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Digital Advertising Strategy for XXXXXX Supporting Materials Advance Media Southeast 2 & ADVANCE

Advance Media Southeast & Advance

Advance Digital Media Group is the national strategic sales and marketing arm of Advance Digital, sister company to Condé Nast and American City Business Journals. ADMG partners with national brands and agencies to deliver effective and creative solutions that reach engaged consumers across the country.

ADMG’s robust portfolio features 12 award-winning digital news/sports/lifestyle brands – including Advance Media Southeast – collectively reaching 51 million unique visitors monthly and ranking #8 in the General News category.

Advance Media Southeast’s connection to ADMG supplements its own first- party data with valuable data from visitors to Condé Nast’s collection of high- end brands, American City Business Journals, Reddit and other local media groups. Advance Media Southeast 3 & ADVANCE

Local Presence, National Reach

Advance Digital: How We Rank

8TH LARGEST NEWS COMPANY Advance ranks well above MSN Network, US News, AP and Atlantic Media.

Unique Unique Rank Property Visitors Rank Property Visitors (000) (000) Yahoo-ABC News 1 123,568 6 USATODAY Sites 73,500 Network 2 CNN Network 100,562 7 FOXNEWS.COM 51,820

3 NBC News Digital 92,925 8 Advance Digital 41,370

4 CBS News 82,591 9 Time.com Sites 36,319

5 BUZZFEED.COM 76,849 10 ELITEDAILY.com 33,338

Source: comScore, Ranked List: News/Information – General News, December 2014. Advance Media Southeast 4 & ADVANCE

Advance Local + Condé Nast

More than more than 456m 51m monthly unique monthly pageviews visitors

more than more than 2.7b 38b 1st & 3rd party digital ads served cookies annually 5 Audience Targeting

Audience targeting is the art and science of using observed, declared and predictive data to create targetable audience segments across networks, platforms and devices. AWARENESS 6

Background

As a publisher, Advance Media Southeast (an Advance Digital property) has a distinct advantage within the marketplace. The advantage is presented through the ability to publish and control content. Every story that is published by an Advance Digital property contains a content tag, which collects valuable first-party data around user interaction, intention, and history. With this information, we are able to assign real-time intent and characteristics to individual cookie pools that are categorized into audiences.

Once the 1st party cookies are pooled, the data is then merged with 2nd party data (obtained by direct relationships with other publishers), and 3rd party data (obtained through purchase agreements) within a Data Management Platform (DMP). This process allows the Advance Media Southeast (Advance Digital) to further expand these segments into scalable enriched data that can be personalized and segmented based on need.

Advance Digital currently controls more than 2.7 billion cookies. AWARENESS 7

Audience Targeting

While some ad campaigns target websites that are known to have a certain visitor demographic, audience targeting focuses on the visitors themselves, making the category and the demographic of the website less significant. For instance, if a user has visited an article on Nola.com about HDTVs, it can be assumed that user has interest in electronics. This interaction would be tracked by an in-content 1st party cookie. The cookie would have been assigned to an electronics intender segment within the DMP. The DMP would then vend ads from electronics dealers toward that cookie’d consumer, even if the consumer were to visit different websites unrelated to the topic. The consumer is now accessible across channels, devices and applications, with precision and scale, creating a strong brand experience and lift. AWARENESS 8

How It Works

An “Audience Targeting PIXEL” is a small piece of code that is placed within the story of a published web page (with permission) on Nola.com. The pixel records non-personalized user data by tracking user activity on the page. Each visitor who arrives at that webpage will have a cookie placed on their browser, which marks them as part of our custom audience since they expressed some interest in the specific public content. Then, (DMP) Lotame is responsible for collecting, organizing and activating all our specific pixel and cookie audience data from Nola.com and Advance Digital’s multiple 1st and 2nd party (shared cookie agreement with Condé Nast) sources. Once an audience is activated, it is targeted using an ad server. The cookies are targeted on the local properties (Nola.com) and pushed through an ad exchange called AppNexus. AppNexus uses the audience instructions from the DMP to target consumers on over 400+ different ad networks (Microsoft Advertising Network, Google DoubleClick, Rubicon, etc.), which makes their network of website’s inventory available through a transparent and manageable interface. AppNexus then engages in Real Time Bidding (RTB). While websites generally try to sell their ad space directly to advertisers in “premium” deals, a huge amount of ads are served as part of online auctions, in which ads are placed automatically, based on supply and demand pricing. For more information on RTB click HERE. If we win the bid for an impression through AppNexus.com, we then compete with other DSPs on that advertising exchange. Ad inventory is bought and sold on a per-impression basis, via “programmable instantaneous auction,” similar to financial markets. If we have the highest bid, the impression will be delivered immediately on that website and/or network. The bidding happens autonomously and advertisers set maximum bids and budgets for an advertising campaign. RTB transactions typically happen within 100 milliseconds from a user visiting a website. RTB was a $3 billion business in the U.S in 2013, and is estimated to grow to a $14 billion business in the U.S. in 2017 (source: IDC). DISPLAY SCAPE 9

Advance Digital Display Scape

Advance Digital Operates within the Programmatic space using Publisher- controlled data exported via Lotame, Advance Digital’s impendent data Management Platform (DMP). An Independent Data Management Platform give us the ability to target rich, personalized data across multiple technology's and platforms, while expecting consistent results.

2nd Party Data Collection From all Conde’ Nast st 1 Party Data Collection from 12- Local Properties (Example: GQ.com, GolfDigest.com, Media Groups (Example: Oregonlive.com Self.com, etc.)

