1. Training Deck – Targeted Display

2. What is Targeted Display?
Targeted Display is the extension of your advertiser’s message beyond the Newspaper’s Owned and Operated Website.
Our Team builds the campaign based on the customer’s goals and through the networks available to us, we run your customer’s campaigns on sites outside of Lee.
We do this effectively by targeting people/audiences not specific sites through a number of tactics available.

3. TARGETED DISPLAY CAMPAIGNS ARE MOST EFFECTIVE FOR AWARENESS & TARGETING RESEARCHERS/PASSIVE BUYERS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
ADVOCACY
BRANDING
LEAD GEN
REACH & FREQUENCY
HIGHLY TARGETED
REACH CONSUMERS TOP AND MID FUNNEL
FLEXIBLE STRATEGY TACTICS
PLACEMENTS SURROUND VALUABLE CONTENT CONSUMERS ARE INTERACTING WITH

4. TARGETED DISPLAY
GETTING IN FRONT OF THE RIGHT AUDIENCE
Get in front of customers who are interested in your message WHEREVER they are on the web
Right Message
Right Format
Right Buyer
Right Time

5. TARGETED DISPLAY TACTICS
TARGETING OPTIONS
REACH USERS WITHIN A SPECIFIC GEOGRAPHIC AREA ACROSS ANY WEBSITE WITHIN THAT GEOGRAPHIC TARGET
Extended reach/ run of network
REACH USERS WHO HAVE VISITED YOUR WEBSITE
Site retargeting

6. HOW DOES SITE RETARGETING WORK?
A RETARGETING PIXEL IS PLACED ON THE ADVERTISERS WEBSITE, ALLOWING US TO FOLLOW THAT USER AROUND AS THEY NAVIGATE THE INTERNET.

7. TARGETED DISPLAY TACTICS
TARGETING OPTIONS
REACH USERS ON SPECIFIC SITES BY CATEGORY OR BY SPECIFIC TOPICS. EXAMPLE: SPORTS, TRAVEL, NEWS
CATEGORY TARGETING
REACH USERS WHO ARE READING ARTICLES RELATED TO YOUR PRODUCTS AND SERVICES
Contextual targeting

8. TARGETED DISPLAY TACTICS
TARGETING OPTIONS
REACH USERS WHO HAVE BEEN PRE-CATEGORIZED BASED ON SOME OF THE FOLLOWING CRITERIA: GENDER, AGE, HHI, JOB CATEGORY, AND USER BEHAVIOR (THIRD PARTY DATA SEGMENTS)
AUDIENCE / dEMOGRAPHIC TARGETING

9. TARGETED DISPLAY TACTICS
TARGETING OPTIONS
REACH USERS ON THEIR SMARTPHONE WITHIN A SET GEOGRAPHIC AREA – WIDER REACH
MOBILE RUN OF NETWORK
REACH USERS WITH MOBILE APP ADS WHO ARE IN A SPECIFIC GEOGRAPIHC LOCATION ON THEIR MOBILE DEVICE
– GRANULAR APPROACH
HyperLocal – MOBILE (GEO-fencing)

10. TARGETED VIDEO TACTICS
TARGETING OPTIONS ON VIDEO
REACH USERS VIA VIDEO THOUGHOUT THE NETWORK, BY CHANNEL, DEMO OR BEHAVIORALLY
VIDEO PRE-ROLL NETWORK
REACH USERS VIA VIDEO WHO ARE CONSUMING YOUTUBE VIDEO CONTENT
YOUTUBE
 Streaming Video offerings allow businesses
to run their video-format message in front of video content online.
Selling points
Engage in conversations with clients who have video ads and have Broadcast or Cable budgets.
Video page layouts contain fewer distracting elements and longer page view times, giving advertising messages a less cluttered environment.
CTR is historically higher than a standard web display campaign.
The Fine Print
Pre-Roll Video Network
Pricing model is CPM.
Videos can be :15 or :30 seconds long.
Geo-targeting is available to DMA or US zip codes,.
Other targeting available: Channel or RON, behavior targeting and demo.
Includes a bonus 300x250 companion banner, delivered where available, but not guaranteed.
Inventory is secured through Centro’s programmatic offering.
YouTube.com
After 5 seconds, a “skip video” button appears on the video player.
Pricing model is Cost per completed view (CPV).
YouTube.com pre-roll video audiences are self-selecting and should run ROS unless otherwise recommended.
Geo-targeting is available by US zip codes, DMA, radius, province, or select Canadian cities. Canadian FSA targeting is available for YouTube, RON, and Channel only.
Includes a bonus 300x60 companion tile, delivered where available, but not guaranteed.

