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Kelley Blue Book offering ad space to auto-aftermarket companies

An estimated 40 percent of KBB’s online visitors are do-it-yourselfers.

by derek larsonPublished: August 08, 2011 08:00 AM

Irvine-based automotive resource company Kelley Blue Book last Thursday announced the addition of automotive-aftermarket ads to its website, kbb.com.

After concluding that 40 percent of the site’s users engage in do-it-yourself vehicle maintenance, Kelley Blue Book executives decided to target aftermarket advertising to this group. In addition to auto
parts and accessories, the aftermarket industry includes oil and gasoline, maintenance and repairs, tires and more.

Damon Bennett, the company’s vice president of business development and partnerships, believes the expansion is a win-win, stating that, “By extending the online advertising invitation to other relevant automotive industries besides just OEMs [original equipment manufacturers] and dealers, Kelley Blue Book is able to both support these companies' business objectives and provide contextually relevant, helpful information to … site visitors.”

Along with this new ad push, Kelley Blue Book has hired a new website advertising sales manager. Michele Everett will take charge of selling aftermarket ad space, as well as help build relationships and advertising programs for the company.

This expanded ad base is the latest change to kbb.com, which has been undergoing a redesign since last May. The site attracts an estimated 17 million visitors a month.

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