Open Exchange Private Market Place

Cookies Pools are Pushed Across 900+ Ad networks and Ad Exchanges

Cookie Pools Pushed to Direct Sites, Example Nola.com.com, & NJ.com

Cookie Pools Pushed to LiveRail Premium 3rd Party On/Offline, Social, and Video Pre-Roll Network Purchase Data Dynamically Feed Via API Directly into Lotame DMP Cookie Pools Pushed to LiveRail Video Pre-Roll Network B2B and B2C Email Newsletters

Coming Soon: TrueView, Nativo, TubeMogul, Simpli.fi, and Taboola June 2015 DMP Volume

3.1 BillionCookies AUDIENCE BLENDS 10

PMP 1st-Party, 3rd-Party and 1st/3rd-Party Blended Audiences – Programmatic (RTB)

Advance Digital has a distinct advantage within the marketplace: the ability to publish and control content. Every story published by an Advance Digital property contains a content tag, which collects valuable 1st party data around user interaction, intention, and history. With this information, Advance Digital is able to assign real-time intent and characteristics to individual cookie pools that are categorized into audiences.

Once the 1st party cookies are pooled, the data is then merged with 2nd party data (obtained by direct relationships with other publishers) and 3rd party data (obtained through purchase agreements) into a Data Management Platform (DMP). This process allows Advance Digital to further expand these segments into scalable, enriched data that can be personalized and segmented based on needs.

1400+ Live Predefined Audiences AUDIENCE BLENDS 11

The Power of a DMP Predefined Audience

Cookie pools move dynamically in and out of audiences based on pre-defined look - alike behaviors. Predefined audiences are custom built within the Data Management Platform using 1st and 3rd party data segments. They are created using consumer pathways laid by consumers who have shown interest or intent around a specific subject matter(s). Once this behavior is identified, we can use these pathways to create audiences, that can be customized to included behavior, recency and frequency. Recency identifies when the behavior happened and frequency indicates how many times the pathway is present within the specified time period.

Predefined audiences live within the DMP indefinitely and are refreshed in real time. These dynamic audiences can be pushed into ad servers and are used to target consumers cross device.

Predefined audiences allow for historical awareness around the preset pathway and provide consistent and predictable performance across devices.

Organic and Natural Food Intent Audience cXXXXX Total Uniques: 34 Million 30 Performance AppNexus - .18 %CTR 30 Day Performance Pre-roll - .29% CTR 30 Day Performance Advance Local Premium Private Exchange - .19% CTR AUDIENCE BLENDS 12

Automotive Intent and Interest in Luxury Vehicles Audience code: 4028 Audience size: 1.7 million unique cookies Targeting channels: Nola.com, 800+ networks, content networks, social (Facebook/Twitter), video Device ability: Desktop, mobile (web/app), tablet

Contributing Behaviors

Categories --> Automobiles --> Automobile Types --> Luxury Vehicles BlueKai --> Past Purchases --> Autos --> Luxury Automobile Buyers 1st Party Clarifying Data Datalogix --> Polk Automotive --> In Market --> Body Style --> Luxury Sedan rd eXelate - United States --> Smart Segments --> Luxury Auto Buyers 3 Party Sourced Data Datalogix --> Polk Automotive --> In Market --> Body Style --> Luxury SUV 3rd Party Offline Purchase Data eXelate - United States --> IXI Open Market --> Automotive --> Luxury Vehicle Owners eXelate - United States --> IXI Open Market --> Automotive --> Import Luxury Vehicle Owners Datalogix --> Polk Automotive --> Near Market --> Luxury Sedan Estimated Data eXelate - United States --> Intent --> Auto --> Buyers --> Luxury eXelate - United States --> Intent --> Propensity --> Auto --> Loan Value: $6.75 CPM* Datalogix --> Polk Automotive --> Seasonal --> Year End Buyer --> Luxury Sedan *Value estimated via Sitescout RTB Datalogix --> Polk Automotive --> Near Market --> Luxury SUV eXelate - United States --> Intent --> Propensity --> Auto --> Lease Datalogix --> Polk Automotive --> Owner Targeting --> Body Style --> Luxury Sedan Datalogix --> Polk Automotive --> Seasonal --> Year End Buyer --> Luxury SUV V12 --> Demographic --> Lifestyles --> Luxury eXelate - United States --> IXI Open Market --> Automotive --> Domestic Luxury Vehicle Owners BlueKai --> Predictors --> Autos --> Classes --> Luxury Cars MasterCard Advisors --> Automotive --> In Market - Highly Likely to Purchase in Next 30 Days --> Automotive – New & Pre Owned Vehicle Sales Alliant --> Auto --> Empowered Consumers --> Luxury Car Owners eXelate - United States --> Interest --> Auto --> Owners --> Make and Model --> Luxury SUV MasterCard Advisors --> Automotive --> In Market - Highly Likely to Purchase in Next 30 Days --> High End Car MasterCard Advisors --> Automotive --> Top Tier Spender --> Automotive – New & Pre Owned Vehicle Sales Datalogix --> Polk Automotive --> In Market --> Used --> Body Style --> Used Luxury SUV eXelate - United States --> Interest --> Auto --> Owners --> Make and Model --> Luxury Sedan V12 --> Behavioral --> Auto --> Classes --> Luxury V12 --> Behavioral --> Auto --> InMarket Predictors --> Luxury Datalogix --> Polk Automotive --> Owner Targeting --> Body Style --> Luxury SUV Alliant --> Auto --> Emerging Consumers --> Luxury Car Owners eXelate - United States --> Interest --> Purchase Behaviors --> Auto --> Luxury MasterCard Advisors --> Automotive --> Frequent Transactor --> Automotive New & Pre Owned Vehicle Sales Webbula Public --> Automobile Ownership --> Class --> Car Basic Luxury Webbula Public --> Automobile Ownership --> Class --> Car Mid Luxury eXelate - United States --> Intent --> Finance and Insurance --> Auto Intenders Webbula Public --> Automobile Ownership --> Class --> Car Prestige Luxury Datalogix --> Polk Automotive --> Seasonal --> Summer Sales Event Buyer --> Luxury Sedan Datalogix --> Polk Automotive --> Seasonal --> Summer Sales Event Buyer --> Luxury SUV CUSTOM AUDIENCES 13

Audience Building: Look-Alikes

Advance Digital can create custom audience using the data collected from an individual website and scale the audience by matching behavior using other look-alike audiences.

