1. Vw voice of the experts package
October 19, 2015

2. VW VOICE OF THE EXPERTS PACKAGE
Leveraging KBB.com Experts to help shoppers at major decision points
Feeding the Funnel
Connecting the Consumer Journey
Discovery VW FIND A MATCH
Decision-Making VW EXPERT REVIEWS MREC
Dealership Confidence VW PRESENTS KBB.COM TEST-DRIVE TIPS

3. VW FIND A MATCH
Connect undecided shoppers to compatible vehicles using KBB.com’s input
Custom, two-step discovery tool matching shoppers with a recommended VW and other vehicles
Integrated into the browse modules on Home Page and possibly other high-traffic pages
Compatibility based on price and lifestyle
Mocks are concept only. Actual design and layout of product is subject to change upon production.

4. VW FIND A MATCH
Connect undecided shoppers to compatible vehicles using KBB.com’s input
Shoppers initiate tool by clicking on the “by find a match” tab; 1st question asks about price range
Lifestyle-related descriptions of VW models within that price range are presented (from KBB.com Expert Reviews)
Based on user’s selection, the best VW for them is shown, along with other similar vehicles
Option to click out to custom VW Test-Drive Tips (or VW.com)
Mobile extension – expandable 300x50 (user-initiated) targeted to undecided shoppers 1 1 2 2 3 5 3 4 5 4
Mocks are concept only. Actual design and layout of product is subject to change upon production.

5. EXPERT REVIEWS MREC
Leverage KBB.com editorial to elevate perceptions of VW models
Custom model MREC featuring select quotes from KBB.com’s Expert or Consumer Reviews
Includes auto-initiated expansion to grab user’s attention, as well as user- initiated expandability to display more content
Targeting by segment or conquesting
Mocks are concept only. Actual design and layout of product is subject to change upon production.

6. EXPERT REVIEWS MREC
Leverage KBB.com editorial to elevate perceptions of VW models
Auto-initiated expansion/overlay grabs shopper’s attention for several seconds
Click expands banner leftward and reveals Expert or Consumer review content
Shoppers can cycle through multiple review quotes and images
Links to full review and VW Test- Drive Tips video
Link to VW.com
Mobile extension – expandable 300X50 (user-initiated) revealing reviews, targeted to segment shoppers 1 6 1 2 3 4 5 2 4 3 6 5
Mocks are concept only. Actual design and layout of product is subject to change upon production.

7. KBB.COM TEST-DRIVE TIPS PRESENTED BY VW
Aid shoppers with useful dealership knowledge and materials from KBB.com
All-new editorial content series (up to three editions) featuring KBB.com’s advice on what to do during a test drive
Presented by VW and using VW models as example test drive vehicles
Includes downloadable PDF checklist to take to the dealership
Mocks are concept only. Actual design and layout of product is subject to change upon production.

8. KBB.COM TEST-DRIVE TIPS PRESENTED BY VW
Aid shoppers with useful dealership knowledge and materials from KBB.com
Editorial advice video; includes VW model as example test drive video
Editorial article elaborating on test-drive advice
Link to downloadable PDF checklist
Exclusive ownership of display units for VW
Mobile extension – Tap-to-play 300x50 that launches editorial video, sponsored by VW and targeted to segment shoppers 1 4 2 1 3 4 3 2 5 5
Mocks are concept only. Actual design and layout of product is subject to change upon production.

9. KBB.COM TEST–DRIVE TIPS PRESENTED BY VW Custom Traffic Driver: PRICING INTERSTITIAL + TEXT LINK
Custom interstitial that appears as shoppers receive New Car pricing
Interstitial remains open for several seconds or until closed by shopper
Persistent text link remains on page, integrated near the header photo
Mocks are concept only. Actual design and layout of product is subject to change upon production.

10. appendix
RFP Initial Response Answers

11. VW FIND A MATCH
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

12. VW FIND A MATCH (cont.)
Feeding the Funnel: User-Friendly Content to Ease Consumers in to the Shopping Experience
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

13. VW FIND A MATCH (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

14. 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

15. EXPERT REVIEWS MREC (cont.)
Feeding the Funnel: Leveraging Co-Brands for Volkswagen Creative
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

16. 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 for further details.
*Subject to change based on final product design

17. 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

18. TEST-DRIVE TIPS (cont.)
Connecting the Consumer Journey
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

19. 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 for further details.
2: Porter Novell Q PR Competitor Share of Coverage
3: Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader

20. 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

21. 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.

22. 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