FACEBOOK MONETIZATION Local Advertising | 2017

WHAT YOU WILL SEE TODAY Facebook Instant Articles Facebook Branded Content Facebook Branded Video (New!) Facebook Live Monetization (New!) WHAT YOU WILL SEE TODAY

FACEBOOK MONETIZATION WHY MONETIZE WITH FACEBOOK Facebook has buying decision influence!!!! 4 in 10 users have bought a product after “liking” Facebook leads with the highest effect on purchasing decisions 74% of consumers rely on social to guide purchase decisions Facebook is most effective platform to get consumers talking about a product 71% of people are more likely to purchase something based on a Facebook referral *Facebook Advertising June 5. 17 - SB FACEBOOK MONETIZATION

INSTANT ARTICLES WHAT IS AN INSTANT ARTICLE? Sinclair enabled Instant Articles in 2016 for news stations. This leverages the same technology used to display photos and videos quickly within Facebook. From daily news to long-form features, IA integrate seamlessly in Facebook. IA allows our advertisers to bring their brand to life within the Facebook storytelling experience INSTANT ARTICLES

INSTANT ARTICLES WHY INSTANT ARTICLES? 10X 20% 70% Faster than standard mobile web articles More instant articles read on average. Less likely to abandon the article. INSTANT ARTICLES 89% Viewability 3% CTR 70% Viewability 1% CTR

INSTANT ARTICLES OPPORTUNITY KNOCKING Ad Opportunities Include In-Article 300x250 $10 CPM In-Article PreRoll (:15) $30 CPM INSTANT ARTICLES

INSTANT ARTICLES PROCESS You Social Media Team, Sales Ops Ad Ops Team Sell to client Submit Local Advertising Campaign to launch with other campaign elements Social Media Team, Sales Ops Advise on Facebook guidelines, assist with sales strategies to enhance content reach Ad Ops Team Manage placement of display and video, targeting, campaign management and reporting INSTANT ARTICLES

BRANDED vs SPONSORED UNDERSTANDING THE DIFFERENCE “Branded content” is a paid client advertorial. Since the content has a heavy focus on the client’s product/services, this content will be “dark” (a Facebook ad), and not published to our station assets. “Sponsored posts” are simply a sponsorship of our station content. This content often has no direct connection to the client, but is strong, shareable content created by the newsroom. Sinclair logo / comnpulse BRANDED vs SPONSORED

BRANDED CONTENT WHY BRANDED CONTENT? Branded content is the fastest growing category in advertising. Brand recall from Branded Content is 59% higher than display. In Q1 2017, the opportunities to post branded content articles and videos on Facebook were given a boost with the loosening of restrictions on persistent logos on video. (live or recorded) BRANDED CONTENT

BRANDED CONTENT ARTICLES HERE’S AN IDEA Toyota teams up with your station to give safe driving tips to drivers and their families through Branded Content. (live or recorded) BRANDED CONTENT ARTICLES Using Facebook to bring reach and frequency to the Branded Content with the power of Brand Association drive more leads.

BRANDED CONTENT BRANDED CONTENT ARTICLES ARTICLES THE OPPORTUNITY Branded Content Facebook Posts are not in News Feed but Dark Posts from Stations Average reach: 50,000 Average CTR: 3% Select your target audience (live or recorded) BRANDED CONTENT ARTICLES BRANDED CONTENT ARTICLES $500 minimum per post

BRANDED CONTENT ARTICLES PROCESS You Corp Social Media / Sales Ops Sell to client. Work with Branded Content team to launch campaign. Corp Social Media / Sales Ops Advise on Facebook guidelines, DSM & Digital/Social lead with content ideas, advise on strategies to enhance reach Ad Ops / Branded Content Team Manage placement of branded article, payment of boosted post, and campaign management and reporting BRANDED CONTENT ARTICLES

BRANDED CONTENT VIDEO (NEW!) BRANDED VIDEO Many stations produce sponsored segments for lifestyle shows (Seattle Refined, We Are Austin, Idaho Living), which with a little refining for social media, could be used as branded content on a station’s Facebook page. Alternately, videos can be sold and specially produced for branded content on Facebook. In either case, for success, these would ultimately require boosting dark posts as we would for written branded content. Good BRANDED CONTENT VIDEO

BRANDED CONTENT VIDEO HERE’S AN IDEA Wegmans wanted to sponsor WHAM in Rochester. WHAM can produce a short 1-2 minute recipe video (think “Tasty” or “Tastemade” on Facebook). BRANDED CONTENT VIDEO

BRANDED CONTENT VIDEO HERE’S AN IDEA Seattle Refined produces a short lifestyle segment on their show that promotes great furniture at West Elm. BRANDED CONTENT VIDEO

BRANDED CONTENT VIDEO PROCESS You Sell sponsorship to client Work with Branded Content team to launch campaign Work with station resources to produce, film and edit video Corp. Social Media Team / Corp Sales Ops Advise on Facebook guidelines, assist DSM & Digital EP w/ content ideas, advise on strategies to enhance content reach Sales to help determine Sponsorship rate, $1000 minimum Branded Content team Manage placement of video, payment of boosted post and post-campaign reporting * BRANDED CONTENT VIDEO

FACEBOOK LIVE FACEBOOK LIVE (NEW!) Unlike a recorded video, sponsored Live video works best when the content isn’t related to the sponsor. (Just like a sponsored post.) This could include a blanket sponsorship for wall-to-wall severe weather coverage or breaking news; or digital-only programming (i.e. Live @13 WHAM). Live video can’t be posted dark, or boosted while live (but can be, after). Thus for success, we should be producing a live video that isn’t solely about the client. The DSM and the Newsroom team need to be in full lockstep and sync through the whole process. FACEBOOK LIVE

FACEBOOK LIVE FOR EXAMPLE Weather is PRIME for Facebook Live monetization. In these examples, from WABC (ABC O&O) and our KEYE, a travel sponsor, or car sponsor, plays a role in breaking weather coverage. FACEBOOK LIVE

PROCESS DSM in partnership with News Director, Digital EP Formulate plan for sponsors that DSM will pitch and what types of Facebook Lives will be acceptable. Sinclair Social Media Team Advise on Facebook guidelines, assist DSM & Digital EP w/ content ideas, advise on strategies to enhance content reach Station Promotions, Lifestyle show, newsroom digital team Pre-plan Live video (for non-breaking or weather content). Set up video feed to have persistent logos (as needed) and append branded content flag prior to going live. Corp Sales Ops / Branded Content team Sales to help determine rate Manage post-campaign reporting. FACEBOOK LIVE

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