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FMC LeadManagement DIGITAL TEAM 1
Scott JonesAutomotive Sales Manager
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
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
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.
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
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
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.
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
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
FMC LeadManagement DIGITAL TEAM 10
Behavioral: Data is the Name of the Game
Baseball Player Who
is it?
3rd BaseAmericanLeaguerBatting
ChampionKansas City
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
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
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
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?
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
FMC LeadManagement DIGITAL TEAM 16
Thank You
Scott Jones Automotive Sales Manager
Specific Mediawww.specificmedia.com
603.580.1006 / [email protected]