Digital Sales Solutions Creating Great Web Packages

1. Digital Sales Solutions Creating Great Web Packages Catharine Van Mater, Internet Broadcasting July 2011

2. Introduction This session will teach you how to create great Web packages: including how to select the right online ad elements, measure campaign performance and offer up sell opportunities. The steps included in this training position you as the media expert in the digital space and help to set you apart as the digital consultant for your local client.

3. Today’s Agenda Step 1: DEVELOP: Creative Brief that Maps Your Recommendations Step 2: LEARN: How To Package With Performance Measures Step 3: BUILD: Performance Evaluation & Up-sell Opportunities

4. Today’s Presentation • Client examples represent a local Spa, Auto and Restaurant. • Type of clients represent LOCAL USA. • These clients all have one thing in common – “show me how to separate myself from the pack and market my special promotions” –help me attract a high level of attention and mind share.

5. Step 1: Develop a Creative Brief To Map Your Recommendations

6. Outlining the Creative Brief • TV commercial ideas help AE’s simplify the online creative approach • Learn how to select the Right Digital Solution • Focus the campaign on one • stage of the Marketing Funnel • Examples: Client Creative Brief

7. On-Air Creative Idea: • AE’s find it easy to think of a • TV commercial idea for their client buy Online Creative Idea: Take that on-air creative idea and translate it to an online creative approach

8. Question: Describe a proposed client, their goal and how you envision the on-air creative

9. Building a Convergence Formula COVERGENCE FORMULA Select compelling online elements that support the promotion: Attract Viewer Attention + Retain + Solicit a Response Attract • TV Web Drivers Retain • Original Video Content Solicit a Response • Contesting

10. Question: Think of how the on-air creative translates to online, using various online elements

11. Selecting the Right Online Solution • Library of Online Ad Solutions Options • On-Air TV Web Driver Examples • Video Ads • Rich Media • Hover Ads – Sales Event Packages • Full Page Ads • Contests/Survey: Database Marketing • Standard IAB Display Ad Units • E-Newsletters • Special “Shrink Wrap” Promotions • Section Sponsorships • Popular Weather Online Elements • Special Station Initiatives

12. Selecting the Right Digital Solution • Online Elements: • Rich media helps to initiate a customer relationship. • ROS Guaranteed ad impressions assures audience delivery. • Selective placement in News/Weather/Entertainment provides consistency, reach and frequency. • Creative scheduling options including day of the week, time of day, weather triggered advertising and more all align client messages with viewers habits. • Database marketing provides clients with a list of consumers that are interested in their products/services • Email newsletter ads align with viewer trust of content. • Content Integration feature provides area to highlight advertiser content seamlessly. • Online video reinforces message with sight, sound and emotion. • Online provideseasier format to introduce more in-depth product information.

13. Think of Your Client’s Goals MARKETING FUNNEL

14. The Marketing Funnel

15. Client Creative BriefAE Example “Capture the feeling of pulling into the dealership Saturday” Advertiser: Metropolitan Lincoln Mercury Campaign: Hover Ad Campaign Goal: Branding/New Product Announcement http://images.ibsys.com/prod/det/2010/mlm/240032/hover_index.html

16. Client Creative BriefAE Example “Creative needs to stand out alerting buyers to one week offer” Advertiser: Brighton Homes Campaign: Display Ads and Hover Campaign Goal: Push one week offer http://images.ibsys.com/prod/hou/2010/k_hovnanian_homes/238354/k_hovnanian_homes_300x250.html http://images.ibsys.com/prod/hou/2010/k_hovnanian_homes/240360/hover_index.html

17. Client Creative BriefAE Example “Brand Subway locally with Little League logo” Advertiser: Subway Campaign: Display Ads and Contest Campaign Goal: Gathering names, contest entrants http://images.ibsys.com/prod/mia/ads/subway/230015/subway_300x250.html

18. Creative Brief Information Connects to WebScan Order • Linking URL to advertiser's website • Understand the measure and focus of the campaign? • Visually, what should be used to achieve the goal of campaign ? • What is the tone of the campaign creative? • Image use in creative? • Copy suggested? • Additional direction?

