Reaching Holiday Shoppers & A Premium News Network Deep-Dive

All-Hands CallSeptember 9th, 2014

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Research shows that 84% of smartphone shoppers use their device while shopping in a store, and one in three will use it to find the information they need rather than ask an employee

“ “-Google Shopper Marketing Agency Council & M/A/R/C Research

ONLINE HABITS OF IN-STORE SHOPPERS

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• Top Markets & Wins•Holiday Advertising Success•Howard’s Appliance Success Story• The Premium News Network•Maserati of the Main Line Success•Q&A•Housekeeping

AGENDA

25

21Toledo Blade

18

17

16

14

13

11

23

22

20Madison.com

19Fresno Bee

15

12

24Virginia Pilot

LEADERBOARD

9

8

6

5

4

3

2

7

1

Los Angeles Times

Chicago Tribune

OnMilwaukee.com

Columbus Dispatch

Kansas City Star

Naples Daily News

STL Post-Dispatch

Myrtle Beach Sun News

Corpus Christie Caller-Times

Regina Leader Post

The Commercial Appeal

Las Vegas Review Journal

Allentown Morning Call

The Island Packet

Knoxville News Sentinel

Baltimore Sun

Edmonton Journal

Hartford Current

Calgary Herald

Vancouver Sun

Orlando Sentinel

10

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TOP NEW WINS | AUGUST 2014

$58,886Estimated Retail

$37,920Estimated Retail

$34,526Estimated Retail

$26,142Estimated Retail

Myrtle Beach Sun News

Toledo Blade

Charlotte Observer

Sacramento Bee

$42,000Estimated Retail

Madison.com

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• Top Markets & Wins•Holiday Advertising Success•Howard’s Appliance Success Story• The Premium News Network•Maserati of the Main Line Success•Q&A•Housekeeping

AGENDA

INDUSTRY FOCUSHoliday Shopping

You Better Watch Out

Mobile: the gift that keeps on giving: 93% of shoppers that used their mobile phone to research items ended up purchasing a product or service. Most of these purchases happened in a physical store.

So long Black Friday, hello Gray Friday: Deals are starting early and stretching across the entire month of November. Removing the focus from one big day of shopping

The constantly connected, savvy shopper: Long before swiping their credit cards, shoppers are researching deals online. 12-15 hours spent researching popular holiday shopping categories

In-store traffic is down, but the spirit of spending is up: While in-store foot traffic is down substantially, retail sales over the same time period increased from $681 to $783 billion.

Source: Think Newsletter “Holiday Is (Almost) Here: 5 Shopping Trends Marketers Should Watch

Deck the halls with deals: Free shipping is the second most important factor when purchasing online

You Better Not Cry

20% of consumers start their shopping in or before September

Source: eMarketer US Digital Shoppers and Buyers 2012-2018. Ecommerce sales climb nearly 10% over holiday season. Practical Ecommerce: 2014 Holiday Ecommerce Marketing Checklist

Holiday Shoppers Are Spending Online

Nearly 90% of internet users shop online and 75% buy online

Mobile will equate for over 33% of all online holiday purchases in 2014

Online Shoppers in the US spent $95.7 billion in Nov & Dec 2013, up 9.3% YOY.

Online holiday spending is supposed to grow between 9-16% for 2014!

Start Making Your List

Consumers spent an average of $164.13 per

transaction on desktop

Consumers spent an average of $153.44 per transaction on

tablet

Consumers spent an average of $129.42 per

transaction on smartphones

Source: Internetretailer.com – Avg. order value in Nov & Dec 2013. Prosper Spending Score

And Checking It Twice

O&O site Premium News Network

Let’s Make Sure Your Advertisers Get it Right!

