This document provides an overview of various digital media capabilities for advertising a car dealership online, including search engine marketing, display advertising, social media, and video platforms. It discusses targeting options, ad formats, and best practices for each channel like focusing SEM keywords on car models, using :15 second video ads on YouTube, and promoting posts to Facebook newsfeeds 15 times per month. The goal is to find and engage qualified potential customers across multiple online channels.

1. Digital Media Capabilities

2. Media Tools

3. • Over 16+ clients currently
running AdWords & Bing Ads
Campaigns
• 4 Google AdWords Certified
buyers in house
• Average CTR of 1.63% between all
accounts running
3
Search Engine Marketing Overview
• Link Google AdWords to existing Google Analytics
for more in-depth look at website metrics

4. 4
How We do SEM
In-Depth Analysis of Dealer Website
mirror SEM campaign layout to the layout of the dealer’s website
Ad Group Organization
group car models into ad groups that will have specific keywords, ad copy, and landing pages
Keyword Research
develop a list of individual keywords for each campaign based on what car intenders are searching
Ad Copy Writing
different ad copy with call to actions for each ad group - copy can change at any time
during the month to reflect changing sales incentives
Daily Maintenance
campaign is monitored everyday by our team to ensure your budget is being spent to yield the
best possible results - keywords and ad copy are optimized every week to ensure your ads are
being seen by those car intenders searching for information online

5. 5
Display Site Re-Targeting
Serve Ads to users who have visited your website, after they exit
and are on a new webpage
Joe visits Toyota.com and
searches Camry
Network identifies him
as a Camry Shopper
Future web surfing delivers
Toyota Camry Ads

6. 6
Display Behavioral Targeting
Demographics Data Purchase Data Lifestyle DataHealth Data
Use consumer data to identify qualified new
customers within a radius of a dealer.
Use offline and online data to better
redefine your audience- via mobile & desktop
 Targeted BEHAVIORALLY to reach the
right audience & eliminate waste
 Targeted GEOGRAPHICALLY so that
the impression is served precisely
where we intend
 Targeted CONTEXTUALLY to put your
ad in and around the best content to
maximize action

7. Pandora offers great targeting
options to reach your audience
effectively with
ZERO WASTE
Ads can be served based on age,
gender and location.
Less than 2 minutes
of ads every hour on Pandora
versus 9 minutes average on
terrestrial radio.
7
1,000+ Pandora combatable devices
Reach consumers throughout their day
at home, at work & on the go
Benefits of Pandora
• Uncluttered Environment
• Higher Recall
• Positive Brand Associations
Ads can be served based on age,
gender, location and music genre.

8. 8
How We do Pandora
* Triton Digital May 2013
Geographic Areas
that Can be Targeted:
• State
• DMA or MSA
• County
Spots can Run :15s or :30s
Intermark Recommends :15s
based on message retention and
listener engagement
Purchasing Only:
Web Audio w/ Display
Mobile Audio w/ Display
Audio Everywhere can
be played where
Pandora is Streamable-
in the car or through a
TV, where a listener
cannot click on your ad
Our Nielsen Scarborough
Research Data can figure out
what percentage of your
target like A25-54 living in
Columbus, GA have listened
to Pandora in the past 30 days
versus the DMA
74% of all internet radio happens on Pandora*

9. 9
Users spend more time on
Facebook than other sites.
Generates higher brand resonance
that other online ad campaigns.
Source: Nielsen Brand effect norms, May 2012

10. 10
How We do Facebook
Desktop
Newsfeed
Sponsored Ads
Mobile
Newsfeed
Sponsored Ads
We only buy premium ad position- sponsored posts in Desktop Newsfeed & Mobile
Like for a 15% frequency- reach potential consumers 15 times a month with a message
Targeting Options: Gender, Age, Education, Ethnicity, Generation, Life Events, Interests, Behaviors

11. 11
Pre-Roll
In-Stream Ads
Recommended for You
Next Video Suggestions
Only pay when someone chooses to
what your ad- don’t waste money
advertising to people who aren’t
interested in purchasing a car
Zero in on the right people based on who
they are, where they’re located & what
they’re interested in
Show Up Across Devices-
desktop, mobile, and tables. Wherever
the consumer is, your video ads can
reach them

12. 12
How We do YouTube
Video Length
Recommend :15s videos to ensure a user will watch the entire video message
Targeting Capabilities
Gender, Age, Geography, Interest
Placement Targeting
Target specific YouTube channels or videos for your ad OR negatively target specific YouTube
Channels and videos
Create a YouTube channel to generate positive
brand awareness across your target audience.
A free and simple way to share footage of the
dealership, it’s inventory & employees
A great way to showcase the dealer’s amenities &
services offered.

13. 13
Promoted
Trends
Promoted Tweets within Feed
Promoted
Account

14. 14
Twitter uses advanced targeting
capabilities to reach your target
audience.
Advertisers can target by:
Interests
Gender
Geography
Keywords in tweets
How We do Twitter
• Promoted Tweets cause stronger
message association.
• Promoted Tweets cause
stronger brand favorability.

15. OF AUDIENCE IS 18-49
AVG AGE 39
25-54 AUDIENCE AVG HH INCOME
31% HHI OVER $100K

16. How We do Hulu
Targeting
Reach 18-49 “cord cutters” while they watch their favorite TV shows
Video Length
Recommend :15s spots to keep view interested and engaged
Video Options
Ad Selector, :15s or :30s Video Commercials, :07 Short Form Commercial, Custom Video, Slates
Lots of advertising options for various budget sizes

17. Anything Else?
Email Newsletter
Display Network
Advertisements inside e-Newsletters
Hundreds of newsletters in the network
Buy the Person, not the Newsletter
“Opt In”- Subscriber wanted this letter
In-App Mobile
Advertising
Advertising in already
downloaded Apps on
a user's smartphone
Targeting based on
Interests & Lifestyles
and Apps
downloaded
LinkedIn Display
Targeting based on Location, Job Title,
Company Size, Degree Received
Negative targeting based on same factors