Advance Media - Google URL Shortener

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Digital Advertising Strategy for XXXXXX Supporting Materials

Advance Media Southeast & ADVANCE

Advance Media Southeast & Advance Advance Digital Media Group is the national strategic sales and marketing arm of Advance Digital, sister company to Condé Nast and American City Business Journals. ADMG partners with national brands and agencies to deliver effective and creative solutions that reach engaged consumers across the country. ADMG’s robust portfolio features 12 award-winning digital news/sports/lifestyle brands – including Advance Media Southeast – collectively reaching 51 million unique visitors monthly and ranking #8 in the General News category. Advance Media Southeast’s connection to ADMG supplements its own firstparty data with valuable data from visitors to Condé Nast’s collection of highend brands, American City Business Journals, Reddit and other local media groups.

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Local Presence, National Reach

Advance Digital: How We Rank 8TH LARGEST NEWS COMPANY Advance ranks well above MSN Network, US News, AP and Atlantic Media. Rank

Property

Unique Visitors (000)

Rank

Property

Unique Visitors (000)

1

Yahoo-ABC News Network

123,568

6

USATODAY Sites

73,500

2

CNN Network

100,562

7

FOXNEWS.COM

51,820

3

NBC News Digital

92,925

8

Advance Digital

41,370

4

CBS News

82,591

9

Time.com Sites

36,319

76,849

10

ELITEDAILY.com

33,338

5

BUZZFEED.COM

Source: comScore, Ranked List: News/Information – General News, December 2014.


Advance Local + Condé Nast

more than

456m

More than

51m

monthly pageviews

monthly unique visitors

more than

more than

1st & 3rd party cookies

digital ads served annually

2.7b

38b

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Audience Targeting

Audience targeting is the art and science of using observed, declared and predictive data to create targetable audience segments across networks, platforms and devices.

AWARENESS

Background As a publisher, Advance Media Southeast (an Advance Digital property) has a distinct advantage within the marketplace. The advantage is presented through the ability to publish and control content. Every story that is published by an Advance Digital property contains a content tag, which collects valuable first-party data around user interaction, intention, and history. With this information, we are able to assign real-time intent and characteristics to individual cookie pools that are categorized into audiences. Once the 1st party cookies are pooled, the data is then merged with 2nd party data (obtained by direct relationships with other publishers), and 3rd party data (obtained through purchase agreements) within a Data Management Platform (DMP). This process allows the Advance Media Southeast (Advance Digital) to further expand these segments into scalable enriched data that can be personalized and segmented based on need. Advance Digital currently controls more than 2.7 billion cookies.

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AWARENESS

Audience Targeting While some ad campaigns target websites that are known to have a certain visitor demographic, audience targeting focuses on the visitors themselves, making the category and the demographic of the website less significant. For instance, if a user has visited an article on Nola.com about HDTVs, it can be assumed that user has interest in electronics. This interaction would be tracked by an in-content 1st party cookie. The cookie would have been assigned to an electronics intender segment within the DMP. The DMP would then vend ads from electronics dealers toward that cookie’d consumer, even if the consumer were to visit different websites unrelated to the topic. The consumer is now accessible across channels, devices and applications, with precision and scale, creating a strong brand experience and lift.

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AWARENESS

How It Works An “Audience Targeting PIXEL” is a small piece of code that is placed within the story of a published web page (with permission) on Nola.com. The pixel records non-personalized user data by tracking user activity on the page. Each visitor who arrives at that webpage will have a cookie placed on their browser, which marks them as part of our custom audience since they expressed some interest in the specific public content. Then, (DMP) Lotame is responsible for collecting, organizing and activating all our specific pixel and cookie audience data from Nola.com and Advance Digital’s multiple 1st and 2nd party (shared cookie agreement with Condé Nast) sources. Once an audience is activated, it is targeted using an ad server. The cookies are targeted on the local properties (Nola.com) and pushed through an ad exchange called AppNexus. AppNexus uses the audience instructions from the DMP to target consumers on over 400+ different ad networks (Microsoft Advertising Network, Google DoubleClick, Rubicon, etc.), which makes their network of website’s inventory available through a transparent and manageable interface. AppNexus then engages in Real Time Bidding (RTB). While websites generally try to sell their ad space directly to advertisers in “premium” deals, a huge amount of ads are served as part of online auctions, in which ads are placed automatically, based on supply and demand pricing. For more information on RTB click HERE. If we win the bid for an impression through AppNexus.com, we then compete with other DSPs on that advertising exchange. Ad inventory is bought and sold on a per-impression basis, via “programmable instantaneous auction,” similar to financial markets. If we have the highest bid, the impression will be delivered immediately on that website and/or network. The bidding happens autonomously and advertisers set maximum bids and budgets for an advertising campaign. RTB transactions typically happen within 100 milliseconds from a user visiting a website. RTB was a $3 billion business in the U.S in 2013, and is estimated to grow to a $14 billion business in the U.S. in 2017 (source: IDC).

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DISPLAY SCAPE

Advance Digital Display Scape Advance Digital Operates within the Programmatic space using Publishercontrolled data exported via Lotame, Advance Digital’s impendent data Management Platform (DMP). An Independent Data Management Platform give us the ability to target rich, personalized data across multiple technology's and platforms, while expecting consistent results. 1st Party Data Collection from 12- Local Media Groups (Example: Oregonlive.com

2nd Party Data Collection From all Conde’ Nast Properties (Example: GQ.com, GolfDigest.com, Self.com, etc.)

