Winning Dollars in Education & Campaign Optimizations August All-Hands Call August 5, 2014

Today, politicians and political organizations spend $37 per eligible voter to sway opinion via media advertising, up 9% from the last mid- term election. “ “ -Borrell POLITICAL OPPORTUNITY 2

AGENDA 3 Top Markets & Wins Winning Dollars in Education Success Story – Heritage Park Campaign Optimizations Success Story – Hupy & Abraham Q&A Housekeeping

25 21 Toledo Blade Madison.com 19 Fresno Bee Virginia Pilot LEADERBOARD Los Angeles Times Chicago Tribune OnMilwaukee.com Columbus Dispatch Kansas City Star Naples Daily News STL Post-Dispatch Myrtle Beach Sun News Corpus Christie Caller-Times Regina Leader Post The Commercial Appeal Las Vegas Review Journal Allentown Morning Call The Island Packet The Baltimore Sun Knoxville News Sentinel Edmonton Journal Hartford Current Calgary Herald Vancouver Sun Orlando Sentinel 10 14

TOP NEW WINS | JULY 2014 $53,000 Estimated Retail $30,000 Estimated Retail $24,000 Estimated Retail $22,400 Estimated Retail Madison.com The Roanoke Times Anchorage Daily News Onmilwaukee.com $33,000 Estimated Retail Fayetteville Observer

AGENDA 6 Top Markets & Wins Winning Dollars in Education Success Story – Heritage Park Campaign Optimizations Success Story – Hupy & Abraham Q&A Housekeeping

INDUSTRY FOCUS WINNING DOLLARS IN EDUCATION

8 “ In the first half of 2013, colleges and universities placed a robust $570.5 million worth of paid advertising in the U.S. … [internet display] accounting for 24.7% of ad spend during the period* “

WINNING DOLLARS IN EDUCATION 9 “ We have 32 different academic, art and athletic programs, each of which have a different marketing budget. We have saturated the Centre County market. If you live in the area and don’t know about a football game on Saturday, you’re living under a rock. We need to hit people outside of this area. -Marketing Director, Northeast-area University “

10 Solution% SpendAverage CTR Advanced Audience Targeting 39.47%0.18% Mobile Network 22.87%0.65% Premium News Network 10.14%0.17% YouTube.com 8.93%10.10% Category Targeting 6.68%0.05% Video Network 3.83%0.51% Contextual Targeting 2.21%0.05% Facebook.com 1.69%0.04% Retargeting %0.08% Topic Targeting %0.07% Extended Reach Network 1.09%0.05% Local Search 0.51%- ESPN.com 0.22%0.11% Monster Ad 300x %0.12% WINNING DOLLARS IN EDUCATION

11 Private High Schools Middle Schools (12%) Hyper Local Mobile Premium News 2yr/Community/Tech Schools (26%) Hyper Local Mobile Advanced Audience Targeting Youtube Needs Questions: Where do your students come from? What special programs do you offer, if any? What ages do you cater too? Parents and students? WINNING DOLLARS IN EDUCATION

12 4 Year Colleges/Grad Schools (54%) Hyper Local Mobile Premium News Advanced Audience Targeting Youtube.com Associations – Boards of Ed (8%) Hyper Local Mobile Advanced Audience Targeting Youtube.com Premium News Network Needs Questions: Where do your students come from? State? What special programs do you offer, if any? What ages do you cater too? Graduate Students? Parents and students? KPI? WINNING DOLLARS IN EDUCATION

AGENDA 13 Top Markets & Wins Winning Dollars in Education Success Story – Heritage Park Campaign Optimizations Success Story – Hupy & Abraham Q&A Housekeeping

Suzanne Benitez, Digital Specialist at MediaOne of Utah

BUDGET ALLOCATION CAMPAIGN DETAILS CLIENT OBJECTIVES: Promote awareness of the theme park location for family vacations Drive venue bookings for weddings and location rentals Use facebook to drive gift store purchases TOTAL SPEND $40,000 CENTRO SPEND $24,385 CAMPAIGN LENGTH 5 months GEO TARGETS SLC DMA PREMIUM NEWS NETWORK LOCAL SEARCH 29% BEHAVIORAL & DEMO TARGETING SUCCESS STORY : Multi-Platform Planning TRAVEL THIS IS THE PLACE HERITAGE PARK FACEBOOK HYPER LOCAL MOBILE