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• Top Markets & Wins•Holiday Advertising Success•Howard’s Appliance Success Story• The Premium News Network•Maserati of the Main Line Success•Q&A•Housekeeping

AGENDA

Tom Erspamer, Director of Retail Advertising, LA Times Media GroupLaura Grochowski, Account Executive, LA Times Media Group Leslie Restaino, Digital Sales Manager, LA Times Media Group

BUDGET ALLOCATION

CAMPAIGN DETAILS

CLIENT OBJECTIVES:

• Drive sales through new e-commerce website.

• Drive awareness and in-store visits to a 10-mile radius of each of their 11 Southern California locations.

• Phone Calls.

TOTAL SPEND

$885,000CAMPAIGN LENGTH

6 months

GEO TARGETS

LA DMA

LOCAL SEARCH

24%

SUCCESS STORY : Search

RETAILHoward’s TV & Appliance

PRINT, FLYERS, INSERTS

LATIMES.COM

WHY THEY BOUGHT:

• Howard’s had developed a new e-commerce website that went from 400 skews to 4,000 skews, so they wanted to drive website traffic. They also wanted to continue to drive in-store traffic to each of their locations.

• They were seeking a search expert & a high level of service, along with a one-stop shop with other LATMG strategies.

RETAILHoward’s TV & Appliance

CLIENT BACKGROUND:

Howard’s TV & Appliance was founded in 1946 and has 11 store locations in Southern California. They were seeking a SEM provider who provided more transparent analytics and call tracking.

LABOR DAY PERFORMANCE

Howard’s changed their ad copy to put an emphasis on a Labor Day sale. Overall, they saw improved CTR, CPC, and positioning for the Howard’s Labor Day copy – compared to the Thursday through Sunday period the week before. CTR improved 12% (0.95% to 1.06%) with a 10% drop in CPC ($4.52 to $4.11). We also saw average position move from 1.5 the week prior to 1.39 over Labor Day Weekend.

SUCCESS STORY : Search

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• Top Markets & Wins•Holiday Advertising Success•Howard’s Appliance Success Story• The Premium News Network•Maserati of the Main Line Success•Q&A•Housekeeping

AGENDA

TRUE DIFFERENTIATOR

The Premium News Network

With more than 1,400 sites, Premium News Network is the largest premium local source for

carefully vetted publishers with quality, journalistic content.

LOCAL MARKETS AT SCALE

BRAND SAFE, BRAND SMART

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Trust Metrics gives the Premium News Network a

quality rating 20x the industry average.

How does PNN’s performance stack up to

that of other display products?

What type of user does the PNN appeal to?

PREMIUM AUDIENCE PREMIUM PERFORMANCE

How does the local reach of PNN compliment that

of your own site?

PREMIUM REACH

MORE THAN JUST PREMIUM SITES

PREMIUM AUDIENCE

All 168,164 All67.2%

A18-24 23,420 13.9%69.2%

A25-34 35,977 21.4%87.0%

A25-54 97,321 57.9%82.8%

A65+ 16,277 9.7%64.7%

HHI $15K-$25K 9,242 5.5%59.0%

HHI $25K-$40K 21,531 12.8%66.5%

HHI $40K-$60K 27,890 16.6%67.2%

HHI $60K-$75K 16,275 9.7%61.6%

HHI $75K-$100K 25,685 15.3%70.5%

HHI $100K+ 57,009 33.9%72.3%

DEMO BREAKOUTTOTAL UNIQUE

VISITORS (000)

% COMPOSITION

UNIQUE VISITORS

% REACH

*All data reflects comScore numbers from June 2014.

Men 78,655 46.8%63.6%

Women 89,509 53.2%70.6%

PREMIUM REACH

Orlando Sentinel: 12.4% +PNN: 41.9%

Chicago Tribune: 20.6% +PNN: 44.5%

Kansas City Star: 26.3%+PNN: 65.4%

LA Times: 10.79% +PNN: 31.64

PilotOnline: 15.5%+PNN: 57.8%

Baltimore Sun: 26.9%+PNN: 57.2%

Seattle Times: 30.3% +PNN: 56.9%

SL Trib: 20% +PNN: 77.84%

Commercial Appeal: 15.2% +PNN: 59%

UTSD: 8.27% +PNN: 47.51%

*Source: comScore

Columbus Dispatch: 22.8% +PNN: 52.8%

Review Journal: 16.2% +PNN: 50.3%%

• Average CTR (2013) .098%

• Average CTR (2014) .144%

• 147% Performance Increase from 2013 to 2014 !!

