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ONLINE DISPLAY ADVERTISING

- WHAT IS ONLINE DISPLAY ADVERTISING?
- CUSTOMER TARGETING
- PUBLISHER NETWORK
- PRIME REAL ESTATE
- PERFORMANCE-BASED CREATIVE
- ANATOMY OF AN ONLINE DISPLAY ADVERTISEMENT
- THE ODA PROCESS
- PRIMARY AND SECONDARY OFFERS
- FRANCHISE COLORS AND FONTS
- GLOSSARY OF TERMS
PREPARED BY TIER|10 MARKETING
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Online Display Advertising (ODA) and traditional advertising methods like TV, newspaper
and radio have many parallels. A good TV commercial will increase brand exposure, drive
trafc to the dealership, and promote brand recall among potential car buyers. ODA is no
different. However, ODA does present dealers with a handful of benets that traditional
mediums do not.
ODA lets the advertiser deliver an easily adjustable message to an acutely targeted
audience at a fraction of the price of traditional media. In addition to these benets, ODA
campaigns can be measured with much more detail than traditional methods. Tracking
clicks, impressions, and other interaction metrics in real time is invaluable when it comes
to measuring the success of your campaign. When done properly, ODA increases brand
awareness, drives trafc, builds trust, and ultimately sells cars.
However, as is true with any new advertising medium, ODA is equipped with pitfalls and
wrong turns that have the potential to cost advertisers time and money. In response,
Tier10 Marketing developed a turnkey process called Performance-Based ODA that lets
dealers experience the benets of online display advertising while avoiding inherent risks
associated with advertising in the digital age.
EXECUTIVE SUMMARY
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TABLE OF CONTENTS
WHAT IS ONLINE DISPLAY ADVERTISING? . . . . . . . . . . . . . . . . .
CUSTOMER TARGETING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
PUBLISHER NETWORK . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
PRIME REAL ESTATE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

PERFORMANCE-BASED CREATIVE . . . . . . . . . . . . . . . . . . . . . . .
ANATOMY OF AN ONLINE DISPLAY ADVERTISEMENT . . . . . .
THE ODA PROCESS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

ODA PRIMARY OFFERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

ODA SECONDARY OFFERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
FRANCHISE COLORS AND FONTS . . . . . . . . . . . . . . . . . . . . . . . .
GLOSSARY OF TERMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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WHAT IS ONLINE DISPLAY ADVERTISING?
Faturs ovr C,CCC o th most trancko sits on th wb
Laoing ao srving ntwork ano auoinc targting platorm in th automotiv inoustry
lncluos ovr 54C top automotiv wbsits incluoing 7 o th top 25 ranko automotiv
resource sites
Provio otailo rporting mtrics that allow or unparalllo campaign optimization
Ad Serving Platform
Audience Targeting Methods
Performance-Based Results
Contextual
Trafc
Behavioral
Phone Calls
Contextual
Branded Search
Geographic
Brand Recall
Retargeted
Consumer Trust
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BEHAVIORAL TARGETING
An audience targeting method that refers to the placement of ads based on individual
consumer web browsing data, collected by the ad serving network, relative to your
automotive campaigns.
CONTEXTUAL TARGETING
An audience targeting method that refers to the placement of ads on a particular website,
based on the content of the site, relative to targeted keywords for your campaign.
DEMOGRAPHIC TARGETING
An audience targeting method that refers to the placement of ads based on population,
education, income and other demography metrics.
GEOGRAPHIC TARGETING
/n auoinc targting mthoo that rrs to th placmnt o aos baso on city, stat, zip
code, or region of the country.
RETARGETING
An audience targeting method that is used to serve online display ads to web users
who have had historical interactions with your website, display ad, or email marketing
campaigns, to remarket and increase message frequency with your target audience.