11. CONVERSION TRACKING How does conversion tracking work?
TARGETED DISPLAY
What is a conversion? A conversion is any completion of a call to action. It can be categorized as a click, a like, an impression, a download, signup, subscription, social media follow, video view, comment or purchase.
What is conversion tracking? Conversion tracking is a metric that goes beyond the click-through rate (CTR) to show you how a campaign is performing, as well as a general path a consumer takes on the advertiser’s site.
How does conversion tracking work?
A pixel (JavaScript code) is created and placed on the advertiser’s website.
A cookie is placed on the user’s computer when they are served the ad (view through conversion). The user sees the ad but doesn’t take action until a later time – they never click on the ad
Another cookie is placed in the user’s browser when they click on the ad (click through conversion). The user sees the ad, clicks on it and takes action.

12. TARGETED DISPLAY PITCH APPROACH
SELLING AUDIENCE VS. TACTICS
ALTHOUGH IT’S IMPORTANT TO KNOW ALL THE DIFFERENT TARGETING TACTICS, YOU SHOULDN’T SELL THESE TACTICS.
WE SELL AUDIENCE!

13. TARGETED DISPLAY
PRICING/REAL TIME BIDDING
TARGETED DISPLAY IS A CPM (Cost per thousand) RATE STRUCTURE
Recommended cpm to the client is $10-$15 depending on targeting tactics used and $500 minimum spend required
Actual cost per thousand is determined by real time bidding – we have a strong competitive advantage when it comes to this
Sell to a budget; not an impression share

14. WHY US FOR TARGETED DISPLAY?
We use technology that allows us to purchase the best performing inventory at the lowest cost
DEDICATED TEAM of certified specialists FOR planning AND OPTIMIZATION of campaigns – NOT SET IT AND FORGET IT!
BUILD CAMPAIGNS AROUND CLIENTS GOALS AND OBJECTIVES
RESULTS DRIVEN AND FOCUSED
WE OWN THE LARGEST AND MOST INFLUENCIAL LOCAL AUDIENCES IN OUR MARKETS; PAIRING TARGETED DISPLAY WITH OWNED AND OPERATED IMPRESSION SHARE PROVIDES THE LAREST REACH OF AUDIENCE

15. FULFILLMENT – OVERVIEW OF PROCESS
TARGETED DISPLAY
Identify an interest from the advertiser - Have a conversation about their needs
SUBMIT A MEDIA PLAN REQUEST OR SOLD ORDER:
SALES REP CONFIRMS BUY AND SUBMITS CREATIVES
CAMPAIGN SETUP AND GO LIVE
FIRST OPTIMIZATION OCCURS AFTER 48 HOURS AND THEN AS NEEDED BASED ON THE GOALS AND KEY PERFORMANCE INDICATORS (METRICS) PROVIDED BY ADVERTISER
Ongoing dialog with buy desk team regarding campaign performance

16. FULFILLMENT – BEST PRACTICES
TARGETED DISPLAY
Always bundle owned/operated inventory with targeted display sales
Audience extension inventory has a hard cost – ALWAYS BUILD IN MARGIN!
KNOW THE GOALS OF THE ADVERTISER AND THEIR PLAN FOR MEASURING SUCCESS
Run of network INVENTORY is necessary in all campaigns
Keep in mind that budget will be spent across all tactics and adjusted as planner determines APPROPRIATE
MONITOR AND REPORT RESULTS ON A REGULAR BASIS AND PROVIDE FEEDBACK

17. QUESTIONS. Sales: Contact Adriane Morris Adriane. morris@lee
QUESTIONS? Sales: Contact Adriane Morris Fulfillment: Contact Eddi Umphrey