PREMIUM PERFORMANCE

Automotive & TransportB2B

Beauty, Personal Care & MedicalCommunications

EducationElectronics

EntertainmentFinancial

Food & BeverageGovernment, Politics & Orgs.

Home & Building ServicesInsurance

Media & AdvertisingMisc. Products & Services

Non-ProfitPower Companies

Real EstateRestaurants

RetailSports

TechnologyTravel

0.000% 0.050% 0.100% 0.150% 0.200% 0.250% 0.300%

PNN - 2014 CTR

You are the digital expert. If you feel strongly that a specific product or tactic should be included on your advertiser’s plan, simply add it on to the proposal!

Does your advertiser want to reach multiple markets? Save them time by helping them to reach a trusted, news-consuming audience wherever they need to get their message out.

Middle to upper class news-consumers across all voting age groups? You’ve got that covered.

83% reach across adults ages 25-54 and the ability to reach nearly 71% of all online females should cover the majority of your advertisers holiday shopping needs.

AUTOMATIC ADD-ON MULTI-MARKET ELECTION SEASON HOLIDAY SHOPPING

WHEN TO INCLUDE PREMIUM NEWS

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• Top Markets & Wins•Holiday Advertising Success•Howard’s Appliance Success Story• The Premium News Network•Maserati of the Main Line Success•Q&A•Housekeeping

AGENDA

Jason Finley, Digital Specialist, Philly.com

MASERATI OF THE MAIN LINE

Maserati of the Main LineAuto

CLIENT BACKGROUND

PHILLY.COM SUCCESS STORY

CAMPAIGN DETAILS

• The Philly.com rep had been calling on Maserati of the Main Line for about 3 months before he was able to secure the meeting. They have 3 luxury auto dealerships: Porsche, McLaren and Maserati. The first meeting was with Porsche, and they were so impressed that they asked for another meeting to focus on Maserati.

• They had mostly done print marketing along with dealership events.

• Maserati was initially overwhelmed with the overall investment. Philly.com was able to demonstrate that they can more effectively reach their target shoppers with a digital campaign than any other form of media.

Total Spend$25,800

Centro Spend$19,200

Campaign LengthQ4 2014

Geography TargetedTarget: Competitors and Affluent NeighborhoodsBUDGET ALLOCATION

Retargeting40%

Search Retargeting25%

Hyper-Local Mobile35%

PHILLY.COM SUCCESS STORY

WHY DID THEY BUY?

• Maserti buyers aren't typical buyers and therefore are a bit more elusive. The Centro products allows us to identify them and target the dealerships unique messaging.

• Maserati of the Main Line was excited about the ability to very aggressively target their biggest competitor through a hyper-local mobile campaign along with being able to retarget consumers that have been to the site or searched for specific keywords.

Maserati of the Main LineAuto

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• Top Markets & Wins•Holiday Advertising Success•Howard’s Appliance Success Story• The Premium News Network•Maserati of the Main Line Success•Q&A•Housekeeping

AGENDA

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Q&A

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• Top Markets & Wins•Holiday Advertising Success•Howard’s Appliance Success Story• The Premium News Network•Maserati of the Main Line Success•Q&A•Housekeeping

AGENDA

Basics SessionSeptember 18th @ 11am Central

Advanced SessionSeptember 18th @ 11:30am Central

“digitalninja” We will discuss the new Q4

product offering on the October 4th All-Hands Call!!!

Reach out to Channel Sales Manager for

more information

TRAINING THURSDAY LIBRARY PASSWORD Q4 RATE CARD ACCOUNT PLANNING

HOUSEKEEPING

THANK YOU!