Consumers accessing the internet leave behind points of interaction. These points are collected using content tags and cross-device data collection methodologies. The data collected is constructed into pathways of intent and interest. These pathways can then be matched to similar pathways using enormous pools collected by vast 1st-party publishers and premium 3rd-party data providers. AWARENESS 14

Audience Building

Custom data collection, or audience building can be employed through data collection pixels within client facing websites. Once placed, the pixels can collect audience data and intention based on interaction and activity. This data can then be harnessed by the client for use around specific monetization strategies. This program is theoretically similar to a “opt-in” email program but does not require consumer consent. The data collected can be organized into a hierarchy (Fig. B1) within the DMP. These consumers can then be reached using display advertising tied to the associated pixel.

FIG. B1

Collect custom audience All audience of website visitors All audience data collection Refrigeration pixel/cookie Cooking

Pixel on browser

Pixel on browser

Audience can be used as the data qualifier for a look-alike audience using Assign consumer intent 1st and 3rd party cookie based on traffic flow, pools. content and exit patterns. PROGRAMMATIC 15 OPEN EXCHANGE Introducing Advance Digital’s Programmatic Premium Open Exchange The Advance Digital Open Exchange provides access to 12 market - dominating news and information websites across the United States. This innovative technology allows you to programmatically target consumers cross device as they passionately consume Pulitzer Prize winning content and information. Thanks to our Premium Open Exchange, you can now manage bids and inventory all within your existing console. Work with our experts to set up your unique Deal ID and simply enable the Advance Digital Open Exchange within your local trade desk. PROGRAMMATIC 16 PRIVATE MARKETPLACE Introducing Advance Digital’s Programmatic Premium Private Exchange (PMP)

Via the Advance Digital Private Marketplace (PMP), you can now gain access to premium 1st and 3rd party blended predefined audiences focused on real time consumer intent and interest. Advance Digital’s PMP provides access to premium inventory at scale with over 4.6 billion impression monthly. Work with our experts to set up your unique Deal ID and simply enable the Advance Digital PMP within your local trading desk. AWARENESS 17

Mobile Conquesting Strategy

Use Mobile Apps and Latitude/Longitude geos to target competitive appliance stores. Campaigns target individual store locations during periods of high in- store traffic.

Target a 100 to 400 meters radius around an individual store location.

Locations determined by brand strategy and geo constraints. AWARENESS 18

CRM Data Import To Cookie Match

Use client CRM or client data as a means to create online audiences. The data is imported into a DMP and then matched (1:1) to the consumers individual browser pixels. Once matched, the pixels are pooled into an audience. Audience can be used as a behavioral target using display, mobile and video advertising. 19 Search Strategy

Search engines provide pathways to meaningful conversation with consumers with interest in a product or service. SEO & SEM 20

A Sense of Scale: SEO & SEM

CURRENT ACTIVE ADVANCE DIGITAL SEARCH ACCOUNTS 2,000 – 2,500 MONTHLY ACTIVE SEM CAMPAIGNS 310+ MONTHLY ACTIVE SEO CAMPAIGNS

CUSTOMIZABLE SEARCH STRATEGIES • Market • Segment • Business • Product • On page and off SEARCH ENGINE 21 MARKETING

Background: Advance Media Southeast

Advance Media Southeast (OMG), an Advance Digital property, has been offering search engine marketing (SEM) services for nearly a decade to help clients increase their visibility within the search engine results. As shoppers’ reading/research habits continue to migrate online, businesses are realizing the need to move their dollars into SEM in order to obtain greater visibility when users are actively searching for products and services.

OMG works with clients to develop SEM As a Google Adwords Premier programs that meet the goals and objectives SMB Partner and a Bing of your business. Depending on the goals of a Authorized Reseller, we offer business, OMG is equipped to handle any turnkey solutions across type of business, from the small mom and Google and the Yahoo!/Bing pop store down the street to the large global Network and manage all ecommerce business. In addition to the aspects of your campaign client’s goals, OMG also takes into consideration the client’s industry, location and business type (brick and mortar vs. ecommerce, B2C vs. B2B, etc.) when creating a strategy.

Depending on the type of business and its goals, OMG can offer multiple solutions through our SEM platforms. These platforms are used to do the tedious work, such as bid adjustments, which allows OMG to focus on the campaign strategy, optimization, testing and reporting. SEARCH ENGINE 22 MARKETING

Background: Our Platforms

MATCHCRAFT MatchCraft, owned by OMGs parent company (Advance Publications), is an industry leading search engine marketing platform that utilizes highly sophisticated real-time bidding algorithms to generate exceptional results and ROI. This functionality allows OMG to be more strategic by spending time on data analysis, keyword improvements, ad text testing and conversion path analysis versus lever-pulling and bid management.

