Specific media 2008 digital advertising dealer summit dallas 10-14-08
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Transcript of Specific media 2008 digital advertising dealer summit dallas 10-14-08
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FMC LeadManagement DIGITAL TEAM 1
Scott JonesAutomotive Sales Manager
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FMC LeadManagement DIGITAL TEAM 2
About Specific Media
• Online ad network created in 1999
• Ford Strategic Partner since 2006
• Charter member of the Ford Digital Advertising
Program
• Premier network of trusted consumer branded
sites
• Suite of advanced proprietary audience targeting
technologies
• Data insight into 95% of all online consumers
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FMC LeadManagement DIGITAL TEAM 3
Types of On-line Advertising
Strengths:• Only bid on words/phrases
you want• Only pay if customer clicks• Task-based behavior,
seeking info
Weaknesses:• Primarily text-based
advertising• Limited choice (Google or
Yahoo!)• Competing with
manufacturer for key words
Search Display
Strengths:• Convey message
graphically – better aligned with non-digital ads
• Target ads to in-market shoppers
Weaknesses:• Unlimited choice – who to
choose?• Ensuring proper
measurement of key actions
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FMC LeadManagement DIGITAL TEAM 4
Does Display Drive Search?Based on a study performed by Microsoft in August 2007, a strong connection exists between display and search:
• Display ads significantly drove search clicks.
• Display ads had an impact on both search impressions and clicks.
• Great opportunities exist to increase reach through paid search campaigns.
• Display drives a significant increase in branded search terms during and after a campaign.
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FMC LeadManagement DIGITAL TEAM 5
What Might a Dallas On-line Auto Plan Look Like?
Search Display
www.myfoxdfw.comwww.wfaa.com
Display Plan Lacks Efficient Scale
www.dallasnews.com
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FMC LeadManagement DIGITAL TEAM 6
How can I get Efficient Scale?
Ad Networks
What are Ad Networks?
• Collection of on-line ad inventory across many publisher sites
• Allows advertisers to make a single buy and touch users across the web
• Ad Networks vary in quality and type of inventory
• Most networks allow for different types of customer targeting
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FMC LeadManagement DIGITAL TEAM 7
Audience Reach
86.6%25.7%
14.9%
10.7% 1.7%
Top Advertising Outlets- Dallas Area
Specific Media
eBay Motors U.S.
Edmunds.com
Yahoo! Autos
Dallas-news.com
Specific Media reaches over 86% of unique in-market car shoppers online, over 3 times greater than other endemic auto sites.
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FMC LeadManagement DIGITAL TEAM 8
• Geographic– Target car buyers in specific locations
• Behavioral– Target prospects whose recent online behaviors indicate high
interest in purchasing a car
• Contextual– Target prospects while they are viewing automotive-related content
on the Internet
• Demographic– Target prospects based on your ideal market demographics
• Retargeting– Target prospects who have already visited your website – leverage
all media
Types of On-line Targeting
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FMC LeadManagement DIGITAL TEAM 9
• Retargeting gives advertisers the power to connect with past website visitors in a simple, cost-effective and non-intrusive way
– The most valuable users on the Internet are the past visitors to your website
– 98-99% of website visitors leave without completing a transaction
Retargeting
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FMC LeadManagement DIGITAL TEAM 10
Behavioral: Data is the Name of the Game
Baseball Player Who
is it?
3rd BaseAmericanLeaguerBatting
ChampionKansas City
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FMC LeadManagement DIGITAL TEAM 11
Targeting Auto Intenders with Scale
Total US Online Population: 189,134,000 unique users/monthSource: ©2008 comScore, Inc
Publisher A• 481k unique users
• 375k in region• 49K Auto- Heavy Users
• 38k in region
Specific Media Universe• 1000 name brand publishers• 153M+ U.S. unique users• 10,775,000 Auto- Heavy
Users
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FMC LeadManagement DIGITAL TEAM 12
Tracking User “ABC123” (Heavy Auto User)
Monday
Wednesday
Thursday
Like in the baseball example it takes more than one data point to ensure this is a user we want
to target
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FMC LeadManagement DIGITAL TEAM 13
Why Use a Network like Specific Media?
Buying All Consumers Locally:• No targeting or insight – shotgun• Several individual buys – no coordination, duplication• High funnel strategy vs. selling today
Specific Media Network:• Many of the best local websites• Coverage includes local geography only• Only buy in-market auto customers• Leverage Tier I campaigns/scale• Optimize campaign over time
Automotive
Vehicles
Trucks & Vans
Ford
F-150
Target Market
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FMC LeadManagement DIGITAL TEAM 14
Online Advertising Case - Truck Leadership
Scenario
• Mid year 2007…Silverado within 5,000 units of F-Series
• Chevy riding wave of new truck…next F150 still a year away
• Limited budgets – big broadcast plan not possible (normal course of action)
• 30 years of Truck Leadership at stake!!!
Truck Leadership Campaign
Half – In-Dealership Support (Truth About Trucks)
Half – Online campaign targeting in-market truck shoppers with SM
Did This Actually Drive Sales?
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FMC LeadManagement DIGITAL TEAM 15
So…What Happened?
Other Insights:• Vehicle Disposed (conquest vs. repeat)• Share of Garage (other sales opportunity)
Light-Truck Sales
F series 690,589 Total Ford
division 1,500,347
Silverado 618,257 Total
Chevrolet 1,388,546
2007 YTD12 mos. 2007
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FMC LeadManagement DIGITAL TEAM 16
Thank You
Scott Jones Automotive Sales Manager
Specific Mediawww.specificmedia.com
603.580.1006 / [email protected]