CUSTOMER TARGETING
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Experience in the Automotive Industry
The Tier10 ad serving network encompasses over 10,000 of the most trafcked sites on
the web, and it is the leading ad serving network and audience targeting platform in the
automotiv inoustry. ln total, th ntwork incluos ovr 54C top automotiv wbsits,
incluoing all OEM wbsits ano 7 o th top 25 comScor ranko automotiv rsourc sits.
Audience Segmenting & Targeting
The Tier10 ad serving platform generates consumer behavior data that helps ad placement
technicians reach an acute target market within a particular dealers DMA. For example,
the audience targeting software can provide a breakdown of individuals within the Tier10
ad serving network who are likely to express interest in Asian Import vehicles based on
past internet usage. This information is then used to serve an advertisement for a Hyundai
Sonata on those particular websites. This behavioral targeting data is paramount to the
success of all ODA campaigns.
Participating Websites in the Tier10 Ad Serving Network:
PUBLISHER NETWORK
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Tier10 targeted display ads occupy prime real estate on the World Wide Web. Below are
just a few examples of the competitive space that your ads are served on.
PRIME REAL ESTATE
Automotive Websites
Entertainment Websites
Business Websites
Popular News Outlets
Sports Websites
Weather Websites
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Online Display Ads & Offers
Dealers receive nine (9) unique display ads per month from Tier10. Each ad features three
(3) custom offers.
Ad Sizes
TirC oisplay aos com in thr (3) protrmino sizs:
- 160 X 600
- 3CC X 25C
- 728 X 9C
Rotating Offer Format
Each ao is animato to oisplay ors in th ollowing ormat:
Offer 1 3.1 seconds
Offer 2 3.1 seconds
Offer 3 4.3 seconds
All ads feature a built-in pause at the beginning of the ad sequence. This allows the page
to load so that no part of the ad is missed by the viewer.
Compliance Requirements
Our online display ads are designed to feature enough information to satisfy all
manufacturers compliance needs.
Web-Safe Colors
All colors in the ad are generated using a web-safe color palette. This allows for fast load
times and ensures representation across all devices/screen types. Using the manufacturers
color provides continuity across advertising mediums and promotes brand recall.
Other Notable Design Features
While the entire ad is clickable, distinct separation of the footer portion acts as a reminder
to the user that they can click on the ad at any time and be taken to the dealers site. The
border of the ad acts as a barrier between the online display advertisement itself and the
site that the ad is being displayed on.
PERFORMANCE-BASED ODA
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The graphic below is a dissection of the components that make up a display ad. The display
ad layout is designed based on historical performance, compliance requirements, and
industry standards of excellence.
ANATOMY OF A PERFORMANCE-BASED
ONLINE DISPLAY ADVERTISEMENT
Border, Color 1
(edging color to seperate
ad from page it is placed,
contrasts to body and footer
colors, never white)
Dealer Logo/DBA
Offer
Core Vehicle
(always same as vehicle featured
in offer, 1 vehicle only)
Call to Action/Link to Offer
(contrasting color to footer,
usually black or grey)
Brand Logo(s)
Body, Color 2
(primary ad color, usually
manufacturers color)
Footer, Color 3
(strong contrast to body
color, usually white, black, or
a grey)
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The Performance-Based ODA program is a turnkey solution for dealers who want clean,
compelling, and OEM compliant advertisements that convert viewers into sales and service
businss opportunitis. This is how th campaign cration procss works:
Step 1
Slct a buogt or th campaign. / minimum buogt o $5,CCC is ruiro.
Step 2
Select three (3) core vehicle models, one (1) primary sales offer, and two (2) secondary
sales offers to be featured in each ad.
Civic CRV Accord
Primary Offer Low Price Payment Low Price Payment Low Price Payment
Secondary Offer Low APR Low APR Low APR
Secondary Offer $ off MSRP $ off MSRP $ off MSRP
Step 3
The graphic artist creates nine (9) unique display ads. Each unique ad rotates through the
(3) oalr-slcto ors on a 5-scono cycl.
