Bni presentation 5 28-14

Quote from the founder of
ActionCoach
• A business without Advertising is like a man
winking at a woman in the dark. Sure, he’s doing
it, but nobody knows he is. Your business can
never be as strong and profitable as you’d like it
to be without Advertising. You’ve got to let
people know who you are, where you are, what
you do and when you do it. Telling them why you
do it doesn’t hurt either.
Brad Sugar

What Advertising Can Do For Your Business
Remind customers and inform prospective customers about the benefits
of your product or service
Establish and maintain your distinct identity
Enhance your reputation
Encourage existing customers to buy more of your product/service
Attract new customers and replace lost ones
Slowly build sales to boost your bottom line
Promote your business to customers, investors, and others

Products: Digital and Print
Results: increase sales online and in store 39% for this year
New store opened already in Torrance this year

Products: Digital-Print
Results: Very happy with results and
Decided to run the same campaign for
8 months.

Products
• Digital
• Print
Results:
Received 790 qualified calls in the
month of April. Sales for San
Bernardino County were up 200%
over last year. Now, they are
running in 9 newspapers LANG-
wide

Products
• Digital
• Online Ad
• Print
Results:
701 Calls within 30 days. Now extended to 3
markets

Products
• Red Plum
Results
• Member of BNI Redlands.
• Has been my client for the
past three years and is a top
agent in his field.
• Attributes a large amount of
walk-in traffic to his campaign.

The Los Angeles News Group (LANG) is the ultimate
vehicle for reaching the nation’s second-largest DMA.
 Spanning more than 52,000 square
miles, the L.A. DMA covers all of Los
Angeles, Orange, Ventura, Riverside, and
San Bernardino Counties.
 If the 5-county DMA were a state, its
total population of 18 million would
surpass every other state except
California, New York and Texas.
 The LANG Market makes up nearly 50%
of the nation’s 2nd largest DMA in total
households, population, effective buying
income (EBI), total retail sales, and
consumer expenditures.
Source: 2013 Claritas; Aggregate household effective buying income (disposable after -taxes income).
LA DMA
LANG
Market
% of
DMA
Households 5,807,929 2,801,822 48.2%
Population 18,007,600 8,744,815 48.6%
Effective Buying Income $380.3 billion $186.1 billion 48.9%
Retail Sales $235.4 billion $116.1 billion 49.3%
Consumer Expenditures $319.7 billion $157.1 billion 49.1%

372,790 | 1,013,276
Daily Circulation | Readership
452,961 | 1,326,444
Sunday Circulation | Readership
3,900,442
Monthly Unique Visitors
17,682,461
Monthly Page Views
Source: Scarborough 2013 R1, adults 18+. Alliance for Audited Media, March 2013 Publisher’s Statement. 2013 Omniture 6 mo. avg. (Apr-Sep).
Circulation excludes branded editions; branded edition daily total (436,952), Sunday total (513,383).

As a premium local content providers, each of Digital First Media's newspapers has a
long history of editorial and advertising excellence in their own respective markets --
forming a special kind of trust and brand loyalty that advertisers really value.
By partnering with DFM, our clients can utilize DFM’s powerful AdTaxi and Ad
Exchange networks to target and engage customers all across the internet.
As one of the nation’s premier multi-platform media
companies, Digital First Media jointly manages MediaNews
Group and Journal Register Company and offers over 800
multi-platform products that can precisely target, retarget
and reach up to 96% of all internet users.
Local Brand Leaders –
Known And Trusted For Over 100
Years

Sources: Alliance for Audited Media, March 2013 Publisher’s Statements.
Includes branded editions. Readership: 2013 Scarborough Report, Rel. 1.
LANG is purchased by more than 436,000 consumers and is
read by more than 1.3 million adults each Sunday.
Circulation: Daily 436,952 Sunday 513,383
Readership: Daily 1,013,276 Sunday 1,326,444
Circulation Daily: 75,754 Sunday: 94,073
Readership Daily: 305,977 Sunday: 370,757

Sources: March 2013 Alliance for Audited Media Publisher’s Statements; excludes
branded editions. Readership: 2013 Scarborough Report, Rel. 1.
LANG is purchased by more than 372,000 consumers and is
read by more than 1.3 million adults each Sunday.
Circulation: Daily 372,790 Sunday 452,961
Readership: Daily 1,013,276 Sunday 1,326,444