KENSHOO Kenshoo, a premium search engine marketing solution scored the highest rating in a study done by Forrester Research, a 3rd party research firm. Kenshoo is a bid management tool meant for the sophisticated marketer that needs cutting edge tools to effectively manage a search campaign. Kenshoo’s capabilities include optimization and bid management, scenario planning and forecasting, custom attribution modeling and more. This platform can track nearly any type of conversion, and can also integrate with external channels to get a full view of a business’s marketing performance. SEARCH ENGINE 23 MARKETING

Search Engine Marketing

Search engine marketing (SEM) is an internet marketing tactic which promotes a business’s website by bidding on specific keywords, which then triggers your ad to show within the search results. The major search engines, Google and Bing (Yahoo partners with Bing for SEM) have SEM programs that allow text ads to be shown within the search results. Each of these programs also have a display advertising component where text, image and video ads can be shown across a display network (a group of websites that have opted in to show ads within their own websites).

SEM is a tactic that should be included in every business’s marketing mix. It’s a quick way to gain increased visibility for a wide variety of keywords. Launching an SEM campaign, depending on the size and scope, can be completed over a couple of weeks, compared to an SEO campaign which can take much longer to take hold. Note that utilizing SEM alongside SEO can provide a boost in your online visibility, and can help grow your business more quickly.

Visits from SEM ads have a 35% higher conversion rate (ecommerce) than visits from organic search

Source: MarketingProfs SEARCH ENGINE 24 MARKETING

How It Works

In its simplest form, search engine marketing (SEM) allows a business to bid on a set of keywords relevant to its business and/or industry, which then triggers an ad to show within the search engine results page. Digging deeper, there is much more to creating and running an SEM campaign than bidding on keywords.

An effective SEM campaign will focus on three main areas - keywords, ad text and a landing page. Before a campaign is built and launched, OMG works with the client to establish goals for the campaign. Depending on the business, a goal could be an online purchase, a phone call, a lead form fill or even viewing a map or driving directions. Once these goals have been established, OMG will work to build out the campaign (keywords, ads and landing page).

OMG performs keyword research to identify relevant keywords. Researching keywords will also provide us with an estimate for a recommended spend. Costs vary wildly across industries, and the more competitive your industry is, the higher cost per click (CPC) - the amount you pay when someone clicks on your ad - will be. Once keywords are identified, OMG will structure campaigns to group similar keywords, which helps with ad text creation.

SEM ads don’t allow for elaborate messaging. You get a total of 95 characters, including spaces (headline = 25, two description lines = 35 each), so the message must be clear, concise and include a compelling call to action. When a user clicks on the ad, they are directed to the most appropriate landing page on the client’s website (these landing pages are chosen by OMG when the account is being built).

Landing pages play a large role in generating conversions, which are the actions you want a user to take. These pages must contain a clear headline, body copy, discussing benefits/differentiators and a call to action. SEARCH ENGINE 25 MARKETING

SEM Benefits

SEM puts your ad in a highly visible position distinct from organic search results.

Potential customers on mobile devices can tap to call, email, get directions or visit your mobile site from your SEM ad.

The Advance Media Southeast’s SEM team will:

• SEM increases your business’ visibility in search results

• SEM campaigns result in insightful keyword and interaction data

• Performance data collected from an SEM campaign can inform organic strategy

• Users can click or tap your SEM ad to call, email and find directions to your business – and each interaction is trackable

• Custom SEM ads are available for each of your business’ locations SEARCH ENGINE 26 MARKETING

Inventory-Driven SEM

Campaigns are dynamically updated based on a retailer’s available inventory at the make/model/year/type level. The ad copy also matches the keywords, and the retailer’s available inventory.

The click destination is also related to the search terms and available inventory. If a luxury car intender were to search for Mercedes-Benz C-Class C300 4MATIC, and click on a related ad, they would be directed to the dealer’s inventory of C300s.

Ad Extensions provide direct links to site pages. Aids in consumer engagement and smaller click- streams SEARCH ENGINE 27 MARKETING

Non-Feed Driven SEM Strategy

A Non-Feed driven search campaign will center around awareness and consideration keyword sets. The strategies will employ brand, category, and conquesting keyword strategies.

All groups will be measured based on client driven performance metrics. These metrics will be tracked using Google Analytics and Google AdWords Reporting. All metrics will be available for view within a client dashboard. The dashboard will make available all keyword activity and strategy within the campaign.

Only Google, Yahoo, and Bing Search Engines are used in this program. All clicks are driven directly to the client’s website. Program doe not employ non direct clickstreams. INBOUND TRAFFIC 28 ACQUISITION – EXAMPLE

SEM Overview

• SEM Strategies • SEM Results • Product Listing Ads (PLAs) • PLA Dynamic Remessaging • Dynamic Click-Stream Remessaging • Dynamic Text Ads • Automated Bidding • Gmail Sponsored Promotions • On-Page Pixel & Conversion Tracking • Post-Click Tracking & Optimization INBOUND TRAFFIC 29 ACQUISITION – EXAMPLE

SEM Program Overview

Gain visibility across Google, Bing & Yahoo.

Ads run on desktop, tablet & mobile.

Full account set up includes: o Account structure o Keyword research o Ad text creation o Ad extensions o Landing page creation (if needed) o Conversion tracking o Google Analytics

Dedicated campaign managers optimize campaigns for conversions.

Utilize Kenshoo, one of the top bid SEM platforms in the industry.

Scheduled reporting customized to client needs.

Advance Digital is one of 20 worldwide Google Premier SMB Partners INBOUND TRAFFIC 30 ACQUISITION – EXAMPLE

SEM Strategies

SEM Goal: Increased search engine visibility to improve calls, leads, in-store traffic, drive revenue, and increase earnings.

