get to know graham oleson

© 2014 GRAHAM OLESON

www.grahamoleson.com

“I have exclusively used Graham Oleson since 1987. They understand the car industry, their

turnaround time is immediate, and they take pride in your success.”

– Dale Walker, President/Principal (September 2015)Walker’s Renton Subaru & MazdaSeattle, WA

http://bit.ly/1N8Mdz7


We know cars!

Graham Oleson brings: Born in a car dealership One focus: Connecting car shoppers with dealers One goal: Increasing website and showroom traffic 30+ years of automotive results


In-house Production – Windstar Studios

Graham Oleson brings: Agency + In-house production company Onsite soundstage and turnkey post-production facilities On staff experienced editors Advantage: Maximum quality, responsiveness, economy, and better creative


We’re coast to coastMarket experience past and present

“With Graham Oleson on board, I am able to concentrate on a successful sales

strategy. They allow me to do what I do best…. Sell cars.”

– Trevor Cavanagh, GSM (September 2015)Bison FordGreat Falls, MT


How We Work


Graham Oleson Philosophy … the 2% Focus on the 2% that are in-market today Research On-line and off-line strategies to connect with

consumers Creative executions that get noticed, are relevant,

build brand, evoke emotions, and drive traffic Strengthen retention and create conquest

opportunities Measure, review, and optimize Increased ROI


CONNECTING YOU WITH CAR SHOPPERSPath to the purchase


Investment in research tools

Knowing is better than guessing


Importance of digital in research

60%65%70%75%80%85%90%95%100%

0.00.51.01.52.02.53.03.54.04.55.0

4.13.5

3.02.4

1.91.2

Conducted Internet Research Dealerships Visited 2007 2008 2009 2010 2011 2012

Source: JD Powers Automotive Internet Roundtable


92% of car shoppers starttheir shopping online


47% of car shoppers shop 5 dealerships online


Today shoppers visit

1.2 Dealerships were visited prior to making a purchase


Knowledge in the Digital Marketplace

Digital Innovations



New Game…Auto shoppers are doing more research than ever

Source: Compete/Google Auto Purchase Study, August 2013

64% of Buyers Start Shopping Without An Exact Vehicle In MindCustomers can be won at any point of the Purchase Cycle

Source: 2014 HIS Automotive Buyer Influence Study, in partnership with AutoTrader.


60%

65%

70%

75%

80%

85%

90%

95%

100%

0.00.51.01.52.02.53.03.54.04.55.0

4.13.5

3.02.4

1.91.2

Conducted Internet ResearchDealerships Visited

Source: JD Powers Automotive Internet Roundtable

• 68% of new vehicle purchasers begin their search with a specific brand in mind…

But only 20% purchase the vehicle they first researched online

• 72% of search sessions involve cross-shopping

Customers can be won at any point on the Purchase Cycle


Video is the #1 Format for Driving Consideration

SOURCE: Vehicle Shopper Path to Purchase, Millward Brown Digital/ Google September 2013.

Consumers Actively Use Their Mobile Devices

Nearly 148 million Americans (aged 13+) own a smartphone. 25% YoY growth rate.

~72 million Americans own tablets. 60% YoY growth rate.

In the past 4 years, customers using web on cell phones has more than doubled--25% to 60%.

63% of shoppers researched & shopped online while at a dealership using their mobile device.


• 99% of auto shoppers perform research online prior to purchase.• More than one-third used multiple devices, including desktop/laptops, smartphones, tablets and

gaming consoles

Cars.com & Placed Inc.. Mobile Device Use at the Dealership (2013)

Use smartphones

59%

Use tablets

19%Use multiple devices to

research before visiting a dealer.

