SWAT Strategic Web Advertising Team Contact Us: For more information on TownNews.com’s SWAT program, contact Penny Goebel, SWAT coordinating specialist. Office: Cellular: Welcome To The Webinar!

Presenters Rex Kastner Vice President SWAT Division Experience –Joined TownNews.com Team in 2001 –In the Newspaper Internet business over 14 years –20 years in the consumer electronics field. –30+ Years Experience in Sales CONTACT INFO Toll Free: Fax:

Presenters Patrick Bingle Internet Sales Consultant Experience –17 Years Newspaper Experience -20+ Years in Sales -6 Years as Interactive Media Dir. -2+ Years as ISC with TownNews.com Top ISC of the Year CONTACT INFO Toll Free: Fax:

TownNews.com SWAT Team Experience –Over $50,000, of Revenue Sold -Over 60,000 Four-Legged Sales Calls -Over 100 Years Combined Newspaper and Internet Sales Experience

Top 10 Things We’ve Learned About Online Advertising Less is More, Larger is Better Benefits of CPM vs. Flat Rate or Rotations Use of Rich Media Ads (Flash, Expandable, Peel-Away’s) Video Ads: Pre-Rolls and Overlays Push / Data basing Special Sections Online Online Business Directories/Marketplace Search Engine Advertising Search Engine Optimization Behavioral Targeted Online Advertising

Continuously Evolving What worked two years ago may not work this year! Great resources to stay up-to-date IABIAB NAANAA TownNews (website, newsletters)TownNews (website, newsletters) State Newspaper AssociationsState Newspaper Associations Ad AgeAd Age

1. Less is More, Larger is Better

LEADERBOARD 728 X 90 MEDIUM RECTANGLE 300 X 250 SKYSCRAPER 160 X 600 THREE PRIMARY AD POSITIONS AND THAT’S IT!

Half Page Ad (Side Scrolling) 300x600 pixels Example: NOTE: Complete list of all IAB online ads are available at IAB is an excellent resource for online ad guidelines that include rich media, file sizes, design issues, etc. 16,234 Click Thru’s !

2. CPM Pricing vs. Flat Rate BENEFITS OF CPM 1.Increase ad inventory as traffic increases 2.More revenue! 3.Easy to understand rate card 4.Easier to manage 5.Benefits advertisers by guaranteeing a specific number of ad impressions 6.Have a presence throughout the website 7.Keeps ads fresh with multiple ads in positions Local CPM Advertising Rates range from $10 to $35

3. Rich Media Advertising Rich Media As Defined By IAB.: Advertisements with which can interact in a web page format. These advertisements can be used either singularly or in combination with various technologies including sound, video, or Flash. Examples include floating ads, page take-overs, interstitials, peel-aways, and expandable ads.

Ad Types Page Curl: The page curl is a unique fun ad that peels down the page when you mouse over the ad. They are also called peel away ads.

Expandable ad: another popular ad style which is very attention getting. When you mouse over the ad it extends to the left or right. Expandable ads can be used for any ad size.

Leaderboard Expandable Ad Example

4. Push / Database Create Contests to Build Database Offer opt-in categories for breaking news, local coupons, monthly newsletter, special offers, etc. Sell local advertising in push. CPM rates are typically higher since advertisers are capturing an attentive local audience who requested the information.

Excellent Example

Ad Types LOCAL AD

Now Presenting … Rex Kastner Vice President of SWAT Division

Video Ads Video ads or Kool Ads gives your advertiser a great opportunity to utilize their commercial or streaming video in another media. They are also very effective. This can be used in any ad position, even a page curl.

Video Ads

Special Sections Post your Special Sections Online Increases Shelf Life Increases Value For Your Advertisers Increase Cost of Ads 25% by Adding the Special Section to Your Online Edition Gives More Value to Your Website While Increasing Bottom Line Profits Sell Banner Ads on the Special Section Page

Special Sections

Yellow Pages Benefits of Online Yellow Pages are: Up to five business categories The client’s listings will show up at the top of the directory. A map is included of where the business is located. Enhanced Listings are promoted throughout the site in a top ads module.

Yellow Pages

Google Search Engine Advertising Why Google Advertising? –#1 search engine in the world –40% of all Internet revenue is pay to click –Keeps the competition away from your clients –Increases click thru’s for increased customer retention. –Many Ad words campaigns drive more clicks to your customers website than banner advertising alone

The Google Search Type in any key words on Google and press search

The Google Results Page The Results Page

Sponsored Links

Google Ad Words Set up Choose a Geographic Location. IE: Miles around a zip code or city. Choose what key words you want Set up a daily budget Anybody searching within your geographic location using the key words you choose will see your ad for as long as your daily budget lasts

Google Pay to Click Ad Words Costs You pay nothing to have your ad seen You only pay when someone clicks on your ad Average cost varies depending on the key word. Average cost is 87 cents. A small budget goes along way Quality score or ranking improves when the sponsored ad and website matches

Behavioral Targeting

Behavioral Targeting – Unsurpassed Engagement

Yahoo! is in the top 3 position in 24 vertical categories.*

How Behavioral Targeting Works

Behavioral Targeting Ad Placements

Ad Creatives – Engagers vs. Shoppers

Bonus Topic Retaining your Advertisers Go see your advertisers once a month and discuss their internet advertising Show them their reports –Impressions –Click Thru’s –Google Report –YP Page –The type of banner ad they are running Re-enforce the value Suggest changing the ad often Papers that do this have over an 80% retention rate

Questions? Thank you for your time. We are available anytime to answer any questions you have. Rex Kastner Patrick Bingle