Open Exchange Private Market Place

Cookies Pools are Pushed Across 900+ Ad networks and Ad Exchanges

Cookie Pools Pushed to Direct Sites, Example Nola.com.com, & NJ.com

Cookie Pools Pushed to LiveRail Video Pre-Roll Network

Premium 3rd Party On/Offline, Social, and Purchase Data Dynamically Feed Via API Directly into Lotame DMP Cookie Pools Pushed to LiveRail Video Pre-Roll Network B2B and B2C Email Newsletters Coming Soon: TrueView, Nativo, TubeMogul, Simpli.fi, and Taboola

June 2015 DMP Volume

3.1 BillionCookies

AUDIENCE BLENDS

PMP 1st-Party, 3rd-Party and 1st/3rd-Party Blended Audiences – Programmatic (RTB) Advance Digital has a distinct advantage within the marketplace: the ability to publish and control content. Every story published by an Advance Digital property contains a content tag, which collects valuable 1st party data around user interaction, intention, and history. With this information, Advance Digital is able to assign real-time intent and characteristics to individual cookie pools that are categorized into audiences. Once the 1st party cookies are pooled, the data is then merged with 2nd party data (obtained by direct relationships with other publishers) and 3rd party data (obtained through purchase agreements) into a Data Management Platform (DMP). This process allows Advance Digital to further expand these segments into scalable, enriched data that can be personalized and segmented based on needs. 1400+ Live Predefined Audiences

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AUDIENCE BLENDS

The Power of a DMP Predefined Audience Cookie pools move dynamically in and out of audiences based on pre-defined look - alike behaviors. Predefined audiences are custom built within the Data Management Platform using 1st and 3rd party data segments. They are created using consumer pathways laid by consumers who have shown interest or intent around a specific subject matter(s). Once this behavior is identified, we can use these pathways to create audiences, that can be customized to included behavior, recency and frequency. Recency identifies when the behavior happened and frequency indicates how many times the pathway is present within the specified time period. Predefined audiences live within the DMP indefinitely and are refreshed in real time. These dynamic audiences can be pushed into ad servers and are used to target consumers cross device. Predefined audiences allow for historical awareness around the preset pathway and provide consistent and predictable performance across devices.

Organic and Natural Food Intent Audience cXXXXX Total Uniques: 34 Million 30 Performance AppNexus - .18 %CTR 30 Day Performance Pre-roll - .29% CTR 30 Day Performance Advance Local Premium Private Exchange - .19% CTR

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AUDIENCE BLENDS

Automotive Intent and Interest in Luxury Vehicles Audience code: 4028 Audience size: 1.7 million unique cookies Targeting channels: Nola.com, 800+ networks, content networks, social (Facebook/Twitter), video Device ability: Desktop, mobile (web/app), tablet

Contributing Behaviors Categories --> Automobiles --> Automobile Types --> Luxury Vehicles BlueKai --> Past Purchases --> Autos --> Luxury Automobile Buyers 1st Party Clarifying Data Datalogix --> Polk Automotive --> In Market --> Body Style --> Luxury Sedan 3rd Party Sourced Data eXelate - United States --> Smart Segments --> Luxury Auto Buyers Datalogix --> Polk Automotive --> In Market --> Body Style --> Luxury SUV 3rd Party Offline Purchase Data eXelate - United States --> IXI Open Market --> Automotive --> Luxury Vehicle Owners eXelate - United States --> IXI Open Market --> Automotive --> Import Luxury Vehicle Owners Datalogix --> Polk Automotive --> Near Market --> Luxury Sedan eXelate - United States --> Intent --> Auto --> Buyers --> Luxury eXelate - United States --> Intent --> Propensity --> Auto --> Loan *Value estimated via Sitescout RTB Datalogix --> Polk Automotive --> Seasonal --> Year End Buyer --> Luxury Sedan Datalogix --> Polk Automotive --> Near Market --> Luxury SUV eXelate - United States --> Intent --> Propensity --> Auto --> Lease Datalogix --> Polk Automotive --> Owner Targeting --> Body Style --> Luxury Sedan Datalogix --> Polk Automotive --> Seasonal --> Year End Buyer --> Luxury SUV V12 --> Demographic --> Lifestyles --> Luxury eXelate - United States --> IXI Open Market --> Automotive --> Domestic Luxury Vehicle Owners BlueKai --> Predictors --> Autos --> Classes --> Luxury Cars MasterCard Advisors --> Automotive --> In Market - Highly Likely to Purchase in Next 30 Days --> Automotive – New & Pre Owned Vehicle Sales Alliant --> Auto --> Empowered Consumers --> Luxury Car Owners eXelate - United States --> Interest --> Auto --> Owners --> Make and Model --> Luxury SUV MasterCard Advisors --> Automotive --> In Market - Highly Likely to Purchase in Next 30 Days --> High End Car MasterCard Advisors --> Automotive --> Top Tier Spender --> Automotive – New & Pre Owned Vehicle Sales Datalogix --> Polk Automotive --> In Market --> Used --> Body Style --> Used Luxury SUV eXelate - United States --> Interest --> Auto --> Owners --> Make and Model --> Luxury Sedan V12 --> Behavioral --> Auto --> Classes --> Luxury V12 --> Behavioral --> Auto --> InMarket Predictors --> Luxury Datalogix --> Polk Automotive --> Owner Targeting --> Body Style --> Luxury SUV Alliant --> Auto --> Emerging Consumers --> Luxury Car Owners eXelate - United States --> Interest --> Purchase Behaviors --> Auto --> Luxury MasterCard Advisors --> Automotive --> Frequent Transactor --> Automotive New & Pre Owned Vehicle Sales Webbula Public --> Automobile Ownership --> Class --> Car Basic Luxury Webbula Public --> Automobile Ownership --> Class --> Car Mid Luxury eXelate - United States --> Intent --> Finance and Insurance --> Auto Intenders Webbula Public --> Automobile Ownership --> Class --> Car Prestige Luxury Datalogix --> Polk Automotive --> Seasonal --> Summer Sales Event Buyer --> Luxury Sedan Datalogix --> Polk Automotive --> Seasonal --> Summer Sales Event Buyer --> Luxury SUV

