Tribal Fusion Automotive Solutions

TRIBAL FUSION
AUTOMOTIVE SOLUTIONS
*

WWW.TRIBALFUSION.COM 2
THE TRIBAL FUSION DIFFERENCE
Reach 167 million Users Across the US with Tribal Fusion
Every day, purchases are made online by Influential Consumers. These individuals
are engaged consumers who have grown-up researching and gathering
information online. They come to Tribal Fusion for our publishers’ trusted
reviews and insightful analysis.
Tribal Fusion understands the challenges that advertisers face everyday. Using the
latest technology to reach consumers is what Tribal Fusion has been doing for
years.
Tribal Fusion offers smart solutions that drives results.
• Dedicated vertical teams with industry-specific knowledge of “what works”
• Fully customized advertising solutions to help companies capitalize on
opportunities at every level of the consumer decision process.
• A safe well-lit place online for Advertiser’s Brands
Reach 78% of online US
audience
167 MM Monthly Unique Users
18.2 B Monthly Page Views
46MM Average Daily Visitors

Customized Solutions
Advanced Targeting
Solutions
Integrated proprietary
technology platform
Insights and Analytics
THE TRIBAL FUSION DIFFERENCE
Broad Reach and Scale
Certified Blue Kai In
Market Behaviors Partner
100% Transparency
Largest Independent
Network
Founded in 2001

TRIBAL FUSION PUBLISHERS
Broad Reach
• Reach over 160 million users across
2000+ premium sites
Retargeting Available
• Enhance campaign performance by
overlaying Retargeting to remarket to
users who have visited your website
Content Blocking
• Block up to 2 sub-channels to further
targeting potential
Optimization
• Real-time automatic optimization
constantly shifts impressions to best
performing inventory

THE TRIBAL FUSION CONTEXTUAL ENGINE
Semantic
Analysis
Link
Structure
Determine
Topic
The contextual engine fetches the whole site, and determines
what words are a topic, and we assign every page to one or two
topics.
For example, if you’re reading about oracle, you’re also
interested in databases and information technology.

TRIBAL FUSION OPTIMIZATION ENGINE
•The models run in real-time and use proven data mining
techniques (Credit scoring, offline direct marketing)
•We can assign probabilities to information we don’t know.
•Inputs: The rich user profiles
•Outputs: Predictions on particular rich user profile variable

RICH USER PROFILE TARGETING

I own
a….Mercedes
G Wagon
I earn and can
afford…
I’ve been
researching..
I’m interested
in…
Marriage of Tribal Fusions robust data allows us to target Automotive Shoppers in Real Time with
Unparalleled Scope
LEVERAGE ALL VARIABLES TO IDENTIFY AND UNDERSTAND AN AUTO SHOPPER
I want a…Land
Rover

TRIBAL FUSION FULL-FUNNEL SOLUTIONS 
• Full Engagement Video
• High Impact Ads
• Tribal Fusion Mobile
• In-Banner Video
• Roadblocks
• Site Skins
• Page Peels
• Site Specific
• Custom Channel
• Custom Site List
• Contextual Targeting
• Custom Audience
Blend
• Lookalike Modeling
• Social Link Retargeting
• B2B Targeting
• Financial Targeting
• BT In-Market Shopper
• Blue Kai Auto Shopper
• POLK Auto Shopper
• BT Affinity
• BT Lifestyle
• BT Life Stage
• BT Occupational
• Demographic
Targeting
• Mindset Retargeting
• Behavioral Targeting
• Competitive Conquesting
• Dynamic Ads
• Sequential Messaging
• Dynamic Ads
• Retargeting
Awareness
Interest
Consideration
Intent
Purchase

High Impact placements with
strategic takeovers and
heavy ups generates
awareness before upcoming
retention and conquest date
s launch and sales events.
• Full Engagement Video
• High Impact Ads
• Tribal Fusion Mobile
• In-Banner Video
• Roadblocks
• Site Skins
• Page Peels
• Site Specific
• Half Page Ads
Awareness
Interest
Consideration
Intent
Purchase
Awareness

