Integrating Online into your Local Marketing Strategy ONLINE MARKETING SUMMIT IAB LOCAL COMMITTEE JUNE 8 TH , 2009

IAB, ANA, AAAA and Booz & Co. Partnered on “Marketing-Media Ecosystem 2010” Study Marketer View of the Ecosystem % of Responses Source: Marketing & Media Ecosystem 2010 survey and Booz & Company analysis

DIGITAL OVERVIEW The Opportunity Emerges

“ The dip in sales seems to coincide with the decision to eliminate the sales staff.”

US Online Ad Spend Rising with Increased Broadband Penetration US Online Ad Spend vs. Broadband Penetration Source: Pew Internet Research, IAB PWC Internet Ad Revenue Report

The Internet has become pervasive – fast TV Internet Today Internet 1995 Radio Newspaper Magazine “ Middletown” Media Consumption Daily Incidence of Use Average Daily Minutes / User p Source: Middletown Media Study II, Pew Internet Research, IAB Analysis Internet Today Internet 2005

Local Growing Faster than National Source: Borrell Associates, 08Q4 U.S. Interactive Ad Spending, 2006-2008 CAGR = 14% CAGR = 32%

Display advertising makes up half of all Local Interactive Ad Spend Source: Borrell Associates, 08Q4 U.S. Local Interactive Ad Format Share, 2008

SMBs with Websites Also Steadily Rising Source: Local Commerce Monitor. Wave XII August 2008 (sample of 299). Wave XI August 2007 (sample of 304). Wave X February 2007 (sample of 300). Methodology: Online. Cosponsor: ConStat. Online Spend Steadily Increasing A Strong Majority of SMBs Now Have Websites; Will Probably Reach Two-Thirds in 2009 SMBs Now Spend Almost One-Third of their Ad Budget on Online Media

SMBs Planned Use of ‘Web 2.0’ Features Source: Local Commerce Monitor Wave XII August 2008. (Sample: 299). Methodology: Online. Co-sponsor: ConStat.

LOCAL MARKETING

Using the internet is a mainstream media behavior among Cleveland adults Source: Scarborough Research Cleveland Report, Release 2, 2008 Base = Cleveland DMA adults (2,961,679)

Nearly 70% of Cleveland Adults have internet access at home Source: Scarborough Research Minneapolis-St. Paul Report, Release 2, 2008

Over 54% of the Cleveland Digital Audience spends 5 hours or more online Source: Scarborough Research Cleveland Report, Release 2, 2008

Cleveland adults who have accessed the internet in the past 30 days are more upscale than the average Cleveland adult Source: Scarborough Research Cleveland Report, Release 2, 2008 Base = Cleveland DMA adults (2,961,679) Index Men 102 Women 98 Age 18-34 120 Age 35-44 120 Age 45-54 1079 Age 55+ 70 College Graduates or more 126 Household income 100K or more 124 Individual employment income 100k or more 135 Homeowner 103 Home value 300K or more 121 Employed as a professional/manager 129

Nearly 30% of the Cleveland Digital Audience spends $500 or more for Internet Purchases in the last year Source: Scarborough Research Cleveland Report, Release 2, 2008 Amount Spent in Past Year Share Under $100 8.6% $100 - $249 15.4% $250 - $499 12.0% $500 - $999 10.2% $1,000 - $2,499 10.4% $2,500 or More 6.1%

Auto, Merchandise, and Real Estate are the largest categories for Cleveland Interactive Ad Spend Auto Marketing General Merchandise Stores Real Estate Services Food Stores Government Furniture stores Retail Home Improvement Pharmacies Automotive Parts & Supplies Telecommunications DotCom Businesses Credit & Mortgage Services Eating and Drinking Places Computer-related Services Other Medical Professionals Banks Colleges and Universities Apparel and Accessory Stores Miscellaneous Retail Medical Doctors, HMOs Automotive Repair Services HVAC Installation & Repair Office Equipment/Supplies Other Recreation Places Retail Toys/Games/Hobbies Total Interactive Ad Spend by Business Category for Cleveland DMA $ Million $- $10 $20 $30 $40 Source: Borrell Associates, 08Q4

We know it’s important And we know its growing but… What is available to help meet our goals as marketers?

There are many tools! But let’s start with some basic tools and how they are used:

Keep in mind many tools can achieve multiple goals. Platforms that can help reach your Marketing Goals Most effective Least effective Marketing Goals Digital Marketing Tools Brand Awareness Lead Generation Retention / Loyalty Email Search Display Ads Mobile

How Search Results Appear Paid Search = SEM Algorithmic Search or Organic Search or Natural Search = SEO

Local Case Study Goal : Build Brand Awareness For Local Restaurant – First Crush in San Francisco Solution : Used Google Ad Words and focused on its web brand through consumer reviews and its website Results : First Crush Restaurant increase its site traffic by 400% Encourages Reviews Top of the local search results Uses Ad words to promote its local awards

Local Search Key Point: Good Search Results start with a strong website. It is very important to make it useful and relevant to your consumers.

Brand Awareness: US Health Dept Local Television Site WTHR.Com Markets U.S. Health Department’s Toll Free Health Line To Local Residents Rotational banners (728x90 and 300x250) throughout the site…reaching the masses! 728 x 90 300 x 250

Brand & Lead Generation & Retention Example: Macy’s Weekly Presence with homepage takeover & heavy run of site prior to the “shopping weekends.” Campaign also includes opt-in solo email blast, “Deals & Steals”, during key promotional periods.

The Weather.com Adaptor Ford Motor Company utilizes the Adaptor technology to support it’s Dealer Groups. Instead of creating and customizing hundreds of messages, they buy one Adaptor ad and bring in dealer information through a back end database.

Mobile Branding Example: Clearwire Launch Mobile Sites like Yahoo and MySpace Market Clearwire’s WiMax service “Clear” to mobile, tech savvy consumers Banner ads on participating mobile sites…targeting local mobile consumers!

EXECUTING SUCCESSFULLY “ Breaking the old rules”

Content Integration: NY Times Ads for Milk

Case Study: Amtrak “National Train Day!” 2008 Success Leads to 2009 Renewal. HIGH IMPACT AD UNITS Hockey Stick Ad, Peelback’s etc.

Image courtesy of M. Clarke under a Creative Commons License Questions & Discussion ?