Estimated Data Value: $6.75 CPM*

CUSTOM AUDIENCES

Audience Building: Look-Alikes Advance Digital can create custom audience using the data collected from an individual website and scale the audience by matching behavior using other look-alike audiences. Consumers accessing the internet leave behind points of interaction. These points are collected using content tags and cross-device data collection methodologies. The data collected is constructed into pathways of intent and interest. These pathways can then be matched to similar pathways using enormous pools collected by vast 1st-party publishers and premium 3rd-party data providers.

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AWARENESS

Audience Building Custom data collection, or audience building can be employed through data collection pixels within client facing websites. Once placed, the pixels can collect audience data and intention based on interaction and activity. This data can then be harnessed by the client for use around specific monetization strategies. This program is theoretically similar to a “opt-in” email program but does not require consumer consent. The data collected can be organized into a hierarchy (Fig. B1) within the DMP. These consumers can then be reached using display advertising tied to the associated pixel.

FIG. B1 Collect custom audience of website visitors

All audience

All audience data collection pixel/cookie

Refrigeration Cooking

Pixel on browser

Pixel on browser

Audience can be used as the data qualifier for a look-alike audience using 1st and 3rd party cookie pools.

Assign consumer intent based on traffic flow, content and exit patterns.

PROGRAMMATIC OPEN EXCHANGE

Introducing Advance Digital’s Programmatic Premium Open Exchange The Advance Digital Open Exchange provides access to 12 market - dominating news and information websites across the United States. This innovative technology allows you to programmatically target consumers cross device as they passionately consume Pulitzer Prize winning content and information. Thanks to our Premium Open Exchange, you can now manage bids and inventory all within your existing console. Work with our experts to set up your unique Deal ID and simply enable the Advance Digital Open Exchange within your local trade desk.

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PROGRAMMATIC PRIVATE MARKETPLACE

Introducing Advance Digital’s Programmatic Premium Private Exchange (PMP) Via the Advance Digital Private Marketplace (PMP), you can now gain access to premium 1st and 3rd party blended predefined audiences focused on real time consumer intent and interest. Advance Digital’s PMP provides access to premium inventory at scale with over 4.6 billion impression monthly. Work with our experts to set up your unique Deal ID and simply enable the Advance Digital PMP within your local trading desk.

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AWARENESS

Mobile Conquesting Strategy Use Mobile Apps and Latitude/Longitude geos to target competitive appliance stores. Campaigns target individual store locations during periods of high instore traffic. Target a 100 to 400 meters radius around an individual store location. Locations determined by brand strategy and geo constraints.

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AWARENESS

CRM Data Import To Cookie Match Use client CRM or client data as a means to create online audiences. The data is imported into a DMP and then matched (1:1) to the consumers individual browser pixels. Once matched, the pixels are pooled into an audience. Audience can be used as a behavioral target using display, mobile and video advertising.

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Search Strategy

Search engines provide pathways to meaningful conversation with consumers with interest in a product or service.

SEO & SEM

A Sense of Scale: SEO & SEM CURRENT ACTIVE ADVANCE DIGITAL SEARCH ACCOUNTS 2,000 – 2,500 MONTHLY ACTIVE SEM CAMPAIGNS 310+ MONTHLY ACTIVE SEO CAMPAIGNS CUSTOMIZABLE SEARCH STRATEGIES • Market • Segment • Business • Product • On page and off

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SEARCH ENGINE MARKETING

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Background: Advance Media Southeast Advance Media Southeast (OMG), an Advance Digital property, has been offering search engine marketing (SEM) services for nearly a decade to help clients increase their visibility within the search engine results. As shoppers’ reading/research habits continue to migrate online, businesses are realizing the need to move their dollars into SEM in order to obtain greater visibility when users are actively searching for products and services. OMG works with clients to develop SEM programs that meet the goals and objectives of your business. Depending on the goals of a business, OMG is equipped to handle any type of business, from the small mom and pop store down the street to the large global ecommerce business. In addition to the client’s goals, OMG also takes into consideration the client’s industry, location and business type (brick and mortar vs. ecommerce, B2C vs. B2B, etc.) when creating a strategy. Depending on the type of business and its goals, OMG can offer multiple solutions through our SEM platforms. These platforms are used to do the tedious work, such as bid adjustments, which allows OMG to focus on the campaign strategy, optimization, testing and reporting.

