1. Home page sponsorship: creative best practices
April 2015

2. 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 Q 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)

3. 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

4. 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

5. 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

6. 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.

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

8. 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.

9. 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.

10. 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.