Driving Interactive Day One Sessions (raw notes)


John Durham- Jumpstart


Moderator Joe Kyriakoza. VP Product Strategy, Jumpstart Automotive Media


Kevin Brown, Senior Partner and Managing Director Ford Motor Media


Robin Cooper, Vice President Advertising and Business Development, Kelley Blue Book


David Duncan, Regional Sales Manager, BMW


Mary Carpenter, President GM Planworks



  • Redefining the tunnel

  • Auto consumers don’t necessarily going down the same funnel they once did

  • Carpenter- The funnel sends the signal that the process is way to linear

  • From a funnel to a tumbler


  • Brown- at any given time prospect are at some stage. The funnel helps frame the process.

    • “The lower funnel issue”



  • The funnel helps define certain elements of media mix


  • Cooper- “I blow up the funnel except in many way Kelley Blue Book is a Funnel”

    • Even when they get to pricing, 79% have not made a decision

    • It presents a challenge to sites to provide the right content



  • Cooper- As we move into more local type of advertising the complexity will increase dramatically

  • Tier 2

  • Creates different complexities that were not there before

  • The tier 2 marketer needs to be online

  • The reality is the millions are spent on local media with what are largely tier 2

  • How do you create efficiencies across 200 markets?

  • “Search it the most direct path to their door” Brown on Tier 2

  • The sites have enough trouble on a tier one level…

  • Cooper- ops dept. had a 7000% increase in line items

  • Cooper stresses the important of local regional integration and content

  • Bridging the gap from consideration to acquisition

  • BT is going to be an important solution

  • The answer is going to be a more macro solution…the right content for the right consumer

  • The existence of DMA’s is shifting in meaning online

  • The diminished digital advertising talent pool

  • College curriculums not addressing the business as they should

  • Video

  • Are we an industry that reads or watches the internet

  • The on demand show room

  • Set top boxes are not quite there

  • Talent rights and licensing an issue with online video

  • Networks having issues with how to own their content online


  • Virtual Worlds

    • Brown- - “It is not a move that is going to turn their business around” in reference to Pontiac



  • 10 years later- Is the internet a branding or direct response medium


  • What’s the hottest topic affecting your business today?

    • Tier 2

    • Engagement

    • Technology solutions




Min Cho Senior Analyst II, Digital Marketing Solutions, J.D. Power and Associates



  • Improving the brand site experience

  • The Upper Funnel- Upper Funnel advertising

  • 43% of visitors to sites such as KBB are not in market

  • If you are only catering to people who are looking to purchase you are not catering to a majority of your audience


  • Brand image study- consumers respond more favorably to sites that seem more technologically advanced

    • Demo videos



  • 90% of new vehicle buyers access the internet

  • Plan for efficiency as well as brand awareness

  • You are missing the point if you are not looking at people who are not willing to consider you

  • Avoiders have the greatest impact on sales

  • Look at engagement metrics, time spent, how many videos/photos did consumers watch

  • Think of avoiders in terms of relevant messaging

  • Sales integration can provide a higher value proposition



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