As a Google Adwords Premier SMB Partner and a Bing Authorized Reseller, we offer turnkey solutions across Google and the Yahoo!/Bing Network and manage all aspects of your campaign


Background: Our Platforms MATCHCRAFT MatchCraft, owned by OMGs parent company (Advance Publications), is an industry leading search engine marketing platform that utilizes highly sophisticated real-time bidding algorithms to generate exceptional results and ROI. This functionality allows OMG to be more strategic by spending time on data analysis, keyword improvements, ad text testing and conversion path analysis versus lever-pulling and bid management. KENSHOO Kenshoo, a premium search engine marketing solution scored the highest rating in a study done by Forrester Research, a 3rd party research firm. Kenshoo is a bid management tool meant for the sophisticated marketer that needs cutting edge tools to effectively manage a search campaign. Kenshoo’s capabilities include optimization and bid management, scenario planning and forecasting, custom attribution modeling and more. This platform can track nearly any type of conversion, and can also integrate with external channels to get a full view of a business’s marketing performance.

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Search Engine Marketing Search engine marketing (SEM) is an internet marketing tactic which promotes a business’s website by bidding on specific keywords, which then triggers your ad to show within the search results. The major search engines, Google and Bing (Yahoo partners with Bing for SEM) have SEM programs that allow text ads to be shown within the search results. Each of these programs also have a display advertising component where text, image and video ads can be shown across a display network (a group of websites that have opted in to show ads within their own websites). SEM is a tactic that should be included in every business’s marketing mix. It’s a quick way to gain increased visibility for a wide variety of keywords. Launching an SEM campaign, depending on the size and scope, can be completed over a couple of weeks, compared to an SEO campaign which can take much longer to take hold. Note that utilizing SEM alongside SEO can provide a boost in your online visibility, and can help grow your business more quickly.

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Visits from SEM ads have a higher conversion rate (ecommerce) than visits from organic search Source: MarketingProfs


How It Works In its simplest form, search engine marketing (SEM) allows a business to bid on a set of keywords relevant to its business and/or industry, which then triggers an ad to show within the search engine results page. Digging deeper, there is much more to creating and running an SEM campaign than bidding on keywords. An effective SEM campaign will focus on three main areas - keywords, ad text and a landing page. Before a campaign is built and launched, OMG works with the client to establish goals for the campaign. Depending on the business, a goal could be an online purchase, a phone call, a lead form fill or even viewing a map or driving directions. Once these goals have been established, OMG will work to build out the campaign (keywords, ads and landing page). OMG performs keyword research to identify relevant keywords. Researching keywords will also provide us with an estimate for a recommended spend. Costs vary wildly across industries, and the more competitive your industry is, the higher cost per click (CPC) - the amount you pay when someone clicks on your ad - will be. Once keywords are identified, OMG will structure campaigns to group similar keywords, which helps with ad text creation. SEM ads don’t allow for elaborate messaging. You get a total of 95 characters, including spaces (headline = 25, two description lines = 35 each), so the message must be clear, concise and include a compelling call to action. When a user clicks on the ad, they are directed to the most appropriate landing page on the client’s website (these landing pages are chosen by OMG when the account is being built). Landing pages play a large role in generating conversions, which are the actions you want a user to take. These pages must contain a clear headline, body copy, discussing benefits/differentiators and a call to action.

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SEM Benefits SEM puts your ad in a highly visible position distinct from organic search results. Potential customers on mobile devices can tap to call, email, get directions or visit your mobile site from your SEM ad. The Advance Media Southeast’s SEM team will: • SEM increases your business’ visibility in search results • SEM campaigns result in insightful keyword and interaction data • Performance data collected from an SEM campaign can inform organic strategy • Users can click or tap your SEM ad to call, email and find directions to your business – and each interaction is trackable • Custom SEM ads are available for each of your business’ locations

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Inventory-Driven SEM Campaigns are dynamically updated based on a retailer’s available inventory at the make/model/year/type level. The ad copy also matches the keywords, and the retailer’s available inventory. The click destination is also related to the search terms and available inventory. If a luxury car intender were to search for Mercedes-Benz C-Class C300 4MATIC, and click on a related ad, they would be directed to the dealer’s inventory of C300s.

Ad Extensions provide direct links to site pages. Aids in consumer engagement and smaller clickstreams


Non-Feed Driven SEM Strategy A Non-Feed driven search campaign will center around awareness and consideration keyword sets. The strategies will employ brand, category, and conquesting keyword strategies. All groups will be measured based on client driven performance metrics. These metrics will be tracked using Google Analytics and Google AdWords Reporting. All metrics will be available for view within a client dashboard. The dashboard will make available all keyword activity and strategy within the campaign.

Only Google, Yahoo, and Bing Search Engines are used in this program. All clicks are driven directly to the client’s website. Program doe not employ non direct clickstreams.

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INBOUND TRAFFIC ACQUISITION – EXAMPLE

SEM Overview • • • • • • • • • •

SEM Strategies SEM Results Product Listing Ads (PLAs) PLA Dynamic Remessaging Dynamic Click-Stream Remessaging Dynamic Text Ads Automated Bidding Gmail Sponsored Promotions On-Page Pixel & Conversion Tracking Post-Click Tracking & Optimization

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SEM Program Overview Gain visibility across Google, Bing & Yahoo. Ads run on desktop, tablet & mobile. Full account set up includes: o Account structure o Keyword research o Ad text creation o Ad extensions o Landing page creation (if needed) o Conversion tracking o Google Analytics Dedicated campaign managers optimize campaigns for conversions. Utilize Kenshoo, one of the top bid SEM platforms in the industry. Scheduled reporting customized to client needs.

