May Market Recap and Look Ahead Clearwater Toyota

May Market Recap and Look Ahead

Clearwater Toyota June Market Recap • Year over year, advertising spending in the Tampa Bay DMA grew by 81% from $15. 993 M to $28. 9427 M • Automotive was again the top spending category and grew by 88% YOY: June ’ 16=$5. 921 M vs June ’ 17=$9. 280 M • Out of the top 10 advertisers in the market #5, #6, #7, #8, #9 & #10 were local auto dealers (These Toyota (#5), Ford (#6), Nissan (#7), Kia (#8), Fuccillo Dealerships (#9) & VW (#10) CWT advertising spend managed by Connectivity June ’ 16=$69, 069 vs June ’ 17=$56, 875 CWT June ’ 17 sales results NEW budget 217 actual 198 Used 144 budget actual 121 included

Clearwater Toyota June Market Recap – Digital June Overall Highlights: We are retargeting people based on engagement with the site to move them down to conversion. See the Clearwater Toyota Funnel Strategy at the end of the presentation. June Highlights By Channel: Rich Media: Continues to deliver good engagement: 1. 78% interaction rate (clicked the ad, watched the video). Spotify: Spend decreased due to lack of inventory. However, performance is great for audio at. 13%. Display: Overall CTR continues to perform well at. 12%. Geo fence CTR and Super Vendor ads groups (ie: best performing pubs) have very strong CTR’s, both at. 21% Retargeting is delivering. 41% CTR. Video: Video continues to perform well also at. 41% CTR. Data is the top performing CTR at. 46%. GTM Tag Updates: Set triggers live and collected data starting June 13 th Averaging 800 hits per day on the upper funnel strategy of over 60 seconds on site. Looking Ahead: Retargeting consumers based on model viewed.

Clearwater Toyota June Google Analytics Snapshot Traffic KPI’s and pageviews down while other engagement metrics are up vs. prior month. Returning visitors continue to grow since retargeting and funnel strategy was put in place. Looking Ahead: Retargeting consumers based on model viewed.

Clearwater Toyota June Google Analytics Snapshot Display and video are supporting consideration and website traffic while assisting lower funnel conversions (22 assisted conversions form fills and mobile click to call – up from 9 previous month)

Funnel Strategy

Clearwater Toyota Funnel Strategy Phases Phase I - Complete Phase II – Current Phase III – Ongoing Pixel Placement and retargeting begins April 27 Funnel Strategy Activated Monitor campaign progress, Google Analytics and modify as needed. Google Analytics Access Request backend access to CWT site for attribution Review campaign performance with Clearwater Toyota. Cross reference leads to sales. GTM Code Implementation Funnel Strategy Approved by Clearwater Toyota

Clearwater Toyota Funnel Strategy Offer/model Oriented Creative - Upper Funnel Creative Type Specials (Monthly/Seasonal) Model Specific General Creative: Rav 4, Camry, & Corolla Creative Name Current Special Model specific, various colors Ad Destination URL = Specials URL = Model page Purpose Drive awareness and site visitors

Clearwater Toyota Funnel Strategy Rich Media Upper – Mid Funnel Creative Type Rich Media Creative Name Multi Model exit (Rav 4, Corolla, Camry) URL = Model page of click point Ad Destination URL Purpose Drive awareness and site visitors. Bucket click by model

Clearwater Toyota Funnel Strategy Retargeting Mid – Lower Funnel Audience/Pool Retarget Pool 1 Retarget Pool 2 Retarget Pool 3 Prospect Action Bounced from CWT. com Interest in CWT Form fill not completed Actions on CWT. com Spent less than 60 seconds on site Spent over 60 sec on site. Did NOT click into form fill Clicked into the form fill. Did NOT Submit form Ad URL= Specials page URL = Specials page Creative = sustaining creative (all models) Purpose Move to Re-engage interest engagement of site to get to form fill to get form fill Offer Creative (monthly special)