THE ADVANTAGES OF FIREFLY VIDEO  
 
*comScore Plan Metrix September 2010
Captivate over 160 million Users Worldwide with the Firefly
Video
Launched in 2010, Firefly Video™ is the next evolution of online video advertising.
Firefly Video is designed to augment and complement traditional television and online
pre-roll advertising. The company delivers a compelling package to advertisers,
combining the emotion and impact of TV with the precision targeting, rich audience
insights, and interactivity of online display advertising.
Firefly Video is the Right Video Platform Partner:
•Substantial Scale – 440 million web users worldwide
•Zero-Media Waste – Cost Per Engagement Pricing Model
•Brand Safety – Advertiser controlled creative in a safe well-lit environment

Leverages reach of most popular ad sizes and 100% user-opt-in for true user engagement
FULL SCREEN ENGAGEMENT
3. Video launches and
takes over entire page,
providing 100% user
focus and attention.
1. Teaser banner
appears w/ sound off,
inviting user to mouse
over.
• 728x90
• 300x250
• 160x600
2. On mouseover, three
second countdown
begins. User has
option to click to start
instantly.
Demo Link - http://creative.fireflyvideo.com/creative/cadillac/v1/index.html

FIREFLY VIDEO EXECUTION: CADILLAC
1.Firefly Video Unit - Custom Advertiser Branded Creative
2.Primary Video - Primary Advertiser Video Content
3.Custom Interactive Units - Advertisers can showcase additional info & capture data
4.Social Sharing – Create BRAND ADVOCATES - User’s have the ability to share creative & take campaign
viral
1
4
32

• Build Your Own
– BMW X3
– Fiat 500
• Dynamic Regional Pricing
– GMC Terrain
• Dynamic Dealer Locator
– Nissan Sales Event
– Mazda5
• Interior/Exterior 360 View
– Chevrolet Cruze
– Nissan Maxima
• Quote Request:
– Toyota Highlander
• Color Selector
– Ford Fiesta
– Jeep Grand Cherokee
TRIBAL FUSION AUTOMOTIVE CREATIVE INTEGRATIONS
• Shopping Tool Links
– Hyundai Sonata
– Nissan Maxima
• Social Media
– Range Rover
• Vehicle Features
– GMC Terrain
– Ford Focus
• Footer Toolbar:
– Ford Explorer
– Lexus CT
• Multiple Short Length Video:
– OnStar
• Multiple Long Length Video:
– Honda: The Power of Dreams

Sample questions are for illustrative purposes – Client & Agency to author – Survey ADDED Value
VIZU SURVEY: GLEAN VALUABLE INSIGHTS FROM CONSUMERS

VIZU CASE STUDY: PURCHASE CONSIDERATION
Results
• The entire campaign resulted in a 78% lift1 in the definite level of purchase
consideration over the control group
•Only 9% of the Control group expressed a definite purchase consideration
• The Campaign group vastly improved that with 16% definite consideration
Q: How likely are you to
purchase the Auto Model? 
• Definitely consider
• Probably consider
• Probably not consider
• Definitely not consider
• I have not heard of this
vehicle
Source: Vizu Ad Catalyst study 
1. 95% statistical confidence
78% lift

FIREFLY IPAD & IPHONE EXPANDABLE FULL SCREEN BANNER VIDEO
Leverage the scale and safety of the Tribal Fusion Network, coupled with the emotionally engaging power
of Firefly Video on the iPad and iPhone platforms. From reading up on the latest gadgets to searching
recipes to make dinner, these users make smart, informed decisions based on what they uncover through
their web-surfing.
(1)
Ad displayed as an iPad
or iPhone banner across
Tribal Fusion Network
(2)
User clicks banner & Full
Screen, Video Ad is displayed
and the Video Launches
(3)
User selects ad action:
“Done” button is present

High Visibility
• Dominant presence across
contextually relevant
channels within the Network
High Share of Voice
• Brand message will have a
high SOV to maximize
acquisitions
Broad Reach with Geo
Targeting
• Deployed across hundreds of
sites
• Great broad reach within
targeted geographic regions
HIGH SHARE OF VOICE NET BLOCK

Proven positive impact
on purchase
consideration via a
recent Dynamic Logic
Study
Click Here to Launch Prius Video Roadblock
DISPLAY & VIDEO TANDEM ADS

Tandem AdsOut of Banner
Half Page 300x600Expandable
Full Page
Click Here for Example Click Here for Example Click Here for Example
Click Here for Example Click Here for Example
HIGH IMPACT TRIBAL FUSION AD UNITS

