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Digital Sales SolutionsConquering Online Objections

Catharine Van Mater, Internet BroadcastingAugust 2011

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You instinctually know how to match up against your competition when selling against print, billboard, radio, cable and other broadcast stations.

Our goal today is to help you have the same confidence when selling online through role-playing, framing appropriate responses and reasoning while looking at the role research and “live” examples may provide.

This session will position you as an expert in the digital space and provide helpful information serving as a digital consultant for your advertiser, along with breaking down barriers that may prevent you from maximizing your online revenue potential.

Introduction

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1. Online Effectiveness2. Budget Issues 3. SEO / SEM / Google 4. CPM 5. Click-thru Rate6. Ad Placement7. Measuring Results 8. Comparing Your Capabilities

Commonly Heard Objections to Online Advertising

Today’s Agenda

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Commonly Heard Objections…• New Media vs. Traditional Media: Not convinced

that website advertising works v. other traditional media

• Value and ROI: Don’t see value on the station’s Website… traffic is good - millions of page views are great but I’m more concerned about impressions for my ads. My ad wouldn’t stand out among content and other ads on the site

• Cheaper Option: Can buy other web platforms “cheaper” through Google and other search engines – and can spend “pennies” per ad served

• Audience Targeting: Is there a way to find out more about the demographics/lifestyles/psychographics of section visitors?

• Budget Issues: Limited budget – would like to keep money on-air

• Explore New Media Options: What are new, viable web and new media options – pros and cons of each?

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Common Complaints

• “It doesn’t work”

• “Banner ads don’t work, no one pays attention to them”

• “I already have a website - why should I be on yours?”

• “I really don’t use the internet and I don’t think my customers do either!”

• “I tried advertising on the internet and it didn’t work”

• “I don’t have a Website so I shouldn’t advertise online”, or “I need to update our Website before we launch a campaign.”

1. Online Effectiveness

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• “WHAT didn’t work?”• Share Client Success Stories • Testimonial Letters• Highlight Loyal Advertisers in

the Online Media Kit• Share creative in their

category-Prepare before the call with

examples from IB-Go “LIVE” Creative Showcase

“It Doesn’t Work”

Creative Showcase Link:

http://customers.ibsys.com/creative-showcase/index.html

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“Banner ads don’t work, no one pays attention to them”

• Go “Beyond the Banner”

• Highlight high-impact creative products

• Banner ads contribute to overall campaign

• Use ads that get the users attention

Hover Ads continue to average a 1.3% CTR since 2010

See the Hover Ad in action

Synchronized Ads interact with each other, drawing users’

attentionSee the Synchronized Ads in action

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Source: BizReport, June, 2011

http://www.bizreport.com/2011/06/study-display-ads-responsible-for-44-of-q1-transactions.html

Display ads were responsible for 44% of Q1 2011 transactions.

This means display ads pushed about half of consumers into the purchase funnel.

According to data from the Interactive Advertising Bureau (IAB), online advertising reached a quarterly spending high of $7.3 billion in Q1 2011, that is a 23% increase Year over Year.

Research: Display Advertising still generates results

“Banner ads don’t work and no one pays attention to them”

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“I already have a website – why would I need yours?”

• “Great! Having a website is the first step! What type of traffic do you have on your site? Unique Visitors? Page Views?”

• Promote at-work audience

• Getting a qualified audience to your site!

• Creative Showcase – feature high-impact creative

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“I really don’t use the internet and I don’t think my customers do

either!”• We are all focus groups of “one” – we all use

different type of media very differently.• If you are trying to reach A25-54 who work and

have the disposable income- then my site is where you need to be!

• The average adult surfs 14 hours a week online! Your message needs to be where your consumers are today!

• Let me show you how people use my television station and how that same audience uses our website and you’ll see where our users come from!

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“I tried advertising on the internet and it didn’t work!”

• What other advertising has worked for you?• What were your expectations for the campaign?• What type of Website did you buy?• What online elements were in the package?• How many impressions?• Were you trying to educate, brand or call-to-action?• Did you optimize the campaign?• What creative message used engaged the viewer?• How did you track the campaign?• Was the offer compelling?

