SEO & SEM Services SEM, Display, Geofencing and SEO Overview

Taking Control of Brand Search Engine Optimization (SEO) Taking Control of Brand The #1 method for how people discover a company’s digital presence is through organic search Our SEO expertise includes multi-platform (web and mobile), maps, reviews, and directories The marketing our own 180 web brands gives us a unique perspective on what activities drive the greatest results Confidential. November 2016

Search Engine Optimization (SEO) SEO Consultations Provide survey for customer completion Initial phone consultation to build top keyword target list Evaluate ex-ante search performance Research and evaluate on/off - site SEO elements Prepare a report on findings & recommendations Review findings & recommendations by phone Google Analytics Setup & Training Create Google analytics account and set up client access Obtain analytics code, and provide installation instructions and consultation Confirm code installation After data accumulates for ~1 week, provide analytics basic training by teleconference (30 minute session) After data accumulates for ~1 month, provide follow up intermediate analytics training by teleconference (90 minute session) Confidential. November 2016

Directories & Reputation Top 10 Directory Listings Survey client to create accurate listing text & descriptions Collect assets for directories (photos, reviews, testimonials, etc) Create inventory of existing listings in top 10 directories Create accounts on client’s behalf in the directories Claim existing entries for clients and complete verification process Deliver report and provide logins to each directory Reputation & Presence Management Create an inventory of client’s listings Online Yellow Pages Member/user review sites (yelp, angie’s list, etc) Other important directories Review each listing for new reviews Suggest course of action on negative reviews Deliver monthly results report Confidential. November 2016

SEM Drives Leads Search Engine Marketing (SEM) Being found doesn’t always mean paying the the most SEM is about frequency and being top-of-mind when the consumer needs your services SEM solutions are created on a customized bases for each of our clients. Confidential. November 2016

SEM is an Umbrella Term That Includes Both SEO and Paid Search Search Engine Marketing (SEM) SEO Organic Organic SEO Free SEM Paid Search PPC CPC AdWords SEM is an Umbrella Term That Includes Both SEO and Paid Search However, more and more people are starting to refer to SEM as Paid. Make sure you and your client are talking about the same thing. Confidential. November 2016

Pay Per Click (PPC) Advertising - What is it? Search Engine Marketing (SEM) Pay Per Click (PPC) Advertising - What is it? Advertisers pay the publishers (Google, Yahoo, Bing) only when an ad is clicked With PPC, advertisers bid on keyword phrases relevant to their business, market, and geography NOT the same as search engine optimization (SEO). SEO aims to provide better organic search results, PPC is an internet advertising model used to direct traffic directly to a clients website AdWords (google), Bing Ads (Bing, Microsoft), Yahoo Gemini (Yahoo mobile and Native Ads) Confidential. November 2016

Search Engine Marketing (SEM) Confidential. November 2016

Search Engine Marketing (SEM) Why it matters: Consumers are searching for your customer’s products or services online Search is the #1 way people look for local business - 81% of US adults 18+ are online - 91% of them search online SEM is the #1 way to get leads quickly (campaigns are normally live within one week) Customers only pays when someone expressed interest in their product or service and clicks on their text-ad 73% - of internet users stated that the information they found via search was trustworthy and accurate Confidential. November 2016

Search Engine Marketing (SEM) What else is important? Being where your customers are! With search ads, you can find your customers on all the devices they use to search for information. 77% - Percentage of smartphone users that call or visit a business after looking for local info on their phones 71% - Percentage of smartphone users search because they saw an ad 33% - Percentage of smartphone users that use their phone while watching TV 70% - Percentage of smartphone users that use their phone while shopping in-store Confidential. November 2016

Why Compulse Integrated Marketing? Search Engine Marketing (SEM) Why Compulse Integrated Marketing? Google Premiere Partner Unlike a lot of our competitors, we manage campaigns manually with AdWords certified campaign managers A lot of our competitors use automated platforms essentially “guessing” on bids and keywords All of our ads appear on both desktop and mobile devices with click-to-call features on smartphones Detailed reporting and call-tracking Confidential. November 2016

Audience Extension Audience Extension will Efficiently & Effectively Reach Your Customers with Targeted Digital Video & Display Advertising Allows advertisers to display ads on a variety of sites. Generate new revenue streams by offering advertisers new products / packages and inventory sources. Provides more impressions and more targeted impressions to local advertisers than just their local website. Creates new contextual associations in the mind of the viewer. Capitalize on publisher data (user interests and purchase intent). Serve specialized ads to the most relevant people, increasing chances for conversions. Confidential. November 2016

