HYUNDAI 2016 UPFRONT
September 25, 2015
Giving Hyundai a head start in 2016
Handing-off to HyundaiUSA.com at early points in shopper research
Owners
Home Page
Section & Segment
Home Pages
Introduce & Inform – HOME PAGE SHOWROOM XL
Boost awareness with a prominent, native unit on our most popular page
•
Customizable
billboard in line with
KBB.com’s Home
Page content
•
Includes photo and
feature call-outs that
click out to
HyundaiUSA.com
Mocks are concept only. Actual design and layout of product is subject to change upon production.
Introduce & Inform – HOME PAGE SHOWROOM XL
Boost awareness with a prominent, native unit on our most popular page
1
Customizable billboard unit for HOME PAGE SHOWROOM XL advertiser only
2
Link and photo click out to HyundaiUSA.com
3
Feature call-outs click out to HyundaiUSA.com
1
2
3
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Mocks are concept only. Actual design and layout of product is subject to change upon production.
Integrated Efficiency – SECTION & NEW CAR SEGMENT SPOTLIGHTS
Promote various messages to undecided shoppers broadly or by segment
•
Native traffic driver
on shopper home
pages and/or
segment main
pages
•
Click out to relevant
content on
HyundaiUSA.com
Mocks are concept only. Actual design and layout of product is subject to change upon production.
Relevance & Influence – TRADE-IN EVALUATOR
Use real-time data to grab owners’ attention and introduce new Hyundai models
•
Calculates the cost
of a new Hyundai
after owner trades-in
their current vehicle
•
Targeted to Hyundai
and competitive
owners
•
Designed by
KBB.com with native
look and feel
Mocks are concept only. Actual design and layout of product is subject to change upon production.
Relevance & Influence – TRADE-IN EVALUATOR
Use real-time data to grab owners’ attention and introduce new Hyundai models
1
2
3
4
Standard Hyundai
MRECs appear along
the owner’s valuation
path
2
1
On the pricing page, the
unit calculates the
owner’s monthly
payment for a new
Hyundai, post-trade-in
Owner can click out to
HyundaiUSA.com to
learn more
Owner can also edit
inputs to see a more
customized monthly
payment
Mocks are concept only. Actual design and layout of product is subject to change upon production.
3
4
Built-in Opportunity – OWNERS TEXT LINK
Target and reach shoppers at an early stage in the research process
•
Integrated Hyundai
links at every step of
an owner’s valuation
process
•
Introduce a relevant
Hyundai model and
send interested
owners to
HyundaiUSA.com
•
Available for
retention and
conquesting
Mocks are concept only. Actual design and layout of product is subject to change upon production.
Built-in Opportunity – OWNERS TEXT LINK
Target and reach shoppers at an early stage in the research process
1
Text link integrated throughout owner’s valuation path pages
2
Additional text link available on final pricing page
2
1
Mocks are concept only. Actual design and layout of product is subject to change upon production.
APPENDIX
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KBB.com Is the Top Online Source Among New and Used
Car Buyers
4 in 10
*NEW* car shoppers use
Kelley Blue Book
6 in 10
*USED* car shoppers use
Kelley Blue Book
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Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: You mentioned using the Internet while shopping for your vehicle. Please tell me if you used any of the following websites?
Base: New car purchasers who used the Internet while shopping for vehicle, Used car purchasers who used the Internet while shopping for vehicle
Top Reasons for Internet Research Align with Top Activities
on KBB.com
Primary Reasons Used Internet1
62%
Research car pricing
60%
Compare different models using reviews, options or pictures
55%
Find actual vehicles listed for sale
39%
Find out what your current car is worth
38%
Locate a dealer or get dealer info
31%
Find info on special offers
21%
Determine how much I could afford to spend
20%
Request dealer price quote
10%
Find a private seller of a vehicle you wanted to purchase
Other
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1%
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
1. Q: Which of the following are primary reasons you used the Internet when shopping for your [insert make and model]?
2. Q: For each of the websites you used that are shown below, please indicate which you used to [insert each task]?
Base: KBB.com visitors
Top 3 Activities on
KBB.com2
Over 18M
Unique Visitors Every Month1
KBB.COM IS THE MOST USED 3RD PARTY SITE
AMONG NEW AND USED VEHICLE BUYERS2
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1: KBB Web Analytics (All Platforms – monthly average for the full year 2014)
2: 2015 IHS/AutoTrader.com Automotive Buyer Influence Study
Base: New Buyers (953), Used Buyers (691)
For nearly 90 years, KBB.com has been The Trusted
Resource® for pricing and valuation information
Harris Poll’s
Online Auto Shopping
BRAND OF
THE YEAR
MOST SEARCHED
vehicle shopping brand
on Google year after year2
for 4 consecutive years1!