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Interactivity Drives Audience Participation

Rich Media helps to initiate a customer relationship.

Guaranteed impressions assures audience delivery.

Selective placement: News/Weather/Entertainment provides consistent fixed viewing of ads.

Creative scheduling options day of week/time of day aligns with viewers habits.

On-Air spot schedule drives audience to online.

Email newsletter ad aligns with viewer trust of content.

Content Integration feature provides area to highlight advertiser content seamlessly.

Online video reinforces viewer with sight/sound/emotion response to viewers interest.

Online provides easier format to introduce more in-depth product information.

Select the Right Online Solution …

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“I don’t have a Website so I shouldn’t advertise online” or “we need to update our Website first before we launch a campaign”

• Online advertising creative can direct consumers to your offer - even without a Web site.

• We can create a Full Page Ad that effectively provides the additional information you’d like to convey using flash, video, links and content.

• Consumers use online daily and learn about products and services before they purchase.

• We can produce cost-efficient online elements that fill the gap while you are building/refreshing your Web site.

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2. Budget Issues

Common Complaints

• “My budget is too small to buy Web and I don’t want to take money out of my on-air budget”

• “I don’t have money in the budget for online – I need to buy as much TV (a proven product) as possible!”

• “I get online cheaper from your competitor”

• “The Web is too expensive for the results I get”

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“My budget is too small to buy Web”

• You can’t afford to buy TV but can compliment and reach your audience using online

• Prospects are using Web differently today• Average online usage 14+ hours a week • Let’s couple online with TV Web drivers to work

together• Use online to reach “at-work” viewers• This can be an effective lower-priced option!

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“I don’t have money in the budget for online”

• If working with an agency, first ask if they handle all the online dollars for the client. In some cases, clients use multiple agencies to handle different media “buckets” for them. Some agencies will be happy to refer you to the digital agency that the client uses.

• If the agency doesn’t provide any info, contact the client directly! This is where relationships with the client are very important. If the agency won’t pitch your package and you never talk to the client--they will have no way to know about this great offer that can help them with their business!

• Talk about a convergence package that includes internet! Bundle in all platforms to help get your CPM down and show the value of each platform--including production and then how much the total price would be if they bought the package!

• Create a unique sponsorship that can’t exist without the internet component

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“I get online cheaper from your competitors.”

• Let’s make sure we are comparing apples to apples!

• Here are some questions to ask the client/agency:• Compare online audience:

• Page views, Uniques, Special sections• Our audience is a qualified, at-work audience. Review

research to show demographics.• Compare ad impressions• Compare online ad elements:

• Sponsorship opportunities, rich media, custom splash pages, section sponsorships, etc.

• Compare ad placements• Compare ad creative

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“Web is too expensive for results I get”

• “How will you measure the success of this campaign?”

• “Before you advertise online, we are going to talk about the results you are expecting and the tools we’ll use.”

• “Different creative and online elements work to achieve different results.”

• “Are you trying to build a database or have a one-day sale?”

• “We might use a Contest or a Pushdown Rich Media ad.”

• “Let’s talk about engaging the viewer to get results.”

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3. SEO / Google

Common Complaints• “I don’t even know what SEO or SEM is”• “I am spending my money on Search (or

Google Adwords). How can you compete?”• “Internet is just for branding…”

• I don’t think I will get good quality leads. • I pay for SEO and people can look me up when they

are ready to buy. • There’s only a slight chance that someone who is

ready to buy my service will see my ad on your site.”

• “I am already using Autotrader.com, Cars.com, etc… why would I use your site?”

• “My customers don’t shop for my product on your site”

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Understanding SEO & SEM

Website Grader

• For a full review of SEO & SEM, please review the DSS Webinar “Week 4 - Making Sense of SEO, SEM and Google Analytics”, available on your Extranets or watch the video here.

Google Keyword Generator

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“I don’t even know what SEO is?”