19. Step 2: Learn How To Package With Performance Measures

20. 4 Factors: Ideal Package Performance Creative Message Targeting the Audience Placement of Ads Ad ElementsSelected

21. Creative Message: Best Practices • Keep it Simple – clutter negatively effects recall • Be Legible – message should be easily understood • Be High Quality – the ad look & text reflects the brand • Be Appropriate – select suitable design to product • Be Consistent – logo, color & message • Create a Message Hierarchy – visual cues to connect goal • Be Innovative – catch viewers attention, use new ad units Before After

22. Targeting the Audience: Best Channels to Reach Male Audience Female Audience

23. Placement of Ads Advertiser: Bella Spa & Massage • Home Page • Weather • Entertainment • Contest Page • Buffer Page • Health Section Sponsorship

24. Ad Elements:Tailored for the Funnel Advertiser: Bella Spa & Massage Purchase: Buffer Page Awareness: Content Widget Intent: Display Ad

25. Setting ExpectationsUnderstanding How Many Impressions for Effective Campaign Delivery • Scheduling the correct volume of ads (impressions) during your flight time period is key. • During a four week period, we suggest scheduling XXX,000 impressions per month in this market. • Campaigns typically run for 6 – 12 months with an average of XXX,000 impressions running per month unless we are scheduling a concentrated promotion or contest within a two week period. • As important, is the creative with a call-to-action to engage the viewer when they see your ad or offer.

26. 3 Sample PackagesFocusing on the Goal of the Buy • Build Brand and Awareness? • Call-To-Action? • Inform & Educate?

27. Scenario 1: Build Brand & AwarenessClient’s Goal: Build restaurant brand awareness for new take-out menu SAMPLE PACKAGE: • IAB Ad Units : ROS Impressions • Section Sponsorship: Title bar logo, brick ad • General A25-54: News/ Weather/Traffic • Women Skewed: Entertainment • Men Skewed: Sports • TV Web Driver Promotional Schedule • Full Page Ad with Offers • Fixed Content Widget • Rotation in e-newsletters • Production of all ad units

28. Drives Scenario 1: Build Brand & AwarenessClient Solution: TV & Online Drives Viewers to New Menu & “Great Food On The Go” Neighborhood Offers Television Promotion CLICK TV SCREEN Full Page AdRich editorial, Applebee’s special offers and content Drives Online Ad Campaign &Sponsorship Promotion

29. Scenario 2: Call-To-ActionClient’s Goal: Local Automotive Dealer looking to drive traffic for a weekend retail sales event. SAMPLE PACKAGE: • IAB Ad Units : Concentrated ROS ad impression schedule targeted for one week • Hover Ad: Running on Thursday before the weekend sales event • Full Page Ad: Promoting sales event with offers • Production of all ad units

30. Scenario 2: Call-To-ActionClient Solution: Great Tent Event – Local Dealer “Client loved the campaign and I’m working with him to do something similar coming up.  He especially liked the creative and the use of the tents & animation” – Pam Carder, AE Advertiser: Gladstone Dodge, Chrysler, Jeep Flight Dates: 5/11-5/14 Overall Results: 108,543 Impressions 369 Clicks To see this Hover Ad animate, please Click Here. To see the Display Ad Creative, please Click Here.

31. Scenario 3: Inform & EducateClient’s Goal: Convey Auto Dealer’s Messaging – “Be Safe and Smart on the Road this Busy Holiday Season” SAMPLE PACKAGE: • IAB Ad Units : ROS Impressions • Geo-targeted ads • Weather Section: Content Integration Modules • Expandable Ad Units • TV Web Driver – Safe Driving Tips • Full Page Ad: Safe Driving Tips, Video (infomercial), Testimonials • Production of all ad units

32. Scenario 3: Inform & EducateClient Solution: Geo-Targeting, Weather Triggered Ads, TV Web Drivers NE Jeep Dealers – “Snow’s Falling” Winter Driving Tips

