3+new+ad+capabilities+training (1)

1

TRAINING: 3 New Advertising CapabilitiesTargeting Solutions • AdTaxi DNA • Mobile Apps

April 2014

v.15

®

2

AGENDA

• Sales Approach & Audience Focus - Marc Calvanico

• Targeting Solution - Michael Fibison / Ben Kofron, Exelate

• AdTaxi DNA - Brian Kroll / Jessica Thornton

• Mobile Apps & Sites - Christian DeGennaro / Dave Elchoness

• Operations / Trafficking - Doug Gesiorski / Jodi Romero / Phil Lee

• Next Steps - Marc Calvanico

®

3

Sales Approach & Audience Focus

4

Our Sales Approach Is Enhanced With Greater Capabilities To Address A Client Problem

1) A Gap in the Purchase Funnel• The audience they’re not reaching or the

purchase funnel phase they’re missing • A missed opportunity to move them through

the funnel

2) The misalignment of their marketing • Using different vendors leads to misalignment• Our total solution leads to alignment

1 Greater impact of the message1 Great efficiency of the buy

3) Not communicating the right message• Help them clearly demonstrate their unique selling proposition to the right

target audience on the right platform

5

Branding/Awareness

Favorability

Consideration

Purchase

Intent to Purchase

Shopping

ROSDesktop,

Mobile, Tablet

DemographicTargeting

Intent Targeting

Intent Targeting

Intent Targeting

Interest Targeting

New Ad Capabilities:In Relation To Purchase Funnel & Targeting Pyramid

AdTaxi DNA

Mobile /Tablet

Targeting Solutions®

6

Targeting Solutions®

7

TARGETING SOLUTIONS®• Advanced targeting available on owned and operated sites:

1 Newspaper.com1 Mobile App / Tablet App1 Mobile Sites, (formerly “m-dot” sites)

• MIRRORS targeting on AdTaxi Exchange1 Interest & Intent Segments 1 Demographic 1 Geographic 1 Content Targeting1 Device Targeting

Sell across screens – desktop, mobile, tablet

8

SYNCHED TARGETING CROSS-PLATFORM

Segments are synched between Mobile, Tablet and Desktop

9

Newspaper.com

Intent

Geographic

Demographic

Intent

Interest

10

DEMO vs. INTEREST vs. INTENT

DemographicsPeople registered with online or offline sources.

InterestPeople who are engaged in contextually relevant content on premium online publishers.

Intent

People who are actively searching for product or service on premium shopping sites.

11

BEHAVIORAL TARGETING SEGMENTSInterest and Intent Based

Automotive• New Car Buyers • Used Car Buyers

Education• People who are applying to college• College graduates applying to:

1 Law School1 Grad School- specify program1 Medical school

Entertainment• Sports• Arts• Music/Movies

Finance• People with good credit scores• People with bad credit scores• People who need financing

Furniture/Mattress • Furniture, Mattress, High-ticket shoppers• Home Improvement

HealthCare• Active / healthy people• People with unhealthy lifestyles• Retirement home seekers (adult children)

Real Estate• Primary residence shoppers• Secondary residence shoppers

Recruitment • Job Seekers

Travel• People who like skiing or winter activities• Travelers

12

DEMOGRAPHIC TARGETING:• Gender – (male / female)• Age – (<18 / 18-24 / 25-34 / 35-44 / 45-54 / 55-64 /

65+)• Domestic –

1 Married / Single1 With Children / Without Children1 Homeowner / Renter

• Household Income – (<$20K / $20-30K / $30-40K / $40-50K / $50-60K / $60-75K / $75-100K / $100-125K / $125-150K / $75K+ / $150K+

• Employment 1 Job Seekers1 Small Business Owners 1 Purchase Decision Makers – (male / female)

SECTION TARGETING• News• Sports• Business• Finance• Gaming• Food• Entertainment• Travel

GEOGRAPHIC TARGETING• DMA• State• City• Zip Code• Radius of location

DEVICE TARGETING• iPad• Tablet• iPhone • Smartphones

NEW

ADDITIONAL TARGETING OPTIONS

13

TARGETING SOLUTIONS ROLLOUT TIMELINE:

• Data segments available in DFPP as early as April 28, 2014. • Data more reliable after May 28, 2014.