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Advance Digital is worldwide Google Premier SMB Partners


SEM Strategies SEM Goal: Increased search engine visibility to improve calls, leads, in-store traffic, drive revenue, and increase earnings. KEYWORD STRATEGIES: o Match types (broad, modified broad, phrase, exact, negative) o Cascading bidding strategy o Branded / Vanity o Category o Long-tail AD TEXT STRATEGIES: o A/B Testing o Sitelinks o Ad Extensions o Product Listing Ads (PLAs) o Dynamic Keyword Remessaging REMESSAGING STRATEGIES: o Dynamic Click Stream Remessaging o PLA Remessaging TRACKING & REPORTING: o Comprehensive Data (all engines) o By Search Engine o By Device o Keyword / Ad Text

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SEM Results SEM Goal: Drive increased search engine visibility to improve calls, leads, instore traffic and revenue. Through testing and optimization, we have achieved: o Increased CTR o Increased conversions o Increased impression share

Month Impr. share Avg. position Top of page rate 2/1/2014 67.80% 3.1 42.68% 3/1/2014 71.48% 2.9 46.96% 4/1/2014 69.03% 2.7 47.44% 5/1/2014 75.76% 2.4 58.49% 6/1/2014 72.05% 2.5 48.66% 7/1/2014 83.40% 1.9 60.30% 8/1/2014 78.29% 2.6 43.05%

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SEM Capabilities – Product Listing Ads (PLA) PRODUCT LISTING ADS (PLAS) o Inventory feed-driven Search Engine Marketing. PLA’s include rich product information such as an image, title, price consumer reviews, and store name. BENEFITS o Higher click-through rates (CTR) o Better qualified shoppers/leads o Easy management (use product info instead of keywords) o Broader reach as multiple ads could be shown for your store

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IN BETA

SEM Capabilities – Dynamic Clickstream Remessaging

DYNAMIC CLICKSTREAM REMESSAGING o Ability to serve (remessage) display ads to users who have searched specific keywords via Google. Users would see display ads across Google’s Display Network (GDN). BENEFITS o Increased visibility across GDN. Ability to serve multiple messages to the same user. Increased ROI by capturing users already familiar with your store.

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SEM Capabilities – Conversion Tracking ON-PAGE PIXEL & CONVERSION TRACKING o More efficient paid search efforts: track down to the keyword level and utilize remessaging capabilities. BENEFITS o Easy installation o Track phone calls generated from paid search campaigns o Listen to phone calls to determine quality and assist in sales training o Ability to remessage to previous site visitors

Example Tags and Pixels http://ad.crwdcntrl.net/5/c=931/pe=y/callback=JsonProvider_240314807 http://tags.crwdcntrl.net/c/931/cc.js?ns=_cc931 http://bcp.crwdcntrl.net/5/c=931/b=12498619 http://bcp.crwdcntrl.net/5/c=931/rand=1415724054956/ctax=Advance+Digital+Conversions%5ENola.com%5EProvPl an%5EProvPlan12_OR_BTRoS_Multi_01%5EImpression http://bcp.crwdcntrl.net/5/c=931/b=14509052 http://bcp.crwdcntrl.net/5/c=931/b=12615792 http://bcp.crwdcntrl.net/5/c=931/b=19027181 http://bcp.crwdcntrl.net/5/c=931/rand=1415724055293/ctax=Advance+Digital+Conversions%5ENola.com%5EOMG% 5EOMG06_OR_HP_Rect01%5EImpression http://bcp.crwdcntrl.net/5/c=931/rand=1415724054956/ctax=Advance+Digital+Conversions%5ENola.com%5EProvPl an%5EProvPlan12_OR_BTRoS_Multi_01%5EInview http://bcp.crwdcntrl.net/5/c=931/rand=1415724056004/ctax=Advance+Digital+Conversions%5ENola.com%5EShrev eCompany%5EShreveCompany01_OR_BTRoS_Multi%5EImpression http://bcp.crwdcntrl.net/5/c=931/rand=1415724055498/ctax=Advance+Digital+Conversions%5ENola.com%5EPaulso n%5EPaulson06_OR_BTROS_Multi%5EImpression http://bcp.crwdcntrl.net/5/c=965/rand=301048928/pv=y/p=4577/p=4575/p=4573/p=4572/p=3183/p=3171/p=3 170/p=3178/dp=y/rt=ifr http://bcp.crwdcntrl.net/5/c=931/ctax=Advance+Digital+Maxmind%5Eca%5Emountain%20view%5E%5E94040 http://tags.crwdcntrl.net/c/368/cc.js?ns=lot368 http://tags.crwdcntrl.net/c/796/cc.js?ns=lot796

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SEM Capabilities That Drive Results POST-CLICK TRACKING & OPTIMIZATION o Information that drives strategy and testing o Kenshoo and Google Analytics are used to understand what users do post-click o Installation of pixels and code for tracking purposes o Google Analytics dashboard set up BENEFITS o Ability to build remarketing lists o Ability to remessage to previous site visitors o Gain additional post-click knowledge via Google Analytics o Review engagement metrics to determine traffic quality o Avg. time on site o Pageviews per session o Bounce rate o Understand which campaigns, ads and/or keywords are driving ROI

