3+new+ad+capabilities+training (1)

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TRAINING: 3 New Advertising Capabilities
Targeting Solutions • AdTaxi DNA • Mobile Apps
April 2014
v.15
®

2
AGENDA
• Sales Approach & Audience Focus - Marc Calvanico
• ®
Targeting Solution - Michael Fibison / Ben Kofron, Exelate
• AdTaxi DNA - Brian Kroll / Jessica Thornton
• Mobile Apps & Sites - Christian DeGennaro / Dave Elchoness
• Operations / Trafficking - Doug Gesiorski / Jodi Romero / Phil Lee
• Next Steps - Marc Calvanico

3
Sales Approach & Audience Focus

4
Our Sales Approach Is Enhanced With Greater
Capabilities To Address A Client Problem
1) A Gap in the Purchase Funnel
• The audience they’re not reaching or the
purchase funnel phase they’re missing
• A missed opportunity to move them through
the funnel
2) The misalignment of their marketing
• Using different vendors leads to misalignment
• Our total solution leads to alignment
̶ Greater impact of the message
̶ Great efficiency of the buy
3) Not communicating the right message
• Help them clearly demonstrate their unique selling proposition to the
right target audience on the right platform

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New Ad Capabilities:
In Relation To Purchase Funnel & Targeting Pyramid
Branding/Awareness
Favorability
Consideration
Intent to Purchase
Shopping
Purchase
ROS
Desktop,
Mobile, Tablet
Demographic
Targeting
Targeting
Solutions ®
Interest Targeting
Intent Targeting
Intent Targeting
Intent Targeting
AdTaxi DNA
Mobile /
Tablet

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®
TARGETING SOLUTIONS Sell across screens – desktop, mobile, tablet
• Advanced targeting available on owned and operated sites:
̶ Newspaper.com
̶ Mobile App / Tablet App
̶ Mobile Sites, (formerly “m-dot” sites)
targeting on AdTaxi Exchange
̶ Interest & Intent Segments
̶ Demographic
̶ Geographic
̶ Content Targeting
̶ Device Targeting

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SYNCHED TARGETING CROSS-PLATFORM
Segments are synched
between Mobile, Tablet and
Desktop

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Newspaper.com
Geographic
Demographic
Interest
Intent
Intent

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DEMO vs. INTEREST vs. INTENT


Demographics
Interest
People registered with
online or offline sources.
People who are engaged
in contextually relevant
content on premium
online publishers.

Intent

People who are
actively searching for
product or service on
premium shopping
sites.

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BEHAVIORAL TARGETING SEGMENTS
Interest and Intent Based
Automotive
• New Car Buyers
• Used Car Buyers
Education
• People who are applying to college
• College graduates applying to:
̶ Law School
̶ Grad School- specify program
̶ Medical school
Entertainment
• Sports
• Arts
• Music/Movies
Finance
• People with good credit scores
• People with bad credit scores
• People who need financing
Furniture/Mattress
• Furniture, Mattress, High-ticket shoppers
• Home Improvement
HealthCare
• Active / healthy people
• People with unhealthy lifestyles
• Retirement home seekers (adult children)
Real Estate
• Primary residence shoppers
• Secondary residence shoppers
Recruitment
• Job Seekers
Travel
• People who like skiing or winter activities
• Travelers

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ADDITIONAL TARGETING OPTIONS
DEMOGRAPHIC TARGETING:
• Gender – (male / female)
• Age – (<18 / 18-24 / 25-34 / 35-44 / 45-54 / 55-64 /
65+)
• Domestic –
̶ Married / Single
̶ With Children / Without Children
̶ Homeowner / Renter
• Household Income – (<$20K / $20-30K / $30-40K /
$40-50K / $50-60K / $60-75K / $75-100K / $100-125K
/ $125-150K / $75K+ / $150K+
• Employment
̶ Job Seekers
̶ Small Business Owners
̶ Purchase Decision Makers – (male / female)
SECTION TARGETING
• News
• Sports
• Business
• Finance
• Gaming
• Food
• Entertainment
• Travel
GEOGRAPHIC TARGETING
• DMA
• State
• City
• Zip Code
• Radius of location
DEVICE TARGETING
• iPad
• Tablet
• iPhone
• Smartphones
NEW

®
TARGETING SOLUTIONS ROLLOUT TIMELINE:
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• Data segments available in DFPP as early as April 28, 2014.
• Data more reliable after May 28, 2014.