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1: KBB.com received the highest numerical Equity Score among Online Auto Shopping brands included in the 2014 Harris Poll EquiTrend® Study. Please go to www.B2B.KBB.com for further details.
2: Google Insights. http://www.google.com/trends/ Annual Search Terms for Vehicle Shopping (2015 YTD is Jan-Apr). Note: spellings are auto-crrected effective 2012.
KBB.com Shoppers Are More Engaged
More time spent and pages viewed than our competitors
KBB.com vs Competitive Time Spent1
(Average minutes per visit)
5.9
5.8
3.4
5.9
minutes per visit1
8.5
pages per visit1
3.6
3.3
83%
2.1
of KBB.com users are engaged in
research activities2
KBB.com
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Yahoo Autos
Edmunds
Autoblog.com U.S. News Best
Cars
TrueCar
1: ComScore Media Metrix – January 2015 (Multi-Platform)
2: KBB.com Omniture – 2014 Annual Research Share (mobile excluded)
When returning to the market to shop for a new vehicle,
70% of consumers intend to shop for different makes1
27% had the body
style of the vehicle in
mind but not make or
model
15% had a certain
class of vehicle in
mind but not make or
model
10% had certain
features in mind but
not make or model
Over half of car buyers have attributes in mind when
shopping for their next vehicle, but not a specific make.
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1: 2015 IHS/AutoTrader.com Automotive Buyer Influence Study
Q: Thinking back to when you first considered purchasing a vehicle, which of the following best describes your purchase intention?
*Asked on Web Surveys Only
Base: All Buyers = 1216
And the longer they've owned the make, the less likely
they will consider the same brand as their next vehicle
2014 Midsize Sedan Example:
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Source: KBB.com Market Intelligence Shopping Activity Q3 2014
•
Shopper Loyalty To Brand
Diminishes With Each Passing
Model Year
•
The Largest Decline Happens
Within the First and Second
Years of Ownership
•
Shopper Loyalty Rate Flattens
After Five Years of Ownership
Brands lose market share when their existing owners
defect to a competitive brand
OEMs are driving aggressive conquest programs to gain market share…
…and it’s working!
“"We're getting a lot of new,
conquest buyers out of imports
and domestics.”
41%
- Jim Morrison, Jeep Marketing Director
43% improvement
in market share2
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of repeat car buyers purchase
a brand they have never
owned before1
1: 2015 IHS/AutoTrader.com Automotive Buyer Influence Study
Q: Was this the first time you have ever purchased a vehicle? Q: Prior to this [insert make], had you ever owned a [insert make] before?
Base: Repeat Buyers = 2140
2: IHS Automotive. June 2014. http://press.ihs.com/press-release/automotive/loyalty-drives-us-automotive-market-share-gains-according-ihs-automotive
KBB’s Unique Value – Owner Retention
KBB is the first destination for shoppers returning to the market
Beginning their search by checking
their current vehicle value
•
76% of visits to the Owners Homepage
originated from an organic search or direct visit*
•
Typically more time to influence
- 90 days from purchase
•
75% of visitors who visited New Car section and
Owners section, visited Owners 1st
What’s
my car
worth?
What will
my next
vehicle
be?
What should I
pay for my
next vehicle?
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1. Kelley Blue Book Web Analytics. Visits to Owners Section for the full year of 2014.
2. BB.com Combined User Profile 2014
Comparison: Owners vs New Car Shoppers
New Car Shoppers
Owners
Owners
Advantage
Researching their next
vehicle or deciding which
vehicle is best for them
Looking for the value of their
current vehicle
Limited awareness of new vehicles and
are more susceptible to advertisement
In-market with likely a solid
consideration set
Just entering the purchasing
path, pre-market
Shape opinions early on
Shopping profile based on
new vehicles researched
Shopping profile based on
current vehicle history
Able to provide more relevant,
personalized messaging using Owner’s
data
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Make the most impact through an impressionable
audience of pre-qualified shoppers
Actively
determining what
they can afford
Engaging in
research activities
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1: 2014 KBB.com Combined User Profile.
Preparing for
transaction
3+ months away
from purchase1
THANK YOU!
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