Top college graduates from across the country are visiting Arizona State University’s Walter Cronkite School of Journalism and Mass Communication this week as part of an intensive media sales training boot camp through the National Association of Broadcasters Education Foundation. http://cronkite.asu.edu/cronkite-media-sales-institute-release-2015

1. Making Money in the Digital
Space

2. News-Press & Gazette Co.
 The roots of the News-Press & Gazette Co., or
NPG Co., stretch back to the days of the Wild West
in St. Joseph, Missouri, with the publication of the
first Gazette in 1845.
 Headquartered today in St. Joseph, the
company has been owned and operated since the
1950s by the Bradley family, now in its fourth
generation.
NPGCO.COM
A family-owned, employee-focused company

3. Vision: To build a diverse media and technology
company dominant in serving communities with the best
local news, sales and information.

4. national scale and world-class technology
NPGDigital.com
The local partner you trust combined with

5. Which 4 companies drive local search?

6. Awareness
(Attention)
•Behavioral Targeting
•Content Marketing
•Native advertising
•Email Marketing
•High-Impact Ads
Engagement
(Information, Inquiry,
Consideration)
Conversion
(Purchase, Loyalty)
• Retargeting
• SEM/SEO
• Social Media
• Video
• Broadcast TV
• Newspaper
• Radio
• Display & Sponsorships
• Email Marketing
• Social Media
• Video
Combination Domination

7. Combination Domination

8. Ad Trends

9. 4%
10%
11%
11%
13%
16%
17%
17%
21%
23%
32%
33%
36%
38%
55%
59%
65%
Mobile campaigns
Outdoor/Billboard
Yellow Pages
TV ads
Industry organizations
Radio ads
Other print media ads
Online ads
Direct mail
Email marketing
Print newspaper ads
Professional referrals
Events
Social media
Referrals from friends and family
Company website
Referrals from other customers
Source: Borrell Q1 2015 SMB Survey; N = 2,990
What drives results for SMBs?

10. Time Spent vs. Ad Spend
Mobile upside vs print over-indexed
Source: Mary Meeker May 27, 2015 Advertising spend based on IAB data for full year 2014. Print includes newspaper and magazine. ~$25B+
opportunity calculated assuming Mobile ad spend share equal its respective time spent share. Time spent share data based on eMarketer 4/14
(adjusted to exclude outdoors / classified media spend). Arrows denote Y/Y shift in percent share. kpcb.com/InternetTrends

11. Digital share heading toward 50%
Annual expenditures with each media platform
Source: Borrell – LMA Revenue Summit Chicago April 29, 2015

12. Examples

13. Basic Digital plan
A well-designed, search
engine friendly website is the
first step. Help your customers
(new and existing) find you
online.
Drive awareness &
engagement. Provide updates
and service to clients on the
platforms they already use!
Use the power of your new
digital marketing team and
tools to target, convert &
nurture customers.
Get Found
Presence
Get Followed
Engagement
Get Focused
Analytics

14. Responsive Website
Clean, easy to navigate.
Weekly updates for optimum
search engine optimization.
Your site is responsive – no
matter what device the viewer
is using, your site will look
great! Optimized for desktop,
tablet, mobile and more.
Design
Content
Benefit

15. Social Media
Custom graphics for
Facebook, Twitter & more.
Fresh, updated content that
your followers will love.
Your social media strategy is
carefully crafted to ensure
your customers and followers
get the updates they need, but
aren’t overwhelmed.
Design
Content
Benefit

16. Display
Beautiful display ads.
Photos, info about your
business, call-to-action and
more.
Your campaign can be
displayed across multiple sites
& devices – including our
mobile apps!
Design
Content
Benefit

17. Mobile App
Rich, exciting graphics.
You decide the content!
Customize for your business.
All the advantages of a native
application, optimized for Apple and
Android devices. Includes click-to-
call, direct messages, push alerts
and more.
Design
Content
Benefit

18. Digital Starter Package
Product Price Setup Fee Updates
Responsive # page website $$$/mo $$$ WAIVED # hr/month
Social Media Services $$$/mo $$$ WAIVED Weekly (# platforms)
Digital Display Campaign $$$/mo $$$ WAIVED
TOTAL PACKAGE $$$ TOTAL/mo $$$$ SAVINGS IN 1ST YEAR!
ADD A MOBILE APP! +$$$/mo
$$$ WAIVED
# hr/month
Our most popular basic services

19. Package Includes:
Weekly
Reports
Search Engine
Optimization
Marketing
Dashboard
Hosting &
Maintenance
Basic Image
Enhancement
Help &
Support Desk
Our experts will help with these services too!

