Buyer s Guide: AddThis Auto Segments. Learn more about our top auto segments, and which may work best to achieve your marketing goals.

Buyer s Guide: AddThis Auto Segments Learn more about our top auto segments, and which may work best to achieve your marketing goals.

Table of Contents Introduction: Using This Guide 3 Auto Intenders: Economy 4 Auto Intenders: Hybrid 6 Auto Intenders: Luxury 8 Auto Intenders: Minivans & Vans 10 Auto Intenders: Sports Cars 12 Auto Intenders: Trucks 14 Data Methodology & Contact Information 16

Introduction: Using This Guide This guide covers six of AddThis top standard auto segments. You will learn about the composition of each of these audiences, and get ideas for how to reach them most effectively. You ll discover the types of personas in each of the segments, their interests, brands affinities, geographical locations, device preferences, and more. About AddThis Data AddThis ingests the interests and behaviors from actions taken by 2 billion monthly unique visitors on every page across the 15 million domains in our global data footprint. Our proprietary blend of observable (e.g., arriving on site from search, content on page, reading an article, scrolling, watching a video), and user-declared (e.g., click, like, share, follow, email) signals yields a holistic view of each user s digital habits, interests and preferences in real time providing unmatched audience insight, quality, and scale. Using This Guide The insights for each audience profile should be used in two ways: To help you and your clients discover who these users are and how they behave on the web To serve as recommendations for how and where they should be targeted How To Activate These Audiences AddThis Standard Auto Audience Segments are available today via all major DSPs & DMPs. Contact us at learnmore@addthis.com for more information or to find out how you can use these audiences in your next campaign. AddThis, 2016. All Rights Reserved. 3

AUDIENCE PROFILE Auto Intenders: Economy AddThis US Premium Auto Class Economy Who s in This Audience? Auto intenders that are actively researching low-cost economy vehicles. Working professionals with a vested interest in personal finance, focused on making sure that their dollars are spent and invested wisely. When they re not busy making personal budgeting decisions, they enjoy experimenting with new recipes and cheering for their favorite football team. Brands More Likely to Attract These Shoppers 4 AddThis, 2016. All Rights Reserved.

Best Geographical Locations to Target: Based on a combination of reach and index, consider targeting your campaigns in these DMAs. Milwaukee Salt Lake City Seattle-Tacoma Sacramento-Stockton-Modesto Chicago Detroit Top Utilized Sharing Services Email Print Gmail Twitter Categories More Likely to be of Interest College Football Banking Professional Football Financial Planning/Investments Insurance Kitchen & Utility Desktop, Mobile or Tablet? ios or Android? 4% 31% 65% Desktop Mobile Tablet 82% 18% Android ios Other Audiences into Which These Users May Fall Interest > Sports Interest > Sports > Team Sports Interest > Financial > Financial Enthusiasts Interest > Financial > Personal Finance Interest > Food > Cooking Interest > Telecommunications > Mobile and Wireless AddThis, 2016. All Rights Reserved. 5

AUDIENCE PROFILE Auto Intenders: Hybrid AddThis US Premium Auto Class Hybrid An auto intender actively researching hybrid vehicles. Who s in This Audience? Environmentally conscious women with a weak spot for shopping, a knack for cooking, and an eye and ear out on all the latest Hollywood gossip and movie releases. Brands More Likely to Attract These Shoppers 6 AddThis, 2016. All Rights Reserved.

Best Geographical Locations to Target Based on a combination of reach and index, consider targeting your campaigns in these DMAs. Seattle-Tacoma Miami-Ft. Lauderdale Boston (Manchester) San Francisco-Oak-San Jose Detroit Chicago Top Utilized Sharing Services Pinterest Email Twitter Print Categories More Likely to be of Interest Accessories Coffee/Tea Movie Awards/Ceremony Home Office Apparel Health Music Real Estate/Insurance Spirits Food/Nutrition TV Electrical & Solar Desktop, Mobile or Tablet? ios or Android? 17% 4% Desktop Mobile Tablet 28% Android ios 78% 72% Other Audiences into Which These Users May Fall Interest > Retail > Shopping Interest > Entertainment > Movies Interest > Food > Cooking Interest > Retail > Home Interest > Retail > Apparel AddThis, 2016. All Rights Reserved. 7

AUDIENCE PROFILE Auto Intenders: Luxury AddThis US Premium Auto Class Luxury An auto intender actively researching luxury vehicles. Who s In This Audience? News junkies with a curiosity for technology, current events, and the financial markets. Brands More Likely to Attract These Shoppers 8 AddThis, 2016. All Rights Reserved.

Best Geographical Locations to Target Based on a combination of reach and index, consider targeting your campaigns in these DMAs. Los Angeles Philadelphia San Francisco-Oak-San Jose Denver Minneapolis-St. Paul New York Top Utilized Sharing Services LinkedIn Twitter Facebook Gmail Categories More Likely to be of Interest Technology Family Issues Business Computer Software/Apps Immigration Issues Credit Cards Computer Hardware Crime Issues Banking Desktop, Mobile or Tablet? ios or Android? 3% 23% 27% 74% Desktop Mobile Tablet 73% Android ios Other Audiences into Which These Users May Fall Interest > Technology > Computers Interest > Telecommunications > Mobile and Wireless Interest > Financial > Personal Finance Interest > Retail > Books Attribute > Professional > Technology Professional Attribute > Professional > Government Professional Interest > Career and Work Interest > Women > Parenting AddThis, 2016. All Rights Reserved. 9

AUDIENCE PROFILE Auto Intenders: Minivans & Vans AddThis US Premium Auto Class Minivans & Vans An auto intender actively researching minivans and vans. Who s In This Audience? Moms and dads juggling the many responsibilities of parenthood, including planning family vacations, researching the right car seats, and taking care of their home. Brands More Likely to Attract These Shoppers 10 AddThis, 2016. All Rights Reserved.