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IN BETA

SEM Capabilities – Dynamic PLA Remessaing PRODUCT LISTING AD REMESSAGING o Build a remessaging list for users that have clicked on a PLA in the past and serve ads via GDN to get them back to close the loop and complete the conversion. BENEFITS o Stay top of mind with consumers o Drive qualified shoppers back to the site o Increased performance/ conversion rates

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IN BETA

SEM Capabilities – Dynamic Text Ads DYNAMIC TEXT ADS (BETA) o Serve dynamic text ads with fresh content that is hyper-tailored to the context of a user’s search query. Ads are customizable based on specific triggers. BENEFITS o Tailor text ads to meet searcher’s criteria o Customized based on specific search triggers o Ads are more effective due to relevance o Increase CTR & conversions

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IN BETA

SEM Capabilities That Drive Results AUTOMATED BIDDING: TARGET OUTRANKING SHARE (BETA) o Automatically set bids for keywords, ad groups or campaigns so that your ads appear higher than other domains’ ads (competitors) or when another domain’s ads did not show. BENEFITS o Ensure ad placement above the competition o Ensure ads serve when a competitor’s ads do not o Increase ROI by achieving top placement for high converting keywords

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IN BETA

SEM Capabilities– Sponsored Gmail Promotions GMAIL SPONSORED PROMOTIONS (BETA) o Users spend 16% of their daily digital time in email. Gmail Sponsored Promotions (GSP) is a new way to connect with Gmail users through innovative targeting in a high impact ad. BENEFITS o Target hundreds of thousands of monthly Gmail users o Serve a full page ad directly in users' inboxes o Receive 100% share of voice o Ads render on both desktop and mobile

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SEARCH ENGINE OPTIMIZATION

Background Over the past decade a change has slowly started to take place in the way content is being consumed. Simply put, the majority of information starts with a simple search engine search. Being a publisher, Advance Media Southeast (OMG), an Advance Digital property, needed to find a way to ensure we not only stayed relevant with the transition to digital content consumption, but we that also continued to be a leader and credible information resource within our community. Being part of a larger organization, which includes a total of 12 media groups, provides the opportunity to work with the best and brightest around the country. Our own internal search engine optimization (SEO) team worked to optimize every aspect of not only Nola.com, but the other local media group websites as well. Due to our understanding of Google’s best practices, each website, in their respective markets, now consistently ranks at the top of the search results for nearly any community-related story that we’ve written about. This domination of the organic search results is due to the knowledge and brainpower we have as a company. We’re now able to bring an SEO solution to our advertisers that we know works. SEO has helped grow our own readership and business, and we’ve been able to do the same for a large number of advertisers.

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Search Engine Optimization Search engine optimization (SEO) is the process of altering how your website appears within the organic, or natural, search results. These results differ from paid search results (i.e. Google AdWords) in the fact that organic listings are “free.” The cost of SEO is working with trained experts that understand the search engine ranking algorithms and can alter strategies and tactics based around these algorithmic updates. Ranking in the top organic search results for relevant keywords can help grow your business significantly as search engine users click on roughly 85% of the organic results (vs. 15% click on paid results)*. Looking even closer into clickthrough rates (CTR) for organic listings, the top five search results receive 67.6% of the clicks**. This shows the importance of including a sound SEO strategy within your overall marketing mix, and the value it can bring to your business by ranking above the fold (top 5 organic search results).

Sites that rank first organically receive of Google’s total traffic share, on average.***

31%

*Source: Unbounce.com; **Source: Moz; ***Source:Source: Search Engine Land, How Ads Influence Organic CTR on Google, 2014


How it Works A search engine’s organic ranking algorithm is comprised of hundreds of signals and factors. As search engines crawl and index the internet, they store all of this information within their database, which is run through their algorithm to determine the quality and credibility of a website. Websites that are following organic ranking best practices will float to the top, while websites that aren’t optimized or appear spammy or are trying to “trick” the search engines will fall to lower positions within the organic results. SEO is comprised of two main areas, on-site and off-site. When talking about the on-site factors, this refers to the aspects that we have much more control over, such as the technical, content and marketing components of the website. Our SEO team will work to provide recommendations that are pertinent to the client’s website and goals. On-site recommendations are either implemented by our SEO team, or the client’s internal team/developer. Off-site factors also play a large role in Google’s organic ranking algorithm. By increasing the number of other websites linking to the client’s site, we can build credibility and authority, helping increase organic rankings. Google treats all links/sites differently in terms of relevancy, but the goal is to find relevant websites (industry, vertical, topical, etc) to drive links back to your site.

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SEO Overview • • • • • •

SEO Timeline Local & National SEO SEO Audit SEO Deliverables SEO Reporting SEO for E-Commerce

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SEO Timeline DELIVERABLES & TIMELINE FOR LOCAL SEO PACKAGES Nola.com’s SEO service is a 12-month project to perform search engine optimization on websites with a local business emphasis.

