1. 1 Updated 11/12/11 Digital Sales Solutions Agency Preparedness Patrick Morgan, Internet Broadcasting November 2011

2. 2 Updated 11/12/11 2 Introduction Working with agencies can be very different than talking directly to an advertiser. This session will walk through what you should expect when you are talking to agencies, allowing you to expand your online revenue.

3. 3 Updated 11/12/11 Today’s Agenda What’s The Difference Challenges What’s available? How to Prepare RFP Example Recap

4. 4 Updated 11/12/11 What’s The Difference

5. 5 Updated 11/12/11 Know what they are looking for Often send their own creative through tags Usually use their own reporting data Success is determined by the data Looking for leadership on what makes sense Usually need ads built for them Look to you to measure / define success Success is determined by direct results AgenciesDirect Advertisers What’s The Difference

6. 6 Updated 11/12/11 Challenges

7. 7 Updated 11/12/11 Challenges Finding the right contact at the agency First question should be “who buys digital?” Determine if there are different contacts for Web vs TV A Different level of digital knowledge Agencies typically know what they’re looking for, but don’t be intimidated Terminology Leave on the same page – clarify terminology “Square” vs “Medium Rectangle” “Roadblock” vs “Fixed” “Sliding Banner” vs “Pushdown” “Splash Page” vs “Buffer” vs “Mini-Site”

8. 8 Updated 11/12/11 Challenges Responding to the RFP RFPs can time-consuming – be proactive and have answers ahead of time Reporting/Metrics Whose numbers are you using for payment? Plan for discrepancies by padding impressions by 10- 15% Request internal redirect DFP tags for best results Agencies will be checking Avoid micromanagement What’s the measure of success?

9. 9 Updated 11/12/11 Knowing What Is Available

10. 10 Updated 11/12/11 Knowing What Is Available - Targeting Geo-Targeting: location-based targeting is available Continues to be more accurate, but still not a perfect science Capabilities: Zip Code, DMA, State/Region Also available but less accurate: Country, City, Area Code, ISP Other Special Targeting available: Domain (.com,.net,.org etc) Browser (IE, Firefox, Safari, Chrome) Internet Connection Demographic Targeting: targeting based on gender, race, income, etc Not currently available because the information needed to target by demographic is gathered through sites that require registration

11. 11 Updated 11/12/11 = Sports Segment Behavorial Targeting: uses information to target “user segments” based on what types of pages or topics they have visited Cookie-based technology Targeting done by “segments” (News readers, Health readers, etc) Limited to user patterns on your site Can drastically limit available impressions depending on market or segment size Not currently available but IB is currently investigating solutions Knowing What Is Available - Targeting

12. 12 Updated 11/12/11 Knowing What Is Available - Targeting Misconception: Behavioral targeting on your site will allow your ads to follow the user when they go to CNN.com and ESPN.com If you want your advertisers to appear on sites outside of your own, you (or they) would have to be a part of an Ad Network. To gain inventory on other sites, you would be bidding on those placements and competing with other advertisers within that Ad Network

13. 13 Updated 11/12/11 Retargeting: targeting users on your site who have visited your advertiser’s site Cookie-based technology – the advertiser puts code on their site Users who visit your advertiser’s site will then receive that advertiser’s ads on your site Limits available impressions, but targeting users who have already shown interest in your advertiser. Not currently available but IB is currently investigating solutions Knowing What Is Available - Targeting

14. 14 Updated 11/12/11 Know the IB Product Catalog and Creative Showcase It’s important to know what is and what is not available as a standard product Spend some time familiarizing yourself with what’s available Custom Solutions Talk to your Campaign Specialist prior to saying “no” Knowing What Is Available - Creative

15. 15 Updated 11/12/11 Know what the agencies are seeing Several Rich Media vendors are available Creative production charges, along with 3 rd party ad serving fees. Determine who is paying the ad serving fees! Knowing What Is Available - Creative MediaMind (formerly EyeWonder, EyeBlaster and Unicast) MediaMind Creative Showcase PointRoll Creative Showcase

16. 16 Updated 11/12/11 Know what the agencies are seeing IAB Rising Star Units: IAB Rising Star Units The results of a contest of creative agencies Large, high-impact units Knowing What Is Available - Creative Rising Star Pushdown Rising Star Billboard Rising Star Portrait

