ut cherry-picked audience quick reference guide 02-2012

8/3/2019 UT Cherry-Picked Audience Quick Reference Guide 02-2012

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herry-Picked Audience

Quick Reference Guide

Remember, UT Audience Select is not an ad network! UT Audience Select is a service you canoffer to your customers!

UT Audience Select, the service, consists of a suite of products ranging from Facebook, Mobilebanners, Behavior Targeting, ESPN.com, YouTube: Pre-roll and beyond.

UT Audience Select will utilize Centros Campaign Operations team to ensure your ads start on

time, deliver in full, and perform at a high level.

UT Audience Select is designed to drive more revenue for yourselfand deliver stronger results to

your advertisers.

UT Audience Select allows you to think, plan and sell like a media planner and find the bestpossible solution for your local advertisers.

INTERNAL DOCUMENT ONL


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Who handles the ad serving for the campaigns?MediaMind: Premium News Network, Advanced Targeting, Site Direct

Can I sell this product to advertising agencies?UT Audience Select is a client-direct solution and is where we have seen the majority of success in othermarkets. Centro has a large sales team based in San Diego engaging agencies with the same products as

well as local solutions. (UT San Diego)

How much time does Centro need to launch a campaign?All Mediamind placements (see above) will typically go live within one day. Category Targeting, Mobile,Facebook, Pre-roll can sometimes take up to 3 or 4 days.

What ad unit sizes do we need?All display campaigns (unless otherwise noted) require a 728x90, 300x250, and 160x600 to effectivelydeliver in full.

Can I sell other local competitors sites?

No, this program is designed specifically to help your local advertisers receive a local presence onNational sites.

Do I need pricing approval prior to closing a deal with a customer?Great question! Some products require more customization and in-depth proposals (Mobile, Pre-roll, Site-direct). Please reach out for these.

However, there are products you can go ahead and sell without reaching out for a proposal! (PremiumNews Network, Category Targeting, Advanced Targeting, Facebook)

Are there minimum spends for any of the products?Yes, the minimum spendsare indicated on the rate card.

FAQs from Advertisers

Will my ads be above and below the fold?Yes, your ads will be a mixture of above and below the folds with most of the product offerings. We dont

break out these percentages in reports.

Can I buy specifically above the fold ads?Yes! But it must be a site-direct premium placement buy. We can do this through several large National

sites if the budget and objectives warrant it.

Do you think Ill see my ad?

There is a possibility, but like any online buy, it is hard to pinpoint where a certain ad might be. Thissolution puts your ad on thousands of sites viewed by San Diego-area residents, which is the importantthing!

What will my share of voice be?SOV is very difficult to predict when buying across numerous sites in a network setting. We can predictshare of network avails when targeting a specific group. (Males 35-44, HHI $75K+)

Can I sell multi-DMA or Multi-state targeting?Absolutely! If you have numerous locations across the state or beyond, this solution is for you!

Cherry-Picked Audience-FAQs


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Cherry-Picked Audience-Products

Premium News Network

The Premium News Network is an ad network, owned by Centro that consists of

2,500 Newspaper, Broadcast and Radio sites.

Sell-points?

Extend in-market reach from 40% to 80%.Extension of what you are already selling

premium news content.Brand Elevation...Local ads on National NewsSites.

Low Cost Display SolutionWhat sites will my ads run on? Any site within the 2,500 site network could displayyour ad within the San Diego DMA.

Example: Local San Diego resident who grew up in Denver and is a big fan of theBroncos. While sitting in San Diego, he reads the Denver Post everyday to stay up-to-date on his favorite team. A local San Diego advertisers display ad may show up

on denverpost.com

Target by DMA or Zip code. (Minimum 15 zips)Local competitors within San Diego DMA are removedReporting: 1 line item. Premium News Network, San Diego DMA

Ads will be a combination of Above & Below the Fold.Ad units needed: 728x90, 160x600, 300x250

Site list attached in back.


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Cherry-Picked Audience- Products

Category TargetingCategory Targeting is a custom built grouping of 30-40 National websitesbased upon a specific content channel of sites. (health, sports, retail, men,

travel, etc.)

Sell points?Advertiser runs alongside relevant contentBrand elevation with the exposure of running on National sites.Lower cost by grouping sites together instead of going site-direct.

Impressions are divided up between30 sites based on in-market trafficand availability.

