1. VW VOICE OF THE EXPERTS
October 15, 2015

2. 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

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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. CONNECTING THE CONSUMER JOURNEY
KBB.COM TEST-DRIVE TIPS

11. 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

12. 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

13. 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

14. 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

15. Additional co-branded opportunity
KBB.COM API

16. 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.

17. 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