KBB.com’s Advertising Specifications

Superliner Recommendation Template
Note: Custom Ad Solution

Last updated: February 8, 2023

Description

The  Superliner is a custom integrated placement prominently located above the search results. It gives advertisers the opportunity to promote actionable messaging and influence shoppers. These ad placements are aligned with listings and garner the strong consumer engagement.

Ad Serving: First Party creative (recommended), Third Party

Media Specifications

Duration Any
Share of Voice Custom display
Geography National
Lead Time 10 business days
Device Desktop
Tablet
Mobile
LEAN Guidelines

All Ads should adhere to LEAN Ad Standards as defined by IAB New Ad Portfolio Release/.

Additional details
The new guidance creates a more positive user experience by maximizing page load performance. This should also improve the performance of the ad. In addition to new initial load and sub-load max weights, the LEAN guidance dictates the following:

  • Use lightweight file loads during initial load of the page
  • Eliminate or minimize render blocking scripts like CSS, JavaScripts during initial load
  • Use sub-load for rendering ad experiences that require heavy file weights
  • Minimize number of files requested during initial load. The maximum number of Initial Load file requests allowed is 10
  • Make user initiation required for ad functionality that needs large file downloads
Detailed Specifications

Superliner Recommendation Template

Deliverable specifications

LOGO

  • 71 x 38
  • 5KB max file size
  • PNG, JPG, GIF (non-animated, white or transparent background)

VEHICLE YEAR/MAKE/MODEL #1

35 characters max (including spaces)

VEHICLE IMAGE #1

  • 164 x 97
  • 20KB max file size
  • Left-facing 3/4 turn
  • PNG, JPG, GIF (non-animated, white or transparent background)

VEHICLE MSRP #1
Advertiser to provide MSRP disclaimer copy

OEM CALL TO ACTION #1

  • Line 1: 17 characters max (including spaces). “Learn more” will be used if nothing is provided.
  • Line 2: 20 characters max (including spaces and “on” copy)
  • Advertiser must provide a URL which will click off to advertiser’s site.

VEHICLE YEAR/MAKE/MODEL #2
35 characters max (including spaces)

VEHICLE IMAGE #2

  • 164 x 97
  • 20KB max file size
  • Left-facing 3/4 turn
  • PNG, JPG, GIF (non-animated, white or transparent background)

VEHICLE MSRP #2

Advertiser to provide MSRP disclaimer copy

OEM CALL TO ACTION #2

  • Line 1: 17 characters max (including spaces). “Learn more” will be used if nothing is provided.
  • Line 2: 20 characters max (including spaces and “on” copy)
  • Advertiser must provide a URL which will click off to advertiser’s site.

VEHICLE YEAR/MAKE/MODEL #3

35 characters max (including spaces)

VEHICLE IMAGE #3

  • 164 x 97
  • 20KB max file size
  • Left-facing 3/4 turn
  • PNG, JPG, GIF (non-animated, white or transparent background)

VEHICLE MSRP #3

Advertiser to provide MSRP disclaimer copy

OEM CALL TO ACTION #3

  • Line 1: 17 characters max (including spaces). “Learn more” will be used if nothing is provided.
  • Line 2: 20 characters max (including spaces and “on” copy)
  • Advertiser must provide a URL which will click off to advertiser’s site.

KBB CALL TO ACTION #1, #2, #3

Agency to select between the following two options:
1. “Search Inventory on KBB.com”
This will take users to the KBB Search Results Page for the selected sponsored model. Example
2. “Research Vehicle on KBB.com”
This will take users to the new KBB Model Research Page for the selected sponsored model. Example
KBB Click-through URLs will be provided to the agency to be used in click tags.