1. Conversion Tracking & Online Video February All-Hands Call

2. Online video ad spending in 2014 will increase an estimated 39% over 2013 “ “ -eMarketer VIDEO OPPORTUNITY 2

3. Agenda 3 Top Markets & Wins Top Win Spotlight Conversion Tracking 101 Success Story Contest Video Q&A Housekeeping

4. 25 21 Myrtle Beach Sun News 18 17 16 14 13 11 10 23 22 20 Knoxville News-Sentinel 19 San Diego Union-Tribune 15 12 24 Corpus Christi Caller-Times Leaderboard 9 8 6 5 4 3 2 7 1 Naples Daily News Orlando Sentinel Los Angeles Times Chicago Tribune Columbus Dispatch Madison.com Kansas City Star Las Vegas Review-Journal Ventura County Star Edmonton Journal St. Louis Post Dispatch Vancouver Sun Toledo Blade Hartford Courant Allentown Morning Call Tampa Bay Online Leader Post Fresno Bee The Virginian Pilot The Star Phoenix OnMilwaukee

5. Top New Wins | January $180,000 Estimated Retail $72,000 Estimated Retail $52,000 Estimated Retail $34,000 Estimated Retail $27,000 Estimated Retail Naples Daily News OnMilwaukee.com Los Angeles Times Hartford Courant

6. Increase product awareness across 14 markets in 6 states! New product launch in 13 markets Increase in-store sales of product Increase site traffic Only focus impressions to customers who are near a retail location Original RFP was for $90k and only included Category Targeting. Upsell to include mobile around retail locations doubled the campaign revenue!! Working with Hyper-local mobile partner to enable dynamic creative based on which retail store the customer is closest to. Retail/CPG $180,000 CLIENT OBJECTIVES: IMPRESSION ALLOCATION: BACKGROUND: Big Win Spotlight 6 Hyper-local Mobile – 50% Category Targeting – 50%

7. Agenda 7 Top Markets & Wins Top Win Spotlight Conversion Tracking 101 Success Story Contest Video Q&A Housekeeping

8. Diana Harris Channel Sales Manager Southeast Conversion Tracking 101

9. Conversion tracking is another metric available beyond the CTR, to show how a campaign is performing, as well as a general path a consumer takes on an advertiser’s site. With conversion tracking, we can track general data (homepage hits) or specific data (form completions, email sign ups or even purchases). What is Conversion Tracking? Conversion Tracking 101

10. Sales tags are used to provide revenue data, but can record a number of additional variables including quantity, order ID, product ID and product information The sales tag can track one of two options: Transactions: Only the actual buy is recorded Number of Items in Shopping Cart: The number of items purchased is recorded Types of Conversion Tags Sales Tags

11. Sales Tag Example Conversion Tracking 101 Conversion Pixel Here Conversion Tracking 101

12. Counter tags count the actions, for example: number of times the page was visited, a button clicked, etc. Two counter conversion metrics: Post Click: Gives you insight as to whether or not the consumer completed your objective once they went to the site. Did they submit a request for more info? Did they download a coupon? Did they make a purchase? Post Impression: Gives us is post impression page views. This happens when someone is exposed to the ad but does not click on it; if they later end up on the advertiser’s pixeled web page, a post impression conversion is counted Conversion Tracking 101 Types of Conversion Tags Counter Tags

13. Counter Tag – Post Click Example Conversion Tracking 101 Conversion Pixel Here

14. Counter Tag – Post Impression Example Conversion Tracking 101 Conversion Pixel On Homepage

15. Conversion Tracking 101 To serve the campaign through DART Partner must have the ability to modify the advertiser’s website We need to know the URL each pixel will be placed on and whether or not the page is secure (https://) What do WE need to Execute? Conversion Tracking 101

16. When to Offer Conversion Tracking through Centro Always check with Centro, BEFORE offering conversion tracking to your client If your client meets the Tier 1 PLA (Planning level agreement) they could be a candidate for conversion tracking. Any campaigns over $50k retail and no less than $5k per month On the needs assessment form you submit to Centro, please indicate any specific success metrics they would like to evaluate and our team will determine if they are a good fit for conversion tracking One tracking pixel will be provided per campaign Conversion Tracking 101