37%

Research Happens Across Multiple Devices


Connecting with Today’s Buyer

2%In-market


Anticipating The Pinball Effect

2%In-market


Digital OptionsConquesting Strategies

Search PPC3rd Party Research SitesBehavioral/Contextual

Banner AdsMobile Proximity Targeting

In-Text BannersOnline Radio Pre-Roll Video

Retention StrategiesSearch PPC

3rd Party Research SitesBehavioral Banner Ads

Retargeting Banners

Strategy Desktop/Mobile Good Better Best Auto Endemic AutoTrader Desktop & Mobile + + + Auto Endemic – Used Cars KOAA.com Desktop + + + Brand/Geo/Inventory Search PPC Google & Bing Desktop & Mobile + + + Behavioral/Contextual Targeting + Retargeting Banner/Mobile Display (Standard Banners) Multi Screen Devices + + + Mob/Desk Mob/Desk Mob/Desk

Rich Media BT/CT

Desktop (300x250)

+Rich Media Banners Desktop

Sales Event Campaign Pandora Radio 5 Day Campaign + + + Mobile Mob/Desk Mobile

Geo-targeted Mobile Display Proximity Targeting

+ + +4 locations 4 locations 8 locations

Rich Media Pre-Roll Video w/ layers Desktop + +Standard Banners Retargeting @ 100% VTR Desktop + +


Data, Modeling & Profile Generation

DATA POINTS

• Behavioral Targeting analyzes aggregate web site data from its exclusive data providers to generate accurate consumer profiles

DIAGRAM KEY

Hot behavior

Warm behavior

Lukewarm behavior

Cool behavior

Cold behavior

2 . M O D E L I N G & I N F E R E N C E S

Behavioral Targeting Banner Display

Sample Behavioral Targets

Check auto shopping sites


Ad Delivery

Identify online auto shoppers who have visited third party auto sites 3x in 30 days researching in segment.

Wait For Consumer To Surface Online

Once the consumers are tagged , we wait for them to surface within the thousands of network websites and serve targeted ads- appearing to the right shoppers at the right time.

Comics

Genealogy

News

Fitness

Weather

Astrology

Travel

Business

Entertainment

Identify Auto Shoppers

Behaviorally Similar Prospects See Ad

With learning's from the pixels and their web data stream, consumers who demonstrate similar online behavior are served ads in heavy dosage on the sites they visit in our ad network.

Auto Shoppers

Autos

How Behavioral Targeting Works


Mobile OptionsBanner DisplayTarget auto intenders in the market (PMA area) with behavioral insights.Serve campaign ads over ad exchanges. Retargeting can be added to this strategy.

Geo FencingTarget customers within a 1-2 mile radius in a zip code or address.As customers enter the “fenced” area, they are served your ads.Retargeting can be added to this strategy.Best use is to “brand” your event to all people in a specific area.

Proximity TargetingTarget in-market customers while they are on your competitor’s lot. We identify customers through their mobile device ID and serve your ads when

they visit the targeted dealership lot.We continue to serve ads after they leave the lot by reaching them across their

connected devices at home via their Wi-Fi or internet connection.Allows you to speak to customers on multiple screens.

Reach in-market customers with longer buying cycles by continuing to target people who were on your lot in the past 60-90 days.


Video & TV Consumption by Demographic

• Traditional TV viewing has been experiencing a decline directly related to viewer age. The younger the demographic, the lower the TV viewing time.

• Internet Video has shown a sharp increase in younger demos, showing that these audiences are transitioning to less traditional mediums for video

Source: comScore Video Metrix, Feb 2014


Extending TV Reach through Pre-Roll VideoStarting with an immersive video ad, then adding display yields optimal results

Video + Display = Success

• Sequential ads deliver a rich message, increasing positive association and memory sustainability

• Strategic sequencing of ads provides the opportunity to deliver more detailed and complementary information

Increase… Brand recall Brand favorability Consumer interaction Purchase intent

Source: Sky and IAB study, October 2010

VIDEO x1 Retargeting with Display

#3#2#1

Overall campaign ad

Model Specific ad

Incentive ad

Retargeting OptionsBanner DisplayTarget auto intenders in the market (PMA area).Serve your campaign banner ads We retarget users that visit your site, exclude those who have completed a

conversion action like requesting a quote.

