Auto Shopper Study (NAS)
Base: AIUs
Q1: How long before you bought your new vehicle did you first decide it was time to buy a vehicle? Q2: … start using the Internet and/or apps for vehicle shopping information? Q29: … begin visiting dealers/looking at vehicles in person? Q32: … narrow your vehicle selection down to the model you purchased? Q34: … visit the dealership website of the dealer where you purchased your vehicle?

28. 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

29. KBB.com Owners Homepage Is the Hub for Pre-Qualified Auto Shoppers98
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, %
Both Trade-in and Private Party
4,741, %
Trade-in Only
3,053, %
Private Party Only
4,909, %
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?

30. KBB.com’s Shoppers: Economic & Evaluating
Value-driven
Most popular reasons for visiting site are to find vehicle pricing info, trade-in values and research specific vehicles1
Undecided
Average shopper is considering around 6 vehicles2
Top research activities are general research (e.g., reading articles), building a consideration set and comparing vehicles side-by-side1

31. NEW CAR Shoppers: Receptive & Researching
Open-minded
More likely than Used Car shoppers to be building a consideration set or comparing vehicles side-by-side1
Impressionable
In a given month, 25% are visiting KBB.com for the first time ever1
17% are visiting to check out the latest car models1
Curious
Compared to the rest of the industry, shoppers on KBB.com begin the purchase process earlier2
While pricing vehicles, New Car shoppers spend the most time deciding on options than at any other step3
Once they receive a vehicle’s price, New Car shoppers are less likely to leave the site than both Used Car shoppers and Owners2
CREATIVE SUGGESTIONS*
Competitive Set Comparisons
Innovative Features
Positive Ratings
Vehicle Awards
1: KBB Market Intelligence: KBB.com Combined User Profile 2014
2: 2014 J.D. Power New Auto Shopper Study (NAS). Base: AIUs.
3: KBB.com “Next Pages Flow” report, Jan-Dec 2014
*Note: Qualitative suggestions only and not based on actual performance data

32. USED CAR Shoppers: Deliberate & Deal-seeking
Price-focused
34% more likely than New Car shoppers to visit KBB.com seeking pricing information1
Spend an average of 3 minutes viewing the final pricing page for a vehicle, 28% more time than New Car shoppers2
More likely to rely on offline pricing sources for research, such as auto classified magazines and newspapers, than New Car shoppers1
Closer to Purchase
58% of those seeking pricing intend to do so for a specific vehicle1
More likely than New Car shoppers to have visited KBB.com 6+ times within the last 30 days1
CREATIVE SUGGESTIONS*
Pricing
Incentives & Offers
Resale Value
MPG
1: KBB Market Intelligence: KBB.com Combined User Profile 2014
2: 2014 J.D. Power New Auto Shopper Study (NAS). Base: AIUs.
3: KBB.com “Next Pages Flow” report, Jan-Dec 2014
*Note: Qualitative suggestions only and not based on actual performance data

33. OWNERS: Curious & On the Cusp
New Car-ready
27% of New Car section traffic also visited Owners pages1
New Car shoppers are 2x more likely than Used Car to be seeking trade-in values2
Pivotal Persuasion Point
Shopper loyalty to brand diminishes with each passing model year3
Owners aren’t exclusively shopping the same segments4
KBB.com users spend more time per visit in the Owners section than either the New Car or Used Car sections1
CREATIVE SUGGESTIONS*
Impactful branding
In-banner video
Striking visuals

34. MOBILE USERS: Cost-conscious & Closing In
Transaction-ready
Top smartphone activities for KBB.com users are to contact dealers and look up pricing1
On the Lot
Over half of KBB.com visitors shopping with smartphones use them while at the dealership2
Smartphone usage for KBB.com peaks on Saturdays, typically the busiest day of the week for dealerships3
CREATIVE SUGGESTIONS*
Dealer Locator
Pricing
Incentives & Offers

35. (7) Competitive Insights
Custom OEM solutions on KBB.com

36. KBB.com Custom Ad Solutions: GMC’s Search by SUV Match
Advertiser Challenge
Needed to create a value-based research tool for female shoppers to discover the brand
Create awareness and favorability around SUV lineup
KBB.com Custom Solution
Create an interactive “native-like” tool that allows shoppers to interact with and discover the right SUV based on their practical needs

37. KBB.com Custom Solutions: Luxury Experience Filmstrip
Advertiser Challenge
Needed to generate buzz on their luxury vehicles
Drive engagement with a luxury audience
KBB.com Custom Solution
Custom “Luxury Experience” Filmstrip that targets competitors’ owners seeking their Trade-In Value
Integrates consumer and expert reviews as well as KBB.com editorial content featuring the luxury OEM

38. KBB.com Custom Solutions: Owners Consideration Module
Advertiser Challenge
Need to increase performance of KBB.com Owners
KBB.com Custom Solution
Personalized, large, impactful execution based on what current owners are considering
Functional tool that helps undecided Owners discover new models
Integrated with KBB.com cross- shopping data to populate models within the creative