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AUTOTRADER.COM “OVERDRIVE”COLLABORATING FOR SUCCESS

JOSH SEARCYSENIOR MANAGER, DISPLAY ADVERTISING PRODUCTS, AUTOTRADER.COM.

JEN SCHREIBERDIRECTOR, PUBLISHER SALES, POINTROLL

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• Who we are• Overdrive overview• Bringing Overdrive to life• Measuring success• Questions

AGENDA

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WHO WE ARE

•Internet's ultimate automotive marketplace and consumer information website

•Aggregates millions of new, used and certified pre-owned cars from thousands of auto dealers and private sellers

•The leader in rich media ad serving and creative development

•Online display• In-stream video•Dynamic ad generation and

optimization•Mobile and tablets•Social

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• AutoTrader.com had vision to create a unique premium offering for advertisers unlike anything else in the Automotive category. Value proposition of audience is the primary driver.

• The Challenge• Create a deeply integrated premium execution; a

partner is needed to fully execute• The Solution

• Long-standing relationship with PointRoll• Shared focus on innovation and quality• Multiple “white label” ad units • Common clients• Established processes and teams• Common approach to simplify complexity

THE CHALLENGE

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OVERDRIVE OVERVIEW• Ultra-premium, custom advertising experience launched from

AutoTrader.com homepage and carrying through to other areas of the site• Runs for one week on homepage, search form and on the

mobile website• Integrates unique rich media features not available in any area

of the site

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TEAM OVERDRIVE

• Every Overdrive campaign execution managed by team within Product Management division; team serves as hub for all AutoTrader.com, client, PointRoll communication

• Creative services provided by AutoTrader.com for homepage, search form, mobile and tablet. We treat the campaign as a light redesign

• Complete analytic assessment delivered by AutoTrader.com

• One dedicated technical specialist manages all Overdrive campaigns for process and product consistency • Supported by client-specific

project managers • Consistent Flash / HTML5

development and programming team

• Testing, tracking, QA • Automated reporting and post-

campaign analysis

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PointRoll begins Flash / HTML development

Client reviews and creative revisions

Programming to sync units

Tracking implemented

Testing

Final QA

PROJECT TIMELINE

ATC-led kick-off call with client and PointRoll to present campaign creative

Creative revisionsSubsequent creative versions shared with client and PointRoll

90 DAYS TO LAUNCH 60 DAYS TO LAUNCH 30 DAYS TO LAUNCH

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THE CAMPAIGNS

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CAMPAIGNS TO DATE

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OVERDRIVE FOR TABLET

Desktop

Tablet

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• Deeper integration means we can demonstrate a variety of KPIs• Ad unit performance

• Interaction rate, time spent with unit, in-unit activity details, click details

• Sponsorship impact within AutoTrader.com• Volume increase in shopping behavior, new car listing

activity, research• Impact on share of segment metrics• Post-week performance• Site activity rank• New car leads

• Advertising effectiveness study

MEASURING SUCCESS

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• Results to date• Time spent actively engaging with homepage units

exceeding 2 minutes• Expandable rich media ads generally average

14-16 seconds• Incredible lift in brand activity on AutoTrader.com

• Volume increases across Searches, Shoppers, etc• Direct impact to Share of segment gains;

outpacing the competition• Measurable increases to advertiser metrics

• Unaided Awareness, Message Association, Brand Favorability, etc

OVERDRIVE PERFORMS!

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• Let’s talk brand strategy; how can we best bring that to our audience?

• Define objectives; we bring a lot metrics to the table• Plan ahead and start early; engagement model: how

can we best partner?• Assign project owner(s) and involve creative teams• Understand the moving pieces on both sides• Good things take time

RECOMMENDATIONS

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QUESTIONS?