Civic CRV Accord
160X600 Low Payment | Low
APR | $ off MSRP
Low Payment | Low
APR | $ off MSRP
Low Payment | Low
APR | $ off MSRP
300X250 Low Payment | Low
APR | $ off MSRP
Low Payment | Low
APR | $ off MSRP
Low Payment | Low
APR | $ off MSRP
728X90 Low Payment | Low
APR | $ off MSRP
Low Payment | Low
APR | $ off MSRP
Low Payment | Low
APR | $ off MSRP
Step 4
The nished ads are blasted out through a vast network of high trafc websites in the
dealers DMA.
THE ODA PROCESS
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ODA PRIMARY OFFERS
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ODA SECONDARY OFFERS
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FRANCHISE COLORS AND FONTS
MAJOR BRANDS
ACURA
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Font: Vroana
AUDI, CHRYSLER, DODGE & JEEP
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Font: Hlvtica
HONDA
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcoghi|klmnoprstuvwxyz
Font: Gotham HTF
FORD, HYUNDAI & KIA
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcoghi|klmnoprstuvwxyz
Font: Gotham HTF
MERCEDES BENZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Font: Corporat /
NISSAN
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Font: Nissan /G
TOYOTA
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Font: Hlvtica
FONTS USED COLORS USED
Navy Blue
Medium Gray
Honda Blue
Medium Grey
Red
Red
Black
Black
Navy Blue Light Grey
Light Grey
Black
Black
Black
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Action Tag Predened code, embedded in the HTML code of a webpage, which enables
advertisers to track website visitor activity.
Ad Network An advertising company that administers advertising sales, billing, serving
and collection for websites. Ad networks often aggregate sites into specic categories
or demographic groups. They then sell ad inventory to advertisers either to specic sites
within the networks, specic categories or demographics, or via a run of network buys that
target all sites within the network. Ad networks can sell ad inventory on CPM, CPC, CPA
and other revenue models.
Audience Segmenting The process of dividing people into similar subgroups based
upon dened criteria, such as demographics, product search behavior, media use or
psychographics. Audience segmentation is used so that advertisers can design and tailor
products and services to market to targeted groups.
Audience Targeting See behavioral targeting, contextual targeting, demographic
targeting, geo-graphic targeting, and retargeting.
Banner Ads A slang term often improperly used to describe online display advertising.
In actuality, the term refers to a graphical web-advertising unit, typically measuring 468
pixels wide and 60 pixels tall.
Behavioral Targeting An audience targeting method that refers to the placement of
ads based on individual consumer web browsing behavior, collected by the ad serving
network, relative to your automotive campaigns.
Brand Lift The percentage increase in the primary marketing objective of a brand
advertising campaign
Brand Recall Brands are said to have recall if that brand comes to consumers minds
when its product class (DBA) is mentioned.
Branded Search Search terms that include the brand name in the query. For example,
John Smith new car inventory is a branded search for John Smith Automotive.
Click Sometimes called a click-through; occurs when a user sees your ad and clicks on
your display advertisement, leading them to your website landing page.
GLOSSARY OF TERMS
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Consumer Trust Building relationships, with consumers, through trustworthy dialogue
and unbiased information, in order to increase brand trust and decrease risk to the buyer.
Contextual Targeting An audience targeting method that refers to the placement of ads
on a particular website, based on the content of the site, relative to targeted keywords for
your campaign.
Cookie A small text le sent from the web server to the viewers computer that stores
anonymous information about the user and the users viewing habits (for example,
frequency of use, last visit, or sites visited). This information lets ad networks track website
use, impressions, clicks, and other actions and associate them with unique users.
Core Vehicles The 3 vehicle models that account for the largest percentage of a
dealerships business.
Click Conversion A tracked instance in which a site visitor saw a display advertisement
on a publishers site and clicked on the display advertisement, and the landing page for the
display ad loads. These actions cause the action tagembedded in the html code of that
landing pageto load, attributing the website visit to the display advertising campaign.
Cost Per Thousand (CPM) The price an advertiser pays for 1000 displays of a display ad.