KEYWORD STRATEGIES: o Match types (broad, modified broad, phrase, exact, negative) o Cascading bidding strategy o Branded / Vanity o Category o Long-tail

AD TEXT STRATEGIES: o A/B Testing o Sitelinks o Ad Extensions o Product Listing Ads (PLAs) o Dynamic Keyword Remessaging

REMESSAGING STRATEGIES: o Dynamic Click Stream Remessaging o PLA Remessaging

TRACKING & REPORTING: o Comprehensive Data (all engines) o By Search Engine o By Device o Keyword / Ad Text INBOUND TRAFFIC 31 ACQUISITION – EXAMPLE

SEM Results

SEM Goal: Drive increased search engine visibility to improve calls, leads, in- store traffic and revenue.

Through testing and optimization, we have achieved: o Increased CTR o Increased conversions o Increased impression share

Month Impr. share Avg. position Top of page rate 2/1/2014 67.80% 3.1 42.68% 3/1/2014 71.48% 2.9 46.96% 4/1/2014 69.03% 2.7 47.44% 5/1/2014 75.76% 2.4 58.49% 6/1/2014 72.05% 2.5 48.66% 7/1/2014 83.40% 1.9 60.30% 8/1/2014 78.29% 2.6 43.05% INBOUND TRAFFIC 32 ACQUISITION – EXAMPLE

SEM Capabilities – Product Listing Ads (PLA)

PRODUCT LISTING ADS (PLAS) o Inventory feed-driven Search Engine Marketing. PLA’s include rich product information such as an image, title, price consumer reviews, and store name. BENEFITS o Higher click-through rates (CTR) o Better qualified shoppers/leads o Easy management (use product info instead of keywords) o Broader reach as multiple ads could be shown for your store INBOUND TRAFFIC IN BETA 33 ACQUISITION – EXAMPLE

SEM Capabilities – Dynamic Clickstream Remessaging

DYNAMIC CLICKSTREAM REMESSAGING o Ability to serve (remessage) display ads to users who have searched specific keywords via Google. Users would see display ads across Google’s Display Network (GDN).

BENEFITS o Increased visibility across GDN. Ability to serve multiple messages to the same user. Increased ROI by capturing users already familiar with your store. SEARCH ENGINE 34 MARKETING

SEM Capabilities – Conversion Tracking

ON-PAGE PIXEL & CONVERSION TRACKING o More efficient paid search efforts: track down to the keyword level and utilize remessaging capabilities.

BENEFITS o Easy installation o Track phone calls generated from paid search campaigns o Listen to phone calls to determine quality and assist in sales training o Ability to remessage to previous site visitors

Example Tags and Pixels http://ad.crwdcntrl.net/5/c=931/pe=y/callback=JsonProvider_240314807 http://tags.crwdcntrl.net/c/931/cc.js?ns=_cc931 http://bcp.crwdcntrl.net/5/c=931/b=12498619 http://bcp.crwdcntrl.net/5/c=931/rand=1415724054956/ctax=Advance+Digital+Conversions%5ENola.com%5EProvPl an%5EProvPlan12_OR_BTRoS_Multi_01%5EImpression http://bcp.crwdcntrl.net/5/c=931/b=14509052 http://bcp.crwdcntrl.net/5/c=931/b=12615792 http://bcp.crwdcntrl.net/5/c=931/b=19027181 http://bcp.crwdcntrl.net/5/c=931/rand=1415724055293/ctax=Advance+Digital+Conversions%5ENola.com%5EOMG% 5EOMG06_OR_HP_Rect01%5EImpression http://bcp.crwdcntrl.net/5/c=931/rand=1415724054956/ctax=Advance+Digital+Conversions%5ENola.com%5EProvPl an%5EProvPlan12_OR_BTRoS_Multi_01%5EInview http://bcp.crwdcntrl.net/5/c=931/rand=1415724056004/ctax=Advance+Digital+Conversions%5ENola.com%5EShrev eCompany%5EShreveCompany01_OR_BTRoS_Multi%5EImpression http://bcp.crwdcntrl.net/5/c=931/rand=1415724055498/ctax=Advance+Digital+Conversions%5ENola.com%5EPaulso n%5EPaulson06_OR_BTROS_Multi%5EImpression http://bcp.crwdcntrl.net/5/c=965/rand=301048928/pv=y/p=4577/p=4575/p=4573/p=4572/p=3183/p=3171/p=3 170/p=3178/dp=y/rt=ifr http://bcp.crwdcntrl.net/5/c=931/ctax=Advance+Digital+Maxmind%5Eca%5Emountain%20view%5E%5E94040 http://tags.crwdcntrl.net/c/368/cc.js?ns=lot368 http://tags.crwdcntrl.net/c/796/cc.js?ns=lot796 SEARCH ENGINE 35 MARKETING

SEM Capabilities That Drive Results

POST-CLICK TRACKING & OPTIMIZATION o Information that drives strategy and testing o Kenshoo and Google Analytics are used to understand what users do post-click o Installation of pixels and code for tracking purposes o Google Analytics dashboard set up

BENEFITS o Ability to build remarketing lists o Ability to remessage to previous site visitors o Gain additional post-click knowledge via Google Analytics o Review engagement metrics to determine traffic quality o Avg. time on site o Pageviews per session o Bounce rate o Understand which campaigns, ads and/or keywords are driving ROI SEARCH ENGINE IN BETA 36 MARKETING

SEM Capabilities – Dynamic PLA Remessaing

PRODUCT LISTING AD REMESSAGING o Build a remessaging list for users that have clicked on a PLA in the past and serve ads via GDN to get them back to close the loop and complete the conversion.