WHY THEY BOUGHT: Client hadn’t invested in online prior to this and wanted to use a trusted media partner Wanted a comprehensive digital media strategy Wanted the ability to pivot between tactics, and to have a high level of service TRAVEL THIS IS THE PLACE HERITAGE PARK CLIENT BACKGROUND: MediaOne has a solid relationship with the Heritage Park. They challenged us to come up with a strategy with SEM at the center, to accomplish multiple marketing goals. By recommending a strategic mix of display, mobile, and social with SEM, MediaOne was able to demonstrate that they are a full-service digital media consultant, not just a newspaper publisher. PERFORMANCE: We are halfway through our delivery of 3.9 million impressions. Thus far the client is seeing a strong result and appreciates how we can optimize & reallocate all placements. SUCCESS STORY : Multi-Platform Planning

AGENDA 17 Top Markets & Wins Winning Dollars in Education Success Story – Heritage Park Campaign Optimizations Success Story – Hupy & Abraham Q&A Housekeeping

PRODUCT FOCUS CAMPAIGN OPTIMIZATIONS

ex∙pert /’ek‚sp rt/ noun a person who has a comprehensive and authoritative knowledge of or skill in a particular area. “experts in digital media” e

Educate ourselves! Offer benchmarks and KPIs in addition to CTR (ie: % increase in web visits, in store traffic, etc.) “At the end of this campaign what would success look like?” Don’t agree to unrealistic expectations OPTIMIZATIONS | PRE-CAMPAIGN

2014 Local Benchmarks… …ask your CSM for the full Excel file!

Tune in to the optimization recommendations from your Centro Account Coordinator Don’t be afraid to reallocate budget to higher performing line items Increasing a geo target doesn’t have to be a negative conversation! OPTIMIZATIONS | MID-CAMPAIGN

Discuss changes that were made throughout the course of the campaign Highlight what is currently working well Work with your Program Champion and Centro Account Manager to outline a proposal for the next campaign and what can be done to further enhance the results! OPTIMIZATIONS | POST-CAMPAIGN

OPTIMIZATIONS | KEY TAKEAWAYS Have confidence and be the digital expert that your clients need and your optimization recommendations will (largely ) be considered Gospel. Optimization conversations should always be approached with a positive attitude. Helping clients to continually spend their dollars more wisely and stay in front of their audience is imperative to the success of their business. Communicate with your program champion and Centro team – we are here to help you retain existing customers and bring in new digital opportunities!

AGENDA 25 Top Markets & Wins Winning Dollars in Education Success Story – Heritage Park Campaign Optimizations Success Story – Hupy & Abraham Q&A Housekeeping

Hupy & Abraham

Legal Services CLIENT BACKGROUND ONMILWAUKEE.COM SUCCESS STORY CAMPAIGN DETAILS The rep reached out to the client many times in the past to win their business and they were never really interested. They eventually took a meeting and started to realize that OnMilwaukee has a lot to offer! Total Spend (Retail) Combined: $38,916 Centro Spend (Retail) Combined: $38,916 Campaign Length Display: 3 months Search: 6 months Geography Targeted Display: Milwaukee Search: WI, IL, IA DISPLAY BUDGET ALLOCATION Premium News 24% Retargeting 6% Mobile Network 24% Video Network 24% YouTube 24% WHY DID THEY BUY? They bought because they were able to build a campaign that included search and display all through one point of contact. They were also looking to switch it up from their old network, and liked that OnMilwaukee could use multiple tactics to get them in front of new, untapped audiences.

ONMILWAUKEE.COM SUCCESS STORY Hupy & Abraham Legal Services

AGENDA 29 Top Markets & Wins Top Win Spotlight Winning Dollars in Education Success Story – Heritage Park Campaign Optimizations Success Story – Hupy & Abraham Q&A Housekeeping

Q&A 30

AGENDA 31 Top Markets & Wins Top Win Spotlight Winning Dollars in Education Success Story – Heritage Park Campaign Optimizations Success Story – Hupy & Abraham Q&A Housekeeping

3232 Basics Session August 21 11am CDT Advanced Session- August 21 11:30am CST “digitalninja” Centro offices will be closed beginning at 2pm local time on August 29 th through September 1 st Reach out to Channel Sales Manager for more information TRAINING THURSDAY LIBRARY PASSWORD LABOR DAY ACCOUNT PLANNING HOUSEKEEPING

THANK YOU!