Mobile DevicesWe use a mobile single-device ID to match the user to their household. We can then identify other computer and devices in the household and serve your banners on those devices. Allows you to reach multiple screens with the same user.

Retargeting with Video Pre-RollWhen viewers watch your pre-roll spots to the end, we have delivered the message, yet they have not clicked through to your site. With retargeting we place a pixel at the 100% view-thru mark. We can deliver banners to these viewers as they surf around the web. With the continuity of the video spot with the banner, we increase frequency of the message.


*Ads are served in a 30 day window based on the specifications we set.

•Paid Search Optimized towards:•Keywords that generates the highest volume of clicks and lowest CPC•Ad copy that generates the highest volume of clicks within ad pool

•Display/Mobile/Video optimized towards:•Sites with the highest CTR’s•Lifestyle categories•Days of week•Time of day

Digital Optimization


•Confirms that your ads are delivered as ordered•Tracks which channels & creative are the most effective•Centralized 3rd party reporting – no bias•Fraud protection•Monitors Bot traffic•Guaranteed ad viewability (~30% of industry ads are not viewable)

Sizmek – ROI of a 3rd Party Ad Server



CONNECTING YOU WITH CAR SHOPPERSMaking you famous for what you do best!


Reach & Frequency guide

Our objective is to reach enough consumers enough times to remember, recall and act and to not overspend

FREQUENCY

MES

SAG

E R

ECA

LL

AC

TIO

N

GEN

ERA

LR

ECA

LLREA

CH

%


Effective frequencyWithin a singular media source

Established Brands-1

Long Purchase Cycle -1Heavy Spending Category 1New Product 1Special Targets

1

Marketing FactorsComplex Copy 1New Copy 1Different Messages

1

Copy FactorsHigh Clutter 1Flighted Media 1Fewer Media Outlets -1Repeated Exposure

-1Competitive Environment 1

Media Factors

Adapted from Joseph W. Ostrow, “Setting Effective Frequency Levels.”


Working with youWhether we’re talking to Joe or Jane – we’re always talking to you and setting you up for success


Plan in advance High-level annual planning

Quarterly planning meetings

Ad-hoc conference calls as required


No Matter What, We Build YOUR Brand!


Responsiveness – How we Help You Win! Team approach with over 50 strong members

covering all elements of account needs

Account services, media, market research, art, creative and film/video/audio production including 1500 square foot soundstage all under one roof – this means quick turnaround!

“Graham Oleson has provided the support, tools, and experience we were looking for. They employ

an outstanding team of people. My account manager is responsive to our needs and proactive

with our marketing efforts. I have comfort in knowing I’m not spending wasted dollars.”

– Rob Gallik, Managing Partner (September 2015)Tameron Automotive Group (Honda/Hyundai)Birmingham, AL


Top 10 reasons to choose Graham Oleson

1. We know cars! We have over 30 years of automotive advertising experience.

2. We understand ROI! Our #1 objective: Drive traffic to your dealership website and showroom.

3. We listen! We give clients what they want and what they really need. 4. We have deep retail insight! Better knowledge for better planning for

better results. 5. We connect to car shoppers! We provide creative synergy, across all

media channels to optimize messaging impact.


Top 10 reasons to choose Graham Oleson6. We maximize your dollars! We offer unique media tracking tools, more strategic targeting, and leverage for additional cost savings. 7. We have digital leadership! We always look beyond traditional status quo, to

create bold marketing innovation that drives OLA results. 8. We have unique in-house production! Advantage: We provide top quality

creative choices that are distinctive and effective. 9. We are affordable and responsive!10.We exceed expectations! We provide leadership, strategy, and solutions,

based on research, experience, and creativity, to drive results and grow your business.


“Switching my stores to Graham Oleson, has paid huge dividends to my dealerships. By taking Graham Oleson recommendations on digital in all my stores, the results have been nothing short of remarkable.

— Joe Trujillo, Owner/Partner (September 2015)Johnson City HondaCape Girardeau HondaWest County Honda

http://bit.ly/1N8Mdz7