Adding LOCAL to. Your Media Arsenal. Edward McLoughlin

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Adding LOCAL toYour Media Arsenal

• Edward McLoughlin, Senior Partner
• Shawn Riegsecker, Founder CEO
• Mark Naples, Managing Partner

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Agenda

• Local When and Why?
• Evolution Offline/Online Balance
• Study Highlights // Trends
• Challenges and Workflow

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Local When and Why?
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All Media is Local

• The way it was
• CDIs/BDIs/4Ps
• The WWW iserrglobal
• Better data, better insight, better data driven
  planning

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What is Local to Our Clients?
Localized Content
CONTENT
LOCALIZED NAVIGATION
User Engagement
COMMUNITY/SN
NAT GEO TARGETING
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Benefits

• Our ads work better in some markets than others
• Creative really does matter
• Contextual relevance really does matter
• Localized advertising drives localized actions
• Smaller or No Premiums vs. other local channels

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Evolution, Offline/Online Balance
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Fragmentation, or Accumulation?
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Offline / Online Balance
92of consumers research products ONLINE
95of retail sales happenIN THE STORE
BIGresearch, Simultaneous Media Usage Survey,
12/06 Forrester Research US
eCommerce  Five-Year Forecast, 10/06
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The Internet Influence on In-store Sales
Increasing to a total of over 1 trillion of
local in-store sales
Jupiter Research, 2007 US Online Retail Forecast

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The offline/online balance is out of whack

66 of media time
34 of media time
92 research online
93 of advertising spend
Influences 47 of total retail sales
7 of advertising spend
Forrester, North American Benchmark Study
BIGresearch, Simultaneous Media Usage Survey,
12/06 2011 projection, Jupiter Research
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Selection Process
Local Selection Process
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Selection Process
Local Selection Process
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Selection Process
Local Selection Process
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Local Evolution (Beyond National)

• Migration to local content
• As sites featuring local content become more
  robust traffic will continue to shift away from
  national online news providers to local

• National sites need to adopt local content
• Top traffic drivers are integrating more local
  content into their site/network.

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Local Impact on Campaign Goals
Local Augmentation Impact

• Brand Support
• Measurement of local impact on National efforts
• Utilize market planning strategy to obtain
  optimal online frequency

National Media
Optimal Frequency Local planning
augments national branding efforts while also
driving in store sales
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Evaluating Local Programs

• Scalable
• Market by market flexibility
• Monitor SOV and market GRPs
• Local creative opportunities
• Objective
• Local branding
• In store sales
• Online sales
• Learnings
• Opportunity for tracking
• Offline online
• Measure impact on overall campaign goals
• Content/Targeting
• Relevant content
• Localized targeting

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Study Highlights // Trends
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Where does Local fit vs. National-Geo?
Source ComScore MediaMetrix February 2008
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Local Audience Trends
Web users now spend half their time visiting
content, far outpacing time spent with search,
communications and commerce. Online
Publishers Association Study (2007)
Source Online Publishers Association, 2007
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Why the Local Audience Matters Nationally (Quality
Reach Environment)
Content versus Technologies/Applications/Mail
Feb 06 comScore
MediaMetrix 2008 comScore Network, February 2008
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Vertical Targeting
MediaMetrix 2008 comScore Network, February 2008
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Challenges and Workflow(how to scale local)
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Challenges and Workflow
Solution
Challenge
Planning Stage
Budget
Population results web usage GRPs
Budget allocation per market
Creative
Dynamic online units
Customizing creative per market
3rd party tools catering more to local
Tracking
Implementing tracking tags per market
Measurement
Unique store offers
Measuring impact of offline sales
Opportunities
Utilize network IP targeting
Local targeting opps in mid tail properties
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Challenges in local online display

• Current conversion attribution favors national
  advertising due to higher frequency
• National spillover to local bleed research
• Customizing creative when offers
• 68 DMAs X 4 sites per market X 12 months of
  advertising 3,264 invoices

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Opportunities moving forward

• Google-ize Local display advertising
• Better market by market audience research needed
• 16Billion in spot television advertising

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High Impact Local Creative
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Nike Cavs Lebron James
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Transformers Reskin LA.com
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Coors At the Shore Philly Weekly
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Coors Happy Hour Reskin Philly Weekly
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Obama for America Texas Chron.com
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Obama for America Texas Chron.com
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Questions Thank you!!