Search Engine Optimization:

Making your site “search engine friendly”

Search Engine Marketing:

Paid placements along the top and edges of the page

Advertisers pay-per-click

Pricing is auction-based

Spending can be capped

Local vs. National buying

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“I’m spending my money on Search”

• We agree - it is important to be “listed” online.• Make sure your Web site has key ad words.• It also is vital to target viewers with

discretionary funds that may find your product while surfing the Web viewing what they view each day –local news.

• Showcase your product with video and rich media to engage the viewer beyond text.

• Display ads with Search deliver a “lift” in viewer response.

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The Google Heat Map

Source: Enquiro Search Solutions and SEMPO Eye Tracking study

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“Internet is just for branding…”

• “You are right, but internet can also be a direct response mechanism.”

• “If you are looking for a lead generating site, we definitely are not that (i.e., Autotrader.com, Monster.com, etc…) However, what we are is a place where local people come for local news, weather, traffic and other information and its important to be where your consumers are! Using our site, in conjunction with those lead generating sites, makes a nice online strategy.

• “While you have our audience captive, take advantage of some of our rich media options, contest tools and video options to really engage potential customers.” We go beyond banner and text links.

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“I am already using Autotrader.com, Cars.com, etc…why would I use your site?”• “These sites are lead-generation sites and

my online product works very differently than these sites. If you look at the purchase funnel, this audience is at the ‘ready to buy’ phase. What we can do is capture that audience that is closer to the top of the funnel or the ‘thinking to buy’ phase.”

• Research shows that the best lead generators are those that come from your own website. We can help get potential local buyers to your site with our qualified, at-work audience (plug in stats here--unique visitors, page views)!

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“My customers don’t shop for my product on your site”

• “Most viewers come to our site for updated News, Local Weather, Sports & Entertainment.”

• “We do drive a lot of online traffic by promoting the website and content on-air such as HS Sports, “Best of”, Going Green or our specialty health section.”

• “Viewers see your ads and targeted messages online throughout their work day--even when they were not thinking of your product.”

• “Good creative engages viewers to learn more.”

• “You’re reaching a new audience.”

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4. CPM

• Common Complaints

• “How is online priced...what is CPM?”

• “Your CPM is too high – I can get a $1 to $2 CPM on an ad network. Why should I pay more for you?

• “I can get on the top 50 most viewed sites and geo-target for a better CPM – why do I need your Website?”

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“How is online priced...what is CPM?”

• Each online ad element has a different price associated with it.

• CPM = $ / Impressions x 1000.

• Go into details about CPM, using easy round numbers so the advertiser isn’t focused on the math. Example: Leaderboards, Skyscrapers and Medium Rectangle ads are typically an average of $10 CPM (cost per thousand), Rich Media as $20 CPM and video at $30 CPM.

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“Your CPM is too high – I can get a $1 to $2 CPM on an ad network. Why should I pay more for you?”

• Get outside the “ad blindness” of IAB units – create high impact Rich Media and Fixed Page/Section Sponsorships.

• Targeted ads, dayparting, and experimenting with page takeovers and weather triggered ads.

• This low CPM business will not run in premium positions and may run on questionable websites or content.

• We can guarantee your ads will be seen by our qualified, at-work audience. We have users with jobs, who have money to spend on your products or services.

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“I can get on the top 50 most viewed sites and Geo-target for a better CPM – why do I need your Website?”

• Geo-targeting is also available on our sites.

• While there are still concerns about the viability of Geo-targeting, there have been many advancements in the past years to ensure you are reaching a local audience.

• We can control and adjust your placement . When working through an ad network, there is less control of placement in targeted sites and you are truly part of a “network” that may or may not be getting optimized for prime placement.

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CPM Case Study

• Memorial Day Weekend Sale – target Friday before a 3-day weekend

• A solution that an ad network could not guarantee – custom targeted premium ad placement

• The campaign delivered 100,373 impressions, 111 clicks, and a .11% click rate!