The Los Angeles News Group audience is upscale,
affluent, and well-educated
Total Audience: 5 daily, 1 Sunday, 7 days online
Market – LANG Primary Market Adults
Source: Scarborough 2013 R1, adults 18+; 0513
LANG Market Total Audience
Men 49% 46%
Women 51% 54%
Age 18 - 34 33% 28%
Age 35 - 44 19% 17%
Age 45 - 54 19% 20%
Age 55 - 64 15% 16%
Age 65 + 15% 19%
Median Age 44 48
Average HHLD Income $74,967 $75,064
White (non-Hispanic) 40% 44%
Spanish/Hispanic Origin 43% 39%
African-American (non-Hispanic) 5% 7%
Asian (non-Hispanic) 7% 5%
Other 5% 5%
Married 54% 51%
Homeowner 59% 60%
College Educated (1+ years) 56% 61%
Presence of Children under 2 6% 4%
Presence of Children Age 2 - 5 16% 15%

Visitors to LANG newspaper websites are
affluent, well-educated and tech-savvy!
LANG Website Visitors
Men 48%
Women 52%
Age 18 - 34 45%
Age 35 - 44 21%
Age 45 - 54 18%
Age 55 - 64 11%
Age 65 + 6%
Median Age 37
Average HHLD Income $89,434
White (non-Hispanic) 42%
Spanish/Hispanic Origin 40%
African-American (non-Hispanic) 4%
Asian (non-Hispanic) 8%
Other 5%
Married 47%
Homeowner 55%
College Educated (1+ years) 69%
Presence of Children under 2 6%
Presence of Children Age 2 - 5 17%
LANG newspaper website visitors are more likely to:
 Purchase movie tickets online by 83%
 Purchase or download music files by 78%
 Purchase Furniture/home furnishings online by 76%
 Listen to local radio stations online by 75%
 Purchase electronics online by 73%
 Purchase sports logo apparel by 71%
 Watch local news online by 69%
 Use Smartphone to watch news, weather, or traffic by
64%
 Read or contribute to blogs by 58%
 Purchase sporting event tickets by 57%
 Spend $1,000+ on Internet shopping by 57%
 Use Daily deals (Groupon, LivingSocial, etc.) by 55%
Source: Scarborough 2013 R1, adults 18+;
More likely than the average L.A. DMA adult. 0513
Website Visitors: 30 days online

LANG website visitors have purchasing power!
The LANG family of websites are increasingly powerful
3.9 million monthly total visits
17.7 million monthly page views
• Monthly Unique Visitors have increased by 27% since 2009*.
• LANG website visitors spent $826.6 million in online purchases
in the past year.
• 83% have made online purchases in the past year & spent an
average of $912 online.
• LANG website visitors are significantly more likely to:
 Attend a Rose Bowl football game by 80%
 Stay in an upscale hotel by 58%
 Go to a day spa by 49%
 Dine at an upscale restaurant for dinner by 46%
 Have household income of $100K or more by 39%
 Attend live theatre by 30%
 Have stock or stock options by 27%
 Visit a Las Vegas casino by 25%
 Have investments by 20%
Sources: 2013 Scarborough Report, Rel. 1; monthly online audience.
Likeliness measured against average LA.DMA Adult. 2013 Omniture 6 mo. avg. (Apr-Sep).
*Increase in UV = 2012 avg. vs. 2009 avg.

Extend your advertising reach with
a variety of alternate delivery options.
• Full or partial market options available.
• Available for ZIP Code or sub-ZIP levels.
• Non-subscribers via mail on Tuesday/Wednesday.
• Home delivery to LANG newspaper subscribers.
• Hand delivery to LANG non-subscribers.
• Doorhanger programs or driveway delivery.
• Available 7 days a week.
• Delivery available at the block group level.
LANG Direct
RedPlum

Anything is possible with custom publishing.
Custom media products are designed to strengthen the
relationship between marketers and a given audience and to
help establish brand identity. With LCPG‘s brand building
services, you can develop a communications platform
strategy that will capture your audience’s attention, shift
their perceptions, lift your bottom line, create an online
community around your brand and build an asset for your
organization.
The relationships you build with a custom publishing
campaign can last years. Maybe a lifetime.

