The document outlines a path for a media company to become a major media group by owning media channels that directly reach customers at scale and with precision. It discusses establishing a localized ad network that can geo-target ads to specific locations using IP addresses. This would be complemented by an IPTV network and behavioral targeting across channels. Case studies show how advertisers could use such a platform to generate demand through highly targeted, multichannel campaigns. The goal is to capture a significant share of the growing local and online advertising market through convergence of owned media assets and data-driven advertising models.

1. Demand
Ad-Network Generation
Customer
Aquisition
Behavioral Localized
Targeting Multichannel Reach
Reach
A Media Group?
The path to become one.
Date 4 August 2009

2. First Stone
✤ To become a Media Group
✤ You have to own media
✤ You have to have channels that reach customers directly
✤ You have to be able to reach a mass
✤ You have to be able to measure success and prove it
✤ You have to be able to market it

3. TS
, EN
T I S
T L R G
r C E N T
o e OM YI C
F r T
a S U DU
B O
First Stone -se CU re PR
e T
h O a E/ OU
Asset t N y IC Y
e V M
h R O
T E R
They are however;
Currently;
S F
Existing
6 mil ADSL users A
Long term - loyal even?
10 mil Mobile users
Reachable
18 mil Landline users
Definable
Some websites

4. First Stone - People

5. Last Stone - The Goal
✤ To turn the current clients into reachable, scalable customers
✤ To own, operate and market channels to reach these customers
✤ To provide a line of distinguishing advertising models
✤ To create value and a profitable business model
✤ To get Turkey more connected with ADSL
✤ To become a major media house
✤ To have access to customer insight
✤ To keep and increase the loyalty of existing clients

6. The Path
✤ We have to start with what we have now
✤ The websites owned by TT are negligible in advertising terms
✤ IPTV is just at the very beginning - but very promising
✤ The landline connections have no advertising value - no proven
method
✤ The mobile connections are already being marketed - with some
success
✤ Are we sure that we want to market the outside space of the
buildings?

7. The Path - All is not so bad
✤ We have data - we can collect more data

8. The Path - Getting Somewhere
✤ Localised Ad-Network - to reach people at specified locations
✤ IPTV - Customised communication
✤ Mobile - Extension of Localised Ad-Network
✤ Content Creation and Ownership
✤ For Web
✤ For IPTV
✤ For Mobile
✤ CONVERGENCE

9. After Convergence
✤ Behavioral Measurements
✤ Behavioral Targeting
✤ Crosslinking
✤ Multichannel communication and marketing
✤ Demand Generation
✤ Commerce and Loyalty Programs

10. Localised Ad-Network
15 kilometers - as the crow flies
✤ We know only ONE thing - IP Number
About 5 million people

11. Localised Ad Network
✤ SOLVE THIS - and we have a product to sell

12. The rest of this presentation
ASSUMES
that this problem is solved.

13. Localised Ad-Network
TT Local ad.com
Choose
Advertiser Web Owner
Create Account Create Account
A Marketplace for Localised Targeted Advertising on the web
Login Login

14. Not a Rocket Science really
✤ Geo-Targeting has been available since late 90’s
✤ It utilises the root IP given to each country
✤ The whole business model of Google is based on that
✤ All industry standart adserving technologies provide this tool
✤ Google and MSN would die (or kill?) to have access to local IP’s
✤ The catch is, to keep and use that data for TT - even for a few years

15. So as an Advertiser I’ll be able to
✤ Reach an audience with nearly exact geographical coordinates
✤ Use a language for that geographical coordinate
✤ Provide goods or a service for that coordinate
✤ Have a much more targeted (hence relevant) audience
✤ Have a complete new way of communicating with that audience
✤ Control and distribute my budget with greatest efficiency
✤ Limit my budget to reach my potentials only

16. The Missing Part
✤ Where do we display these ads?
✤ On TT Sites alone? Very very limiting!
✤ An open platform for all websites to create incremental income
✤ Revenue sharing model
✤ Just insert the script - a’la google or medyanet’s adnet or Link’z
✤ Then we will have the required mass to reach audiences
✤ And we will do it with precision

17. Getting Somewhere?
Let’s Discuss!

18. Our Second Cornerstone - IPTV
✤ In essence, only a means of distribution
✤ It’s main competitor is Digiturk, followed by Cable TV and other
satellite platforms
✤ It has not become a major player in Europe yet - satellite still very
strong
✤ Has a lot of advantages and technical superiority
✤ Doesn’t have a sales catch for the end user - yet

19. IPTV
✤ Content is the king - get football
✤ Own content - become a TV network
✤ Have the widest available distribution
✤ Then become a media

20. IPTV
✤ Makes TV Advertising very close to online advertising - in technical
terms
✤ Will provide;
✤ Interactivity
✤ Targeting
✤ Across channels advertising
✤ Avoidance of advertising totally - record and watch

21. IPTV
✤ Will need the close collaboration of TV Channels - both in technical as
well as commercial terms
✤ Will create A LOT OF enemies if you go after content

22. The rest of this presentation
ASSUMES
that these problems are addressed
and there is an IPTV network of no
less than 500.000 households.