• They now own the last Friday of every month

• Resulted in a $30,000 incremental increase

-----Original Message-----Sent: Wednesday, June 09, 2010 7:26 PMTo: Roxanne BowersSubject: Bob Dance May Homepage Takeover + Hover Ad

Hi Roxy,Sales over the weekend were better than expected. It was impressive to see the number of people that referenced the ads on your site. Scott is looking forward to speaking with you Monday or Tuesday regarding a 4th of July shoot.We are still over at the beach enjoying the ocean breeze!!Have a great weekend!--K

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5. Click-thru Rate

• Common Complaints

• “Can I buy your site just based on clicks?”

• “My CTR is very low –am I better off moving those dollars to my on-air schedule?”

• “Although we can track CTR, its hard to track how many of those people actually buy our product. With direct mail/newspaper, we can more easily track it since they bring it in.”

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“Can I buy your site just based on clicks?”

• We sell our site based on impressions delivered, meaning if you order 100,000 impressions, your ad will be served 100,000 times.

• Click-thru’s should not be the only metric you look at in evaluating your online campaign. Market the value of the ad impression, think in terms of reach & frequency and the value of the audience that you are reaching.

Click-thru vs. View-thru• Research shows that many people never click on an ad• They see the ad and visit your site later, known as a View-thru

• There are sites out there that use a pay per click (PPC) model - for example: Google Adwords - but our site doesn’t work that way.

Pay-Per-Click (PPC)• Advertisers pay a fixed price every time their text link is clicked • Price is determined by an auction based system• Once cap is reached, links no longer appear

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“Can I buy your site just based on clicks?”

• Be aware of “click fraud”…Click Fraud• Artificially inflating Web traffic statistics to

cheat advertisers

• CPC buys typically have a spending cap by month. Advertisers can quickly run through their budget leaving them with no advertising for a portion of their campaign.

• Your Click-thru Rate is based on your creative message.

Creative is Key• You must have a STRONG “call to action” if you

want to see a higher click thru• Branding messages don’t have high CTRs

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The Impact of Online Marketing

Source: comScore

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CASE STUDYBreast Cancer Awareness Statistics

Online Summary:

Total impressions delivered (standard ad placements): 658,621 with 906 clicks to the CTRC web site Overall c/t rate of .14%

• Half page ad promoting the 7th Annual Alamo City Breast Cancer Council generated a .68% click-thru rate!

• Exclusive 728x90 targeted to Breast Cancer Awareness section generated a .19% click-thru rate!

The client was more than thrilled with the overall performance of the campaign and renewed for 2010!

Their site traffic was up considerably during the campaign and their staff and patients were constantly mentioning they had seen their ads.

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6. Ad Placement

• Common Complaints

• “I never see my ad on your site”

• “Why would I want to schedule ads during different times of the day?”

• “…and my ads can run related to the weather?”

• This campaign is hard to find, I’m a small company compared to large advertisers– how will anyone see it? (referring to the station health specialty sponsorship)”

• I think my business will get lost on your massive Website.”

• “An impression doesn’t mean a person saw my ad.”

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“I never see my ad on your site!”

• Your ad is running in rotation with other ads on the site. The ad server, DART, takes the amount of impressions you ordered and evenly distributes them across the flight of your campaign.

• If you need additional exposure, we suggest we look at one of our targeted section sponsorships. This guarantees you at least a 25% SOV (share of voice) of the section (if there are 4 sponsors rotating in that section). However, if you are the only sponsor that month, you receive 100% SOV.

• We can also consider day-parting or flighting out your impressions for greater impact on the days you need it!

• Look at scheduling a “Roadblock” of your client’s ads to specific sections where their message can be seen multiple times and create a sense of ownership to the section.

• Event marketing -- Homepage takeover, Pushdowns, Hover Ads.

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Double Click – DART Campaign Summary Accountability

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“Why would I want to schedule ads during different times of the day?”

• Online is great since we can traffic your ads to run specific days of the week or time of day.

• This is important if you are a retailer and have a promotion at the end of the week where we can concentrate your ads Wed/Thur/Fri.