HIGH IMPACT TRIBAL FUSION AD UNITS
Sidekick
Half Page Filmstrip
Pushdown
Interactive Tandems

Client: Major Asian Automaker
Reach Maximization Process
• Organically, Tribal Fusion’s Engagement
Platform will not serve an ad to the same
user until every user w/ in the group has
seen the ad
Proven Success
• Delivering Over 55 million impressions
during the Automaker’s Launch Blast, the
majority of respondents were only exposed
to the ad once.
• Generating massive reach to the target
demographic, the campaign drove
increases in all levels of awareness among
the overall audience.
Frequency of Exposure
TRIBAL FUSION’S REACH MAXIMIZATION TECHNOLOGY  
3RD PARTY DATA VALIDATED BY DYNAMIC LOGIC

Find users who exhibit
behaviors with higher
chances of converting, then
leverage these behaviors to
deliver highly targeted
dynamic messaging.
• B2B Targeting
• Financial Targeting
• BT Affinity
• BT Lifestyle
• BT Life Stage
• BT Occupational
• Demographic Targeting
• Mindset Targeting
Interest
Awareness
Interest
Consideration
Intent
Purchase

TRIBAL FUSION AUDIENCE TARGETING
Demographic &
Psychographic
B2B &
Occupation
Financial –
Net Worth,
HHI,
Investments,
Credit
In-Market
Shopper
Life Stage,
Lifestyle,
Affinity
Search,
Action,
Retargeting,
Consumer
Mindset
Contextual,
Channel

• Budget Conscious
• Pet Owners
• Social Networker
• Cat or Dog Lovers
• Politically Left
• Politically Right
• Trendy Homemaker
• Luxurious Lifestyle
• Soccer Moms
• Young & Hip
• Socially Conscious Consumer
• College Student
• Job Seekers
• Wedding Planners
• New Home Owner
• Expecting Parents
• Baby on Board
• Parents with Young Children
• Affluent Baby Boomers
• Leading Baby Boomers
• Trailing Baby Boomers
• Gen Xers
• Millennials
HUNDREDS OF TARGETING OPTIONS TO CHOOSE FROM
• Functional Area
• Company Size
• Seniority
• Industry
• C-Level Executives
• Corporate Executives
• Management
• K-12 Teacher
• Students
• Tech Specialists
• Military or Government
• Small Business Owners
• Webmasters
• IT Professionals
• Software Programmers
• Household Income
• Financial Segment
• Net Worth
• Investments
• Credit Level
• Credit Card Holder
• Ailment
• Prescription/OTC Treatments
• Medication compliance
• Insurance and Co-Pay
• Purchase Intent
• Auto Ownership Data
• Vehicle Budget
• Maintenance Plans Purchaser
• Auto Shopper (Make & Model)
• Travel Shopper
• Destination Shopper
• Luxury or Budget Traveler
• Flight or Hotel Shopper
• Business or Leisure Traveler
• Caribbean Cruises Shopper
• Apparel Shopper
• Kids and Baby
• … more
• Auto Enthusiast
• Car Customizer
• Motorcycle Enthusiast
• Techies
• Gadget Lovers
• Mobile Gadget Lovers
• Photo Bug
• PC/Video Gamers
• Home Theater Enthusiast
• Art & Design Lover
• TV Addict
• Music Lover
• Movie Goers
• Avid Investors
• Home Improver
• … more
• Marital Status
• Education Level
• Household Income
• Ethnicity
• Home Ownership
• Urbanicity
• Presence of Children
Lifestyle
Life Stage
Business to Business
Occupational
Financial
Affinity
Demographic
Medical
POLK Auto
In-Market Shopper

CONSUMER MINDSET TARGETING
Understand the mindset of your core consumer by advertising based on consumption of media.
Reach consumers who have displayed relevant contextually derived view-based behaviors.
How it Works
Using Tribal Fusion’s proprietary contextual technology platform and semantic analysis, we cookie user
behaviors to build granular view-based audience segments which match the core audience. Advertisements
are shown to users who have shown consumer propensity to purchase.
Benefits
•Deliver targeted experiences to different audience segments at scale to drive stronger business results
•Increase efficiency by marketing to pre-qualified audiences based on granular view-based behaviors
•Decrease wasted spend by focusing marketing investment on the audience most receptive to your product
NEW
CAR
LUXURY SUVS
LEXUS

