1. The Place for Media Brands
Premium site‐specific representation, custom ad packages,
and superior service is the Winstar commitment
Mobile Overview and Capabilities
Submitted by Mike Maiorano

2. Winstar Differentiators

We specialize in individual site representation for a short list of some of the
top local media brands and carriers in the market today

Direct sales agent for: AP Sports Digital Experiences, BigOven, Local Wireless
(+300 local TV stations), Local Inalambrico (+200 local Hispanic TV stations)
and many other select premium local content sites . . . plus carrier
relationships

Deep local content coverage across all markets

Inventory selection and user targeting filters

Custom ad packages and sponsorship programs

Premium inventory / guaranteed placement

Ongoing campaign optimization and re‐targeting

Integrated advertising solutions ensure maximum brand impact

Aggregate campaign performance to exceed client objectives

3. Winstar Mobile Partners
Univision Noticias
 Built to support advertiser needs
 High quality mobile‐optimized inventory
 Covering every mobile channel
 Guaranteed reach, placement and scale
 Leveraging proprietary consumer data
 Premium publisher sites
 High‐impact Rich Media options
 Multi‐faceted targeting options
 Superior performance and in depth reporting

4. Winstar Partners
 +100M subscribers and +1B pages per month
 Multi‐layered targeting options
 Proprietary user demographic data
 Retail shopping pattern identification
 English and Spanish language content
 Numerous content association options
 Audience insight profiling
 First page impression placement
 Geographical identification
 Campaigns outperform mobile norms by 4X

5. National Reach . . . Local Depth
National advertising reach coupled with local promotion impact
The largest representation of local news and information content
Connecting retailers and brands to local consumers
Locate and Engage
Advertising and Promotion
Traffic and Purchase

6. Local Mobile Display Channel
Web
Applications
Video
SMS

7. Creative Flexibility
Static
RICH MEDIA
VIDEO
Interstitial
Pre‐Roll
Expandable
BANNER
Interstitial
Animated
Alerts
Sponsorships
Interactive
Full Page
SMS
Full Screen
Immersive
In‐Banner
Short Code

8. Audience Targeting
Ads rendered to consumers based on
various prioritized targeting variables:
Baseline Data:
1.
2.
Location
Content Channel / Genre
Optional Data:
1.
2.
3.
4.
5.
6.
7.
Operating System / Device
Carrier
Demographic
Language
Lifestyle
Weather Conditions
User Profile
Model:
 CPM Basis
 Guaranteed Placement

9. Audience Targeting
Audience
demographic
and lifestyle
segments
Geographical
area and
location
identified
Content,
placement,
time and
frequency
Carrier,
device and
OS data
Audience Segmentation
Proprietary Data
• SMS Database
• Carrier Data
• On‐Device Survey
3rd Party Data
• Collider Media
• First Data
• Audience Science
• InsightExpress
• Dynamic Logic
• Location Based Search
• TargusInfo
• InfoUSA
• Claritas

10. Auto Shoppers Example
These are the people who manage the finances of their families
They actively search for information on credit, debt, loans, and personal finance
They visit personal finance sections of national and local news sites
Age
13.3
25‐54
55‐64
12.2
18‐24
60.1
Household Income
26.8
Audience Analysis:
21.4
16.2
4.1X more likely to visit ‘Automotive ‐ Manufacturer' sites
13.1
3.1X more likely to visit ‘Local News ‐ Information' sites
2.8X more likely to visit ‘Retail ‐ Comparison Shopping' sites
$40‐60K
$60‐75K
$75‐100K
$100K
Source: LSN Mobile 2012

11. Outdoor Enthusiast
Nature‐loving sportspeople who enjoy cycling, boating, and other outdoor activities
Their activities center around reading publications that relate to their sports interest
They also research, seek goods and services related to their outdoor activities
Age
10.1
25‐54
55‐64
15.5
18‐24
59.7
Household Income
23.1
21.9
12.9
14.9
Audience Analysis:
2.9X more likely to visit ‘Retail ‐ Outdoor' sites
2.8X more likely to visit ‘Retail ‐ Shopping' sites
2.1X more likely to visit ‘Local News ‐ Information' sites
$40‐60K
$60‐75K
$75‐100K
$100K
Source: LSN Mobile 2012

12. Grocery Shoppers
Consumers who are searching for grocery coupons across a coupon sites, visiting grocery
store sites, and have an affinity toward grocery shopping
They spend time researching trends, looking for values, and reading about interests
Age
10.6
25‐54
14.6
55‐64
18‐24
59.1
Household Income
Click Image to Demo
25.6
21.1
2.7X more likely to visit ‘Consumer Goods ‐ Retail' sites than
the average user
2.5X more likely to visit ‘Retail ‐ Food' sites than the average
user
2.4X more likely to visit Local News and Information' sites
than the average user
15.9
12.4
$40‐60K
$60‐75K
$75‐100K
Audience Analysis:
$100K
Source: LSN Mobile 2012

13. Beauty & Fashion Shoppers
Shoppers who search for fashionable clothing and accessories on directory and shopping
sites, while perusing the shopping sections of news sites
They read beauty related articles and news on news portals, and shopping sites
Age
25‐54
15.5
55‐64
11.2
18‐24
56.9
Household Income
22.5
21.6
12.5
$40‐60K
$60‐75K
2.5X more likely to visit ‘Retail ‐ Cosmetics' sites than the
average user
4.7X more likely to visit ‘Community ‐ Beauty / Style' sites
than the average user
2.4X more likely to visit Local News and Information' sites
than the average user
14.8
$75‐100K
Audience Analysis:
$100K
Source: LSN Mobile 2012

14. Audience Insight: Mobile Moms
 Respond well to mobile ads

15. Audience Insight: Mobile Moms

Demographic profile
 Age: tend to be in their 30’s and 40’s
 Educated: more likely to have a 4‐year college degree or greater
 Married: 13% more likely to be married

Mobile phone usage
 66% indicated that their mobile device plays a role in shopping
 42% use their phone at the grocery store
 57% use coupons every time they shop
 55% indicated that advertising plays a role in their purchasing decisions
 Entertainment, Music, Local News and Information are the most accessed content
 Tech savvy
 Use their phones to download coupons and make purchases
 Indicated that mobile advertising plays a role in their purchase decisions
Source: Scarborough Research

16. Audience Insight: Hispanic
Ad inventory selection process
Baseline data:
1. Location
DMA – top ranked markets
2. Content / Genre
Over index and engagement rate vs.
Local News, Sports, Weather, Entertainment
Hispanic TV and radio stations
Premium publisher partners
Spanish language / high‐index English language
Additional data utilized:
1. Carrier
2. Device
3. Historical campaign performance

17. Audience Insight: African‐American
Ad inventory selection process
Baseline data:
1. Location
DMA – top ranked markets
2. Content / Genre
Over index vs. Local News, Sports, Weather, Entertainment
View at a 6 to 1 margin compared to national info
Over index on content engagement
AA radio stations
Premium publisher partners
Additional data utilized:
1. Carrier
2. Device
3. Historical campaign performance

18. Inventory Selection Process

19. Thank You!
Mike Maiorano
Regional Sales Director
O: 248.465.8000
C: 248.310.5300
E: mikem@wims.com