®

14

AdTaxi DNA

15

Summary

Working with the DFM data team, AdTaxi placed network-level segment pixels (cookies) across all DFM websites, segmenting users based on content visited, regardless of site or local property.

We matched up this DFM 1st party data pool with 3rd party data from eXelate to gain valuable insights into the aggregate profiles of these segments.

The project provides value to DFM sellers in two key ways:

1) Validates that our owned & operated inventory is rich with high-value users, thus validating higher CPM’s.

2) Provides a vehicle to target these valuable DFM users when they are not visiting our sites (via display ad units on the major exchanges), giving us proprietary data and thus a unique selling proposition.

ADTAXI DNA DYNAMIC NEWS AUDIENCES

16

ADTAXI DNA DYNAMIC NEWS AUDIENCES

• AdTaxi DNA is a new targeting capability that gives you the ability to target DFM users (and look-alikes) across the exchanges in two ways:

1 Target our 1st party data segments (valuable DFM newspaper.com visitors) on their own to reach these users when they are not on our sites.

1 Combine our 1st party data – (DFM newspaper.com users) with 3rd party data (eXelate data) in order to target the best of both worlds and reach a highly engaged, affluent and educated targeted audience.

• By leveraging 1st and 3rd party data, AdTaxi can more precisely and effectively target consumers with appropriate ads that drive results.

Demographics

Intent

Psychographics

Interest

First Party Data Third Party Data

17

AdTaxi DNA Project:

• Reaches local news audience on a broader scale

• Engages a premium audience no matter where they are

• Broadens the scope of availability for precise targeting

Local Media Sites

Exchange

The unique blend of Publisher data and Partner data enables AdTaxi to highly target unique audiences across the web. AdTaxi targets and reaches the same audience sets that visit our local news sites on various other sites they visit.

Average Visitors

Dynamic News Audiences

ADTAXI DNA DYNAMIC NEWS AUDIENCES

18

Test campaigns reveal increase in key performance metrics

eCPC eCPVisit eCPCart ROI0%

50%

100%

150%

200%

250%

300%

350%

400%

450%

1st Party Data (AdTaxi DNA) Only3rd Party Equivalent Only

eCPC eCPVisit eCPCart ROI0%

50%

100%

150%

200%

250%

300%

350%

400%

450%

1st Party (AdTaxi DNA) + 3rd Party Combined3rd Party Equivalent Only

Targeted Ad Campaign ResultsWithin DFM Markets

ADTAXI DNA DRIVES RESULTS!

Targeted Ad Campaign ResultsOutside of DFM Markets

19

ADTAXI DNA PRICING:

• At this time, there is no additional CPM fee to utilize AdTaxi DNA as part of your campaigns. This provides a unique selling proposition that differentiates you from your competition!

• If you are combining AdTaxi DNA with 3rd party data (AdTaxi DNA + Purchase Intent > Autos) then the standard BT/Data surcharge for “Purchase Intent > Autos” would apply.

• We strongly recommend that you incorporate “view-through” tracking on all AdTaxi DNA campaigns in order to be able to prove maximum ROI to your client. As always, there isn’t any additional charge to measure view-through, simply request that pixel for your specific campaign from AdTaxi via IO Tool.

20

ADTAXI DNA TIMELINE:

• Available immediately!

21

Mobile Apps & Sites

22

A NEW MOBILE PARTNERSHIP

23

PLATFORM FEATURES

• Expanded ad map and sophisticated ad targeting (coming soon)• No more “cookie-cutter” apps! Rumble provides the “plumbing”, while

DFM owns the design and layout layer. • Numerous built-in ad networks that enable us to maximize backfill

revenue• Management of property mobile apps and websites from a single

dashboard. Mobile can be thought of as a single channel.• Faster content delivery with fewer outages • Blazing fast push notifications for enhanced community engagement

24

MOBILE AD SPENDING: US mobile advertising to almost quadruple by 2017 to

reach $31.1 billion!

