February 17 2016 Jason the 718 Media Target is likely to conduct research on KBBcom comScore Plan Metrix Key Measures Dec 2015 2 Male Age 3554 Bachelors degree or higher HHI of 100K ID: 778373
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Slide1
2017 Porsche 718 boxster launch opportunities
February 17, 2016
Slide2“Jason”, the 718 Media Target, is likely to conduct research on KBB.com
comScore Plan Metrix Key Measures, Dec 2015
2
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Male
Age 35-54
Bachelor’s degree or higher
HHI of $100K+
Slide3KBB.com presents unique opportunities to reach “Jason” with Porsche’s Work Hard, Play Hard approach
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Slide4Create unexpected playful touchpoints
10 Favorite Convertibles Sponsorship
Homepage Rotating Content Module
KBB TV Roku Sponsored Playlist
4 |
Slide5“10 FAVORITE CONVERTIBLES” SPONSORSHIP
Boost consideration by surrounding relevant editorial for the 718 Target
5
*Rank within the list to be determined by editorial
Mocks
are concept only. Actual design and layout of product is subject to change upon production
.
All-new “Top 10 List” written by editors that will include Porsche 718 Boxster*
Exclusive ownership of leaderboard and MREC for Boxster
List publishing date and promotion will coincide with campaign flight for maximum exposure
Slide6Sponsor's
ads in ‘Top 10' deliver
up to 2.8x
benchmark
Despite low
ranking on list, advertiser’s model steals attention from #1
Source: DFP-P Data ‘Top 10 Best Sedans Under $25,000” Placements – 1/1/2014 – 1/26/20142.8x lift vs
CTR
Benchmark
Benchmark
.091%
Overview
Page
Sponsor’s
Page
#1 ranked model
Slide7HOMEPAGE ROTATING CONTENT MODULE
Prominent homepage placement within a native site experience
7
Sponsored placement in the Homepage Rotating Content Module, one of KBB.com’s most effective traffic drivers for site content
Users can click to
718 Boxster
content on KBB.com or on
Porsche.com
Mocks are concept only. Actual design and layout of product is subject to change upon production
.
1.
IPG Media
Labs
Survey
,
http://www.sharethrough.com/downloads/Sharethrough-IPG-Research-OneSheeter.pdf
52%
Native ads are viewed
more than banner ads.1
Slide8HOMEPAGE ROTATING CONTENT MODULE
Prominent homepage placement within a native site experience
8
Mocks are concept only. Actual design and layout of product is subject to change upon production
.
Sponsor occupies third slot in Rotating Content Module and takes over the main header space above when selected
Large sponsor photo
Sponsor copy and link to OEM site with native look and feel
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Slide9KBB TV ROKU SPONSORED PLAYLIST
Excite the 718 Target on bigger screens using KBB TV’s growing Roku channel
9
Mocks are concept only. Actual design and layout of product is subject to change upon production
.
*Due to its recent launch, final KBB TV menu design and integration of Porsche videos are subject to change
Porsche videos integrated into KBB TV’s “Performance” playlist on Roku
Viewers can play Porsche videos individually from menu or watch them as they appear throughout the playlist*
Porsche videos would be KBB.com’s 718 Boxster review and Porsche.com content
Slide10Use innovative placements to maintain Porsche’s prestige
KBB.com shoppers’ perceptions are steady but slightly trending downward
Source: KBB BrandWatch, Q4 2015
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Slide11Disrupt more serious pursuits with reminders of fun
Inform & Impress Filmstrip
Video Toolbar
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Slide12IMPRESS & INFORM FILMSTRIP
Capture competitive shoppers by combining emotion and expertise
12
Custom rich media experience combining branded visuals with KBB.com editorial
Shoppers can view multiple quotes and images by clicking down to reveal a new panel
Available for conquesting on desktop and segment-targeting on mobile (via tap-to-expand MMA)
Mocks are concept only. Actual design and layout of product is subject to change upon production
.