23. Back to the Adnetwork -
how it works for an advertiser
how it works for an advertiser
TT Local ad.com
Choose
Advertiser Web Owner
Create Account Create Account
Login Login
boytorun
•••••••••
Enter
Enter

24. TT Local ad.com
Advertiser
Please Choose Area
ADSL Homes: 355
Reach: 1200 people
IPTV Homes: 120
Reach: 423 people
Combined Homes: 105
km Reach: 395 people
4
AVEA Reach: 1255 people
Choose
Choose

25. TT Local ad.com
Advertiser
Please Choose Time
ADSL Homes: 355 Start Date: 12/07/2010
Reach: 1200 people
12/08/2010
IPTV Homes: 120 End Date:
Reach: 423 people 30 days
Duration:
Combined Homes: 105
Reach: 395 people Yes
Weekends:
AVEA Reach: 1255 people 09:00 - 19:00
Desired Display Times:
Choose
Choose

26. TT Local ad.com
Advertiser
Please Choose Budget
ADSL Homes: 355 Start Date: 12/07/2010 CPM 0,50 500 k 250
Reach: 1200 people
12/08/2010 0,70 1250 875
IPTV Homes: 120 End Date: CPC
Reach: 423 people 30 days 5,50 150 825
Duration: PPS
Combined Homes: 105
Reach: 395 people Yes 0,50 1256 628
Weekends: SMS
AVEA Reach: 1255 people 09:00 - 19:00 2,578
Desired Display Times: TOTAL
Accept
Accept

27. TT Local ad.com
Advertiser
Please Upload Creative
Text Here comes the text that the advertiser
wishes to have displayed as text advertising.
It can be typed directly, and it will be
screened as well as edited as required by
the network.
Banner Please Upload File Choose File
Choose File
Film Please Upload File Choose File
Choose File Accept
Accept

28. TT Local ad.com
Advertiser
Summary
Advertiser Boytorun
Campaign Test 1
Dates 01/07/2010 - 31/07/2010
All available
Budget 2.578
campaign details.
Creatives Uploaded
Fly
Fly

29. On Web
boytorun’s text ad
boytorun’s
ad

30. On Web
✤ Revenue sharing model
✤ The more and more popular sites you own/operate, the more the
income
✤ Open script architecture; anyone with a website can display our ads
and get the share of the revenue
✤ For advertisers with no landing page, a section in a yellow pages has
to be set

31. On IPTV
boytorun’s ad
boytorun’s ad
boytorun’s ad
QuickTime™ and a
mpeg4 decompressor
are needed to see this picture.

32. On IPTV
✤ On framed ads, full income
✤ On owned channels, full income
✤ On others channels, revenue sharing model

33. On Mobile
boytorun’s
ad

34. CONVERGENCE

35. From our data we can evaluate
✤ Did the person see the ad
✤ Where did the person see it
✤ How many times
✤ Did the person react? (i.e. clicked, called or and other action)

36. BEHAVIOUR

37. Behaviour
✤ Measure
✤ Adapt
✤ React
✤ Record

38. Resulting in Sessions
Web Mobile
IPTV
Customised
Comms

39. DEMAND
GENERATION

40. Case Study I - Pizza Hut
✤ Needs to sell more Pizza
✤ We can offer targeting to;
✤ People who call “a” take away service at least once a week
✤ People who are within 5 km of distance to any Pizza Hut store in
Turkey
✤ People who have an IPTV and are watching Football
✤ People who have either a landline or an AVEA connection

41. Case Study I - Pizza Hut
✤ We can run the campaign to;
✤ Create a special offer for the upcoming match (same day)
✤ Display that info on IPTV
✤ Display it on the web
✤ Send an SMS to persons with AVEA line with this offer
✤ And maybe even place an automated call to his landline just 15
minutes before game begins informing him of the offer
✤ And repeat this circle every weekend just before the match begins

42. Case Study II - P & G
✤ Wants to sell more diapers
✤ We can offer targeting to;
✤ Display advertising only on areas (cities, towns) where their brand
is distributed
✤ Display their message only to IPTV’s which are showing at least
one hour of Baby TV (or equivalent) every day
✤ Display advertising to people who are AVEA members and offer
them a special discount if they call a specific number with their
AVEA line

43. Case Study Evaluation
✤ In both cases our offer is immensely superior to any other advertising
model
✤ In both cases our target is nearly 100 %
✤ In both cases the advertisers would be willing to pay 5 times the price
to what they are paying to “non-targeting” channels
✤ And cost per reach would be about 10 times less compared to “non-
targeting” channels
✤ This provides a supreme sales catch to the advertiser

44. Getting Even further?
Let’s Discuss!

45. The Environment
✤ As of 2008;
✤ Total ad expenditure: USD 2,5 b In the US
50 %
✤ Share of Online: % 2 - 2,5
✤ An estimated additional local expenditure: USD 250 m (10 %)
✤ Forecast for 2015;
✤ Total ad expenditure: USD 5,0 b
✤ Share of Online: % 12 - 15 Current share
in the UK
✤ Local: USD 1,25 b (25 %)

46. What we aim for by 2015?
✤ 30 % of total local expenditure - around USD 300 m
✤ 10 % of TV expenditure - around USD 150 m

47. Thank You