Presented at 3|SHARE's EVOLVE'15 - The Adobe Experience Manager Community Summit on August 18th, 2015 at the Hard Rock Hotel in San Diego, CA. http://evolve.3sharecorp.com

1. AUGUST 17, 2015
KELLEY BLUE BOOK
89-­Year-­Old Company Takes Novel Approach to Content

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Click to edit Master text styles
Second level
• Third level

3. Who are we?
Why are we here?
What is our solution?
AGENDA
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4. WHO ARE WE?
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7. Technology product-focused organization
Balance between “customers” and “consumers”
Values and everything else
Advertising solutions
WHAT WE DO
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8. WHY ARE WE HERE?
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9. • Ad Blockers
• Viewability
• Advertising Performance
• Context & Scale
ADVERTISING LANDSCAPE
Changing Dynamic

10. • Ad blocking usage is on the rise
• Available pre-installed or as plug-ins
• Lost monetization opportunity
• Site served ad experiences mitigate ad blockers
AD BLOCKERS
Who wants ads?

11. Definition:
• Pixel Requirement: 50% of an ads pixels are in view
on a browser
• Time Requirement:
• Display ad in view for at least one
continuous second
• Video ad in view for at least two continuous
seconds
Native Ads not subject to viewability
VIEWABILITY
Did you see the ad?

12. PERFORMANCE
Was the ad effective?

13. CONTEXT AND SCALE
Can you have both?

14. WHAT IS OUR SOLUTION?
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15. We are a custom development organization
Scrum
Full SDLC work did not cover “production” work
KBB TECHNOLOGY
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16. ASP.NET MVC
Microsoft SQL Server
Memcached
Low-latency (RabbitMQ, Simple, HBase)
JQuery
Bootstrap
SASS
Native: Web, Objective-C and Java
Adobe Analytics
TECHNOLOGY STACK
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18. Values and Everything Else
CREATING A HYBRID
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KBB.com
.NET
Application
Static
Cache
Videos
Adobe
Managed
Services
(AWS)
KBB.com
Web
Service
Vehicle
Database
KBB.com end users
Authors

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{
"Title”:"2014 Toyota Avalon”,
"Content”: "<div class="rating-expand">
<h3>The Ratings Tell the Story</h3>
<figure class="rating-bubble”>
<h2>Average Rating</h2>
<h1> 9.3 <small>out of 10</small></h1>
<p>1995-2014 Toyota Avalon Models</p>
</figure>
<img src="http://kbb-aem6-prod.adobecqms.net:80/content/dam/KBB/
avalon/rating-avalon_2014-02.png" />
…”,
"Success": false
}

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Authors
AEM
Author
AEM
Publish
Videos
AEM
Dispatcher
KBB.com cache
AEM
Publish
KBB.com
web
service

24. • Native advertising help to address and meet the needs of the changing
advertising landscape
• Native advertising performance is better than traditional IAB units
• CMS provides scale by empowering multiple people to manage and update
multiple campaigns in real-time.
SUMMARY
How does a CMS and native advertising help KBB?
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25. CMS is different than custom development
Resourcing
Balancing benefits of multiple approaches is the key
External JS and CSS doesn’t always play nice with authoring environment
Becomes a problem when porting content
SUMMARY
Lessons learned

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facebook
facebook.com/kbb
Andy Lapin
andy.lapin@kbb.com
@andylapin
linkedin.com/in/andylapin
twitter
twitter.com/#!/kelleybluebook
linkledin
linkledin.com/kelley-blue-book
Chris Sanchez
chris.sanchez@kbb.com
linkedin.com/andylapin

27. THANK YOU
Any Questions?
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28. Shaking hands: https://www.flickr.com/photos/brianteutsch/48850594
Scrum: https://www.flickr.com/photos/cdm/2336025560
Prius C concept hybrid car:
https://www.flickr.com/photos/30998987@N03/5408767405
IMAGE CREDITS
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