ADP Digital Advertising Program Management for Car Companies (OEM) and Enterprise Class Retail Organizations

1. Car Companies and their Dealer Network Marketing Structures Total Marketing and Advertising Impact in the Marketplace

2. Source: DoubleClick Touchpoints III Why does automotive advertising have less impact on showroom traffic in 2009 as it did in 1999?

3. “ Which one of these information sources was most important when making decisions about buying your vehicle?” R.L. Polk 2008 Why does automotive advertising have less impact on showroom traffic in 2009 as it did in 1999?

4. ¹ IDC Study, U.S. Consumer Online Behavior Survey Results 2007 ² 2008 National Automobile Dealers Association Data Why does automotive advertising have less impact on showroom traffic in 2009 as it did in 1999?

5. OEM’s each face considerable challenges in an automotive marketplace where their consumers now turn to the web when gathering information used to decide what brand and model vehicle to buy… … and where they will buy it! Dealers do not currently have the skills and know-how needed to advertise effectively online, but they continue to be masters at using advertising media that is no longer cost effective. Tier 3 Advertising spend dwarfs Tier 2 and even Tier 1, so Car Companies that educate their dealers the best, will win market share. Why do car dealers continue to spend over 85% of their advertising budgets on offline media? - NADA 2009 Car Company Marketing Dilemma

7. ADP A d Network Provides Scalable Tier 3 - National Reach with Local Geotargeting delivers Lower Costs

8. ADP Places Dealer Ads on Thousands of Relevant Sites when Local Car Buyers visit them…

9. ADP uses Behavioral Targeting and Retargeting to show Dealer Ads to Car Buyers… On Automotive Sites and when they Visit Non-Auto Sites.

10. Google Search Engine Advertising Also called Cost-Per-Click (CPC) and Pay-Per-Click (PPC), Google calls Search Ads: “Sponsored Links”

12. Search Campaign Tracking & Reporting - Sent to Dealers and OEM Stakeholders

13. Search Placement / Keyword Report - Dealers and OEM Stakeholders

14. Omniture Post-Click Reporting Dashboards - Tracking code can be installed within any site, regardless of supplier

15. Organic to Paid Keywords Report - Allows Optimization of Dealer Spend by Eliminating Redundant Bids

17. HitWise Competitive Analysis: Clickstream

18. HitWise Competitive Analysis: Search Terms

19. Compete, Inc. – Unique Visitors

20. Google AdPlanner and Keywords by Site Trends - Extends Search Effectiveness to Display Advertising on Websites

22. Dealer Dashboard – Tying it all together - Aggregated by Nation, Region and Zone for OEM

25. Cost Recovery Analysis of an OEM Digital Advertising Program Revenue Share