Demographic Targeting An audience targeting method that refers to the placement of
ads based on population, education, income and other demography metrics.
Frequency The number of times an average audience member sees or hears an
advertisement. The frequency of a display advertising campaign is based on the number
of times that an IP address is exposed to an advertisement within the campaign timeframe.
IAB Internet Advertising Bureau. The IAB, or Internet Advertising Bureau, is an association
dedicated to helping online, interactive broadcasting, email, wireless and interactive
television media companies increase their revenues.
Impression (Imp.) Each time a display advertisement is displayed on a publishers
website, it is counted as one impression.
GLOSSARY OF TERMS
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Insertion Order - Vrittn authorization to oisplay an aovrtismnt or to broaocast a
commercial. It normally includes instructions regarding the insertion date(s), number of
insrtions in a stato prioo, ao siz (or commrcial lngth), an ao placmnt (or tim
slot). In effect, it is a purchase order and is issued typically through an advertising agency
or a media representative.
Landing Page - A landing page is the advertisers web page that a user is directed to after
clicking on a display advertisement.
Leader Board - / graphical wb-aovrtising unit, typically masuring 728 pixls wio ano
90 pixels tall.
Medium Rectangle A graphical web-advertising unit, typically measuring 300 pixels
wio ano 25C pixls tall.
Minimum Spend - Minimum spno or a oisplay aovrtising campaign is $5,CCC.
Online Display Advertising A form of online advertising where an advertisers message
is shown on a destination web page, generally set off in a box at the top, bottom, or to one
side of the content of the page.
Performance-Based ODA Tier10 Marketings online display advertising creative, specially
designed for automotive dealers.
Primary Offer The third offer to appear in your core vehicle display advertisement. This offer
is shown for a total of 4.3 seconds and is the third and nal ad to appear in the offer rotation.
Pre-roll Similar to a traditional TV advertisement, pre-roll is the name given to the adverts shown
bor, ouring or atr onlin vioo contnt is shown. Pr-rolls ar 5 to 3C sconos in lngth.
Publisher An individual or company that owns a venue on which ad space is offered for sale.
Retargeting An audience targeting method that is used to serve online display ads to web
users who have had historical interactions with your website, display ad or email marketing
campaigns, to remarket and increase message frequency with your target audience.
GLOSSARY OF TERMS
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Rich Media Rich media advertisements are display ads (or popups, skyscrapers,
interstitials, etc.) which are constructed using dynamic tools such as Flash, HTML forms,
Java, ASP, Shockwave, JavaScript, or other languages or applications that increase the
appearance and/or functionality of the display ad beyond that which can be achieved with
a static or animated image.
Secondary Offers The rst and second offer to appear in your core vehicle display
advertisement. The secondary offers are shown in rotation for a total of 3.1 seconds each.
Share of Voice (SOV) The proportion of advertising expenditures that are made for a
brand versus competitive brands in their market.
Skyscraper A graphical web-advertising unit, typically measuring 120 pixels wide and
600 pixels tall.
Unique Users, Unique Visitors, Uniques, Unique Impressions Unique users refers to the
number of distinct individuals, as determined by IP address, user login, cookie, or some
combination thereof, who visit a web site or view a display advertisement.
View-Based Conversion A tracked instance in which a site visitor saw a display
advertisement on a publishers site and was delivered an ad impression, but the site visit
does not result in a click or click-based conversion. Instead, that Internet user is tracked
with cookies planted in their IP address and later performs a desired action by landing
on the dealers website. This action is also often referred to as a view-through or a non-
click conversion. These actions cause the action tagembedded in the html code of that
landing pageto load, attributing the website visit as a view-based conversion from the
display advertising campaign.
Wide Skyscraper A graphical web-advertising unit, typically measuring 160 pixels wide
and 600 pixels tall.
Yield In the context of display ads, yield indicates the percentage of clicks divided by
impressions for an ad on a given page.
GLOSSARY OF TERMS