Chino Hills
Call today (909) 614-4050
Door hangers
Brochures, programs, calendars Direct mail
Demographic Profiling and Targeting. Quality consumer lists reduce waste,
reach the right targets with confidence.
Competitive Printing Rates. Plus you save even more money when you
bundle your entire campaign into one buy.
Power of distribution. We offer more options – in some cases, we can
deliver your message ourselves and eliminate costly postage.
Turn-key project management. No worry, no hassle – you have more time to
run your business!
Our turn-key direct marketing solutions
save you time and money…and deliver results.

Inland Empire Lifestyle Magazines
Delivered to an Affluent Audience - Your Potential Customer.
RIVERSIDE MAGAZINE
Captures the stories and brilliant transformation
of this city that is fast becoming a center for art,
commerce and education.
50,000 distribution, six issues annually.
REDLANDS MAGAZINE
Gives in-depth local lifestyle coverage to the
communities of Redlands, Highland, Loma Linda,
Mentone and Calimesa.
10,000 distribution, four issues annually.

Pasadena’s Lifestyle Magazine
Delivered to an Affluent Audience - Your Potential Customer.
THE ROSE
Pasadena’s Rose Magazine is a
publication of the San Gabriel Valley
Newspaper Group, which publishes
the Pasadena Star-News, San Gabriel
Valley Tribune and Whittier Daily
News. The Rose covers a wide variety
of cultural offerings that are available
in Pasadena and surrounding
communities highlighted by the
Tournament of Roses Parade every
January 1st.
90,000 distribution, 1 issue annually.

Welcome to AdTaxi
Los Angeles News Group

“One Stop Shop” for Display, Mobile, SEM, Email, & Social Media - Unlike traditional
DSPs and ad networks, we deliver scalable rich media sponsorships AND direct
response audience inventory – not one or the other. And, we’re agnostic to where we
find your target audience. Campaigns aren’t designed with pre-determined inventory
obligations in mind, because we don’t have any.
Complete Funnel Solutions – From branding and direct response to deep funnel
retargeting campaigns and site-pixeling strategies. Our audience team delivers custom
executions across mobile, tablet, social, search and display campaigns – all working
together and continuously optimized to achieve brand and direct response goals.
Why We Are Different

 Digital First Media is the 2nd largest
publisher-owned digital + print media
company in the US.
 We connect consumers to the
information they want with a reach
that extends nationwide into major
urban markets across 14 states.
 We offer innovative advertising and
consumer-engagement solutions across
a variety of platforms which allow our
partners to connect uniquely with the
audiences they want to reach.
Print Audience
Daily Readership: 9,194,434
Sunday Readership: 6,733,699
Social Audience
1,140,211 Facebook Fans
2,322,286 Twitter Followers
Web Audience
49,236,970 Unique Visitors/Mo
273,336,370 Page Views/Mo
Mobile Audience
148,663,398 Page Views/Mo
Source: Web/Mobile/Social audience – August 2013 Omniture, Verve, Wireless, Spreed and DoApps.;
Print Readership: ABC Fas-Fax 2011 + Scarborough + Various
DFM AdTaxi Audience Reach

AdTaxi Digital Ad Network gives you access to premium Los Angeles News Group inventory PLUS the largest
ad exchanges, helping you reach audiences in any zip code or DMA across billions of national & local websites!
LANG Online Audience
• 3.9 million monthly unique visitors.
• 17.7 million monthly page views.
Yahoo! Online Audience
• 8.9 million monthly L.A. DMA uniques.*
• 196.4 million monthly U.S. unique visitors.
Exchange Audience
• Over 20 billion daily U.S. impressions.
LANG Mobile Audience
• 13.6 million total monthly page views.
Yahoo! Mobile Audience
• Over 93.9 million monthly uniques.
LANG iPad Audience
• 1.1 million mobile page views.
Exchange Mobile/Tablet Inventory
• 9.5 million monthly ad impressions.
Access to Targeted Email Database
• Local, regional & national.
• Customize your email marketing with
geographic, demographics and/or
psychographic profiles.
• Full reporting and analytics.
Sources: LANG: 2013 Omniture data (6 mo. avg., Apr-Sep);
Yahoo!/ Total Internet – August 2013 comScore; *L.A. DMA uniques, adults 18+.
Yahoo! Mobile - January 2013 comScore. LANG Mobile & iPad audience – August 2013
(WAP, Std., Apps.)
LANG Digital Audience

Awareness & Favorability
Demonstration
of Intent
Purchase
Consideration
Opinion &
Digital Solutions For Any Need
AdTaxi Builds Custom Campaigns to Reach Target Audiences Across Multiple
Platforms Spanning the Digital Purchase Funnel.
Consumer Purchasing Funnel