Leveraging Tribal Fusion’s Audience Extension Platform we will find the user profiles that most
closely match your campaign objectives and scale them across our vast network.
SCALE YOUR AUDIENCE WITH LOOK-ALIKE MODELING
Your Audiences
Your Audience Scaled across the
To identify your audience Tribal Fusion’s Engagement Platform will analyze and leverage:
•Over 12,000 proprietary topics across interests, in-market and search
•More than 5,000 branded segments from our audience data partners
•Over 60 billion monthly user events
In addition Tribal Fusion’s Engagement Platform work’s seamlessly with 3rd Party Data
Sources.

Tribal Fusion network wide contextualization allows us to
identify content and buzz relevant to the launch of a
competitive model.
CONTEXTUAL TARGETING WITH CONQUESTING MESSAGING

Moms
Green
Living
Music
Aficionado
Through our proprietary dynamic ads product, leverage content the user has viewed
to dynamically change ad messaging results in highly personalized and relevant ads
that significantly improve a campaign’s performance.
Low Emissions,
Big Savings
Standard
Satellite Radio
Best Safety
Ratings In Class
LIFESTYLE AUDIENCE TARGETING WITH DYNAMIC MESSAGING

REAL TIME OPTIMIZATION
Unique Users
PageViewsperSession
1
5
10
15
20
30
40
Tribal Fusion  
“Sweet Spot”
Other Networks  
(or remnant 
inventory)
Dynamic Optimization
• Shifts impressions to the best
performing sites in real time
• Accounts for view and click-through
optimization
• Ensures even spending of
campaigns (pace balancing)
Reach Maximization
• Ensures that the pool of new users is
exhausted before showing the ad
again to a user who already has
seen the ad
Frequency Capping
• Limits how many times a user is
exposed to an ad to prevent
‘banner burnout’

Leverage differentiated in-
market offering to ensure
targeted awareness and
performance.
Take advantage of detailed
in-market behaviors to
deliver the most relevant
message to a user.
• Behavioral Targeting
• Competitive Conquesting
• Dynamic Ads
Consideration
Awareness
Interest
Consideration
Intent
Purchase

PREMIERE IN-MARKET DATA PROVIDERS
Blue Kai Tribal Fusion Premier Partnership
• Only 1 of 3 networks granted Premier Partnership
• Tribal Fusion is the largest of the 3 networks.
• Instead of simply buying data in real time
competing to out-bid other networks as well as
agencies who buy Blue Kai direct, we are granted
insight into the historical profile of all in market
users. We have access to the cookies collected on
a user, not simply there in market status on that
particular day.
Polk Standard for Intent:
• Purchase Intent: Identify and market to users
before they begin the buying process. Reach users
who are highly likely to purchase a new vehicle in
the next 180 days, and target them based on
vehicle type including luxury, sports, mid size,
entry/economy, SUV, and minivan
• Auto Ownership Data: Target auto owners based
on their current vehicle brand, type, and age
• Vehicle Budget: Reach users based on price range,
including users looking for a car less than $20K,
$20-29K, $30-39K, $40-49K, $50-75K, and $75K+

HOW DO DYNAMIC ADS WORK?

WHY USE TRIBAL FUSION DYNAMIC ADS?
Relevancy
• Adding a personalized element into creative makes it more relevant and
impactful
• Achieve a 30-50% increase in CTR as compared to a static RON campaign
Just One Creative
• One creative unit that dynamically changes based on the attributes of your
preselected target audience
• Eliminate the hassle of managing multiple creative files per targeting attribute
Content
• Dynamically change the content of your advert, based on any variable you
select  
(sites, geo, in-market behaviors, audience segments, etc.)
• Reach a wide audience without diluting your unique marketing message
Risk free: no added cost

Dynamically customize your ad creative by changing the following
components anywhere within your creative
Customized
click-thru
URLDynamic
Hyperlinks
Entire
creative
itself
Images /
Animated Text /
Video
WHAT PARTS OF AN AD CREATIVE CAN I CHANGE?

