OUR REACH - Home - Automotive Valuation and Marketing ... · Used Their Tablet While at the...

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OUR REACH 1|

Transcript of OUR REACH - Home - Automotive Valuation and Marketing ... · Used Their Tablet While at the...

OUR REACH

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Mobile Device Usage Continues to Increase as

Desktop/Laptop Usage Decreases Smartphones have surpassed tablets in usage

91% 87% 82%

19% 28%

35% 19%

28% 39%

2013 2014 2015

Devices Used to Shop for a Vehicle

Desktop/Laptop

Tablet

Smartphone

Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader

Q: Prior to purchasing your vehicle, which of the following devices did you use to access automotive information, either through the Internet or by using a mobile device?

Base: Buyers who used the Internet while shopping 2|

24%

33%

42%

2013 2014 2015

Multi-device Usage Has Increased to 42% of Internet

Shoppers

Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader

Q: Prior to purchasing your vehicle, which of the following devices did you use to access automotive information, either through the Internet or by using a mobile device?

Base: Buyers who used the Internet while shopping 3|

Used Their Tablet While at the

Dealership

The Majority of Smartphone Shoppers Use Their Device at

the Dealership 1 in 4 tablet shoppers use their devices on lots

Used Their Smartphone While at

the Dealership

Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader

Q: Prior to purchasing your vehicle, which of the following devices did you use to access automotive information, either through the Internet or by using a mobile device?

Base: Buyers who used the Internet while shopping 4|

65% 25%

Multi-device Usage Is Projected to Reach 80% in 2020 Total population will catch up to millennials by 2018

50%

44%

2016F 2017F 2018F 2019F 2020F

Projected Multi-Device Usage

Total Population

Millennials

Source: Cox Automotive Marketing Analytics Forecast

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80%

Time Spent on Mobile Devices Is Almost Evenly Split

Between Smartphone and Tablet

Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader

Q: What percentage of time researching did you allocate to each source? 6|

Desktop/Laptop

63%

Smartphone

18%

Tablet

17%

None

2%

Percentage of Time Researching Allocated to Each Device

1: KBB Web Analytics (All Platforms – monthly average for the full year 2014)

2: 2015 IHS/AutoTrader.com Automotive Buyer Influence Study

Base: New Buyers (953), Used Buyers (691) 7|

Over 18M Unique Visitors Every Month1

KBB.COM IS THE MOST USED 3RD PARTY SITE

AMONG NEW AND USED VEHICLE BUYERS2

KBB.com Reaches Millions of In-Market Shoppers Every

Month Mobile and tablet continue to grow

-

5

10

15

20

25

30

35

40

2010 2011 2012 2013 2014 2015 *2016

Millio

ns

2008 – 2016* Average Monthly Visits to KBB Online Environments

KBB.com on Desktop KBB.com on Tablet Mobile Platforms Total

Source: KBB.com Site Data Monthly Average (Omniture SiteCatalyst), Visits Monthly Average Actuals Jan 2010 – Mar 2016.

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For nearly 90 years, KBB.com has been The Trusted

Resource® for pricing and valuation information

1: KBB.com received the highest numerical Equity Score among Online Auto Shopping brands included in the 2014 Harris Poll EquiTrend® Study. Please go to www.B2B.KBB.com for further details.

2: Google Insights. http://www.google.com/trends/ Annual Search Terms for Vehicle Shopping (2015 YTD is Jan-Apr). Note: spellings are auto-corrected effective 2012. 9|

Harris Poll’s

Online Auto Shopping

BRAND OF

THE YEAR for 4 consecutive years1!

MOST SEARCHED vehicle shopping brand

on Google year after year2

KBB.com Shoppers Are More Engaged More time spent and pages viewed than our competitors

1: ComScore Media Metrix – January 2015 (Multi-Platform)

2: KBB.com Omniture – 2014 Annual Research Share (mobile excluded) 10|

5.9 minutes per visit1

8.5 pages per visit1

83% of KBB.com users are engaged in

research activities2

5.9

3.4 3.3

2.1

3.6

5.8

KBB.com Yahoo Autos Edmunds Autoblog.com U.S. News Best

Cars

TrueCar

KBB.com vs Competitive Time Spent1

(Average minutes per visit)

What’s my car worth?

What will my next vehicle

be?

What should I pay for my

next vehicle?

Returning shoppers are just entering

the purchase path and are…

• Checking their current vehicle

value on the Owners

Homepage

− 76% of visits to the Owners

Homepage originated from an

organic search or direct visit1

• Further away from purchase

− 70% of surveyed visitors to the

Owners Homepage indicated

they were more than 3 months

away from purchase2

KBB.com Is the First Destination for Shoppers Returning to

the Market

1: Kelley Blue Book Web Analytics. Visits to Owners Section for the full year of 2014.

2: KBB.com Combined User Profile 2014 11|

Which Also Makes the KBB.com Audience Pre-Qualified

Shoppers

1: KBB.com Combined User Profile 2014 12|

Actively

determining what

they can afford

Preparing for

transaction

Engaging in

research activities 3+ months away

from purchase1

KBB.com Owners Homepage Is the Hub for Pre-Qualified

Auto Shoppers

1: Kelley Blue Book Web Analytics. Visits to Owners Trade-In VDP for the full year of 2014.

