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Deborah Esayian/Co-President Sam Caputa/Manager, Affiliate Sales Support

Selling Engagement – The Path to Building a Successful Local Interactive Business. Deborah Esayian/Co-President Sam Caputa/Manager, Affiliate Sales Support. Today’s Agenda. 8:30am – 10:00am The Opportunities beyond traditional CPM-driven tonnage inventory (banners)

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Deborah Esayian/Co-President Sam Caputa/Manager, Affiliate Sales Support

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  1. Selling Engagement – The Path to Building a Successful Local Interactive Business Deborah Esayian/Co-President Sam Caputa/Manager, Affiliate Sales Support

  2. Today’s Agenda • 8:30am – 10:00am • The Opportunities beyond traditional CPM-driven tonnage inventory (banners) • The Fundamentals:  Establishing a common interactive vocabulary and nomenclature • Understanding website metrics and their meaning when selling ideas • Exploring the Eight Fundamental Elements of Successful Interactive Programs • 10:30am – 12:00pm • Introduction to “Basic” interactive inventory w/ success stories • Pricing Local Interactive Inventory – Theory and Formulas •  12:00pm – 1:00pm Lunch Break

  3. Today’s Agenda • 1:00pm – 2:30pm • Introduction to Advanced Local Interactive Inventory w/ success stories • Q&A about the technology behind the solutions • How to intelligently forecast interactive revenue • 3:00pm – 4:30pm • Prospecting Wisely • The Pre-sell Capabilities Presentation – Educating the Advertiser FIRST • Proper Interactive Selling Technique • Managing Client Expectations • Final Q&A

  4. Who We Are • Emmis Interactive is a Software as a Service (SaaS) provider • Formed in 2002; now a wholly owned subsidiary of Emmis Communications • We provide local media companies with technology and sales consulting • services to help them develop a profitable interactive business • We provide services to local media companies in the US, Canada and UK • Based in Chicago, IL, USA

  5. Who We Are Our team is comprised of 58 technology and media professionals: • Product Designers • Software Engineers • Quality Assurance • Graphic Designers • Flash Animators • Systems Personnel • Customer Service • Technical Support • Product Training • Marketing • Direct Sales • Senior Management

  6. Who We Serve Radio Astral Media Radio Corus Entertainment Canadian Broadcasting Corp Greater Media Emmis Communications Lincoln Financial Media Renda Broadcasting Maverick Media Big League Broadcasting Carter Broadcasting Capitol Broadcasting Gross Communications Dittman Group Oasis Broadcasting Riviera Group WLFM-FM, LLC Monitor Latino NY State Broadcasters Assoc. KUSC – FM Entravision Bustos Media Enterprise Marshall KKCK-FM UKRD Group/United Kingdom Impact Radio Group Radio Milwaukee. C Sparks Entertainment Pacific Radio Group Publishing, TV, Sports and Entertainment National Hockey League (Canada) Vancouver Canucks Comcast SportsGroup Texas Monthly Los Angeles Magazine Atlanta Magazine Hudson Valley Magazine Westchester Magazine Main Line Magazine Manhattan Media Delaware Today Magazine Frontiers Magazine The Wine Experience.com RadioAlaire.com Rebecca-Burns.com Requisitefilms.com Wawascene.com MichaelMahonen.com State of California/DDTP Metro Custom Golf Alliance 180 Radio Tracking Data Disc Jock Pro Ripley Entertainment Texas Monthly Custom Pub IHSAA.org Ecolifest.com

  7. U.S. Internet Advertising Revenue • $22.7 (-3.4%) • 2008 $23.4 (+24%) • 2007 $21.2 (+24%) • 2006 $17.0 (+36%) • $12.5 (+30%) • $ 9.6 (+32%) • $ 7.3 (+22%) • $ 6.0 • $ 7.1 • $ 8.1 • 1999 $ 4.6 Source: IAB

  8. Local Internet Advertising Revenue • $13.3 (+ 3%) • 2008 $12.9 (+70%) • 2007 $ 7.7 (+12%) • 2006 $ 6.9 (+45%) • $ 4.8 (+78%) • $ 2.7 (+29%) • $ 2.1 (+22%) • $ 1.7 • $ 1.4 • $ 1.1 • 1999 $ 0.4 Source: Borrell Associates

  9. Local Media’s Advantage A Relationship of Trust

  10. Integrated Media The Strength of Both Worlds BROADCAST INTERACTIVE MEDIA

  11. “Bringing Small Groups Of Very Interested People To The Advertiser”

  12. Superior Advertising Solutions Require Two Main Ingredients Integrated Multi-Touchpoint Campaigns Measured Campaign Results

  13. Traffic Measurement Terms • Total Page Views Measurement of the # of pages requested by visitors to a web site. One way of judging the total activity on a site. • Unique Visitors Each DIFFERENT visitor to a website during a specified period of time (5 minutes) - Similar to unduplicated cume, this is a measure of reach. • Total Visitors Total number of visitors to the site – includes duplication. • Time Spent (Average Session Length) How much time a user spends on a site during a certain period of time. • Average Page Views per Session Number of pages people view in a session. • Database Size Total number of opt-in members.

  14. Channel Sponsorships Channel Placements Cursor Ad Birthday Card Sponsorships Poll Sponsorship Feature Channels Interactive Contests Prediction, Trivia and Skill Games Custom Games and Interstitials Tip/Fact/Joke of the Day Integrated Product and Brand Placement Interactive Events Custom Microsites User Generated Content Cyber Remotes™ Pop Quiz Email Marketing Mobile Marketing Podcast Prerolls Streamed Audio and Video Prerolls On-Demand and Real Time Webcasts Video Infomercials Moderated Chat Brand Extensions Skyscrapers, Banners, Tiles Facebook/MySpace Takeovers Sponsored Widgets Cyber Street Teams Sponsored Lexycasting Interactive Inventory

  15. 8 Key Elements to Successful Interactive Campaigns • Feature Key Communication Points • Always an “Opt-In for More” • Personalization • Participation • Entertainment • Persuasive Component • Viral Component • Database Capture

  16. INTERACTIVE PRICING THEORY SIMPLE, LOW ENGAGEMENT INVENTORY Component #1: CPM Base COMPLEX, HIGH ENGAGEMENT INVENTORY Component #1: CPM Base Component #2: Production cost Component #3: 20% premium for being on your site

  17. Channel Sponsorships Channel Placements Cursor Ad Birthday Card Sponsorships Poll Sponsorship Feature Channels Interactive Contests Prediction, Trivia and Skill Games Custom Games and Interstitials Tip/Fact/Joke of the Day Integrated Product and Brand Placement Interactive Events Custom Microsites User Generated Content Cyber Remotes™ Pop Quiz Email Marketing Mobile Marketing Podcast Prerolls Streamed Audio and Video Prerolls On-Demand and Real Time Webcasts Video Infomercials Moderated Chat Brand Extensions Skyscrapers, Banners, Tiles Facebook/MySpace Takeovers Sponsored Widgets Cyber Street Teams Sponsored Lexycasting Interactive Inventory

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