Target make/model content, then serve
competitive sequential ads
Contextual
Topics
• Auto - Make/Model
• Nissan
• Altima
• Advertising
Make/Model competitive benefits messaging and
sequence will change based on original content of
article being viewed.
Altima
Nissan
Sedan
Users expresses interest
in a competitive vehicle
by viewing specific
content
DYNAMIC COMPETITIVE CONQUESTING

Instant access to 100% of Tribal
Fusion’s in-market users
allows competitive conquest
at scale.
Differentiate between what a
user wants and owns in order
to streamline messaging that
maximizes its effectiveness.
• Dynamic Ads
• Retargeting
Intent
Awareness
Interest
Consideration
Intent
Purchase

✓ Retargeting By Action
Segment audience and
message by site action. For
example, target site visitors who
started but didn’t complete
“Build Your Own” process
SITE, MODEL, AND ACTION RETARGETING
✓ Retargeting By Site
Target site visitors who
visited the site but did not
engage with any specific
model
✓ Retargeting By Model
Segment and target site
visitors who viewed and
engaged with a specific
model with Shopping Tool
calls to action to increase
qualified traffic
conversion

SCHEDULE A TEST DRIVE
User prices out a
vehicle
Remarketing
Audience
Sequentially customize shopping tool
messaging based on actions taken
User Schedules a
Test Drive
User Downloads
a Brochure
BUILD & PRICE YOURS TODAY
DOWNLOAD A BROCHURE
MULTIPLE ENGAGEMENT SEQUENTIAL MESSAGING 
Sequentially customize shopping tool messaging based on actions
taken

Retarget users based on
specific user action to ensure
they continue down the
purchase funnel.
• Tier I/Tier II Segmentation
• Dynamic Ads
• Site Retargeting
• Shopping Tool Retargeting
Purchase
Awareness
Interest
Consideration
Intent
Purchase

Content:
• Tribal Fusion’s Geo-targeting
allows advertisers to find and
focus on specific locations of
Users that are the most likely
consumers of their products.
What’s Available:
• Ability to target by country, state,
DMA, or Province (Canada)
• Geo-targeting for any for combination
of States, DMAs, or zips within the
U.S.
Data Sources:
• Registration data from various sites
within the TF network
• 3rd party data sources
GEO-TARGETING

TRIBAL FUSION PROPRIETARY USER SEGMENTATION PLATFORM  
ENTIRELY ELIMINATES CROSS DUPLICATION BETWEEN NATIONAL AND REGIONAL
National Regional
By mapping an in market
shoppers cookie based ID
tag to a campaign ID,
retention, conquest and
retargeting intenders are
segmented into separate
audiences.
Tribal Fusion has one of
the largest media
footprints in the auto
world reaching 75% of
the online population.
Tribal Fusion segmentation
commits each user to
either the National or
Regional campaign
purchase funnel bucket
preventing cross
duplication between
initiatives.

DEFINING THE NATIONAL AND REGIONAL AUDIENCE SEGMENTS
Tribal Fusion maps a users Behavioral cookie ID to either the National ID or Regional ID
to make sure we only serve one or the other to a specific user.
Even if the creative is exactly the same, because we have a different dynamic ID tag
for the Tier II creative vs. national, we will be able to separate the two.
National & Regional
Segmentation
• User submission of zip code
• IP Address Geolocation
Tier II AudienceTier 1 Audience

DEFINING THE NATIONAL AND CPO AUDIENCE SEGMENTS
Tribal Fusion maps a users Behavioral cookie ID to either the National ID or CPO ID to
make sure we only serve one or the other to a specific user.
Even if the creative is exactly the same, because we have a different dynamic ID tag
for the CPO creative vs. national, we will be able to separate the two.
National & CPO Segmentation
• User submission of zip code
• IP Address Geolocation
CPO AudienceNational Audience

THE ADVANTAGES OF TRIBAL FUSION INSIGHTS  
Glean Valuable Insight into Your Alberto Culver’s Core
Consumer
Tribal Fusion Insight Studies provide an in-dept view into your audience. It
tells you what behaviors drive consideration, intent and conversion.
Become empowered with knowledge about your audience segments to
help drive your media efforts.
Tribal Fusion Insights is a comprehensive study that will:
• Analyze over 20,000 behaviors
• Identify statistically significant attributes
• Plot lift - how likely users with behavior X are to be a customer vs.
average person on the internet
• Plot reach – how many people are there with this behavior – what is the
potential customer volume

AUDIENCE INSIGHTS
• Details on demographics reached by the
campaign
• Gather Results on what types of audiences
click and convert for each region
• Detailed information on online behaviors for
all converters across multiple vendors
• Gives insight for leveraging future media
buys.
Reach %:
What content is your target
audience consuming?
Lift vs. Reach: What
behaviors drive
consideration and
intent?
Reach vs. Conversion:
What is the best use of
your remarketing
efforts?