• A real estate broker may want to run multiple listings early in the week and open houses the end of the week.

• A fast food advertiser may want ads to run late morning to drive noon traffic for lunch and late afternoon to drive dinner traffic.

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“and my ads can run related to the weather?....”

• Yes! If you are an all-weather tire company we can serve your ad to run when the temperature is freezing.

• If you are an outdoor Splashtown Park you may want to schedule an enticing set of creative to run when the heat reaches high.

• We have had success with car manufacturers featuring vehicles showcasing different creative for cars designed for snow or superior ride during rainy days or the convertible top down on sunny days…pretty neat!

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Example“I never see my ad on your site”

• Advertiser: El Dorado Furniture

• Concern: • Could not find their ad

on our site• Wanted to showcase

job search• Wanted to feature non-

traditional furniture store item (Mattresses)

• Solution: Section Page Sponsorship

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7. Measuring Results• Common Complaints

• “How can I measure if Web works?”

• “How can you prove the viewers to your site are true?”

• “How many impressions do I need for effective campaign delivery? Web impressions don’t lead directly to sales.”

• “I’m not sure if people filling out the contest are good leads –they just want free stuff.”

• “How do I place it, measure it, how do I compare this to buying rating points?”

• Comscore shows a large portion of audience is coming from outside the DMA, so how am I assured I’m buying a local audience? Your internal numbers don’t match Comscore, what is the true delivery?”

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“How can I measure if Web works?”

• Compared to other media, online advertising is the most measureable since computers track viewers activity.

• We use a third party, Google Analytics to track Page Views, Click thru’s and content viewed.

• Looking at performance for your promotion, we can create a campaign that is designed to drive traffic to your site, help generate sales leads, build a database or promote a unique feature.

• Let’s look at these metrics and create a promotion we can track.

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“How can you prove that the viewership to

your site is accurate?”• We have several industry approved metrics that are reliable

sources to understand how viewers use our site.

• Google Analytics is highly regarded nationally recognized third-party software programs that cookie viewers to track Page Views and Unique Visitors to our site.

• ComScore is another metric that ranks local sites using a random telephone survey and an online recruitment where participants online activities are monitored.

• We also have local demographic/psychographic research through Scarborough to learn more about the profile of our viewers.

• Our radio research also shows our site has more viewers than all the radio combined in this market.

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“How many impressions do I need for

effective campaign delivery?”• Scheduling the correct volume of ads (impressions) during

your flight time period is key.

• During a four week period, we suggest scheduling XXX,000 impressions per month in this market.

• Campaigns typically run for 6 – 12 months with an average of XXX,000 impressions running per month unless we are scheduling a concentrated promotion or contest within a two week period.

• As important, is the creative with a call-to-action to engage the viewer when they see your ad or offer.

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“I’m not sure if people filling out the contest are good leads –they

just want free stuff.”• You will always have a percentage of people that like to

enter contests. If your prize is targeted, you will also reach your desired audience. Don’t give away something that doesn’t have anything to do with what you are trying to sell.

• Many of our clients have used contesting to create a database and “fill their funnel” with great results.

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“How do I place it, measure it, how do I

compare it to buying rating points?”

• You buy online based on number of impressions and CPM. Different creative units have different CPMs.

• Who are you trying to reach? If you are trying to reach women – run in Entertainment and Family, men – run in Sports.

• What is your goal? How will you measure success? Do you have a compelling offer or are you interested in branding?

• Your creative message will determine the level of engagement = CTR.

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“comScore shows a large portion of audience is coming from outside the DMA, so how am I assured I’m buying a local audience? Your internal numbers don’t match comScore, what is the true delivery?”

• “60-65% of our audience comes from within the DMA and the second biggest group is from within the state.”

• comScore isn’t a true representation of our audience• comScore data is acquired via 2 methods, using one or a

combination of these two methods:• A panel - approximately 2,000,000 Global online users.  This

includes 150,000 within the United States.• Beaconing - a comScore tag has been placed on the site.