33. Scenario 3: Inform & EducateClient Solution: Geo-Targeting, Weather Triggered Ads, TV Web Drivers Jeep maximized its media investment by delivering messages tailored to the weather conditions in their key markets When snow started to fall their 4x4 ad creative started to run with a relevant message to consumers

34. Let’s look at how an AE used the CNA to select the right convergence solution for a local retail grocery chain…meet Sandy Nolan WDIV

35. Sandy’s Results “The CNA focus gave us the clues to help Meijer target their offers to the ‘hard to reach power Moms’ in an innovative way using TV and Online. Offering annual sponsorships gave our client much more exposure providing the opportunity to build a consistent platform and relationship with their audience. Standing behind monthly proof of performance was key to this success, as we continually worked hard to up-sell the client in other appropriate station promotions - which extended the value.” Sandy Nolan, Account Executive ClickonDetroit.com

36. CAN: Meijer “What’s 4 Dinner?” • 1. Offer Meijer “What’s 4 Dinner?” • Food Section Sponsorship reaching Moms, Working Parents • via TV, Online & Text. • Highlight how Meijer makes life easier using Meijer’s nutritionist in the “What’s 4 Dinner” cooking segment. • Drive viewers to click on the • Meijer Meal Box Web site for ingredients for quick meal solutions. • Add seasonal tie-ins such as Halloween sponsorship & “M” perks Mobile coupon promotion Client Needs Analysis Revealed: AE Execution Plan: • Increase brand awareness for • Meijer targeting the hard to • reach “Power Moms” • 2. Offer a vehicle to showcase • Meijer’s higher standards • & lower prices tagline to life • Help to extend message • beyond traditional TV/radio • 4. Increase sales and traffic • to the Meijer store locations

37. Let’s look at the presentation Sandy pitched: Meijer “What’s 4 Dinner? Promotion”

38. Table of Contents • Goals and Objectives • About WDIV – TV Local 4 • About ClickOnDetroit.com • What’s 4 Dinner? The Program • Internet Strategy • Broadcast TV Strategy • Total Campaign Summary

39. Goals and Objectives Increase awareness for Meijer and the Meijer brand - reach Moms, Working Moms and Dads and Busy People via broadcast TV and Online and Text Messaging Increase traffic to all Meijer locations Increase sales Increase market share Align Meijer with WDIV in providing the community with healthy and affordable information!

40. The most popular News Team in metro Detroit, featuring Carmen Harlan, Devin Scillian, Chuck Gaidica, Bernie Smilovitz, Ruth Spencer, Guy Gordon and Rhonda Walker • Top rated weekly program schedule includes Local 4 News, The Today Show, Ellen, Rachael Ray, Jeopardy, Wheel of Fortune, Biggest Loser, Southland, Celebrity Apprentice, The Office, 30 Rock, Law & Order, Deal or No Deal, The Tonight Show with Conan O’Brien, Saturday Night Live, and many more! • Coming this Fall: The Jay Leno Show M-F 10p, Dr. Oz at 3pm, exciting New Fall Prime, plus our current NBC hits! • Sports: Sunday Night Football, PGA, NHL, Detroit Red Wings, NHL Playoffs, Stanley Cup Finals, Kentucky Derby, Preakness, US Open, Wimbledon, Notre Dame Football • Broadcast all major annual local/NBC events including the Thanksgiving Day Parade, 4th of July Fireworks the North American International Auto Show, and the Golden Globes • #1 website in Southeast Michigan - ClickOnDetroit.com

41. Advertisers Turn To WDIV-TV To Get The Most Value For Their Advertising Dollar ! Better Coverage = Better Results! • Only 65% of Metro Detroit is reachable by Cable TV • Your ads are missing at least 35% of the population in metro Detroit • Viewership on any one cable channel is very small • Every major newspaper in metro Detroit has lost circulation (10%-30%) in the past 8 years! • The #1 rated radio station in metro Detroit reaches only 18% of Adults 18+ • Extremely fragmented - there are more than (20) different radio stations to choose from plus, satellite radio • 91% of metro Detroit watches WDIV-TV! • WDIV-TV has over 3,000,000 viewers every week! • You’re in every house that has cable or satellite TV!

