Why Behavioral Targeted Ads

Marketing In A Digital Era

WELCOME

AGENDA

Billings Area Market Research

Capturing Your Most Profitable CustomerPromotion, Expansion and Retention

Driving the Right Message to the Right Audience at the Right Time

Success Equation for Today’s Economy

METHODOLOGY

Primary research efforts conducted by Independent Research Firms:

Wilkerson & Associates, Louisville, KY (Oct 2006 – Dec 2008)17 minute telephone survey Randomly selected adults in the Billings Designated Market Area

Asked questions you would ask your own customers

THE BILLINGS GAZETTE WEEKLY PRINT + WEB REACH

Print & Web21%

Web Exclusive

5%

Print Exclusive

60%

Total Weekly Reach: 86%

Base: Total adults in Billings Market (n=305)Source: Billings Audience Report, Oct – Dec 2007

ONLINE LANDSCAPE

Base: Internet Users in Billings Market (n=825)Source: Billings Audience Report, Jan. 2008– Dec. 2008

INTERNET USAGE

On a Typical Day% of Adult Internet Users Who

Report Doing This Activity "Yesterday"

Use The Internet 70%Send/Read Email 60%Use Search Engine to Find Information 49% Get News 39%Check the Weather 30%Look for Info on a Hobby or Interest 29%Surf the Web for Fun 28%Do Any Type of Research For Your Job 23%Look Online for News and Information about Politics or Upcoming Campaigns

23%

Bank Online 21%Look Online for Information on Something You Plan on Buying

20%

Research For School or Training 16%Watch A Video on a Video Sharing Site 16%

Daily Internet Activities, 2008

Source: Pew Internet and American Life Project Tracking Study 2005-2008.

Scanning Mode

3.5 seconds

Gather Information

Multiple Exposures

HOW, WHERE AND WHY

How do you assemble the best digital-marketing portfolio over time?

And where do you start?

MEDIA LANDSCAPE

10

WEB PRESENCE

Web site

AdvertisingSearchResults

Social Networki

ng

Message

Boards

Blogs

Web PresenceWeb Presence

SIMPLIFYING YOUR DECISION

Maintaining ongoing contact with customer base

Building your business and it’s brand

Growing your customer base

Maintaining your customer base

Use Promotion when one the following objectives or needs are identified: Build branding Promote Price / Product / Services Increase foot traffic Grow revenues Maintain top-of-mind awareness

PROMOTIONDigital products that you may already be using today. Whether it’s a banner ad or online coupon, the intent is to speak to clients and prospects and drive specific responses.

Promote Your

Business and Drive Your

Brand

PROMOTING YOUR BUSINESS

PROMOTION

Promote Your

Business and Drive Your

Brand

It’s not what you think it is….

Branding….

It’s what they think it is.

WHAT A BRAND ISN’T…

…just a person

…just a product

…just a price

WHAT A BRAND IS…

+ +

WHAT’S THE POINT

31,000 locations in 119 countries

Serve 47 million customers per day

Revenues of $22 billion

We all pretty much know what they sell

SHARE OF VOICE

Why do they spend an

average of $131,278

every hour of every day of

the year advertising to

us?

DRIVING BRAND EQUITY

Over 3/4 of McDonald’s value is in the brand itself!

2008 brand value $49.5 Billion

2008 market capitalization $60+Billion

ADVERTISING PAYS

100 96 88 89 116119

100137 159

195

283375

0

50

100

150

200

250

300

350

400

1980 1981 1982 1983 1984 1985

Eliminated/Decreased Maintained/IncreaseAdvertisers

who continued

advertising saw

a 256%

increase in

revenue over

those that

didn’t advertise

Source: McGraw-Hill ResearchAnnual sales shown as an index from 1980 to 1985

EXPANDING YOUR BUSINESS

EXPANSIONThese products give local businesses the opportunity to grow their client base and reach new perspective customers.

Use Expansion capabilities when these

objectives or needs are identified: Connect with active searchers Broaden reach and customer base Active lead generation Drive site traffic, transactions

Growing your customer base and increasing market share

SEARCH

Growing your customer base and increasing market share

86% of searches are “local”

Search Engine Optimization

Search EngineMarketing

RETAINING YOUR CUSTOMERS

Use Retention when the following

objectives or needs are identified: Top-of-mind awareness Introduce new products/services Build business affinity, engagement Increase customer satisfaction levels

RETENTIONThese programs allow local businesses to communicate with their existing customers and retain them through a variety of tools.

Social Media

EMAIL, MOBILE, SOCIAL MEDIA

Communicate, and Retain

Existing Customers

Email Campaign Management

Mobile Alerts

IN A THIN MARKET, CONSISTENCY IS KEY

BEHAVIORAL TARGETING

The Power of Knowing ‘Who’…

HOW IT WORKS

+

Behavioral Targeting: Tracks WHAT pages your customer visits and from what devices

Yahoo! Search: Tracks WHAT your customer

is searching

shoes

jewelry

men’s clothing

baby furniture

hats

Sample Searches:desks

suits

dresses

luggage

bags

sunglasses

+

Geo Targeting: Identifies WHERE your customer is located

Find your local customer

Prospective Customer

Yahoo’s sophisticated targeting enables you to deliver… The Right Message to the Right Person at the Right Time

METHODOLOGY

Search

Ad ClicksAd Clicks

Content

Search Clicks

MOVE CONSUMER TO PURCHASE

– Beginning of the buy cycle– Want to know their market, local options– Want best “deal” when they get ready to buy– Influence others with their knowledge– Target with branding campaign

– Have already done research and now they are ready to shop– It’s the right time for them to buy, just looking for the right place– End of the buy cycle– Target with actionable, product-specific campaign

Awareness

Consideration

Purchase

Purchase FunnelCategory Purchase

Cycle

Relevant

How Recent

Intensity

SAMPLE BEHAVIOR TARGETED

ADS

Promote Your

Business and Drive Your

Brand

Your ad, Behaviorally

Targeted, Leaderboard

728 X 90

Your Ad, Behaviorally

Targeted,BIG AD

300 x 250

DEMO TARGETING

The Power of Knowing ‘Who’…Gender

Age

GEO TARGETING

The Power of Knowing ‘Where’…

Zip Code

State

DMA

TIME OF DAY TARGETING

The Power of Knowing ‘When’…

Control when your

customer sees your

ad

CLEAR AND CONCISE

Call To Action

Targeted Products

STRONG CALL TO ACTION

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Radiant as a summer's day, our brilliant bouquet

may rival the sun itself! Our vases can barely

contain the explosion of these bright roses and

lilies.

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Call To Action

CLUTTER

After

Click Here To Learn More

Before

MANAGE YOUR CREATIVE

Specific Target

Interests

Specific Holiday

Marketing Plan

SURVIVING IN A DIGITAL ERA

Focus on most profitable customers

Re-examine your marketing mix

Monitor your competitors

Change your creative

Dial up your customer service

SUCCESS EQUATION

=

Gained market share and more profit!

A ready to buy audience with an inferred interest in your product and or service

+

Consistency+

A good message

$$

$

$ $

IN CONCLUSION

Delivering the Right Message to the Right Audience at the Right Time

There’s never been a better time to partner with us!

Thank you !