BENEFITS o Stay top of mind with consumers o Drive qualified shoppers back to the site o Increased performance/ conversion rates SEARCH ENGINE IN BETA 37 MARKETING

SEM Capabilities – Dynamic Text Ads

DYNAMIC TEXT ADS (BETA) o Serve dynamic text ads with fresh content that is hyper-tailored to the context of a user’s search query. Ads are customizable based on specific triggers.

BENEFITS o Tailor text ads to meet searcher’s criteria o Customized based on specific search triggers o Ads are more effective due to relevance o Increase CTR & conversions SEARCH ENGINE IN BETA 38 MARKETING

SEM Capabilities That Drive Results

AUTOMATED BIDDING: TARGET OUTRANKING SHARE (BETA) o Automatically set bids for keywords, ad groups or campaigns so that your ads appear higher than other domains’ ads (competitors) or when another domain’s ads did not show.

BENEFITS o Ensure ad placement above the competition o Ensure ads serve when a competitor’s ads do not o Increase ROI by achieving top placement for high converting keywords SEARCH ENGINE IN BETA 39 MARKETING

SEM Capabilities– Sponsored Gmail Promotions

GMAIL SPONSORED PROMOTIONS (BETA) o Users spend 16% of their daily digital time in email. Gmail Sponsored Promotions (GSP) is a new way to connect with Gmail users through innovative targeting in a high impact ad.

BENEFITS o Target hundreds of thousands of monthly Gmail users o Serve a full page ad directly in users' inboxes o Receive 100% share of voice o Ads render on both desktop and mobile SEARCH ENGINE 40 OPTIMIZATION

Background

Over the past decade a change has slowly started to take place in the way content is being consumed. Simply put, the majority of information starts with a simple search engine search. Being a publisher, Advance Media Southeast (OMG), an Advance Digital property, needed to find a way to ensure we not only stayed relevant with the transition to digital content consumption, but we that also continued to be a leader and credible information resource within our community.

Being part of a larger organization, which includes a total of 12 media groups, provides the opportunity to work with the best and brightest around the country. Our own internal search engine optimization (SEO) team worked to optimize every aspect of not only Nola.com, but the other local media group websites as well. Due to our understanding of Google’s best practices, each website, in their respective markets, now consistently ranks at the top of the search results for nearly any community-related story that we’ve written about. This domination of the organic search results is due to the knowledge and brainpower we have as a company.

We’re now able to bring an SEO solution to our advertisers that we know works. SEO has helped grow our own readership and business, and we’ve been able to do the same for a large number of advertisers. SEARCH ENGINE 41 OPTIMIZATION

Search Engine Optimization

Search engine optimization (SEO) is the process of altering how your website appears within the organic, or natural, search results. These results differ from paid search results (i.e. Google AdWords) in the fact that organic listings are “free.” The cost of SEO is working with trained experts that understand the search engine ranking algorithms and can alter strategies and tactics based around these algorithmic updates.

Ranking in the top organic search results for relevant keywords can help grow your business significantly as search engine users click on roughly 85% of the organic results (vs. 15% click on paid results)*. Looking even closer into clickthrough rates (CTR) for organic listings, the top five search results receive 67.6% of the clicks**. This shows the importance of including a sound SEO strategy within your overall marketing mix, and the value it can bring to your business by ranking above the fold (top 5 organic search results).

Sites that rank first organically receive of Google’s total traffic 31% share, on average.***

*Source: Unbounce.com; **Source: Moz; ***Source:Source: Search Engine Land, How Ads Influence Organic CTR on Google, 2014 SEARCH ENGINE 42 OPTIMIZATION

How it Works

A search engine’s organic ranking algorithm is comprised of hundreds of signals and factors. As search engines crawl and index the internet, they store all of this information within their database, which is run through their algorithm to determine the quality and credibility of a website. Websites that are following organic ranking best practices will float to the top, while websites that aren’t optimized or appear spammy or are trying to “trick” the search engines will fall to lower positions within the organic results.

SEO is comprised of two main areas, on-site and off-site. When talking about the on-site factors, this refers to the aspects that we have much more control over, such as the technical, content and marketing components of the website. Our SEO team will work to provide recommendations that are pertinent to the client’s website and goals. On-site recommendations are either implemented by our SEO team, or the client’s internal team/developer.

Off-site factors also play a large role in Google’s organic ranking algorithm. By increasing the number of other websites linking to the client’s site, we can build credibility and authority, helping increase organic rankings. Google treats all links/sites differently in terms of relevancy, but the goal is to find relevant websites (industry, vertical, topical, etc) to drive links back to your site. SEARCH ENGINE 43 OPTIMIZATION

SEO Overview

• SEO Timeline • Local & National SEO • SEO Audit • SEO Deliverables • SEO Reporting • SEO for E-Commerce SEARCH ENGINE 44 OPTIMIZATION

SEO Timeline

DELIVERABLES & TIMELINE FOR LOCAL SEO PACKAGES Nola.com’s SEO service is a 12-month project to perform search engine optimization on websites with a local business emphasis.