TARGETED DISPLAY
ADVERTISING
Behavioral Targeting -
targeting the user’s online
behavior
Zip Code Indexing - target the
optimized zip codes
Channel Targeting - focus ad
display at specific media sites
Geo-targeting - target ad
display via geographic range
Digital Ad Network can
help you reach audiences in
any zip code or DMA across
billions of national and local
websites
SEARCH
Target people in the
buying cycle during
their active searches
RE-TARGETING
Build campaign
frequency by targeting
user who have visited
your website
SOCIAL MEDIA
Use Facebook and
Twitter to enter into
dialogue with
consumers and
message your brand
Increase Sales with a Range of Digital
Products

AdTaxi and DFM Data
 Aggregated 1st party data and 3rd party data
 Campaign data from over 583M monthly ad impressions & thousands of campaigns
Yahoo! Audience Data
 Utilizing Yahoo! 1st party data-built Behavioral Target segments
 Official US-wide
Bluekai & Exelate & AlmondNet
 Data tied to purchase intent, past purchase, demographics, lifestyle, behavior & social
 Combines industry-leading 3rd party data with exclusive publisher-owned 1st party
consumer behavior
AppNexus
 Simple and efficient technology that enables scaling strategy, data collection, and
target audience reach
 Closes the loop on post click strategy by tracking & building a data pool for future use
 Access to the top 5 ad exchanges
Best in breed ad technology and data to locate consumers
Researching your category of purchases
Data & Technology

LANG’s
Audience
Segmentation
Engine
automatically
delivers your
message to
your target
audience
segments
wherever
they are on
the internet.
*sites shown are examples
Audience Specific Targeting

LANG Premium Digital Network
Premium advertising means that you
have placement in a content driven
environment giving you access to the
most engaged and desired audience.
We offer a portfolio of premium
digital products that will boost the
impact of your campaign…
• Rich Media
• Pre-Roll Video
• Mobile
• Email lists
• Social Media Audience
• Directories

 Create synergy and increase the
reach of your television
campaign by featuring your 15-
30 second TV spot throughout
the LANG Online Network.
 Audience engagement icons
available including Facebook,
Twitter, SMS, e-mail opt-in, 150+
icons to choose from)
– Auto play with user-
initiated sound
– Auto expand upon mouse
over
Interactive Streaming Video

 Create synergy and increase
the reach of your television
campaign by repurposing
your 15-30 second TV spot in
key banner positions
throughout the LANG Online
Network.
 These in-ad video units
showcase your message in
an interactive format.
 Tracking and reporting
capabilities plus audience
engagement option (i.e.
Facebook, Twitter, e-mail
opt-in’s)
In-Ad Video Unit

Source: August 2013 comScore.
 Unique visitors – 196.4 Million UV
per month
 Page Views – 32.9 Billion PV
per month
 Reach –
87.2% monthly reach of internet
users in the U.S.!
 Visits –
21.4 visits on average per
person/month.
Reach

Mobile and Tablet Display Advertising
Mobile Audience Source: August 2013 Omniture, Verve, and Spreed Wireless, DoApp.
Yahoo! Audience Source: comScore January 2013.
AdTaxi combines DFM’s 148.7 million monthly page views, Yahoo!’s
2.3 billion and a virtually unlimited AdTaxi Mobile Network audience
to create the best mobile campaigns.
Reach your target audience while they’re on the move with
AdTaxi’s robust mobile solutions.

Mobile
Source: comScore, January 2013.
Space shuttle Discovery lands at the
Kennedy Space Center in Cape
Canaveral, Fla., Wednesday, March 9,
2011.
 Place your message in front of Yahoo!
mobile users on a variety of highly-rated
and popular apps!
 With an audience of over 93.9 million,
Yahoo! boasts a reach of 70% of all
mobile web users.
 Targeting Options:
– Gender: Male/Female
– Age Ranges: 13-17, 18-20, 21-24,
25-29, 30-34, 35-44, 45-49, 50-54,
55-64, 65+)
– Interest categories: Business;
Computers/Tech; Entertainment;
Finance; Health; Home/Family;
Music; Shopping; Small Biz; Sports
and Outdoors; Travel