42. About ClickOnDetroit… • #1 local web site in metro Detroit • A monthly average of more than 1.7 millionunique visitors • A monthly average time of 9:08 minutes per viewer per visit • A monthly average of 5 page views per visit per viewer • A monthly average of more than 21 million page views • Promoted every day on WDIV-TV via a high impact campaign valued at more than $5,000,000 annually. • Content updated every 15 minutes by our own editorial staff. *Source: WebScan/Internet Broadcasting August 2008

43. Detroit Media Site Rankings comScore “Local Unique Visitors” Detroit Rankings Source: comScore Local Detroit Market 2008 Note: - Cookie-based viewer counts are as much as 2x higher than Nielsen due to Nielsen under measuring the at-work audience.

44. ClickOnDetroit vs. Other Detroit Media Websites ClickOnDetroit.com is the #1 Media Web Site in Southeast Michigan. According to the most recent Scarborough Report, below are Adults 18+ who have visited each site in the past 30 days. ClickOnDetroit = 819,857 Freep.com = 508,514 DetNews.com = 399,376 MyFoxDetroit.com = 486,240 WXYZ.com = 454,242 Mlive.com = 195,655 CBSDetroit.com = 131,911 *Please Note – The above number is from the Detroit Scarborough survey and does not represent Unique Visitors. Source: Scarborough Research 2008

45. What’s 4 Dinner? The Program Via a high impact, multi-level campaign, WDIV Local 4, ClickOnDetroit.com and Meijer will launch What’s 4 Dinner? an online campaign, community service, traffic driver and interactive viewer experience. What’s 4 Dinner will allow Moms, Dads, Working Parents, and ANYBODY who needs help with easy, nutritious, cost efficient and family friendly recipes with ingredients from Meijer! At a time when Metro Detroiters are working harder and watching their monthly expenses closer than ever before, the What’s 4 Dinner campaign will provide them the solutions they need. WDIV and ClickOnDetroit will urge viewers to go to ClickOnDetroit’s Food Section to find the Meijer What’s 4 Dinner recipes of the week – these recipes can use Meijer brand products and exclusive vendors. In turn, the viewers will go to Meijer to do their weekly shopping! The partnership with Local 4 and ClickOnDetroit, along with the content provided will give Meijer an unmatched advantage in the marketplace.

46. The What’s 4 Dinner? Partnership on ClickOnDetroit The Local 4, ClickOnDetroit.com and Meijer partnership will contain high-impact, fixed and targeted ad elements throughout the website and TV station. The Partnership will feature: • Fixed content integration on the ClickOnDetroit Food Section. • A monthly schedule of high impact ad elements featuring Floating Rich Media, Leaderboard and Display Ads. • A rotating position on the ClickOnDetroit Feature Belt • A “What’s 4 Dinner?” Web Driver Schedule to air on WDIV Local 4. • A User Generated Content opportunity

47. Meijer Food Section Sponsorship 4 4 2 As the exclusive sponsor of the Food Section; Meijer will receive the following Fixed and Exclusive Ad Elements: Fixed Food Section Brick Ad Fixed Food Section Logo Meijer “What’s 4 Dinner” Content Section Rotating Leaderboard Ads with Focus on Home, News, Entertainment, Family, and Consumer Rotating Display Ads with Focus on Home, News, Entertainment, Family, and Consumer (not shown) 3 1 1 2 3 4 5

48. Meijer “What’s 4 Dinner?” Floating Rich Media 6 The Meijer “What’s 4 Dinner?” Floating Rich Media will be served and targeted everyday from 7am-9am, 1130am-2pm, and 3pm-7pm. 6

49. Meijer “What’s 4 Dinner?” Feature Belt Position You will receive one rotating position on the Feature Belt. The Feature Belt position includes a photograph and a ten-word headline. This position can be updated on a weekly basis. 7 7

50. What’s 4 Dinner? Partnership on Local 4