AUDIENCE INSIGHTS: COMPETITIVE LIFT ANALYSIS EXAMPLE

AUDIENCE INSIGHTS: AUTOMOTIVE SEGMENT LIFT ANALYSIS EXAMPLE

AUTOMOTIVE INSIGHTS CASE STUDY
Strategic Question
Is the current auto shopper targeting strategy the best avenue for
influencing users? What other opportunities exist to push users from the
awareness stage into the consideration stage of the purchase process?
Course of Action
Profile users who are in the consideration stage to identify key behaviors and
audience segments beyond auto shopping. Understand the individuals
behind the engagements and reveal potentially undiscovered targets.
Company Summary
A leading luxury auto manufacturer is tasked with
driving users to their website to request quotes and
schedule dealership test drives. Given high brand
awareness and typical offline conversions, the focus of
advertising is to move users into the consideration
stage. The underlying assumption is that this can best
be achieved through targeting auto shoppers.

AUTOMOTIVE INSIGHTS CASE STUDY
Auto Shoppers don’t add up
While they are the most efficient segment, less
than 1% of the audience who took action on the
advertiser’s website are from this target.
Affluent Altruists are ready to buy
Uncovering the consideration stage audience
reveals socially conscious, affluent executives
interested in luxury sports.
Tribal Fusion Action Plan: 2 pronged approach to get them kicking tires
1. Make the most of the highly valued but limited auto shopper segment.
— Serve ads based on users specific interests using Dynamic Ads to automatically deliver
customized messages via a single creative.
2. Expand targeting to include affinity audiences.
— Reach the Affluent Altruist through behavior, lifestyle and mindset targeting.
— Use Firefly and high SOV advertising to improve favorability.

• Easy to navigate, intuitive interface
• Quickly surface the user behaviors that
drive performance
• Reduce wastage by targeting the right
people with the right message
• Extend your audience by defining your
own look-alike model
DEEP DIVE FOR ADVERTISERS
A Self-serve, Web-based
Tool For Advertisers And
Agencies

DEEP DIVE BY TRIBAL FUSION 
EXPOSING DATA AND SCIENCE TO HELP PEOPLE MAKE SMARTER DECISIONS

• Findings based on our
contextualization technology and 3rd
party data
– Go beyond impressions and clicks
– Develop an intimate understanding
of your audience segments
• Empower yourself to
– Improve performance
– Expand your audience
– Optimize your spend
BENEFITS OF DEEP DIVE FOR ADVERTISERS

Page Guard™: Three Anchors of Safety
PageGuard™ is a unique three-tier security system committed to
providing advertisers with a safe environment to run their
campaigns.
• Premium Site Acceptance
– Hand Picked Sites and First Party Relationships
– Manual Quality Checks
– Transparent Site List
• Domain Verification
Eliminate tag hijacking. PageGuard™ assigns a specific domain
to each site in the Tribal Fusion network and only approved
domains are allowed to run advertising campaigns, ensuring a
pre-approved, brand-safe advertising environment and
preventing publishers from running campaigns on unapproved
sites.
TRIBAL FUSION QUALITY CONTROL
b
✓
• Page Level Contextualization
Suggestive content is blocked through our unsafe topic tree, which includes Drugs, Gambling, Sex, Nudity,
Offensive Speech, and Violence. When an ad is requested on a page, PageGuard’s real-time page level
contextualization technology checks if the page is marked as safe, unsafe or unknown. Ads are only served
on pages marked as safe.