 Geo-Targeting
– Nationwide
– State
– City
 Target-by-Content Type
– News
– Sports
– Business
– Finance
– Gaming
– Food
– Entertainment
– Travel
 Target-by-Device
– iPhone
– Android
– Blackberry
– Windows Mobile
Place your message on news & interest mobile sites, giving you the ability to
target users geographically, by device or by interest.
AdTaxi Mobile & Tablet

 Leverage our vast social media
expertise to build your Facebook
presence and grow your business.
 Our Facebook “build-out” packages
give you the flexibility and
scalability to properly represent
your business on Facebook.
 Each package includes varying
levels of the following elements:
BEFORE
AFTER
Facebook Timeline:
creative design & build-out
Content Curation
Twitter Integration
YouTube Integration
Facebook Display Ad Campaign
Facebook Accelerator
Reporting and Analytics
Build Your Facebook Presence

Case Study
 DFM optimized a national auto dealer’s social
media infrastructure to guarantee the best fan
acquisition.
 By creating a road map that focuses directly on
ROI, the client has generated over 109,000 new
fans in the last three months.
Strategy/Management
 The DFM social media team and the client’s
team have direct partnership sharing best
practices and content aggregation.
 The DFM team meets weekly to discuss
campaign performance metrics, promotions,
creative, test results and optimization.
Fan Acquisition Strategy

Facebook & Twitter In-Feed Posts

Statistics as of 2/08/11. Numbers are based on post delivery reports (Data Dynamix) from the last 6
months of mailings done by Denver Post for customized solo e-mail customers.
 AdTaxi can facilitate customized
e-mail blasts to the database and
target market of your choice.
 You pick the target, and we will
provide the database list, build
the e-mail, and even provide full
reporting and analysis of the
open rates and click-throughs!
 Target audience by demo, geo,
psychographic parameters.
 Tier 1 quality opt-in lists (Census,
Postal, Auto, equifax and others)
 Average 17% open rate and
1.75% CTR
Custom Solo E-Mail Blasts

 Search Engine Marketing Pay-Per-Click
– Fastest way to generate traffic
– Exposure in sponsored links
– Precision targeting
– A/B Testing
 Search Engine Optimization (Off-site)
– Unlimited traffic
– High Google ranking
– Long-term results
– Listed hundreds of search engine
results pages
– Builds web site equity
– Local Map Optimization (Google Places)
 Web Development (On-site optimization)
– Custom web site design
– On-site optimization
– Analyze web site for optimal conversion
– Provide content and user-friendly experience
AdTaxi offers 3 search solution products guaranteed to drive results for your business.
Search Solutions

User interacts with your Brand via digital
ad campaign: Search, Display, Email and
Social Media
Targeted display ads
will drive users back
to your website for
purchase.
Ad Taxi captures
consumer behavior,
noting how the
customer interacted
with your brand.
Ad Taxi serves targeted display
ads back to the user on another
site, featuring the same product
or area of interest the consumer
was viewing earlier.
In addition, AdTaxi uses re-targeting data to define and target “Shop-A-Like” groups!
Highly Targeted Digital Ad Campaign

Re-engage with
customers who started
the Financing process,
but didn’t finish
Target customers
based on products
they searched for
Re-engage with
customers
interested in high-
margin products
Increase retention
by targeting
“Shop-A-Likes”






Retarget Users Based on Site Engagement

Custom reporting is available upon
request with a 48-hour turnaround time.
DASHBOARD 101:
With our partner, ClickFuel, AdTaxi offers a
campaign performance dashboard which
enables advertisers to track the
effectiveness of their marketing spend in
one central place.
Daily Updates:
 DISPLAY – AptYahoo, AdTaxi Exchange
 SEM - Google AdWords
 SOCIAL – Facebook
 TRAFFIC – Google Analytics
Weekly Updates:
Spreadsheet manually
uploaded to Dashboard every
Monday
MOBILE
CALL TRACKING
EMAIL
Reporting & Analytics
http://medianews.clickfuel.com/ Username = demo; Password = demo

You’re in Good Company…
Brand Association:
• Digital First Media is the #2
local publisher-owned digital
and print media company in
the US
• We serve national and local
clients from over 75 sales
offices and employ over
1100 professional media
consultants
• DFM manages over 1,000
multimedia campaigns
monthly

Bni presentation 5 28-14

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (19)

Similar a Bni presentation 5 28-14

Similar a Bni presentation 5 28-14 (20)

Último

Último (20)

Bni presentation 5 28-14