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Site Selection Process –

The “What, Why, & How” of Media Planning

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Who, What, Why, How

1. Research

“The proof is in the numbers!”

Comscore

Media Audit

Site Reported Numbers

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Where does Local fit vs. National-Geo?

Source: ComScore MediaMetrix – February 2008

Media Property Unique Users Reach

Yahoo! Sites 136,767,149 73.9

Google 135,969,691 73.5

MSN-Microsoft Sites 118,355,002 64.0

AOL-Time Warner Network 108,911,149 58.9

Local Publishers 90,962,629 49.2

Fox Interactive Media 83,637,532 45.2

eBay 77,864,464 42.1

Wikipedia Sites 55,906,125 30.2

Amazon Sites 55,172,328 29.8

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“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

Local Audience Trends

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“Content” versus “Technologies/Applications/Mail”

True Content

Technologies/Apps/Mail

MediaMetrix 2008 comScore Network, February 2008

Why the Local Audience Matters Nationally

(Quality Reach & Environment)

Feb ’06 comScore

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Selection ProcessValue Portal Network Vertical Local

Reach Excellent Excellent Poor Good

Targeted Reach Excellent Excellent Poor Okay

Easy(media, traffic, billing)

Easy Very Easy Neutral Difficult

CPMs Low Very Low High Medium

Quality/Environment Poor Very Poor Excellent Excellent

Contextual Poor Very Poor Good Good

Behavioral Good Good None Poor

ROI Projection Good Good Poor Okay

Geo-Creative Poor Very Poor Poor Excellent

7

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Selection ProcessValue Portal Network Vertical Local

Reach Excellent Excellent Poor Good

Targeted Reach Excellent Excellent Poor Okay

Easy(media, traffic, billing)

Easy Very Easy Neutral Difficult

CPMs Low Very Low High Medium

Quality/Environment Poor Very Poor Excellent Excellent

Contextual Poor Very Poor Good Good

Behavioral Good Good None Poor

ROI Projection Good Good Poor Okay

Geo-Creative Poor Very Poor Poor Excellent

8

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Selection ProcessValue Portal Network Vertical Local Sites

Reach Excellent Excellent Poor Good

Targeted Reach Excellent Excellent Poor Okay

Easy(media, traffic, billing)

Easy Very Easy Neutral Easy

CPMs Low Very Low High Medium

Quality/Environment Poor Very Poor Excellent Excellent

Contextual Poor Very Poor Good Good

Behavioral Good Good None Poor

ROI Projection Good Good Poor Okay

Geo-Creative Poor Very Poor Poor Excellent

9

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Sample Local Market Pull: Champaign- Urbana

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Sample Local Market Pull: Peoria

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Who, What, Why, How

2. Site Design Standard IAB Ad Sizes

www.iab.net

Clean Homepage

Deep Content

Special Sections

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Entire Homepage

Easy Navigation

Includes Standard IAB Sizes ABF & BTFTop Highlighted sections

are included on HP

Video is prominent on HP

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Homepage – Above the Fold

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In story pages – Standard IAB units

728x90

300x250

160x600 or 120x600

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Who, What, Why, How

3. Ease of Use Third Party Tags

Turnaround Times

“Innovative-ness”

Video Capabilities

Rich Media

Examples:http://www.centro.net/tearsheet/FifthThird%20Bank/index.html

http://centro.net/tearsheet/nacho/index.html

http://www.centro.net/tearsheet/glenlivet/index.html

http://www.centro.net/tearsheet/wi_lottery/index.html

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Who, What, Why, How

4. Technical Aptitude Targeting Capabilities:

Section

Day parting

Geographic

Registration

Inventory Forecasting

Delivery!

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Who, What, Why, How

5. Pricing CPMs vs. Flat Rates

Understand the competition- who’s vying for the local budget?

National sites?

Portals?

Being competitive within your own marketplace

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Media Type CPMBusiness J ournal $24.11

Magazine $11.49

Campus $10.60

Alternative $8.83

Newspaper $7.93

Television $7.60

Internet Only $7.02

Specialty $6.00Radio $4.05

Grand Total $7.90

2006

Industry CPMPolitical $10.97Housing $9.07Auto $8.99Travel $8.24Food/ Beverage $8.23Misc $7.95TelCo $7.48Energy $7.48CPG $6.76

Education $6.32

Retail $5.99Tech $5.34Finance $5.18Media $4.68Employment $4.58Entertainment $4.50Insurance $3.66

Grand Total $6.79

2006 Size CPM Sliding Billboard $25.14Intro/ Interstitial $23.87Corner Peel $19.93Video $16.10Floating Ad $14.03250x250 $13.39336x280 $10.12336x800 $9.90300x250 $8.24

120x600 $7.29

160x600 $6.72728x90 $6.72Multiple $6.23120x240 $6.11Other $5.93125x125 $5.06468x60 $4.51

120x90 $2.52

120x60 $1.63Text $0.19

Grand Total $7.04

2006

2006 Local SiteCPM Averages:

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2007 Local Site CPM Averages:

Media Type CPM

Business J ournal $34.38

Specialty $11.92

Alternative $11.68

Magazine $11.31

Campus $9.78

Newspaper $9.09

Television $8.61

Radio $8.46

Grand Total $9.06

2007

Industry CPM

Beverage $11.90

Entertainment $10.60

Technology $10.56

Food $10.19

Automotive $9.89

Travel $9.47

Retail $9.40

Insurance $9.26

CPG $9.07

All $9.04

Alcohol $9.00

Financial $8.85

Real Estate $8.83

Education $8.81

Pharmaceutical $8.70

Telecom $8.58

(blank) $0.00

Grand Total $9.08

2007

Size CPM

Logo $1,338.95

Re-skin $1,000.00

Floating Ad $26.58

E-Mail Blast $25.23

Sliding Billboard $24.35

Video $19.31

Corner Peel $18.20

Intro/ Interstitial $15.68

Multiple $11.44

300x250 $10.25

250x250 $9.53

120x600 $9.39

160x600 $8.90

728x90 $8.81

336x280 $8.66

468x60 $8.30

125x125 $4.01

120x240 $3.94

120x60 $3.63

Other $3.16

120x90 $2.56

Grand Total $9.13

2007

**30% Average Increase over ’06 Rates

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2008 Local Site CPM Averages:

Media Type CPM

Business Journal $20.73

Alternative $12.97

Magazine $12.18

Specialty $10.92

Campus $9.91

Newspaper $9.59

Television $8.71

Radio $7.76

Grand Total $9.46

2008

Industry CPM

Travel $14.61

Technology $12.91

Entertainment $12.15

Financial $11.98

Alcohol $10.98

Education $10.96

Telecom $10.67

Automotive $10.27

Retail $9.85

All $8.99

Grand Total $9.51

2008

Size CPM

120x240 $28.86

336x280 $24.56

Floating Ad $23.92

Sliding Billboard $21.31

Video $21.17

Corner Peel $17.18

Multiple $13.96

300x250 $10.80

N/A $10.50

160x600 $9.41

728x90 $9.38

120x90 $9.14

120x600 $8.40

250x250 $8.00

Grand Total $9.51

2008

**4% Average Increase over ’07 Rates

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Who, What, Why, How

6. Relationships!

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Thank you.