October 2014 – January 2015

Tablet advertising included Brand Center Sponsorship – Brand Center, Model Centers; Luxury

Homepage execution was successful in driving over 11K engagements on the expanded module resulting in a 391% engagement rate (Slide 4)

Lincoln MKC gained 34% in competitive share on New Car Hub page views during homepage takeover

New Car Homepage ad clicks and sidekick engagements performed at least 2.5 times higher than benchmark

Media Blitz placements delivered performed 54% above run of site benchmark while delivering over 10K visitors to Lincoln.com

Lincoln MKC retention ad performance jumped 15% while featuring the integrated wallpaper

MKC’s mobile placements delivered over 13 million impressions creating brand awareness while performing over 4 times higher than desktop placements (0.48% CTR)

Key Takeaways:

Advertiser C Boosts Share of Investment 150%
Advertiser C Shifts Behavioral Landscape
Jeep is now a Top Defection Destination for LR Owners
JLR Shoppers Gain Exposure to Competitor Ads
Jeep is Garnering Increasing Interest Among LR Shoppers
Jaguar Shoppers are Considering Vehicles in Both Luxury and Non-Lux Segments
Subcompact SUV Segment Will Be a Huge 2015 Focus
Upcoming Competitor New Model Launches and Redesigns for 2014 – 2015

Time frame: 2/24/14 – 4/30/14

Higher position on article led to more user engagement with video

Lift in new car traffic and engagement during launch

YoY and QoQ lift in consideration

Ford/Lincoln Own The Segment

KBB Traffic: Ford has maintained a strong position against key competitors with 20% of all KBB traffic – Slide 3

Own The Segment traffic to Ford Models has jumped 75% since KBBs Homepage redesign – Slide 6

Ford’s New Car Hub activities jumped 3% month-over-month with Incentives (+12% MoM), Ratings (+8% MoM) and (+7% MoM) seeing the highest month-over-month gains – Slide 10

Lincoln’s New Car Hub activities increased by 8% MoM with Photos Viewed (+125% MoM), Cost-To-Own (+67% MoM) and Pricing (+14% MoM) – Slide 13