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2016 in-market UPFRONT Media brief
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Agenda Introduction 2016 Ford & Lincoln Shopper Objectives 2016 Vehicle Priorities & Brand Attributes Recap Next Steps
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Thank You!
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2016 in-market Objectives
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2016 Objectives Sell more Cars, Trucks and SUVs via an intense focus on retail and converting shoppers: By continuing to reinforce our bedrock tactics within the 3rd party space Retention, Sponsorship, Retargeting Through aggressive conquest of our competition throughout the shopping process Against key audiences Luxury, Women, Multi-Cultural, Millennials While showcasing Ford and Lincoln digital excellence First-to-market media executions, private offers, custom conquest offerings With help from our in-market partners Insights, market intelligence, data sharing, etc
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Continue to reinforce our bedrock tactics within the 3rd party space
1 Continue to reinforce our bedrock tactics within the 3rd party space Retention Retention remains a core tactic in 2016 Retention is a very efficient driver of shopping actions, what else can be done within these pages to convert at even higher rates? Sponsorship We have seen success with custom executions that showcase Ford and Lincoln superiority against relevant attributes versus our competition (MPG, Price, etc). How can we expand these and other type of conquest opportunities? Retargeting Retargeting is our most efficient driver of shopping actions How can we expand our retargeting opportunities ?
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Aggressive conquest of our competitors throughout the shopping process
2 Aggressive conquest of our competitors throughout the shopping process As we strive to grow market share for our Cars, Trucks and SUVs we need to strategically target against the right competitors with the right messages What insights can you provide about the competition and how shoppers shop those brands Are there key differences between these audiences that can help inform our media placements or creative execution? Based on these and other insights you may have, what custom ways can we can target these conquest consumers?
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3 Against key audiences Women Millennials Luxury Multi-cultural
Do women shop differently? Use your site in a unique way? Value different vehicle attributes? Millennials How are Millennials using your properties? What do they value in the shopping process Luxury How should we look at the Luxury consumer differently? What competitors provide the best opportunity for conquest? Do intenders of competitive Luxury vehicles value different attributes by model? (BMW vs Benz vs Cadillac) Multi-cultural What nuances appear in the multi-cultural shopping process? Hispanic, African American, Asian
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Showcase Ford and Lincoln digital excellence
4 Showcase Ford and Lincoln digital excellence As mentioned prior, we are interested in first-to-market, cutting edge opportunities to reach automotive shoppers across all screens and platforms Insights driven Conquest focus Push the boundaries Drive shopping actions
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With help from our in-market partners
5 With help from our in-market partners Insights Continue to expand on the sharing of information between teams via bi-weekly meetings Utilize site intelligence to help inform the overall state of model-level shopping health Execution Utilize these insights to create executable opportunities within the 3rd party space Prediction Evolve insights to be more future predictive Have media adjustments in motion prior to issues arising
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Priority Vehicles & Brand Attributes
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Lincoln Vehicle Priorities and Insights
MKX, MKC MKX maintain launch momentum Sustain MKC sales in 2016 MKZ Focus on increasing sales momentum in competitive lux sedan segment Black Label Premium ownership experience with a special sales process and service package, upgraded color and trim options, and unique ownership privileges Will be available in 100 dealerships by Jan 2016 on MKZ, MKC & MKX models
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Ford Vehicle Priorities and Insights
Focus, Fusion Key models in the car segment F-150, Super Duty Maintain F-150 launch momentum Launch Super Duty Edge, Explorer, Escape As SUV market grows, capitalize via Ford’s leadership in the space Ford/Lincoln Protect Program New warranty program How can we utilize your site to promote to in-market shoppers?
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Recap & Next Steps
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Recap Key objective is to increase sales and market share of Ford and Lincoln Cars, Trucks and SUVs Heavy focus on retail and conquest Collaboration is key to success
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2016 Upfront Media Expectations
Looking for custom integrated programs driven by shopping data and insights Native Advertisements Social Extensions Mobile Video Sales Events Integrations Shopping Tools Private Offers Strong focus on conquest on 2016 Yearlong opportunities for conquest, custom ideas, competitive retention pages, etc Doubleclick serving remains very important We request that all opportunities allow us to serve via our ad-server Will consider certain exceptions Ad viewability is of the utmost importance now and into 2016
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Next Steps TDI to set up vendor meetings for week of 8/24/15
Questions please contact:
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