Best Geographical Locations to Target Based on a combination of reach and index, consider targeting your campaigns in these states. Seattle-Tacoma Nashville Cleveland-Akron (Canton) Sacramento-Stockton-Modesto Detroit Phoenix (Prescott) Top Utilized Sharing Services Email Gmail Print Pinterest Categories More Likely to be of Interest Real Estate Cleaning Products Resort & Air Travel Home Furnishings Outdoors Finance Kitchen & Utility Camping/Hiking Insurance Desktop, Mobile or Tablet? ios or Android? 4% 35% 61% Desktop Mobile Tablet 79% 21% Android ios Other Audiences into Which These Users May Fall Interest > Retail > Home Interest > Women > Parenting Interest > Retail > Apparel Interest > Retail > Shopping Interest > Food > Cooking Interest > Women > Family AddThis, 2016. All Rights Reserved. 11

AUDIENCE PROFILE Auto Intenders: Sport AddThis US Premium Auto Class Sports An auto intender actively researching sports cars. Who s In This Audience? Car enthusiasts looking for a ride with sport performance. When they re not busy watching and playing sports with their buddies, they re catching up on their favorite TV shows, working out, or researching product reviews before making their next big auto purchase. Brands More Likely to Attract These Shoppers 12 AddThis, 2016. All Rights Reserved.

Best Geographical Locations to Target Based on a combination of reach and index, consider targeting your campaigns in these DMAs. Tampa-St. Pete (Sarasota) Detroit Cleveland-Akron (Canton) Orlando-Daytona Beach- Melbourne Nashville Charlotte Top Utilized Sharing Services Email Twitter Facebook Print Categories More Likely to be of Interest Professional Motor Sports Professional Football Fitness Professional Baseball Boating Music College Football Outdoor Activities TV Desktop, Mobile or Tablet? ios or Android? 3% 37% 60% Desktop Mobile Tablet 85% 15% Android ios Other Audiences into Which These Users May Fall Interest > Entertainment > Television Interest > Entertainment > Movies Interest > Food > Foods Interest > Sports Interest > Sports > Team Sports Interest > Sports > Individual Sports Interest > Health > Health and Medical Attribute > Professional > Legal Professional AddThis, 2016. All Rights Reserved. 13

AUDIENCE PROFILE Auto Intenders: Trucks AddThis US Premium Auto Class Truck An auto intender actively researching trucks. Who s In This Audience? Go-getters who are ready to tackle any DIY projects. Their hobbies include shopping for auto parts and using their toolsets. When they re not trying to put something together, they enjoy keeping tabs on their favorite sports teams and quality time with their dog. Brands More Likely to Attract These Shoppers 14 AddThis, 2016. All Rights Reserved.

Best Geographical Locations to Target Based on a combination of reach and index, consider targeting your campaigns in these DMAs. Denver Houston Dallas-Ft. Worth Nashville Chicago Atlanta Top Utilized Sharing Services Gmail Email Facebook Twitter Categories More Likely to be of Interest Professional Motor Sports Professional Football Camping/Hiking Professional Baseball Boating Pets College Football Outdoor Activities Current Events Desktop, Mobile or Tablet? ios or Android? 4% 34% 62% Desktop Mobile Tablet 81% 19% Android ios Other Audiences into Which These Users May Fall Attribute > Professional > Construction, Interest > Retail > Pets Contractors & Architects Interest > Sports Interest > Sports > Outdoors Attribute > Professional > Manufacturing Professional AddThis, 2016. All Rights Reserved. 15

Data Methodology & Contact Us Who s In this Audience? Personas are crafted from the interest and behavioral data we aggregate and analyze from over 2 billion unique users. They should be used as examples and use cases for clients. Brand and Categories More Likely to be of Interest Through browsing behavior and content engagement analysis from the 1.1 trillion annual page views generated by 2B unique users across our global footprint, we re able to aggregate which sites and branded content users engage with most and derive interest categories. The brands and interest categories highlighted in this guide have disproportionately higher activity as compared to the AddThis platform average. Best Geographical Locations to Target Best DMAs to target are determined based on a combination of reach and index analysis. Device Type, Operating System and Top Utilized Sharing Services This section is determined based on a combination of reach and index analysis. Other Segments Into Which These Users May Fall Based on a combination of reach and index analysis, the users in these auto segments can also be found in alternative audience segments available for media targeting. Privacy Audiences are created from aggregated, anonymous data and involve no PII. AddThis is an active member of the leading industry organizations that guard user privacy the Network Advertising Initiative, the Digital Advertising Alliance and the Interactive Advertising Bureau. Read our full privacy statement on our website at: www.addthis.com/privacy/privacy-policy Contact Us learnmore@addthis.com 16 AddThis, 2016. All Rights Reserved.