WHY THE CHANGE?Enhance technology and design in order to build audience

and monetize mobile’s explosive growth

MOBILE ADOPTION: US smartphone ownership has increased 25% to 143 million; tablet

ownership has increased 55% to 71 million

25

NEW DESIGN• Modern design, consistent with latest Apple and Google design standards• Clean user interface featuring a blog-roll format, optimized for usability and

readability

BETTER ACCESS TO CONTENT:• Lightening-fast push notifications• More editorial control on-the-fly• Faster content delivery.• Social sharing capabilities directly from article pages• COMING SOON: ability to personalize your news!

NEW ADVERTISING OPPORTUNITIES:• Enhanced ad map: more and bigger ad positions• Robust targeting coming soon

KEY ENHANCEMENTS

26

NEWLY REDESIGNED APPS

27

O&O SMARTPHONE APPS

HOME:● Modern sliding cards design● Commenting through Disqus● Prominent display of social tallies (# of comments & Facebook “likes”) to draw users into articles● Clean layout with a single button that reveals sections, settings, and login● Color scheme customizable to fit the property’s brand● Numerous ad positions and sizes possible within the headline stream

ARTICLE:● Easy to read● One button to return to headlines● Prominent social sharing and social data to engage the user● Prominent inclusion of Tout● Mid-article, end of article, footer ad positions● “Related articles” position

BEFO

REAF

TER!

• Design is over 2 years old• Inconsistency between Smartphone app and iPad app• Limited ad positions• Limited targeting capabilities• Slow content notifications

28

O&O IPAD APPS

• Consistent with the smartphone design• Additional ad positions of various sizes possible

● Design is over 2 years old● Inconsistency between Smartphone app and iPad app● Limited ad positions● Limited targeting capabilities● Slow content notifications

BEFO

REAF

TER!

29

ADVERTISING OPPORTUNITIES

30

O&O Smartphone App: HOME

320 x 50 Adhesion Banner, always visible!

Mid-stream ads that can be either size listed below. They render below (or after) the 2nd, 8th and 15th article:

300 x 250

300 x 250

300 x 250

31

O&O Smartphone App: ARTICLE

320 x 50 Adhesion Banner, always visible!

300 x 250 mid-stream

300 x 250 anchor

32

O&O Smartphone App: INTERSTITIAL• 320 x 480 interstitial available, (only portrait)• Currently available every 4-5 “engagements” – (click, section, pv, etc)

33

iPad App: HOME

• One 728 x 90 banner ad position currently available

• We are replacing the 180 x 150 ad position with another in-grid ad, (details TBD)

34

O&O iPad App: ARTICLE

• One 728 x 90 banner ad position

• One 300 x 250 banner mid-stream

• One 728 x 90banner anchor

35

O&O iPad App: INTERSTITIAL• 1024 x 768 interstitial available, (both orientations) • Currently available every 4-5 “engagements” – (click, section, pv, etc)

36

Smartphone App Smartphone Mobile Site iPad App

Section/home page

• 320 x 50 adhesion banner• Two (300 x 250) mid-

stream banners• 300 x 250 anchor

• 320 x 50 adhesion banner• Two (300 x 250) mid-stream

banners• 300 x 250 anchor

• 728x90 adhesion banner• Additional in-grid ad will be

available after launch, dimensions TBD

Article page

• 320 x 50 adhesion banner• 300 x 250 in-stream banner• 320 x 250 in-stream anchor

• 320 x 50 adhesion banner• 300 x 250 in-stream banner• 320 x 250 in-stream anchor

• 728 x 90 adhesion banner • 300 x 250 in-stream banner• 728 x 90 anchor

Interstitial • 320 x 480 (portrait only)Serving 1x after 4-5 engagements

• 320 x 480 (portrait only)Serving 1x after 4-5 engagements

• 1024 x 768 both orientationsServing 1x after 4-5 engagements

O&O MOBILE AD MAP RECAP

37

O&O MOBILE TARGETING CAPABILITIESBE

FORE

AFTE

R!

• Ad Position Targeting• Section Targeting• Geographic Targeting – (State, DMA, City or Zip Code)• Device Targeting – (phone vs tablet, or by mobile carrier)

Available Day #1:• Ad Position Targeting• Section Targeting• Ability to match similar AdTaxi out-of-network targeting capabilities!

