1. Capitalizing on Mobile
Moments that Matter
1

2. Good News for the Industry…
Number of Automotive
Entities Advertising on
Mobile 169%
increas
Auto is theTop 5
e Mobile Advertising
Vertical -- with spend
growing by
236% in 2011
2

3. Bad News For Me…
3

4. None of Us Win With Mobile Ad Spend
Alone
Advertiser Months Advertised
Jan Feb Mar Apr May Jun July Aug Sep Oct
Lexus
BUICK
Chevrolet
Toyota
Mazda
Honda
Kia
Ford
Nissan
Subaru
4
Source: Nielsen Ad Relevance Jan~Oct 2011

5. The Purchase Path Has Changed
5

6. 57%
laptop
ownership
6

7. 53%
smartphone
ownership
7

8. 19%
tablet
ownership
8

9. The Year of Smartphone Came Early for
Kia
9

10. The Way We Engage Has Changed
Surfing on the couch
Searching on the go
Seeking info, deals on the go
10

11. TV and Mobile Are Irrevocably
Connected
70% of
tablet and
68% of
smartphone
owners said
they use their
devices while
11
watching

12. Mobile traffic
surged by 47%
on the day of
Super Bowl
Page views per
visit increased
by 56% during
the same week

13. FLASH POLL
The top 3 most
searched
categories via
mobile devices?

14. Mobile Users Are Looking for Us
% of Overall Google Queries that are Mobile (by category)
Restaurants 29.6%
Autos 16.8%
Cons
umer 15.5%
ele…
 Mobile search is used 32% more than PC search
 Smartphone users search over 20x per month on their phone
 71% of smartphone users have used search after seeing an ad
Source: Google company presentation, Macquarie Capital, March 2011

15. Our Window of Response Has
Decreased
70% mobile searches
result in a call to a
business, visit or
purchase within the same
day
51% of auto searches
result in purchases
• 49% of mobile users
wanted to purchase
within the same day
15

16. Automotive Shoppers Look to Mobile
to Research Purchases
Role of Mobile in Your Car Purchase
70% consumers use mobile to
investigate vehicles
Source: Greystripe US smartphone audience 2/11

17. Top of the Funnel Cannot Be
Ignored
While visitors to online auto sites are growing at 30% year over year,
visitors to mobile auto sites have grown 463%, more
than 15 times the rate of growth for online visitation
17 Source: Jumptap 2011; Auto Shopper Behavior Study, Google & Compete 2011

18. Speeding Forward
18

19. Smartphones Will Dominate Social
441 391
minutes per month minutes per moth
19

20. Yet Not All Mobile Sharing Is
Facebook
Preferred when sharing
content more casually
at larger scale
48% of sharing on
Kia mobile site is via
Facebook
Preferred when sharing
with a specific group of
people for specific
purposes
66% of sharing on
Kia tablet site is via email
20

21. Rise of Tablets Will Happen Even
Faster Than Smartphones
Tablet visits will
surpass
smartphone visits
by January 2013
and generate over
10% of website
visits by early 2014
21

22. Tablet Is A Digital Marketers’ Do-
Over
Do not extend a device, extend the
user
 Tablet and phone
analytics indicate
different usage
focus – tablets skew
toward
“consideration”
while phone skews
“action”
22

23. Users Gravitate to Different Devices
Based on Needs
Build Your Initiation
Choose Color
ACTION CONSIDERATION
Choose Add-ons
Summary Page
54% 16%
Leave Site Leave Site
When users build & price On the tablet site, upon
their Kia on the mobile site, viewing the price
they already know which estimate for a customized
vehicle they want – very Kia, 37% view another
rarely do they view model, 14% rebuild the
another model, 16% same vehicle
rebuild the same vehicle
23

24. Since Launching a Tablet
Customized Site, Improvements
Across All KPIs
Dealer searches
by 114%
Return visits
by 80%
Visits
by
Quick quotes 50%
by 45%
24

25. Change Will Only Accelerate
Mobile has tipped the scale of consumer
control forever
Smartphones and tablets will become the
largest source of consumer insights
Prioritize your efforts to understand the
always connected consumer vs. the
technologies
25

26. Thank You
26