TRIBAL FUSION VS. THIRD PARTY VERIFICATION SERVICES
Approach Reactive Proactive
Timing Post Campaign Real Time
Granularity Domain Level Page & Ad Tag Level
Reporting Manual Automatic
Tag Hijacking Documentative Preventative

TRIBAL FUSION’S GLOBAL HANDPRINT
Tribal Fusion’s Global
Handprint
5 Continents
15 Offices Worldwide
240 MM Monthly Unique Users

“This campaign helped differentiate the Hyundai Sonata in a highly competitive
automotive landscape.
Firefly Video’s unique video format combined with its reach and targeting capabilities
helped us deliver a highly engaging experience to a large group of self-selected, high-
value prospects complementing our overall online and offline media plan”.
- Jonathan Lim, Digital Planner at Initiative, Inc.
CASE STUDY: FIREFLY VIDEO RESULTS FOR HYUNDAI SONATA

Cost Per Action decreased by
86% over the life of the
campaign
Raise awareness of a new model launch by targeting specific audiences and driving them to the manufacturer’s site
Move users from the Awareness stage to the Consideration and Purchase stages of the consumer decision process
Course of Action
• Maximized reach by creating a broad custom network
of sites targeted to Business People, Parents, and Sports
Enthusiasts
• Served personalized “Passion Point” messaging for each
of the new model’s different audience segments by
implementing Dynamic Ads, which automatically
modified the messaging of a single ad unit based on
the channel the user was in for a contextually relevant
ad experience
• Retargeted users who had seen the Dynamic Ads and
continued to show channel specific messaging even
when the user was out of channel (e.g. users who saw
the sports-oriented Dynamic Ad would continue to see
them on non-sports sites)
Custom New Model Network
Business
Sports
News
Parenting
Dynamic Passion Point messaging created a more relevant and
personalized ad experience – an average of 42% of users who
clicked on the ads ended up taking an action on the new model site
“Passion Point”
Messaging
MODEL LAUNCH DYNAMIC ADS CASE STUDY

Course of Action
• Contextually targeted content referring to competitive
auto makes and served competitive messaging adjacent
to that content to preemptively conquest in-market users
• Identified and conquested users who were researching
competitive auto sets. Ads were dynamically customized to
highlight competitive features based on the model the user
was researching
• Retargeted website visitors with messaging customized to
site actions taken (e.g. users who had expressed an interest
in a specific model would continue to see messaging
about that model, while users who had requested a
brochure would be encouraged to take subsequent
actions, such as scheduling a test drive)
AUTOMOTIVE CONTEXTUAL TARGETING CASE STUDY
Goal: Drive users to engage with website and take action (e.g. quote requests, dealer appointments, etc.), at a
CPA goal of $7 or less; Drive customers away from competitors through competitive conquesting
Generated over 17,000 actions on the dealer’s website in 3 months
Contextual Targeting, which ensured that ads would appear in contextually relevant areas,
generated a CPA 4.6 times lower than the advertiser’s goal

Leveraging Tribal Fusion’s exclusive BT
Dynamic Ads Luxury competitive
conquesting , which serves one budget
on one platform, making it easier and
highly more efficient for OEM’s to reach
users interested in high end competitive
vehicles, luxury in market auto shoppers
were successfully targeted with
significant increase in overall campaign
performance resulting. Tribal Fusion
brought down the aggregate
campaign average for total partners by
34%.
Key Success Tactics
✓ Custom BT Luxury High Household Income Channel
✓ Dynamic Luxury Competitive Conquesting by Make & Model
✓ Quarterly Insights Research Provided with Actionable Recommendations
LUXURY IN-MARKET PERFORMANCE CASE STUDY

Course of Action
• Created a geotargeted custom brand channel targeting key lifestyle
categories in the five key DMAs
• Implemented dynamic conquesting program targeting in-market
shoppers researching competitive manufacturers to drive client
brand consideration
• Retargeted users who had visited model-specific landing pages to
drive further actions
• Retargeted in-market shoppers researching competitive
manufacturers with competitive model-specific creative
IN-MARKET COMPETITIVE CONQUESTING CASE STUDY
Targeting in-market auto shoppers in five key DMAs, the campaign
increased consideration and drove actions such as brochure requests
and test drives on model specific landing pages, pulling customers away
from competitors through competitive conquesting
Generated almost 4,000 actions from in-market auto
shoppers in 6 weeks, including actions from people
who were previously considering competitive brands.
Retargeting alone drove over 40% of all total actions.

Tribal Fusion Automotive Solutions

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