GM Homepage Accelerator
Homepage high impact advertising package that is exclusive to KBB.com. The Accelerator enables the advertisers to utilize multiple ad units to create a single canvas for one continuous message. Advertising package includes synching animation rich-media IAB units.
Technology: DoubleClick API
Technology: DoubleClick API
Ford HP Accelerator
Tablet Redesign
Piloted GM and KBB.com's first HTML5 Tablet-only ad. This unit runs on the HP and includes an expanding creative to capture the attention of the iPad user. It is positioned above the fold and stays anchored there when the user swipes through the site.
The KBB.com tablet experience was redesigned in 2013 to accommodate KBB.com's new tablet experience left-hand "hamburger" menu, which required the ad to be repositioned to the center of the page.
Technology: HTML5
The KBB.com tablet experience was redesigned in 2013 to accommodate KBB.com's new tablet experience left-hand "hamburger" menu, which required the ad to be repositioned to the center of the page.
Technology: HTML5
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Tablet Monetization
Monetized the KBB.com Tablet experience using model targeted interstitial ads for both portrait and landscape mode.
Trade Evaluator Interstitial Ad
This ad unit intercepts users who are gathering the trade-in value of their current vehicle and presents them with an ad that shows them an estimated cost of trading in their vehicle for a new car. The unit instantly educates shoppers about a cost savings they likely had not quantified during the task of assessing their current vehicle's trade-in value and considering a budget for their next vehicle.
Technology: HTML5, JavaScript
Results: The Swap Your Ride Trade Evaluator ran on KBB.com from April 5 to May 31, 2012 and increased consideration for Ford vehicles. Interest of Ford trucks rose among KBB.com shoppers from 44.1% in March before the launch of the Swap Your Ride Trade Evaluator to 58.3% in May. Furthermore, Ford’s lead submissions increased, and the most significant success was the click-through rate for the Swap Your Ride Trade Evaluator which was more than 13 times higher than the average click-through rate for the medium rectangle ad unit in that position.
Reception: Awarded "Best Automobile Online Ad" & "Best Mobile Online Ad" by the Web Marketing Association for Outstanding Achievement in Interactive Advertising in 2013
Technology: HTML5, JavaScript
Results: The Swap Your Ride Trade Evaluator ran on KBB.com from April 5 to May 31, 2012 and increased consideration for Ford vehicles. Interest of Ford trucks rose among KBB.com shoppers from 44.1% in March before the launch of the Swap Your Ride Trade Evaluator to 58.3% in May. Furthermore, Ford’s lead submissions increased, and the most significant success was the click-through rate for the Swap Your Ride Trade Evaluator which was more than 13 times higher than the average click-through rate for the medium rectangle ad unit in that position.
Reception: Awarded "Best Automobile Online Ad" & "Best Mobile Online Ad" by the Web Marketing Association for Outstanding Achievement in Interactive Advertising in 2013
Ford Toolbar Ad
Piloted KBB.com's first toolbar ad which anchors to the bottom of the page and opens to an iFrame overlay.
Technology: Flash
Technology: Flash
Hyundai Genesis
Toolbar with rich media overlay.
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Hyundai Azera Toolbar
Toolbar with video in overlay.
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Mazda Toolbar
Toolbar with framed-in OEM website.
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Nissan ZIP Code Ad
Upper Funnel static ad that displays behind the zip code prompt on KBB.com.
Technology: JavaScript and HTML
Technology: JavaScript and HTML
Toyota "Hub" Microsite
The Toyota Hub is a brand consideration section of the KBB.com website that leverages KBB.com's editorial content to showcase the Toyota brand. The campaign is cross screen (desktop, tablet, mobile). It features entry points throughout KBB.com leading to a Toyota Hub landing page with swipable/scrollable native ad panels and expanding rich media units. Explore the live site here.
Kia/Hyundai Custom Compare Entry points and Landing page
Editorial-based advertising campaign that features homepage entry points that link to a custom built Sponsored Landing Page where users can compare the featured vehicle to similar vehicles. The campaign is geared toward the data-driven consumer. View the live link here.
Technology: HTML and Javascript
Technology: HTML and Javascript
New Car Upgrade
Highly targeted advertising program designed to convert used car shoppers into new car shoppers. Ad uses a recommendation-based algorithm to display new car suggestions within the same price range and vehicle category of the used car that the user is browsing. Ad is integrated into page content, relevant to the user, and educational.
- Tested a total of 4 A/B challenger scenarios. KPIs included: % of traffic conversion into New Car segment vs. Used Car segment, CTR of ads, number of vehicles viewed, and exit rates.
- Created user requirements and mocks for back-end tools to allow dynamic configuration and targeting (price range, position, and category) of sponsored vehicle.
Pre-Roll Video Ad Campaign
Piloted KBB.com's first video player experience and pre-roll monitization efforts for KBB.com editorial video content.
Quarter-long project was achieved under tight deadlines. Project included:
- Creating robust ad targeting strategy to enable advertising to match brands and categories featured in editorial video content
- Testing the advertising creative limits such as max file sizes, file formats, and progressive vs streaming audio to build ad specs
- Testing of VPAID, Skip-able ads, Linear/Nonlinear Ads, Companion Ads, and sponsored playlists and thumbnails
- Integrating with Brightcove API and Doubleclick to enable new advertising functionality
- Collaborating with Engineering and Product teams to write product requirements and manage pilot test roll-out.
Technology: DART + Brightcove API
Quarter-long project was achieved under tight deadlines. Project included:
- Creating robust ad targeting strategy to enable advertising to match brands and categories featured in editorial video content
- Testing the advertising creative limits such as max file sizes, file formats, and progressive vs streaming audio to build ad specs
- Testing of VPAID, Skip-able ads, Linear/Nonlinear Ads, Companion Ads, and sponsored playlists and thumbnails
- Integrating with Brightcove API and Doubleclick to enable new advertising functionality
- Collaborating with Engineering and Product teams to write product requirements and manage pilot test roll-out.
Technology: DART + Brightcove API