2: Omniture Site Catalyst. Jan-Mar ’15

3: Kelley Blue Book Web Analytics. Q1 2015 13|

98 MILLION Trade-In Reports1 (74.5 million on Desktop, 23.7 million on Mobile)

More people use KBB.com

to determine trade-in values

than all other sources

combined4

75% of KBB.com users visiting both new

car & owners pricing pages visited

an Owners Value Page first3

conversion rate from Owners Homepage to Owners Trade-In Value Page3 89%

checking their current car

value visited both trade-in and private party values2 37%

4: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader

Q: By the way, did you trade in your vehicle?

Q: What sources did you use to determine the trade-in value?

KBB MEDIA COVERAGE

KBB.com Leads the Pack in Media Coverage Amongst major competitors, KBB.com had the most press coverage and

the highest reach

Source: Porter Novelli Q1 2015 PR Competitor Share of Coverage 15|

44%

19%

21%

8%

36%

19%

23%

11%

KBB.com

TrueCar

Edmunds

Cars.com

Share of Coverage

Volume (# of publications) Impressions (# of people reached)

KBB.com’s Top Tier Media Coverage Every Month

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EXPERT ANALYSIS AND COMMENTARY FROM OUR TOP INDUSTRY EXPERTS

ALWAYS IN THE NEWS

Our Robust Media Campaign Keeps KBB.com Top of Mind

and Relevant to Vehicle Shoppers

*Expected, not actual

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Reaching more than 120M adults in the U.S.*

9 out of 10 adults in the U.S. will see our commercials*

Adults will see our commercials more than 25 times*

VIDEO ON DEMAND

LATE NIGHT

NASCAR

RADIO

Traditional Digital

Satellite

CABLE SEM

KBB…The Trusted Resource®

What’s my car worth?

What will my next vehicle

be?

What should I pay for my

next vehicle?

Values

Research

Pricing

KBB.com Today

• 2 in 3 shoppers who traded in their vehicle used KBB.com to determine the trade-in value1

• KBB.com is the most visited site for trade-in values1

• 93% of shoppers access model information on vehicle-shopping sites2

• 74% of shoppers say “online

videos helped me learn more about specific trucks/cars”3

• 91% of shoppers access

vehicle pricing on vehicle-shopping sites2

• Pricing was the most useful

content to shoppers who favor KBB.com2

1: 2014 IHS Automotive Buyer Influence Study, in partnership with AutoTrader.com. Base: Purchasers Who Traded-In a Vehicle 2: J.D. Power 2014 New Autoshopper Study (NAS), Sept 2014 3: Google. Digital Drives Auto Shopping. November 2013

Trade-in Blue

Book® Value

Instant Cash Offer

(via Autotrader)

Trade-in

Evaluator

Note: Products above are a sample and not representative of all KBB.com products. Italicized products are OEM or dealer advertising products.

5-Year Cost

to Own

Fair Purchase

Price Range

KBB Awards Buyer’s Guides &

Top 10 Lists

KBB Ratings

& Reviews Buyer’s Guide

Sponsorship

Free Dealer Price

Quote

Certified Listings

Program

What’s my car worth?

What will my next vehicle

be?

What should I pay for my

next vehicle?

• 17% of shoppers rated the experience of “negotiating a purchase price” as mostly negative1

• 65% of shoppers use their smartphone while at the dealership3

• 61% access vehicle pricing content on

mobile devices while at the dealership3

KBB…Fueling Definitely Smart Auto Choices

The Future of KBB.com

• 20% of shoppers rated the experience of “valuing a trade-in” as mostly negative1

• 18% rated “receiving an offer for a trade-in” as mostly negative1

More Resources for Disposing of Vehicle Simplified Valuation Path

Vehicle Discovery Based on Needs

& Wants

Building, Carrying & Comparing

Consideration Sets Across Devices

Bridging Online Research &

Offline Transaction

Helping Negotiations on the Lot

• Nearly 9 in 10 KBB.com shoppers are undecided2

• 45% of KBB.com shoppers are

undecided on segment or vehicle type2

• 42% of shoppers are using multiple devices3

Values

Research

Pricing

As the known valuations and pricing leader, KBB.com is especially focused on

innovating how today’s shoppers find the best vehicle for them.

1: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader 2: KBB.com Web-Intercept Survey, Q2 2014 3: J.D. Power 2014 New Autoshopper Study (NAS), Sept 2014

Note: Products above are a sample and not representative of all KBB.com products. Italicized products are OEM or dealer advertising products.

Trade-in Sell Donate

NEW PARTNERSHIPS/JOINT

VENTURES Site Updates

KBB TV on Roku

• Launch of KBB.com channel

within Roku, featuring editorial

videos

• Additional distribution for pre-roll

to KBB shoppers

Alt_Driver Partnership

• Co-branded destination for viral automotive video content on KBB.com

• Potential for branded video content featuring sponsored models and KBB.com editorial

Video Product Development – Early Previews Video initiatives that may be launched or redesigned in 2016

21 | Note: Screenshots are from testing environments or concept mockups only. Final experience is likely to change based on test results and internal approvals.

Programmatic Video Buying

• Purchasing pre-roll via video ad

exchanges using KBB.com data

segments

Auto Auctions &

Wholesale Services Software Financial

Services Media

Cox Automotive Group Partnerships

+ DealerTrack/Dealer.com

Cox Automotive Partnerships: Lexus T1 – T3

Xtime Native integration to schedule

service and reminders

Trade In Marketplace (TIM)

Homenet Video 360

KBB Price Advisor