MONTH 1 • Pre-kickoff call research • Keyword research • Initial check of site for problems • Kickoff call with your business • Keyword and onsite optimization recommendations • Develop content strategy • Develop local strategy • Review of business information (name, address and phone) for any unique issues • Review of business location info on website • Define strategy for local directory listings • Setup of Google Analytics and Webmaster Tools for Google and Bing • Duplicate content check on website • Check for technical SEO issues onsite • HTML back-end code check

• Check for XML sitemap and create one if needed, upload to Google and Bing Webmaster Tools accounts • Check for robots.txt file and create one if needed • Check for HTML sitemap and create one if needed • Creation of KML file (allows search engines to see exact location info for business) • Creation of baseline ranking report • Setup in online reporting dashboard


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SEO Timeline MONTH 2 • Optimize or craft pages of website content as necessary, including page titles and meta descriptions* • Write optimized page titles and meta descriptions * • Optimize images for better search visibility* • Optimize location page and listing of name, address, and phone number on website • Add ”schema” codes on location info across website to help with maps visibility • Add “Follow” and “Share” social media buttons to website • Optimize listing on Business Finder • Data distribution of optimized business information (UBL, Localeze) • We first review existing listings in the databases and correct them if needed

MONTHS 3-12 • Submit business info to (100) local directories • Setup / optimization of YouTube channel • Includes writing of “About” description • Upload of logo if provided by client • Create and place video on YouTube channel • (Will also place video on advertiser’s website if • content placement was purchased)* • About the business • About a specific product or service • Meet the owner & staff • Frequently asked questions


Local & National SEO LOCAL SEO o Efforts focus heavily on specific locations and geographical areas. Service is geared towards brick and mortar retail locations looking to drive phone calls and in-store traffic. KEY PERFORMANCE INDICATORS (KPIS): o Phone calls o Driving directions o Contact form fills o Email inquiries o Website traffic growth o In store sales increase NATIONAL SEO o A solution for web-based businesses, ecommerce sites or companies focusing on larger territories (i.e. state, region, country or world). KEY PERFORMANCE INDICATORS (KPIS): o Phone calls o Contact form fills o Email inquiries o Website traffic growth o In store sales increase o Ecommerce growth

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SEO Audit COMPREHENSIVE SITE AUDIT o A 20+ page document of research and recommendations about a business‘ website. The audit will outline specific problems and provide a ranking for each factor that has been checked. The following sections will be outlined in the audit: TECHNICAL ANALYSIS o Domain setup & configuration, URL structure, crawlability, etc. CONTENT ANALYSIS o Keyword targeting, images and on-page text. MARKETING ANALYSIS o Directory listings, inbound links and linking domains. LOCAL PRESENCE (WHEN APPROPRIATE) o Local directory claiming and accuracy. SOCIAL MEDIA o Social presence and content sharing.

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SEO Deliverables •

Identify specific and measurable goals.

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Kickoff call scheduled to start the campaign.

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Keyword research performed to determine top keyword targets.

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Website optimization, including major page elements and body copy.

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Create website content (approved by client).

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Claim and verify local business listings (Google, Bing & Yahoo).

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Create and post social media content (if applicable and approved by client).

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Directory submission work to ensure consistent NAP (Name, Address, Phone) data.

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Build inbound links to further establish authority and credibility.

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Competitive at all levels, regardless of spend, complexity or industry.

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SEO Reporting SEO REPORTING AND ACTIVITY DASHBOARD o Full transparency o 24/7 access o Syncs with Google Analytics o Outlines primary/secondary keyword rankings o Lists tasks completed by SEO team o Downloadable PDF reports

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SEO for E-commerce Websites KEYWORD RESEARCH COMPETITIVE RESEARCH AND CO-OCCURRENCE STRATEGIES ON-PAGE OPTIMIZATION o Site structure o Internal linking/merchandising o Usability o Responsive/mobile optimized o Customer review integration o Rich snippets o Social media integration

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SEO for E-commerce Websites PERFECTLY OPTIMIZED ECOMMERCE PRODUCT PAGE 1. Reviews 2. Videos 3. FAQs 4. Social sharing 5. Search functionality 6. Call to action 7. Trust signals 8. Breadcrumbs 9. Images 10. Title/Meta/H1 11. Product description 12. Optimized page URL 13. Product name 14. Phone number 15. Company details

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Future Proofing SEO – Schema.Org Markup SCHEMA.ORG MARKUP Properly implemented Schema markup within ecommerce websites allows additional relevant information to be displayed within search engine results. These additional information points – also known as “Rich Snippets” - can include product ratings, product properties, product relationships, product inventory, product characteristics, offer availability, offer warranties, and many other useful snippets of information. For example:

Google and other search engines are increasingly using semantic search (voicebased search) results. In order to index these results based on semantic search, Google needs a way to quickly and effectively understand the context and content of a website. Schema markup allows us to explain exactly what our clients’ sites are and how they should be indexed without Google having to do the extra legwork of sifting through excess code.

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Future Proofing SEO – Open Graph Protocol OPEN GRAPH PROTOCOL Open Graph is a back-end markup protocol that allows companies to control their branding across Facebook. Proper open graph markup will allow companies to set up a default image, title, and description on all posts, products and pages for their site.

TWITTER CARDS Twitter Cards are similar to Open Graph Protocol. Implementing Twitter cards requires placing a coding language on the back-end of a website. Once this code is placed and accepted by Twitter, the company will be able to display large images within Twitter’s main feed. This greatly increases CTR and engagement with posts and products on Twitter.