Programmatic Media Buying Technology Proprietary Real-Time Bidding (RTB) platform built on High-Frequency Trading (HFT) principles Designed to optimize performance of campaigns and delivery of local digital display and video campaigns Geographic, demographic, contextual, behavioral and other targeting utilizing the best-in-class 3rd party data and proprietary 1st party data sources Low Error Rate on Google DoubleClick Ad Exchange compared to other industry platforms Error Rate is the percentage of bid requests / auctions on which a Demand-Side-Platform (DSP) fails to respond Empowering local advertisers with same state of the art media buying capabilities as big national brands Confidential. November 2016

Audience Extension Strategies Use display and video to server highly targeted messages that are customized to specific audience segment- household income, age, intent and other specific demographic attributes layered into geotargeted areas down to zip codes. Reach target audience across multiple platforms: desktop, mobile, tablet Target your audience on brand name, niche and enthusiast websites and mobile apps when they are most engaged. Re-target customers and prospects who engage with your ads and move them down the conversion funnel. Activate audiences by building a look-alike from data collected giving you new audiences on which to help with your digital marketing strategy. Confidential. November 2016

Reach your audience by: Audience Targeting Options Reach your audience by: Audience Targeting Retargeting Contextual Targeting Look-Alike Modeling GRP Targeting Political Targeting IP Address Targeting Confidential. November 2016

Audience Targeting Options Utilize best-in-class 3rd party data sources and proprietary 1st party data to identify and reach audiences as they visit sites within our network of national and local websites. Demographic, interest, intent and branded data all provide you with audiences verified by ComScore and Nielsen Easily build customer audiences to identify the prospects most likely to become customers. Advantages of using behavioral data: increases the likeness of repeat purchases, encourages first-time purchases, and increases customer retention Minimizes wasted impressions by targeting a specific audience rather than specific websites Confidential. November 2016

Target the Right Individual Behavioral Targeting Target the Right Individual Web behavior is analyzed through cookie data left on the consumer’s computer by previously visited websites Consumers whose site visits or actions show that they are researching end of life care are identified as intenders Intenders can then be reengaged with ads when they visit sites on the Sinclair network and Sinclair Partner network Confidential. November 2016

Bring consumers Back Retargeting Intenders that visit a business website will be cookied when they leave Those intenders are reengaged with that sites ads when they visit sites on the Sinclair networks and other sites and networks across the web. Retargeting campaigns increase the frequency of delivered marketing messages, and drive consumers back to a website. Confidential. November 2016

Looking for Look-alikes Look-Alike Targeting Looking for Look-alikes The web browsing activity of consumers tagged with retargeting cookies are indexed Other consumers that have similar web browsing activity—but have not visited your site—are identified as Look-alikes Targeting Look-alikes allows your business to reach consumers throughout their decision making process Confidential. November 2016

Contextual Targeting Contextual targeting displays related ads that a user is reading on a web page based on keywords of the content of the web page. Reach people who are already looking for information related to your type of products or services Works for both branding and direct response by aligning content with overall campaign message Can use existing keywords to increase conversions. 40.5% of marketers said contextual targeting delivers good return on investment (Adage) Confidential. November 2016

IP Targeting IP Targeting matches a physical address to an IP address. Use in-house list of street addresses (street, city, state, zip code) from direct mail for both customers and prospective customers to deliver messages across desktop, mobile and tablet Target both homes and businesses Deliver relevant ads to specific audiences- reducing wasted impressions Match back the audience target to your CRM, lead list, mailing list to show ROI Confidential. November 2016

You Get What You Ask For Keyword Targeting (Display) Relevant keyword lists created Pages from sites across the Sinclair Networks are indexed for contextual relevance for each of the key words Ads are then served only to pages with the highest relevancy scores Confidential. November 2016

What is Local Based Advertising? Mobile What is Local Based Advertising? A new form of advertising that integrates mobile advertising with location-based services (LBA). The technology is used to pinpoint a consumer location and provide a location-specific advertisement on their mobile devices. Geo Fencing & Geo Retargeting are the most widely used LBA tactics. Confidential. November 2016