17. 17 Updated 11/12/11 Knowing What Is Available - Creative Misconception: If I saw an ad on ESPN.com, I should be able to run the ad on my site Specs will typically not be the hindering factor IB will test all 3 rd party creative to see how it behaves and let you make the decision on whether it runs The larger and more “fancy” the unit, the more it is going to cost to produce it Find the balance of high impact ad units with the ad spend and what type of advertisers you want on your site

18. 18 Updated 11/12/11 How to Prepare

19. 19 Updated 11/12/11 How to Prepare Good news – it’s easy! Prepare and update your station’s Media Kit Don’t forget the Web! IB has Capabilities decks on your Sales Extranet Set your desired ROI Have Rate Cards available - even if it’s only internal, it’s a place to start Have your examples ready Don’t limit yourself to your market

20. 20 Updated 11/12/11 RFP Example

21. 21 Updated 11/12/11 The RFP

22. 22 Updated 11/12/11 Flags questions that should be answered by your internal teams Questions and answers are based on what we have seen in the marketplace Please let us know if you have others that should be added RFP Responses – IB sample responses CLICK HERE TO DOWNLOAD THE IB SAMPLE RESPONSES PDF

23. 23 Updated 11/12/11 What is your editorial mission? What are your content channels? Sites are organized in navigation tabs in the following categories: News, Weather, Sports, Entertainment, Video… What are your sites signature channels? Breaking News, Video, updated Local and National content RFP Responses – Site Content

24. 24 Updated 11/12/11 Is your news content repurposed online? Yes, some content is repurposed Is your site subscription or registration-based? If subscription based, please send subscription price. If registration based, what are the requirements? No, content does not require a subscription or registration What makes your site unique? Advertisers take advantage of the relationship the multimedia options that connect their brand with consumers. Through television, online and mobile convergence, viewers take the brand experience from introduction to action. The sites benefit from the strength of each affiliate behind them and the online expertise to deliver a successful campaign. Our visitors seek news that hits home from sources they trust. RFP Responses – Site Content

25. 25 Updated 11/12/11 Demographic Overview Work with your site’s research team for site-specific information What is your core demographic group? We provide a desirable demographic that is upscale, engaged, and unduplicated. Our audience is national. The audience is comprised of working women, moms, business decision makers, Hispanics, and Upscale Gen-Xers. They are real people with a desire for close-to-home relevance. What are your audience’s viewing trends? In general, our Internet audience spends more than 20 hours a week online. Our site are habitually viewed throughout the workday from their work computers. They’re engaged, checking in with us many times a day for updates. And they’re exclusive; more than half do not visit other major sites. RFP Responses – Demographics

26. 26 Updated 11/12/11 What kind of targeting opportunities does your site offer? Demographic targeting: NO - we do not target specific demographic. Geotargeting: YES - Geotargeting is available on sites. The geographic audience can be precisely targeted by city name and state, zip and domain. Day-parting: YES - Daypart schedules are available to run in specific hourly timeframes. We can target by Time of Day (by hour), Day of Week Behavioral Targeting: NO – the site does not require users to provide information that would allow for Behavioral Targeting RFP Responses – Targeting

27. 27 Updated 11/12/11 Is your site able to target by mobile device? Yes, we are able to target to specific mobile devices What kind of targeting opportunities does your site offer? Specialized targeting is available for the following: ISP Connection Speed Browser DMA City State Country Area Code Zip RFP Responses – Targeting

28. 28 Updated 11/12/11 Large Unit Ads: Standard IAB units: Skyscrapers, Leaderboards, Half Page and Medium Rectangle Ads, rotate throughout the site content, video and gallery pages Opt-in Lists: Opt-in lists are property of the advertiser. Email lists opt-ins are provided to the advertiser upon request. The lists are not used by IB or by any other advertiser. E-Newsletters: Ad positions are offered in both HTML and text formats. These positions vary by partner but include 300x250, 40K, gif, and jpg and160x600 40K gif, jpg. Newsletters do not support Rich Media ads including 3 rd party tag or Rich Media ads. Text advertising can be up to 150 Characters including spaces & punctuation. Impressions on Text Ads in email are tracked. RFP Responses – Unit Descriptions