• The at-work panel is relatively small in size, largely because panelists must install comScore software on their computers, which is often forbidden by most corporations.

• Due to a small at-work panel, sample sizes are generally low.  Therefore, viewership data may be subject to fluctuations, especially in smaller markets where only a panel measurement is used and they typically experience less than 30,000 viewers.

• We are able to Geo-target to help ensure local audience.

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Measuring Results

• Easy to Measure-Online advertising is the easiest media channel to measure

• Google Analytics-We use the third party, Google Analytics to track page views, click

thru’s and content viewed

• Double-Click -We use Double-Click to track impressions, click-thrus and a

variety of other metrics

• Campaign Creation-We create campaigns that:

1) Drive traffic to your site2) Generate sales leads3) Promote your site’s unique features

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8. Comparing Capabilities

• Common Complaints• “How is your site different from the

competition?”

• “What are the benefits to advertise online?”

• “The buyer at the agency seems to be stuck in the “added value” mode.”

• “Our current advertising (TV, billboard, radio, print, direct mail) is performing, why add online to the mix?”

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“How is your site different from the competition?”

• 24/7 Newsource - First, take a look at our Homepage and you’ll notice frequent content updates by the minute. Viewers want fresh updated content.

• Web staff - We have dedicated online editors that publish the online news sitting along side of our on-air newsroom producers.

• Video – We can take our camera footage and digitize it to be up on the Web 24/7.

• Viewer Engagement – The length of time visitors spend on our site and the number of pages viewed per visit is outstanding compared to the other sites in the market.

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“The buyer at the agency seems to be stuck in the “added value”

mode.”• Hundreds of advertisers are currently using our website as

an effective part of their media mix.

• Those that give their website away do so because it has no value. Ask what they are getting as “added value”— if it is a banner ad on a radio station website—they are getting what they pay for (nothing).

• We create custom advertising solutions that drive results for clients.

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“Our current advertising (TV, billboard, radio, print, direct mail) is performing, why add online to the mix?”

Why Advertise Online?• Cost effective: Online advertising is one of the most cost-effective

advertising methods available for creating, delivering and executing marketing campaigns.

• Target: You can reach a specific demographic based on geography, areas of interest and context of the content.

• Reach: 74% of all adults use the internet.*

• Measure: Online advertisement is transparent. Reporting and analysis gives comprehensive evidence of return on investment on all promotional activities.

• Act now: Direct response and lead-generation campaigns have proven especially effective online. Consumers can immediately click on a link to access more information, make a direct purchase or register for services.

• Interactive: Online creative engages the user.

• Quality Audience: 94% of Internet users have a HH income over $75k.*

*Source: The Pew Research Center's Internet & American Life Project 2010

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The Power of your local Website

• We target and capture audiences near the top of the funnel that are “thinking to buy”.

• Research shows the best leads are those that come from your own site.

• We have the tools to drive traffic to your Web sites with full page ads, push-down rich media, video and flash ad campaigns.

• We differentiate you from your competitors and make your message stand out.

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IB Capabilities

• Features• Viewers come to our site for updated news, sports,

local weather, and entertainment.

• Driving Traffic• We drive online traffic with breaking news alerts,

special sections, weather forecasts and mobile updates.

• Constant Message • Viewers see your ads and targeted messages online

throughout the entire work day.

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Questions?THANK YOU!

NEXT DSS SESSIONSAD SOLUTIONS - “What do I have to sell?”• Every salesperson needs to know what’s available for them to make money. This session will review ad products that are available to all customers through IB, but also showcase other products in the marketplace. We will also review IB’s selling tools including the Creative Showcase, Create Your Own Ads Tool, and the Product Catalog.Friday, September 9 8:15am CTMonday, September 12 1pm CT (making up for September 5th holiday)

AD STRATEGY - Social Media 101• “Why and when should I Tweet?” “How do I get more Facebook Fans?” This session will answer these questions and more. We will focus on social media sites as well as recommendations when a client should use social media to compliment an ad campaign.Monday, September 19 1pm CTFriday, September 23 8:15am CT