MONTH 1 • Check for XML sitemap and create • Pre-kickoff call research one if needed, upload to Google • Keyword research and Bing Webmaster Tools accounts • Initial check of site for problems • Check for robots.txt file and create • Kickoff call with your business one if needed • Keyword and onsite optimization • Check for HTML sitemap and create recommendations one if needed • Develop content strategy • Creation of KML file (allows search • Develop local strategy engines to see exact location info • Review of business information for business) (name, address and phone) for any • Creation of baseline ranking report unique issues • Setup in online reporting • Review of business location info on dashboard website • Define strategy for local directory listings • Setup of Google Analytics and Webmaster Tools for Google and Bing • Duplicate content check on website • Check for technical SEO issues on- site • HTML back-end code check SEARCH ENGINE 45 OPTIMIZATION

SEO Timeline

MONTH 2 MONTHS 3-12 • Optimize or craft pages of website • Submit business info to (100) local content as necessary, including directories page titles and meta descriptions* • Setup / optimization of YouTube • Write optimized page titles and channel meta descriptions * • Includes writing of “About” • Optimize images for better search description visibility* • Upload of logo if provided by client • Optimize location page and listing • Create and place video on YouTube of name, address, and phone channel number on website • (Will also place video on • Add ”schema” codes on location advertiser’s website if info across website to help with • content placement was maps visibility purchased)* • Add “Follow” and “Share” social • About the business media buttons to website • About a specific product or service • Optimize listing on Business Finder • Meet the owner & staff • Data distribution of optimized • Frequently asked questions business information (UBL, Localeze) • We first review existing listings in the databases and correct them if needed SEARCH ENGINE 46 OPTIMIZATION

Local & National SEO

LOCAL SEO o Efforts focus heavily on specific locations and geographical areas. Service is geared towards brick and mortar retail locations looking to drive phone calls and in-store traffic.

KEY PERFORMANCE INDICATORS (KPIS): o Phone calls o Driving directions o Contact form fills o Email inquiries o Website traffic growth o In store sales increase

NATIONAL SEO o A solution for web-based businesses, ecommerce sites or companies focusing on larger territories (i.e. state, region, country or world).

KEY PERFORMANCE INDICATORS (KPIS): o Phone calls o Contact form fills o Email inquiries o Website traffic growth o In store sales increase o Ecommerce growth SEARCH ENGINE 47 OPTIMIZATION

SEO Audit

COMPREHENSIVE SITE AUDIT o A 20+ page document of research and recommendations about a business‘ website. The audit will outline specific problems and provide a ranking for each factor that has been checked. The following sections will be outlined in the audit:

TECHNICAL ANALYSIS o Domain setup & configuration, URL structure, crawlability, etc.

CONTENT ANALYSIS o Keyword targeting, images and on-page text.

MARKETING ANALYSIS o Directory listings, inbound links and linking domains.

LOCAL PRESENCE (WHEN APPROPRIATE) o Local directory claiming and accuracy.

SOCIAL MEDIA o Social presence and content sharing. SEARCH ENGINE 48 OPTIMIZATION

SEO Deliverables

• Identify specific and measurable goals.

• Kickoff call scheduled to start the campaign.

• Keyword research performed to determine top keyword targets.

• Website optimization, including major page elements and body copy.

• Create website content (approved by client).

• Claim and verify local business listings (Google, Bing & Yahoo).

• Create and post social media content (if applicable and approved by client).

• Directory submission work to ensure consistent NAP (Name, Address, Phone) data.

• Build inbound links to further establish authority and credibility.

• Competitive at all levels, regardless of spend, complexity or industry. SEARCH ENGINE 49 OPTIMIZATION

SEO Reporting

SEO REPORTING AND ACTIVITY DASHBOARD o Full transparency o 24/7 access o Syncs with Google Analytics o Outlines primary/secondary keyword rankings o Lists tasks completed by SEO team o Downloadable PDF reports SEARCH ENGINE 50 OPTIMIZATION

SEO for E-commerce Websites

KEYWORD RESEARCH

COMPETITIVE RESEARCH AND CO-OCCURRENCE STRATEGIES

ON-PAGE OPTIMIZATION o Site structure o Internal linking/merchandising o Usability o Responsive/mobile optimized o Customer review integration o Rich snippets o Social media integration SEARCH ENGINE 51 OPTIMIZATION

SEO for E-commerce Websites

PERFECTLY OPTIMIZED ECOMMERCE PRODUCT PAGE 1. Reviews 2. Videos 3. FAQs 4. Social sharing 5. Search functionality 6. Call to action 7. Trust signals 8. Breadcrumbs 9. Images 10. Title/Meta/H1 11. Product description 12. Optimized page URL 13. Product name 14. Phone number 15. Company details SEARCH ENGINE 52 OPTIMIZATION

Future Proofing SEO – Schema.Org Markup

SCHEMA.ORG MARKUP

Properly implemented Schema markup within ecommerce websites allows additional relevant information to be displayed within search engine results. These additional information points – also known as “Rich Snippets” - can include product ratings, product properties, product relationships, product inventory, product characteristics, offer availability, offer warranties, and many other useful snippets of information. For example:

Google and other search engines are increasingly using semantic search (voice- based search) results. In order to index these results based on semantic search, Google needs a way to quickly and effectively understand the context and content of a website. Schema markup allows us to explain exactly what our clients’ sites are and how they should be indexed without Google having to do the extra legwork of sifting through excess code. SEARCH ENGINE 53 OPTIMIZATION

Future Proofing SEO – Open Graph Protocol

OPEN GRAPH PROTOCOL

Open Graph is a back-end markup protocol that allows companies to control their branding across Facebook. Proper open graph markup will allow companies to set up a default image, title, and description on all posts, products and pages for their site.