Reporting: 1 line item. Category

Targeting, Health, San Diego DMA

Site list is 100% transparent

Centro cannot accurately predict SOV per site

You CAN remove sites from the lists, but keep site lists around 20 (minimum)

You CAN mix/match from different lists

TargetingDMARadius (minimum 10-mile radius from city or address)Zip Targeting (minimum 10)

Category targeting must be Broken out by month on Insertion OrderAd units needed: 728x90, 160x600, 300x250


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Advanced Audience Targeting

Advanced Audience Targeting is the ability to

target people based on who they are or what they are searching for on the internet. We find

these users over a network of 5,000+ sites

based on 3rdparty data (cookies).

What is it?Demographic Targeting (Registration infocredit card apps, airline rewards,

gym memberships, Pandora, etc.)Behavior Targeting (recent google searches, sites visited, etc.)Contextual Targeting (display ads run alongside content of certain keywords)Re-Targeting (serve ads to users who have already visited your web site)

Sell PointsDemographic Targeting:: Advertiser needs to reach a certain demographic

of people. Womens dress store, Casino (21+), High-end Real Estate (HHI$150k+)Behavior Targeting:: Auto-Enthusiasts, Home-buyers, Education SeekersContextual Targeting:: Real-time Behavior Targeting by matching display adswith keywords within content.Re-Targeting:: Similar to Direct Mail! Ads are ONLY served to users who havealready been to clients web site.

ReTargeting mustbe combined with either Demo, BT, or ContextualReTargeting pixel should be placed on site 30 days prior to start of campaign tobegin collection of user poolContextual: Must include 15 or more keywords.Runs over national network of over 5,000+ sites (sample site list attached)Geo-Target by DMA or Zip. (Minimum 10 zips)

Ad units needed: 728x90, 160x600, 300x250


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Facebook

What:Facebook is a social network that has more than 500 million activeusers (70% outside the US). 50% of the users log in on a daily basis.Overall people spend over 700 billion minutes per month onFacebook.

Targeting:Gender:All/Male/FemaleInterested In:All/Male/FemaleRelationships:Single/Engaged/In aRelationship/MarriedLanguages:VariousLikes:Profile page users list activities, music, teams, movies, sportsetc.Education:College Grad/In College/In High SchoolWorkplaces:users list where they are employed as well.

Geography:Target by: City Radius. 10, 25, or 50 miles. (e.g. 25 mile radius fromthe City of Detroit)

MinimumsA minimum of 250,000 impressions per month.

What do you need to get started?Image: 110x80 Pixels. No Flash or Animation. 5 mb max.Ad title:Limited to 25 CharactersAt Body:Limited to 135 CharactersClick-thru URL:Can be standard url or Facebook fan page


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Multimedia Streaming (video)

Re-purpose :15 second TV spots to run pre/mid/post roll via YouTube or National TV

Networks.

Sell points: (All video opportunities)CTR is extremely high. (usually over 1.25%)Ability to Channel or Demo-TargetEngage in conversations with clients who have large TV budgets.:15 sec or :30 sec video ad.YouTube

Targeting Capabilities: DMA or StateImportant to knowCPM: $24

Ability to Channel TargetMust be pre/mid/post roll. (Cannot guarantee pre-roll only)

National TV Networks

Targeting: State, DMA, Zip

Good sell if client wants guaranteed Pre-rollCPMs are higher than YouTube and fluctuate based on zip and channel

Multimedia Streaming

Pandora Web & Pandora MobileDisplay & Streaming AudioPricing based on amount of targeting

Mobile

Ask the questionwhat are your goals and who are you trying to reach?

Let us build custom solutions for you.Mobile Display Opportunities


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Cherry-Picked Audience-Process

Pre-Sale Process

After meeting with client and deciding that UT Cherry is the right fit, please send RFP

directly to your Sales Assistant. Be sure to include the following.

Sales manager/digital repName of advertiser and URLTarget audience (Ex: women, 35-54, HHI 100K+)Current digital spend, marketing mix, etc.Monthly budget

Indicate wholesale or after the markupTarget goals and objectives (Clicks, branding, ticket sales, etc.)Flight datesInterest in specific productsDate of follow-up meetingDue dateAny other relevant information

Post-sale Process

1. Campaign is sold by UT Media Sales Rep2. Digital Manager (i.e. Karin) fills out Insertion order, signs, send to Centro Account

Manager.3. Centro Processes the Insertion Order

4. Web sites are contacted and placement is confirmed.5. Centro receives ads (or tags) from The UT 3 business days prior to campaign

launch.6. Centro traffics ads out to sites and confirms launch with Digital manager.7. Email is sent to AE and Digital Manager once Campaign is live.8. Reports come to Richard and other Managers mid-month and end-of-month

verifying delivery, pacing, and CTR.

ut cherry-picked audience quick reference guide 02-2012

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