Featured Content Tab

Ensures awareness among undecided local shoppers with its attention-getting, non-traditional ad position, and invites content engagement

How It Works

A tab-like unit hangs to the right of the site and sits in the mid right margin, above the fold.

Segment Targeting. Sedan, Coupe, Hatchback, Convertible, Wagon, Luxury, Pickup, Crossover, Hybrid, Electric, Van, SUV (sub-segments coming) and market area (DMA1).

1: DMA is a registered trademark of Nielsen Media Inc.

Details

Ad Size 120x240
Ad Serving First Party or Third Party
Advertising Opportunity Regional
Audience Auto Shoppers (All Intents), Cars For Sale
Ad Type Display, Standard IAB
Platform Desktop
Marketing Objectives Awareness, Local Messaging, Sales Event, Volume Model Support
Program Goals Lower-Funnel, Retention, Segment, Upper-Funnel
Availability 2020, 2019

Ad Specs

Last updated: February 7, 2019

Business Rules

Last updated: February 7, 2019

Featured Content Tab Lower Funnel

Advertiser Priority Order
1. T2 Retention, 2. T1 Retention, 3. T2 Conquest, 4. T1 Conquest, 5. T2 Segment, 6. T1 Segment
Shared inventory. Tier 2 has priority over Tier 1.
Note: Purchased T1 inventory is pre-emptible by T2. There is a risk for T1 not being represented in DMAs purchased by T2 and a risk of campaign under-delivery.

Bundling Preferences:
1. NCS, UCO and UCS, 2. NCS and UCO, 3. All possible options available
Same creative to be used for all sections (NCS, UCO, UCS).
For model specific creatives, all creative elements are to be the same across all models with the exception of copy and vehicle image.
If there are monthly revisions, only copy and car image can change.

Make (one creative for make page only)
Make-model (one creative for all models within the same make)
Model (one creative for each model) – Requires Product approval. Custom schedule to be created based on the # of models and DMAs
Sub-segment options are noted within the business rules table.

One creative per sub-segment

  Regional: Featured Content Tab Upper Funnel Regional: Featured Content Tab Lower Funnel
Also Known As FCT, Local Featured Content Tab, Featured Content Tab UF FCT, Local Featured Content Tab, Featured Content Tab LF
Primary Ad Product Point of Contact Unassigned, reach out to Ad Product Team Unassigned, reach out to Ad Product Team
Funnel Upper Funnel
Lower Funnel
Supersection Used
New
Homepage
New-touch
Classifieds
Motorcycle
Other
Ecommerce
Used
New
New-touch
Classifieds
Motorcycle
Other
Ecommerce
SKU 494 495
Platform Desktop
Desktop
Advertiser Regional Regional
Pages

Make targeted pages

Model vehicle detail pages (VDPs)

Segment pages

Segments None
  • Entry Luxury Cars
  • Hybrid/Electric/Diesel
  • Luxury cars (Midsize and high-end)
  • Luxury SUV/CUV
  • Mid to Full-Size Cars (Segments include sedan, hatchback, wagon, coupe and convertible)
  • Mid to Full-size SUV/CUV/Minivan/Van
  • Small Cars (Class includes subcompact and compact. Segments include sedan, hatchback, wagon, coupe and convertible.)
  • Small SUV/CUV
  • Truck
  • Van/Minivan
Duration 1 month 1 month
Ad Type Standard, Non-exclusive: less than 100% of available impressions
Standard, Non-exclusive: less than 100% of available impressions
Geography National
DMA
IP-targeting
National
DMA
IP-targeting
Ad Serving Third Party
Third Party
Ad Size

The following sizes apply:

  • 120x240

The following sizes apply:

  • 120x240

Available by make/models and/or sub-segments:
Entry Luxury Cars
Hybrid/Electric/Diesel
Luxury cars (Midsize and high-end)
Luxury SUV/CUV
Mid to Full-Size Cars (Segments include sedan, hatchback, wagon, coupe and convertible)
Mid to Full-size SUV/CUV/Minivan/Van
Pickup
Small Cars (Class includes subcompact and compact. Segments include sedan, hatchback, wagon, coupe and convertible.)
Truck
Van/Minivan

Lead Time 10 business days
10 business days
AB+ Pre-defined
Ad Book Product Name
  • KBB | Audience | Onsite – Premium | FCT (120×240)
  • KBB | Audience | Onsite – Promoted Content | Editorial | FCT (120×240)
  • KBB | Conquest | Tier 2 | Make + Model | FCT (120×240)
  • KBB | Conquest | Tier 2 | Make | FCT (120×240)
  • KBB | Conquest | Tier 2 | Model Rollup | FCT (120×240)
  • KBB | Conquest | Tier 2 | Model | FCT (120×240)
  • KBB | Retention – Exclusive | Tier 2 | Make + Model | FCT (120×240)
  • KBB | Retention – Exclusive | Tier 2 | Make | FCT (120×240)
  • KBB | Retention – Exclusive | Tier 2 | Model Rollup | FCT (120×240)
  • KBB | Retention – Exclusive | Tier 2 | Model | FCT (120×240)
  • KBB | Retention – Standard | Tier 2 | Make + Model | FCT (120×240)
  • KBB | Retention – Standard | Tier 2 | Make | FCT (120×240)
  • KBB | Retention – Standard | Tier 2 | Model Rollup | FCT (120×240)
  • KBB | Retention – Standard | Tier 2 | Model | FCT (120×240)
Ad Book Product Name Upgrade
Ad Priority Standard
Standard
Bundling Requirements None
Preference: NCS, UCO and UCS
Block List Applies? Yes Yes
Advertiser Priority Order T1 and T2 shares - DFP will drive priority based on ad serving goal Shared inventory. Tier 2 has priority over Tier 1
Collapse When Unsold? Yes Yes