17. Best Practices While conversion tracking can be set up at any point during a campaign, it is best to have it set up at the beginning (before launch) so that the conversion data matches impression/click data Conversion pixel should only be placed on one page or one button Be sure to inform Centro once the pixel is live so that we can confirm it is tracking properly We recommend you always include the Homepage as this is where most people will land when searching for the company or typing the address into their browser (post Impression conversions) Don’t conversion track the campaign landing page because the click data will tell you how many people clicked on the ad and went to the landing page Conversion Tracking 101

18. Agenda 18 Top Markets & Wins Top Win Spotlight Conversion Tracking 101 Success Story Contest Video Q&A Housekeeping

19. Contest Dates: March – May Prizes: Valid Submission Featured on an All- Hands Grand Prize Drawing! Contest Details later this week!! SUCCESS STORY CONTEST! 19

20. Agenda 20 Top Markets & Wins Top Win Spotlight Conversion Tracking 101 Success Story Contest Video Q&A Housekeeping

21. OWNERSHIP OF DEVICES IS SKYROCKETING 21 PERCENTAGE OF TV HOMES WHO OWN VIDEO-ENABLED DEVICES Source: Nielsen, September 2013; Internet Enabled TVs not measured in 2011 +21% +24% +16%

22. ONLINE VIDEO (OLV) VIEWERSHIP GROWING 22 CONSISTENT YEAR OVER YEAR GROWTH IN ONLINE VIDEO AND MOBILE VIDEO VIEWERS Source: eMarketer, March 2013 54.7% 57.7% 59.8% 61.2% 62.1% US Digital Video Viewers (millions) 20.3% 23.5% 27.8% 31.2% 33.8%

23. INCREASING VIDEO CONSUMPTION EVERYWHERE 23 MONTHLY TIME SPENT VIEWING VIDEO; % INCREASE Q2’11 – Q2’13 Source: Nielsen Cross Platform Reports Q2 2012, Q2 2013

24. OLV VIEWERSHIP GROWING AMONG TV USERS TOO 24 LIGHTEST TV VIEWERS WATCH TWICE AS MUCH ONLINE VIDEO AS HEAVIEST TV VIEWERS Source: Nielsen & IAB Online Video Study, Feb 2013

25. THE IMPACT OF ONLINE VIDEO 25 TV & ONLINE TOGETHER – LIFT BRAND EQUITY METRICS BETTER THAN TV ALONE Source: Nielsen & IAB Online Video Study, Feb 2013

26. The impact of Online Video 26 WHAT IS THE APPROPRIATE MIX OF VIDEO WITHIN A TELEVISION BUY? Source: Nielsen & IAB Online Video Study, Feb 2013

27. 15 VS. 30 SECOND VIDEO ADS 27 Advertisers tend to run a mix of :15s and :30s in OLV, comparable to TV buys While :15s often garner stronger completion rates, :30s tend to deliver higher CTR, so it’s best to run both (if applicable) and optimize toward your desired KPI 0.65% CTR 74% VCR 79% VCR 0.80% CTR :15 :30 Sources : VINDICO Year-in-Review 2012 *Please note that data refers to average video performance and is not intended as a guarantee of in-market performance

28. 2014 VIDEO PERFORMANCE 24

29. VIDEO EVERYWHERE 24 Desktop/Laptop Tablet Mobile EXECUTE SEAMLESS CROSS-PLATFORM VIDEO CAMPAIGNS - WHENEVER, WHEREVER, HOWEVER Rate CardOff The Rate Card (RFP)

30. Agenda 30 Top Markets & Wins Top Win Spotlight Conversion Tracking 101 Success Story Contest Video Q&A Housekeeping

31. 3131 Basics Session February 20 th @ 11am CST Advanced Session- Multi-Platform Media Selling February 20 th @ 11:30am CST “digitalninja”Centro offices will be closed Monday, February 17 th in observance of the President’s Day holiday When: Thursday, April 10 th Where: University of Chicago Gleacher Center Chicago, IL TRAINING THURSDAYLIBRARY PASSWORD PRESIDENT’S DAY DIGITAL SALES ACADEMY HOUSEKEEPING