1 Content Targeting – (gaming, food, ent, travel, news, sports, biz, finance)1 Device Targeting – (iPad, Tablet, iPhone, Smartphones)1 Geographic – (DMA, City, Zip Code, or Radius of location)1 Day-Parting

COMING SOON . . . more sophisticated data sets will be available after launch, as Rumble gathers data sets and analyzes it for segmenting purposes. This includes:• Behavioral – (matching desktop data segments by category – slide #11)• Demographic – (age, gender, marital status, children, HHI, education, occupation)• Location – (latitude/longitude, zip code, city, state, DMA, MSA)• Engagements – (time patterns, places patterns, usage patterns, push patterns)• Semantic – (places, people, markets, industries)

LAUNCH DATE TBA!

38

TARGETING SOLUTIONS & MOBILE PRICING:®

39

MOBILE ROLLOUT TIMELINE:

Daily Newspaper Rollout Schedule:

• https://docs.google.com/a/denverpost.com/spreadsheet/ccc?key=0An6LZkF6xHdUdFVUNGlQS0paeDZHNncweF9iRlBpV3c&usp=sharing#gid=0

Weekly Newspaper Rollout Schedule:

• To Be Announced

40

OPERATIONS / TRAFFICKING

41

TARGETING SOLUTIONS OPS PROCEDURE® EAST

42

The Process: Getting Started1) Begin the process by making the sale with the client, and providing them with the

proper paperwork required.

2) Review the complete list of O&O targeting options available, making it easier to select during the ordering process:

• http://ads.digitalfirstmedia.com/save/newspaper/localdemo.asp

• http://ads.digitalfirstmedia.com/save/newspaper/localbt.asp (Coming Soon!)

3) Login to the Digital IO Tool and fill out the “Local Digital Ads” form:

• http://advertising.digitalfirstmedia.com/jrc/login.asp

• http://advertising.digitalfirstmedia.com/mngi/login.asp

4) Once the order has been submitted, please allow 48-hours for ad scheduling of the flights (normal turnaround).

43

New Digital Opportunities for Sales1) Targeting Solution

• WHAT IS IT? Sophisticated BT, Demo & Geo targeting available on all owned & operated assets: newspaper.com web sites, mobile & tablet apps, and mobile sites.

• VALUE PROPOSITION: We can deliver platform-agnostic campaigns across all of our O&O assets, with targeted data segments that are synced between Mobile, Tablet and Desktop.

• This matches the level of targeting available on the AdTaxi Exchange!

• LAUNCH TIMELINE: • Training Webinars starting for sales April 24, 2014• Data segments available in DFPP as early as April 28, 2014 (Demographic Targeting only at this time).

• Data more reliable after May 28, 2014.• Behavioral Targeting BT, (Launch schedule TBD)

2) Redesigned DFM Mobile/iPad Apps & Mobile Sites• WHAT IS IT? Newly redesigned DFM Mobile and iPad Apps, and also Mobile Sites for all daily

newspapers!• ROLL-OUT SCHEDULE BY PROPERTY:• https://

docs.google.com/a/denverpost.com/spreadsheet/ccc?key=0An6LZkF6xHdUdFVUNGlQS0paeDZHNncweF9iRlBpV3c&usp=drive_web#gid=0

1)AdTaxi "DNA" - (Dynamic News Audiences)• WHAT IS IT? AdTaxi DNA is a new capability that gives you the ability to target DFM users

(and look-alikes) on the exchange. • LAUNCH TIMELINE: Available immediately.

®

44

Digital IO Tool

Visit: http://advertising.digitalfirstmedia.com/jrc/login.asp http://advertising.digitalfirstmedia.com/mngi/login.asp

Login using your unique username and password: If you do not have one, “Click to create an Account” as shown below. http://advertising.digitalfirstmedia.com/jrc/login.asp?login=createnew

45

Ordering Digital Advertising Choose your Product (Local Digital Ads)

46

Ordering Digital Advertising Choose the Proper Form (Local Digital Ads)

47

Local Digital Ad Form

Billing Info: Pre-populated based on Login

Campaign Info: Important information and scheduling details.

Advertiser/Agency Info:Name/financial account #.

Required = *

48

Content Targeting:Website placement/targeting type.

AdType/Size Delivery/Revenue InfoTerms, Budget, and IO Attachment.