TWITTER CARDS

Twitter Cards are similar to Open Graph Protocol. Implementing Twitter cards requires placing a coding language on the back-end of a website. Once this code is placed and accepted by Twitter, the company will be able to display large images within Twitter’s main feed. This greatly increases CTR and engagement with posts and products on Twitter. SEARCH ENGINE 54 OPTIMIZATION

Future Proofing SEO – Google Tag Manager

Implementing Google Tag Manager on a company’s site allows us to track any clickable element on that site into Google Analytics. We can place click tracking on all offers and ads on the site, as well as any off-site hyperlinks (such as social media buttons). This allows us to gather a greater understanding of how users are navigating and interacting with the site, thus allowing us to optimize more efficiently towards specific conversions.

Google Tag Manager implementation also enables us to monitor engagement with on-site contact and request information forms. Not only can we track whether or not someone filled the form out and submitted it, we can also track incomplete form fills. We can monitor how much of the form a user fills out before exiting the page and specifically which fields they were willing to fill out. Having this information allows us create and implement forms that have the greatest possible rate of conversion (form fills). SEARCH ENGINE 55 OPTIMIZATION

Future Proofing SEO – Co-Citation/Co-Occurance

CO-CITATION STRATEGY

In modern SEO, effective ranking is becoming less about rich anchor text and track-able, high-level backlinks. Modern search engines are more and more taking into account the context of keyword delivery in multiple sites across the Internet. By controlling the delivery of contextual strains of information surrounding the keywords we are targeting for our clients, we are able to set up the groundwork for a co-citation strategy that will only grow in importance in the next year. Our expert team of content specialists will deliver content that is not only engaging and shareable, but also properly optimized to fit the specific co- citation goals specific to each client.

CO-OCCURRENCE STRATEGY

Our co-occurrence strategy deals with in-depth competitor analysis both in-site optimization and off-site backlink development. We track and monitor all effective strategies that competitors in the field are implementing and we match the techniques that achieved these results. This allows us to match the current performance of all competitors in the field and then, by implementing our next- level strategies of innovation, we are able to surpass their performance. EXIT 56

Site Remessaging & Remarkerting Strategy

Target consumers after they exit your business’ website. Consumers are grouped into remessaging and remarketing categories based on user site activity and history. Consumers are then targeted programmatically with creative specific to their intention or interests on your website.

Remessaging – target consumers upon exiting a website who have not met any predefined attribution models created to identify intent or interest within a category. Often called “Open Minded Consumers.”

Remarketing - target consumers upon exiting the website who meet predefined attribution models on intent and interest within a product or brand category. Attributes are identified using site pixel structure and could be used to market to Samsung brand intent and interest.

Retargeting site visitors using both remessaging and remarketing in order to maintain brand awareness and brand consideration as consumers shop for competitive brands or competitive product(s). EXIT IN BETA 57

Dynamic Creative Remessaging Example

Dynamic creative remessaging requires the use of a “smart pixel” that is applied to product pages within a brand category. The smart pixel automatically piggybacks on existing remessaging pixel and captures (up to) the last five products viewed within the individual session.

o Currently testing on Standardtvandappliance.com using Samsung brand pages. o Product designed to deliver dynamic creative to consumers upon website exit. o Creative changes based on pages seen by a consumer within an individual website session. o Consumers receive a personalized (dynamic) creative based on their previous website session.

Creative Example OPTIMIZATION 58 & REPORTING

Site Analytics Optimization & Reporting

o All digital campaigns tie directly into your website analytics, thus creating the ability to optimize based on website goals and events.

o Track direct campaign engagement using click tags and event whispers.

o Produce real-time ROI by incorporating ecommerce transactions directly to digital campaigns.

By medium… …monitor response & track conversions OPTIMIZATION 59 & REPORTING

Digital Display Optimization

Make your display campaigns work using a combination of human interaction, consumer theory and conversation data. Optimize digital display based on campaign goals, conversions and click-though rates. Campaign attributes can drastically affect a campaigns performance and ROI. Resources and knowledge dictate optimization abilities. Advance Digital’s local and national optimization teams operate outside of automation and inside of conversions.

Optimization Points Human Monitoring ZIP Code, City, Region, DMA Audience Manual Benchmarks Frequency Recency Seasonality Day Parting Pacing Content Theoretical Influence CTR and Viewability Device Position Non-Performing Domains Non-Performing Audience Segments Page Depth, Time on Site, Conversions View-Through Ecommerce In-Store RFID chips OPTIMIZATION 60 & REPORTING

Non-Linear Attribution Focus

Google’s Zero Moment of Truth (ZMOT) has established that a consumer’s path to purchase is increasingly dynamic. This includes the use of multiple devices, stimulus, and other “moments of truth.”

This non-linear path to purchase creates an environment in which multiple channels influence a consumer’s behavior leading up to his/her purchase decision.

The goal of optimization and reporting is to understand how each of these channels are credited with influencing the consumer’s behavior.

Our approach is to synchronize offline and online events using metric- tracking systems such as Google Analytics, as well as implementing conversion pixels, tracking codes and other optimization methodologies. Each user interaction that can be tracked will be tracked. OPTIMIZATIONOPTIMIZATION AND IN BETA &REPORTING REPORTING

Client Dashboard – Burt Hub

Our client-centric reporting dashboard creates a comprehensive view of our digital campaigns. This includes advanced reporting for audience- targeted display, SEM, and SEO.

Optimization decisions can be made based upon a number of key elements, including creative heat maps, user interactions, device usage, etc. INNOVATION IN BETA 62

RFIDs: Online Traffic to In-Store POS

Use of Radio Frequency Identification Devices (RFIDs) to capture in-store interactions. Information is imported into Google Analytics and then correlated to digital campaign performance. RFID’s are used to track product views, in- store traffic, in-store traffic patterns, coupon usage, and much more. Thank you!