Slide13Ads
t
outing KBB.com accolades exceed benchmarks
Targeting with a credible and relevant message multiplies
engagement
Tout ad:
One of KBB.com’s “10 Best
Xs
” of 2015
Tout Ad:
Named a KBB.com “10 Best
Xs
” of 2015
Run of Category (Contextual) –
Targeted to most relevant shoppers
Source: DFP-P Data – Jan 1,’14 – Jan, 31,’14 *Benchmarked Against: OEM Advertisers (2013) ‘Run of Site’
Tout ad:
One of KBB.com’s “10 Best
Xs
” of 2015
Slide14Interactive experiences within larger ad spaces can deliver strong CTRs
14
*Size of Typical Owners
Model
MREC
Filmstrip
CTR: 0.37
%
Owners
Model MREC
CTR:
0.17
%
Filmstrip more than
2.2X
better than Benchmark
Source: DFP
Benchmark: Conquest Owners Model MREC on KBB.com Model Pricing Page (non-Jaguar) Jan-June 2015 (0.17%)
Slide15VIDEO TOOLBAR
Generate interest for Porsche using motion within a proven placement
15
Enhanced TOOLBAR featuring video-like animation to draw shoppers’ attention
Click launches overlay to view full video, with an opportunity to click to Porsche.com
Flexible targeting for general awareness or retention/conquesting
Mocks are concept only. Actual design and layout of product is subject to change upon production
.
Slide16Conquesting is vital to growing Boxster’s pool of considerers
Source: Omniture
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Slide17Opportunities to conquest also exist outside of Boxster’s usual competitors
The highest rate of competitive ownership among Boxster shoppers is the BMW 3 Series, which has strong traffic volume
Source: Omniture
Slide18Source: KBB Porsche Survey, N=120
Q:
Overall, what brand do you feel comes closest to Porsche when it comes to driving performance?
BMW in particular is perceived as having the closest quality of driving performance
Slide19Support Fun and Thrilling media engagements
Owners Homepage Takeover
360 Hot Spot MREC
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Slide20OWNERS HOMEPAGE TAKEOVER
Entice potential shoppers at an early influence point with impactful video
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Exclusive ownership of Owners HP Billboard, Wallpaper and MREC
Upon page load, Billboard auto-plays :07 clip of the 718 Boxster to grab Owners’ attention
Billboard can then feature multiple videos to view in full
Mocks are concept only. Actual design and layout of product is subject to change upon production
.
Slide21OWNERS HOMEPAGE TAKEOVER
Entice potential shoppers at an early influence point with impactful video
21
*Final design of INTEGRATED BRAND CHANNEL would differ slightly due to preset template
Mocks
are concept only. Actual design and layout of product is subject to change upon production
.
Auto-play video for :07 in Billboard
Billboard then includes multiple messaging opportunities via tabs
(similar experience also available on
Porsche make page
via
INTEGRATED BRAND CHANNEL
offering*)
Clickable wallpaper
MREC included
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Slide22Returning shoppers are just entering the purchase path and are…
Checking their current vehicle value on the Owners Homepage
76% of visits to the Owners Homepage originated from an organic search or direct visit
1
Further away from purchase
70% of surveyed visitors to the Owners Homepage indicated they were more than 3 months away from purchase2
KBB.com is the first destination for shoppers returning to the market1. Kelley
Blue Book Web Analytics. Visits to Owners Section for the full year of 2014.
2. KBB.com
Combined User Profile
2014
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Slide23360 HOT SPOT MREC
Captivate shoppers with compelling vehicle details in an engaging manner
23
Highly interactive custom unit that allows shoppers to explore 360 degrees of the 718 Boxster’s interior and exterior
Shoppers click and drag their mouse to seamlessly explore the vehicle
Includes “hot spots” to provide additional info on key features upon hovering
Mocks are concept only. Actual design and layout of product is subject to change upon production
.
Slide24360 HOT SPOT MREC
Captivate shoppers with compelling vehicle details in an engaging manner
24
Mocks are concept only. Actual design and layout of product is subject to change upon production
.
Arrows encourage shoppers to click and drag their mouse to view 360 degrees of the vehicle
Hot spots draw attention to key vehicle features
Upon hover, additional information or KBB.com quotes about the feature appear
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3
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Slide25Use custom solutions to help stabilize perceptions of Porsche’s styling and comfort
Exterior styling is slightly trending downward while driving comfort fluctuates
Source: KBB BrandWatch
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Slide26Thank you!
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