The document is a presentation by Mark Dinovitz on digital media options for businesses. It discusses using different digital channels like display, video, search, and social media to build brand awareness, engage customers at different stages of the buyer journey, convert audiences into customers through actions like purchases, and foster customer loyalty. It provides examples of key performance indicators and tactics that would be suitable for objectives like awareness, consideration, purchase and advocacy. The presentation aims to help businesses understand their needs and choose the right digital marketing strategies.

1. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
DIGITAL MEDIA
WHAT’S RIGHT FOR MY BUSINESS
Presented by:
Mark Dinovitz
Digital Sales Director
Lin Digital/Media General

2. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
71 TELEVISION
STATIONS
TRUSTED LOCAL MEDIA
FOR 75 YEARS
1 IN 4 U.S.
HOUSEHOLDS
Media General is one of the
nation’s largest multimedia
companies, engaging audiences
from coast to coast with premium
quality news and entertainment.

3. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
LIN Digital creates and delivers
powerful brand experiences at scale
to drive measurable impact across
all digital platforms.
DISPLAY VIDEO SEARCH SOCIAL

4. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
IT’S ABOUT CONNECTING
WITH PEOPLE
While technology evolves, marketing remains the same.

5. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
WHAT ARE MY NEEDS?
• Build better brand recognition in the market
• Conversion based – signup, like me,
downloads, etc. OR
• Sell products NOW!!!
“There are so many options in digital marketing
now what’s right?“

6. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
AUDIENCESIZE
AWARENESS:
THE HANDSHAKE
CONSIDERATION:
THE CONVERSATION
PURCHASE:
THE SALE
LOYALTY:
THE PARTNERSHIP

7. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
Introduce Your Business
Tell Prospective Customers Why They Should Buy
Convert Your Audience Into Customers
Keeping And Growing Your Customers
AWARENESS: THE HANDSHAKE
CONSIDERATION: THE CONVERSATIO
PURCHASE: THE SALE
LOYALTY: THE PARTNERSHIP

8. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
INTRODUCE YOUR
BUSINESS
DISPLAY & VIDEO
STRONG
BRANDINGDeliver your ads in engaging
animated ads that make you top of
mind
REACH & SCALE
Reach audiences where they spend
the most time with cost-effective
scalability
CAPTIVE AUDIENCES
Capture users’ uninterrupted
attention with TV-like experiences
via digital video
Awareness

9. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
INTRODUCE YOUR
BUSINESS
DISPLAY & VIDEO
COSTS
LOWER CPM
REMNANT ADS – RUN ANYWHERE –
LOWEST CPM
NOTES
KEEP IN MIND YOU MUST RUN
ENOUGH ADS TO MAKE AN IMPACT.
COMPANIES THAT OFFER LOW COST
ENTRY POINTS SHOULD BRING UP A
RED FLAG.
Awareness

10. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
Reach the masses to build your brand!
Video
Display
Email
Content
Traditional: TV, Radio, Billboards, etc.
Awareness

11. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
Objective Definition KPI Tactics
that Align Best
Examples from RFPs
Awareness At the very core, it's the most broad form of
consciousness an audience has with a brand.
It is the extent to which a brand is recognized by
potential customers, and is correctly associated
with a particular product.
This is usually expressed as a percentage of
target market, brand awareness is the primary
goal of advertising in the early months or years of
a brand or product's introduction.
• Impression Delivery & Reach
into demo
• CPM (Cost Per Impression)
• CPV (Cost Per View)
• Brand Study:
• Lift in brand awareness
• Run of Network/Site
• Run of Category/Vertical
• Standard Display & Native Units
• Pre-roll, In Banner , inRead
Videos
• Broadcast
• Sponsored & Custom Content
• Full Episode Player (premium
cost)
• High Impact / Rising
Stars/Interstitials
• Direct Site Placements
(premium cost)
• Paid Social
When the goal is to introduce a
new product to a wide audience
When the goal is to introduce
yourself to the market – grand
opening, expansion of service, etc.
Story Time: Awareness
Once the brand has gained some attention, more specific information will need to follow quickly. What does the current model
line up look like? Do they have any seven seaters? What makes a Kia special? Are they in the right price bracket?
Awareness

12. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
Introduce Your Business
Tell Prospective Customers Why They Should Buy
Convert Your Audience Into Customers
Keeping And Growing Your Customers
AWARENESS: THE HANDSHAKE
CONSIDERATION: THE CONVERSATIO
PURCHASE: THE SALE
LOYALTY: THE PARTNERSHIP

13. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
PRECISE
REACHReach the people most likely to
buy based on key demographic
and behavioral factors
EFFICIENT
SPENDPinpoint ad delivery to only your
most valuable audiences to
maximize ROI
CUSTOM
MESSAGINGDeliver the messaging most
relevant to where each user is in
the decision process
TELL LIKELY CUSTOMERS
WHY THEY SHOULD BUY
AUDIENCE TARGETING
Consideration/ Engagement
Wome
n
Age 25-54
Interested in
Fashion
Adults
Business decision
makers

14. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
TELL LIKELY CUSTOMERS
WHY THEY SHOULD BUY
AUDIENCE TARGETING
COSTS
HIGHER CPM
CPM’S TYPICALLY HIGHER AS YOU
DIG IN DEEPER
NOTES
AUDIENCE TARGETING CAN BE
OFFERED IN MULTIPE WAYS:
BEHAVIORAL, PURCHASE DATA,
SOCIAL, CONTEXTUAL, LOOK-ALIKE,
ETC
KEEP IN MIND YOU MUST RUN
ENOUGH ADS TO MAKE AN IMPACT.
COMPANIES THAT OFFER LOW COST
ENTRY POINTS SHOULD BRING UP A
Consideration/ Engagement
Wome
n
Age 25-54
Interested in
Fashion
Adults
Business decision
makers

15. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
Targeting a specific interest and introducing yourself
Targeted Video
Targeted Display
Targeted Email
Targeted Social
Custom Content
Traditional: Direct Mail, Trade Pubs
Consideration/ Engagement

16. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
Objective Definition KPI Tactics
that Align Best
Examples from RFPs
Consideration/
Engagement
A spectrum of consumer advertising activities
and experiences—cognitive, emotional, and
physical— that will have a positive impact on a
Brand
Consideration/Intent campaigns can be
defined by requests to drive engagement and
education around a specific offering or new
product. This tactic will drive users to learn
more about a brand or new product and drive
an increase in engagement and intent.
This is the stage where brands stimulate
interest and educate the audience to entice
them to explore more about what it has to
offer. It's also the stage where brand
favorability begins to form. The moment at
which the consumer starts thinking about a
purchase could be triggered by an event, a
change in circumstances, a pay rise, a need, or
even an advertising message.
• CTR (Click Through Rate)
• CPE (Cost Per Engagement)
• CPV / CPCV (Cost Per View /
Completed View)
• Total Interactions & Interaction
Time
• Social Interactions (Shares,
Likes, Follows)
• Video View-Through
• Brand Study:
• Lifts in message association
• Ad/brand recall
• Brand favorability
• Brand Consideration
• Brand Perception
• Lift in Purchase Intent
• Performance Blend of varying
targeting tactics
• Advanced Targeting Tactics
• Behavioral
• Geo
• Purchase Based
• Competitive
• IP
• Retargeting & Look-Alike
• TV
• Search
• Site
• Custom Content
• Rich Media/Rising
Stars/Interstitials
• Pre-roll / inRead Video
• Search
• Social Extensions & Paid Social
• Mobile Responsive Square
When a client asks for a users to
complete views, engage with
content, share content, experience
new product offerings within an
interactive unit, etc.
Story Time: Consideration & Engagement
Time for a test drive. Is the dealership well presented? What options are available? Does the salesman know what he's talking
about? Is the car impressive on the road? Is there room in the back for the kids?
Consideration/ Engagement

17. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
Introduce Your Business
Tell Prospective Customers Why They Should Buy
Convert Your Audience Into Customers
Keeping And Growing Your Customers
AWARENESS: THE HANDSHAKE
CONSIDERATION: THE CONVERSATIO
PURCHASE: THE SALE
LOYALTY: THE PARTNERSHIP

18. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
CONVERT YOUR AUDIENCE
INTO CUSTOMERS
SEARCH ENGINE MARKETING
IN-MARKET USERS
Reach the people who have
“raised their hands” to learn more
about your business
TARGET
COMPETITORSEngage users searching for your
competitors and redirect their
attention to your brand
CONVERSION-READY
Capitalize on KPI-driven search
features
such as phone and address
Florists Near Me
SEARC
H
SEM/ Pay Per Click
Only pay when someone
clicks on your ad. 4 on
top and 4 on bottom.
SEO/ Optimization
Natural listings and
Local/Plus. Stay up to
date with algorithms to
make sure your site
ranks over time.
Purchase/ Conversion

19. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
CONVERT YOUR AUDIENCE
INTO CUSTOMERS
SEARCH ENGINE MARKETING
COSTS
OPTIMIZATION DEPENDS ON SERVICE YOU
CHOOSE. NO QUICK or EASY WAY AROUND
THIS!
PAY PER CLICK DEPENDS ON MULTIPLE
CRITERIA
• HOW LARGE IS THE MARKET I COMPETE
IN?
• GOOGLE HAS MULTIPLE CERTIFIED
PARTNERS – MAKE SURE YOU DO YOUR
HOMEWORK
• UNDERSTAND HOW COMPETITIVE YOUR
INDUSTRY IS BEFORE YOU ENGAGE.
NOTES
WARNING SIGNS - THINGS TO LOOK OUT
FOR:
“I CAN RANK YOU FIRST”
“WE HAVE A RELATIONSHIP WITH GOOGLE
LIKE NO ONE ELSE”
“YOUR SITE ISN’T SET UP CORRECTLY, WE
CAN HELP”
Purchase/ Conversion

20. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
Objective Definition KPI Tactics
that Align Best
Examples from RFPs
Purchase/
Conversion
Purchase/Conversion campaigns are dictated by the
agency and generally called out within an RFP.
Auto, Retail, Finance, are some top categories.
These tactics drive users to ACT against the desired
step the brand dictates.
Conversion rates are a simple percentage, a ratio of
people who did something (bought an item, signed
up for emails or some other lead) out of all the
people who were presented with an option to do
something (all of the site's visitors). The completion
of an action on the site/microsite/ad converts
visitors to customers.
Audience is driven to perform an action- such as
clicking on an ad, signing up for a promotion, filling
out a registration page, etc. This should/is generally
obvious within the creative- some sort of "call to
action" to take the next step of getting to a
conversion. Typically, brands/agencies will ask us to
hit a certain goal tied to overall revenue and ROI
based on calculations.
Having aggressively low eCPM's, limited targeting
and standard IAB sizes are the key strategy to
having flexibility for optimizations, delivery and
success of hitting their CPA/CPL, etc. goals.
• PICR (Post Impression
Conversion Rate)
• PCCR (Post Click Conversion
Rate)
• CPC (Cost-Per-Click)
• CPA (Cost-Per-Action)
• CPL (Cost-Per-Lead)
• Granular targeting tactics are
not recommended for CPA
campaigns
• Audience that
performs an action is
already qualified and
within the target WHO
• When targeting is needed, the
following can be applied:
• Behavioral
• Geo
• Purchase Based
• Competitive
• Retargeting & Look-Alike
• Search
• Site
• Search
• Social Extensions
• Mobile Responsive Square
• Mobile Geo-fencing
When a client asks for users to
download coupons; register for a
quote, schedule a test drive,
submit forms, buy online, etc.
Story Time: Purchase & Conversion
Ok, the customer is convinced and is ready to part with their hard-earned cash. Is the transaction smooth? Are the finance deals
reasonable? Does the salesman do a thorough hand-over?
Purchase/ Conversion

21. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
Targeting the exact people researching or looking to purchase your product/service
Search Engines
Traditional: YP
Purchase/ Conversion

22. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
Introduce Your Business
Tell Prospective Customers Why They Should Buy
Convert Your Audience Into Customers
Keeping And Growing Your Customers
AWARENESS: THE HANDSHAKE
CONSIDERATION: THE CONVERSATIO
PURCHASE: THE SALE
LOYALTY: THE PARTNERSHIP

23. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
INTERACTION
Garner real-time interactions
to drive brand engagement.
WORD OF MOUTH
Place your brand in the heart of
the conversation to grow reach.
RETENTION
Follow up with customers to
retain top-of-mind awareness.
LOYALTY
THEPARTNERSHIP
SOCIAL MEDIA ADVERTISING
GROW YOUR RELATIONSHIP
WITH CUSTOMERS
Loyalty/ Advocacy

24. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
Objective Definition KPI Tactics
that Align Best
Examples from RFPs
Advocacy Advocacy can be defined by partnering with socially
influential custom content creators and/or sampling
programs to drive credibility, momentum, relevancy
and a general positive attitude toward a specific
brand, product or offering.
This tactic will drive users to feel more connected
to the brand, and the initiative and drive an
increase in organic outreach and excitement, word-
of-mouth, and social interactions.
• Page Views
• Time Spent
• Video completes
• Samples distributed
• Testimonials
• Total Social Interactions
(Shares, Likes, Follows)
• Brand Study:
• Lifts in message
association
• Ad/brand recall
• Brand favorability
• Brand Consideration
• Brand Perception
• Purchase Intent
• Custom content
• Social Extension
• Sampling
• Sweepstakes/Contests/
Giveaways
When a client asks to drive
credibility and excitement over a
new product or initiative; when a
well know brand wants to drive
relevancy and word-of-mouth to
an otherwise low awareness new
product
Story Time: Brand/Product Advocate
A few years go by, and if things do go wrong, is the warranty process easy? Is the repair center helpful and quick? Is a courtesy
car provided? The customer is happy and convinces their neighbor to try out the same car.
Loyalty/ Advocacy

25. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
Run of Audience
BRANDING
SOCIAL
INTEREST
Category Channel Custom Channel
Behavioral Contextual In-Market
Google/PPC Yahoo! / Bing SEO
Facebook News Feed Facebook PPC
Custom Content
DIRECT
WORD OF MOUTH

26. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training.
Q&A
THANK YOU!