Local Digital Ad Form

49

Ad Type and Size Options

50

Custom TargetingDemographic and Behavioral (New Options)

Demographic Targeting:Targeting based on user interest and the way they use the Internet.

Behavioral Targeting (BT):Date Available TBD!

GeographyTargeting a specific audience based on their geography (city/state, zip code, DMA).

51

Asset Collection and Additional Info

52

Ad Operations Support and Contacts

DFM sales order and form support:formsupport@digitalfirstmedia.com DFM Emergency Contacts:

Annette Cortiana Clark 734-231-7586 Renee Roullier 734-246-0085

DFM Orders and General Questions:bannerrelease@journalregister.com

53

TARGETING SOLUTIONS OPS PROCEDURE® CENTRAL/MNG

54

Ordering Local Digital Advertising

55

Ordering Digital Advertising Choose New AdTaxi Request (even for Local Digital Ads)

56

Local Digital Ad combined with an Adtaxi Campaign

Billing Info: Pre-populated based on Login

Campaign Info: Important information and scheduling details.

Advertiser/Agency Info:Name/financial account #.

Required = *

57

Ordering Digital Advertising Choose the Products that (even for Local Digital Ads)

Upload Buysheet: All appropriate line items included on buysheet for reference; Buysheet should include the new “Targeting Solution” in the BT column for your O&O line

Upload Creatives: All creatives for all products needed

Choose all products and the numbers of line items per product that are listed on the buysheet:

58

AdTaxi Support and Contacts

DFM sales order and form support:formsupport@digitalfirstmedia.com DFM Emergency Contacts:

Jodi Romero 303-954-1861Hillary Hendrix 303-954-6443

DFM Orders and General Questions:adops@adtaxinetworks.com

59

ADTAXI DNA OPS PROCEDURE

60

Ordering AdTaxi DNASimply include the DNA product on your buysheet

Uploaded Buysheet: The Line items requesting the new DNA product, should be represented this way.

61

NEXT STEPS

62

NEXT STEPS• Study the training and have a clear picture of the value proposition• Value Proposition

1 A more powerful, synchronized set of targeting capabilities allows me to deliver your message to the right audience on a more consistent basis for greater impact and performance.

1 A seamless digital marketing program will reach your ideal target audience wherever they are, on desktop or mobile, moving them to action.

1 You can place your complete marketing program with me, making implementation, optimization and reporting easier.

1 When would you like to start selecting the audience you’d like to target with these new capabilities?

• Look for the client-facing decks soon • Put together a list of prospects and clients who would benefit from most from

these new capabilities

63

QUESTIONS?

64

KEY CONTACTS®Targeting Solution• Ben Kofron – Director, Platform Sales for Exelate / (646) 380-4324 / benk@exelate.com• Michael Fibison - Vice President, Sales Pricing & Planning / (267) 907-5058 / MFibison@digitalfirstmedia.com

Mobile Apps / Sites• Christian DeGennaro - Vice President, Mobile Sales / (914) 886-5505 / CDegennaro@digitalfirstmedia.com • Dave Elchoness - Senior Director, Product / (303) 954-5425 / DElchoness@digitalfirstmedia.com

AdTaxi DNA • Brian Kroll - Regional Director, AdTaxi Sales / (925) 719-1051 / bkroll@adtaxinetworks.com• Jessica Thornton - Director, AdTaxi Sales Development / (303) 954-3329 / Jessica@adtaxinetworks.com

Ops / Fulfillment • Doug Gesiorski – Vice President, Operations / (303) 954-2487 / dgesiorski@digitalfirstmedia.com• Phil Lee – Director, Digital Product & Fulfillment for BANG / (408) 920-5942 / pglee@bayareanewsgroup.com• Jodi Romero – Sr. Director, Digital Operations / (303) 954-1861 / jodi@adtaxinetworks.com• Annette Cortiana-Clark – Director of Ad Ops, East Coast / (734) 246-0095 / aclark@21st-centurymedia.com

General:• Marc Calvanico - Vice President, Sales Training / (408) 920-5848 / MCalvanico@digitalfirstmedia.com• Lennie Changeux - Director, CMN & Adv Ops / (303) 954-2533 / LChangeux@digitalfirstmedia.com