29. 29 Updated 11/12/11 Rich Media Units: Several dynamic Rich Media placements are available, including but not limited to Floaters, Peelbacks, Wallpaper, Pushdown, Countdown, Click-to-Print, Hover and several video-based ad units Is animation permitted in the ads? Recommended animation is no more than 7 seconds with three looping segments, flash ads that automatically play can be on all index pages except homepage and news Key words sponsorship: We do not currently offer key word sponsorships. RFP Responses – Unit Descriptions

30. 30 Updated 11/12/11 Text link advertising: Some sites have text link advertising. Our sites refer to text link advertising as bylines Video- Pre-roll and Flash video: Usually runs in the 300x250 unit. The video has controls to stop and play and sound can be user initiated. Audio: Audio is not available as a separate unit. Audio can play within video. Blogs: Sponsorship of moderated blogs on buffer pages is available. Blogs are not instantly posted on site but go through an editorial process before the content is published. RFP Responses – Unit Descriptions

31. 31 Updated 11/12/11 Discussion forums: Discussion forums can be offered to advertisers. Slide show voting offers a forum for viewers. Viewers choose their favorite user contributed photos. Slideshow page opportunities are also available to advertisers. RSS Feeds: IB sites can be aggregated to our viewers. There are no advertising opportunities tied to RSS feeds. RFP Responses – Unit Descriptions

32. 32 Updated 11/12/11 Can ads run through an i-frame? Yes, ads that are fixed to a page can run through an i-frame. JavaScript tags are preferred. What format should we use to traffic the ads? Accepted ad formats for trafficking include: JPG, SWF, HTML, GIF What ad server do you use? All IB ads are scheduled through Doubleclick DFP (Dart for Publishers). Do you accept 3 rd party ad tags? Yes Do you accept 4 th party ad serving? Yes, 4 th party ad serving is permitted, but we are not responsible for the accuracy of reporting or any discrepancies seen with 4 th party serving. RFP Responses – Capabilities

33. 33 Updated 11/12/11 Do you guarantee delivery of campaign? Past campaigns serve as a reference for viewer habits but do not determine the success of a future campaign; Therefore impressions, clicks and CTRs cannot be predicted or guaranteed. Can my competitors be on the same site? Competing products will often times be displayed on site and on the same page. However, arrangements for exclusive ownership of a page can be made for our advertisers. A page can be Road Blocked by an advertiser. Road Blocking is defined as tethered IAB Units that appear on the page at the same time with 100% Share of Voice per page view are available to advertisers. Also takeovers can be referred to as roadblocks when they are used for an over extended period of time. RFP Responses – Guarantees

34. 34 Updated 11/12/11 Is there a 3 rd party that provides statistical information and reports? Advertiser measurements are taken by ComScore, Google Analytics, DFP and Nielsen. These metrics are used in conjunction to evaluate the success of a campaign. How often can the client get these reports? Research reports are generated upon request. Viewership of sites is available once a month. What research opportunities (surveys, etc.) does your site offer for advertisers to gauge results? IB does not use internal tools to generate information for our advertisers. Advertisers are supported by third party research groups. Contests and slideshows are monitored and analyzed for number of entrants and engagement levels using in-house resources. RFP Responses – Research Tools

35. 35 Updated 11/12/11 Recap and Best Practices

36. 36 Updated 11/12/11 What’s The Difference Agencies are likely to know what they’re looking for, and use their own reporting and creative but you can be an expert too Challenges Find the right contact, clarify expectations and keep an eye on the performance of the campaign – because they will What’s available? Special targeting is available, and IB is working on enhancing the capabilities of “following” users as they visit your site IB has high-end and custom solutions for you, but also be aware of what other creative agencies offer How to Prepare Keep information updated, set your ROI and have examples ready RFPs Having answers ready to go will save time and get you in the door Recap and Best Practices

37. 37 Updated 11/12/11 Questions? THANK YOU! NEXT DSS SESSIONS AD STRATEGY - Win at Database Marketing IB contesting is a fantastic opportunity to create or build a client’s database. We will walk through the promotions available for clients, building a client database, crucial questions to ask and examples from the IB network. Monday, December 5 1pm CT Friday, December 9 8:15am CT