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Future Proofing SEO – Google Tag Manager Implementing Google Tag Manager on a company’s site allows us to track any clickable element on that site into Google Analytics. We can place click tracking on all offers and ads on the site, as well as any off-site hyperlinks (such as social media buttons). This allows us to gather a greater understanding of how users are navigating and interacting with the site, thus allowing us to optimize more efficiently towards specific conversions. Google Tag Manager implementation also enables us to monitor engagement with on-site contact and request information forms. Not only can we track whether or not someone filled the form out and submitted it, we can also track incomplete form fills. We can monitor how much of the form a user fills out before exiting the page and specifically which fields they were willing to fill out. Having this information allows us create and implement forms that have the greatest possible rate of conversion (form fills).

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Future Proofing SEO – Co-Citation/Co-Occurance CO-CITATION STRATEGY In modern SEO, effective ranking is becoming less about rich anchor text and track-able, high-level backlinks. Modern search engines are more and more taking into account the context of keyword delivery in multiple sites across the Internet. By controlling the delivery of contextual strains of information surrounding the keywords we are targeting for our clients, we are able to set up the groundwork for a co-citation strategy that will only grow in importance in the next year. Our expert team of content specialists will deliver content that is not only engaging and shareable, but also properly optimized to fit the specific cocitation goals specific to each client. CO-OCCURRENCE STRATEGY Our co-occurrence strategy deals with in-depth competitor analysis both in-site optimization and off-site backlink development. We track and monitor all effective strategies that competitors in the field are implementing and we match the techniques that achieved these results. This allows us to match the current performance of all competitors in the field and then, by implementing our nextlevel strategies of innovation, we are able to surpass their performance.

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EXIT

Site Remessaging & Remarkerting Strategy Target consumers after they exit your business’ website. Consumers are grouped into remessaging and remarketing categories based on user site activity and history. Consumers are then targeted programmatically with creative specific to their intention or interests on your website. Remessaging – target consumers upon exiting a website who have not met any predefined attribution models created to identify intent or interest within a category. Often called “Open Minded Consumers.” Remarketing - target consumers upon exiting the website who meet predefined attribution models on intent and interest within a product or brand category. Attributes are identified using site pixel structure and could be used to market to Samsung brand intent and interest. Retargeting site visitors using both remessaging and remarketing in order to maintain brand awareness and brand consideration as consumers shop for competitive brands or competitive product(s).

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EXIT

IN BETA

Dynamic Creative Remessaging Example Dynamic creative remessaging requires the use of a “smart pixel” that is applied to product pages within a brand category. The smart pixel automatically piggybacks on existing remessaging pixel and captures (up to) the last five products viewed within the individual session. o o o o

Currently testing on Standardtvandappliance.com using Samsung brand pages. Product designed to deliver dynamic creative to consumers upon website exit. Creative changes based on pages seen by a consumer within an individual website session. Consumers receive a personalized (dynamic) creative based on their previous website session.

Creative Example

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OPTIMIZATION & REPORTING

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Site Analytics Optimization & Reporting o

All digital campaigns tie directly into your website analytics, thus creating the ability to optimize based on website goals and events.

o

Track direct campaign engagement using click tags and event whispers.

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Produce real-time ROI by incorporating ecommerce transactions directly to digital campaigns.

By medium…

…monitor response & track conversions


Digital Display Optimization Make your display campaigns work using a combination of human interaction, consumer theory and conversation data. Optimize digital display based on campaign goals, conversions and click-though rates. Campaign attributes can drastically affect a campaigns performance and ROI. Resources and knowledge dictate optimization abilities. Advance Digital’s local and national optimization teams operate outside of automation and inside of conversions. Optimization Points Human Monitoring ZIP Code, City, Region, DMA Audience Manual Benchmarks Frequency Recency Seasonality Day Parting Pacing Content Theoretical Influence CTR and Viewability Device Position Non-Performing Domains Non-Performing Audience Segments Page Depth, Time on Site, Conversions View-Through Ecommerce In-Store RFID chips

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Non-Linear Attribution Focus Google’s Zero Moment of Truth (ZMOT) has established that a consumer’s path to purchase is increasingly dynamic. This includes the use of multiple devices, stimulus, and other “moments of truth.” This non-linear path to purchase creates an environment in which multiple channels influence a consumer’s behavior leading up to his/her purchase decision. The goal of optimization and reporting is to understand how each of these channels are credited with influencing the consumer’s behavior. Our approach is to synchronize offline and online events using metrictracking systems such as Google Analytics, as well as implementing conversion pixels, tracking codes and other optimization methodologies. Each user interaction that can be tracked will be tracked.

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OPTIMIZATION AND OPTIMIZATION &REPORTING REPORTING

IN BETA

Client Dashboard – Burt Hub

Our client-centric reporting dashboard creates a comprehensive view of our digital campaigns. This includes advanced reporting for audiencetargeted display, SEM, and SEO. Optimization decisions can be made based upon a number of key elements, including creative heat maps, user interactions, device usage, etc.

INNOVATION

IN BETA

RFIDs: Online Traffic to In-Store POS Use of Radio Frequency Identification Devices (RFIDs) to capture in-store interactions. Information is imported into Google Analytics and then correlated to digital campaign performance. RFID’s are used to track product views, instore traffic, in-store traffic patterns, coupon usage, and much more.

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Thank you!