Mobile Geo Fencing Geo Retargeting Based on where a consumer is in real time! Fences are drawn around a predetermined location or business. Call to action ads are served to a consumer’s mobile device if they are within the radial fence. Geo Retargeting Based on where a consumer has been. Ads are delivered to consumers that have frequented specific locations in the past. Real-world retargeting based on actual consumer behavior who are shopping or have shopped your local competitors. Confidential. November 2016

Process Who are you trying to reach? Have you run a digital campaign to this audience before? What are you trying to accomplish? How will you measure success? Confidential. November 2016

Process Managed Networks Audience Targeting Behavioral / Keyword Targeting Retargeting Confidential. November 2016

Auto Intenders / Bad Credit Process The Right Creative Auto Intenders / Bad Credit Branding Retargeting Confidential. November 2016

MAIN PROBLEM POSSIBLE SOLUTIONS Process Client does not have enough visitors for a retargeting campaign. Retargeting Campaign is not generating conversions. Display campaign not performing. Client not happy with the networks. Offer retargeting in conjunction with another audience extension program. Once we have enough visitors we can retarget. “500 Unique” Make sure ads have the proper call to action and clicks directly to the page on the site showing the product and offer. Is the message relevant to what they were looking at on their site? Make sure program is design to do what they want it to do and establish how success will be measured. Not all products are created equal. Establish this upfront, we are not targeting networks, we are targeting people based on interest behavior etc. Just because you don’t visit certain sites doesn't mean others do not. Confidential. November 2016

Auto Intenders / Bad Credit Process The Right Creative Auto Intenders / Bad Credit Branding Retargeting Confidential. November 2016

Transparency Report Highlights Include: Detailed media plan that includes the list of target sites and performance goals. Real-time reporting in an interactive dashboard with key metrics and performance benchmarks. Business intelligence to better understand your customers, media spend, and brand Report Highlights Include: Daily trends for last 7 days Topline Performance Key Metrics: Impressions, Clicks, CTR, Video Completed Views, Video Completion Rates Top Sites of Ad Placement Performance Summary by Display and Video Ad Confidential. November 2016

What does ZypMedia do for us? Banner Outreach ($12CPM Client Cost, $1000 minimum) Banner Outreach with Audience / KW Targeting ($13CPM Client Cost, $1000 minimum) Banner Retargeting ($12 CPM Client Cost, $1000 minimum) Banner Outreach + Retargeting Video (Pre-Roll) ($30 CPM Client Cost, $1000 minimum) Confidential. November 2016

ZypMedia Order Insertion New ZypMedia orders must have a ZypMedia Quote/IO Order Attached. The Blue Sold Order tabs must be filled out completely. Attach all needed support documents Confidential. November 2016

What does Potenza do for us? Adwords Choose precise keywords Advertise against competitors Geographic targeting Adwords for Search – Mobile Click to call Adwords for Display Various banner sizes Target audience by location, demographics, interest Select target publications or more widely by the type of content (ie Fashion) Call Tracking Track call conversations Multiple lines can show results in different campaigns Call Recording Dashboard allows playback and evaluation Confidential. November 2016

Potenza Order Insertion New Potenza orders must have an IO Order Attached. Call tracking and call recording are separate fees that must be broken out Attach all needed support documents Discovery calls are between Potenza, the AE/DSM and Agency staff. Clients are not allowed to be on the call. Confidential. November 2016

What does Marketron do for us? Geofencing campaigns Geo-retargeting campaigns Foot-Traffic Attribution Confidential. November 2016

Marketron Order Insertion New Marketron orders must have an Campaign Organizational Sheet attached. The Avails/Quote form is not the same and cannot be substituted. Attach all needed support documents Confidential. November 2016

Vendor Information Information to know… All vendors ask for a 2-3 day turnaround for most services. Consider this when planning your campaigns – build the expectation in as not everything can be rushed. In the rare event that a rush is necessary, contact your RSM first who will then notify Bryan Paride or Allison Watts for approval. Any campaign with a budget below monthly minimums or a CPM below $10 requires approval from your RSM, Antonia DeFeo or Ryan Moore. Any Pre-Roll CPM below $30 requires approval from your RSM, Antonia DeFeo or Ryan Moore. All retargeting campaigns that do not have an Adwords/Search component must be sent through ZypMedia only. Confidential. November 2016