20. Much, much more!
SEO
Paid
Search
Sites en
Espanol
Reputation
Management
Web
Updates Microsites
We offer many additional digital marketing services

21. Digital Marketing
Our plan takes into account your needs and goals
If there’s a service you need that we can perform for you, please let us know! We’ll be happy to
provide you with a quote for any other digital services you require.
Video
Content
Marketing
Programmatic
Mobile
Lead
Generation
Solutions to fit your growing business

22. Snapshot: Lead Generation
 EMAIL IS ALMOST 40 TIMES MORE EFFECTIVE AT
GAINING CUSTOMERS THAN FACEBOOK AND
TWITTER COMBINED. Source: McKinsey
 For every $1 spent, $44.25 is the average return on email
marketing investment. Source: Email Expert Infographic mail expert
 When marketed through email, consumers spend 138%
more than people who don’t receive email offers.
Source: Convince and Convert
Getting and keeping customers

23. Gas Up and Go
Gas Up and Go Partnership
Program Cost and Savings
Your logo/link on Gas Up & Go contest page on KRDO.com website
Logo on your Survey page
Link & graphic to place on your website & social media promoting contest
Survey Results
Contact information for opted-in qualified leads
Promotion on our social media channels highlighting your contest
Your coupon/special offer sent to entrants into your Gas Up & Go contest
$$$$
Your logo included in 4 emails to our ###### member database promoting the Gas Up & Go
promotion each week.
$$$$
Logo inclusion on KRDO.com 100,000 banner ads promoting the Gas Up & Go contest $$$$
Inclusion in TV ads promoting your business as sponsor of Gas Up & Go $$$$
#### custom banners marketing your business flighted to run on our homepage throughout the
month of June
$$$$
Total Value $$$$
Sponsor Investment $$$$
TOTAL SAVINGS $$$$

24. Snapshot: Content Marketing
 70%of consumers want to learn about products
through content opposed to traditional ad methods
 67% of brands use native advertising in an effort to
provide more-relevant messaging
 63% use native ads to increase consumer
engagement)
Sources: Business Insider, AdAge,, e-Marketer
Content is King!
We create custom content to give your brand the awareness it deserves.

27. Snapshot: Video
• Powerful. Way to get your message across to consumers
on the devices they now use the most.
• Memorable. Pre-roll ads are memorable and perform well
in unaided brand and online ad awareness. (IAB)
• Effective. Double the CTRs of traditional ads and nearly
three times the recall. (IAB)
• Direct Response Marketing. Features clicks to your
website or social media site from video (and from the web
companion ad).
• Integration. Pre-roll is a common thread between
television, the web, and mobile. Easily repurpose your
television ad for web & mobile.
Video Explosion
Benefits
Proven to Impact Image & Persuasion

28. Web Video Pre-roll Sponsorship
•#% of all KTVZ.com web video stories
feature your linkable :10-:15 video plus
synchronized 300x250 display ad. An
average of # video ads per month.
Limited to # sponsors.
•# web display ads run of site
(guaranteed) per month at #% discount
Investment: $/mo. Savings: $/mo.
Mobile Video Pre-roll Sponsorship
•#% of all KTVZ.com mobile video
stories feature your linkable :10-:15
video. An average of #video ads per
month. Exclusive category to #
sponsors.
Investment: $/mo. Savings: $ /mo.
Digital Pre-roll video

29. Snapshot: Mobile
 87% of American adults own a cell phone.
 29% of Americans say their phone is the first
and last thing they look at every day.
 44% of cell phone users have slept with their
cell phone by their side so they didn’t miss a
notification.
 The average age for a person’s first cell phone
is now 13.
 31% of adults own a tablet device.
Mobile Everywhere
More Devices, More Places
Continued exponential growth each year

30. The most advanced location based mobile advertising
technology powered by latitude and longitude data to
target specific geographic areas.
GEO-FENCING
• Drive mobile performance
• Drive mobile reach
• Identify high concentrations of customers
• Increase brand awareness with concentrated spends
• Target competitor’s locations
• More powerful and accurate than GEO-IP targeting
• The most reliable way to target mobile users in a
businesses’ proximity

31. IDEAL CLIENTS FOR GEO-FENCING
BRICK & MORTAR
Auto
Quick Serve Restaurants
Insurance Agents
Retail
Hospitality
DISTRICT SPECIFIC ENTITIES
Political parties
Political candidates
Municipalities
Counties
Civic groups
VENUE BASED ENTITIES
Sports areas
Concert halls
Amphitheaters
Convention Centers
Colleges
TRAVEL
Airports
Truck stops
Bus stops

32. EXAMPLE – AUTO DEALERSHIPS
An auto group who owns multiple dealerships wants to
run a campaign to offer rebates to any potential
customers who have been to one of their dealerships
in the last month.
This client could use geo-fencing to “draw” a shape
around each of their dealerships and only target
customers who have been within those shapes, i.e. at
one of their dealerships.
They can also layer on the component of recency and
target only those customer who have visited a
dealership with a set timeframe. In this example ads
would only be served to customer who have visited a
dealership with the past 30 days.

33. Snapshot: Programmatic
 Over $10 billion spent in 2014, a growth rate of
137% YOY
 Expected to grow to nearly $15 billion (+48%) in
2015…
 …and to over $20 billion in 2016 (+37%)
 45% of digital display revenue in 2014 (actual)
 55% of digital display revenue in 2015 (forecast)
 63% of digital display revenue in 2016 (forecast)
Source: eMarketer, Oct 2014
It is where the money is going
Targeted Display and Video
Combinations of real-time cross-platform targeting tactics

35. Targeted Display and Video
Site
Search
Marketing to those who are looking for you by
keywords
Contextual
Marketing to those who are interested in your
products and services and consuming related
content
Marketing to those who are familiar with you
Optimized based on intent

36. Tailored Solutions create the perfect campaign for advertisers.
Targeted Display and Video

37. Facebook newsfeed targeting levels:
o Basic
• Locations
• Demographics
• Mobile
• Placement
• Connections
o Advanced
• Interests
• Behaviors
• Advanced Demographics
• Education and Workplace
Targeted Display and Video

38. Thank you.Any questions?