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Summary
ADTAXI DNA
DYNAMIC NEWS AUDIENCES
Working with the DFM data team, AdTaxi placed network-level segment
pixels (cookies) across all DFM websites, segmenting users based on content
visited, regardless of site or local property.
We matched up this DFM 1st party data pool with 3rd party data from eXelate
to gain valuable insights into the aggregate profiles of these segments.
The project provides value to DFM sellers in two key ways:
1) Validates that our owned & operated inventory is rich with high-value
users, thus validating higher CPM’s.
2) Provides a vehicle to target these valuable DFM users when they are not
visiting our sites (via display ad units on the major exchanges), giving us
proprietary data and thus a unique selling proposition.

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ADTAXI DNA
• AdTaxi DNA is a new targeting capability
that gives you the ability to target DFM
users (and look-alikes) across the
exchanges in two ways:
̶ Target our 1st party data segments
(valuable DFM newspaper.com
visitors) on their own to reach these
users when they are not on our sites.
̶ Combine our 1st party data – (DFM
newspaper.com users) with 3rd party
data (eXelate data) in order to target
the best of both worlds and reach a
highly engaged, affluent and
educated targeted audience.
• By leveraging 1st and 3rd party data, AdTaxi
can more precisely and effectively target
consumers with appropriate ads that drive
results.
Demographics
Intent
First Party Data Third Party Data
Psychographics
Interest

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The unique blend of Publisher data and Partner data enables AdTaxi to highly target unique audiences across the web.
AdTaxi targets and reaches the same audience sets that visit our local news sites on various other sites they visit.
AdTaxi DNA Project:
• Reaches local
news audience on
a broader scale
• Engages a premium
audience no matter
where they are
• Broadens the scope
of availability for
precise targeting
Local Media Sites
Exchange
Average Visitors
Dynamic News Audiences
ADTAXI DNA

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ADTAXI DNA DRIVES RESULTS!
Test campaigns reveal increase in key performance metrics
450%
400%
350%
300%
250%
200%
150%
100%
50%
0%
eCPC eCPVisit eCPCart ROI
1st Party Data (AdTaxi DNA) Only
3rd Party Equivalent Only
450%
400%
350%
300%
250%
200%
150%
100%
50%
0%
eCPC eCPVisit eCPCart ROI
1st Party (AdTaxi DNA) + 3rd Party Combined
3rd Party Equivalent Only
Targeted Ad Campaign Results
Within DFM Markets
Targeted Ad Campaign Results
Outside of DFM Markets

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ADTAXI DNA PRICING:
• At this time, there is no additional CPM fee to utilize AdTaxi DNA as part
of your campaigns. This provides a unique selling proposition that
differentiates you from your competition!
• If you are combining AdTaxi DNA with 3rd party data (AdTaxi DNA +
Purchase Intent > Autos) then the standard BT/Data surcharge for
“Purchase Intent > Autos” would apply.
• We strongly recommend that you incorporate “view-through” tracking on
all AdTaxi DNA campaigns in order to be able to prove maximum ROI to
your client. As always, there isn’t any additional charge to measure view-through,
simply request that pixel for your specific campaign from AdTaxi
via IO Tool.

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ADTAXI DNA TIMELINE:
• Available immediately!

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PLATFORM FEATURES
• Expanded ad map and sophisticated ad targeting (coming soon)
• No more “cookie-cutter” apps! Rumble provides the “plumbing”, while
DFM owns the design and layout layer.
• Numerous built-in ad networks that enable us to maximize backfill
revenue
• Management of property mobile apps and websites from a single
dashboard. Mobile can be thought of as a single channel.
• Faster content delivery with fewer outages
• Blazing fast push notifications for enhanced community engagement

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WHY THE CHANGE?
Enhance technology and design in order to build audience
and monetize mobile’s explosive growth
MOBILE AD SPENDING: US mobile
advertising to almost quadruple by 2017 to
reach $31.1 billion!
MOBILE ADOPTION: US smartphone ownership
has increased 25% to 143 million; tablet
ownership has increased 55% to 71 million

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KEY ENHANCEMENTS
NEW DESIGN
• Modern design, consistent with latest Apple and Google design standards
• Clean user interface featuring a blog-roll format, optimized for usability and
readability
BETTER ACCESS TO CONTENT:
• Lightening-fast push notifications
• More editorial control on-the-fly
• Faster content delivery.
• Social sharing capabilities directly from article pages
• COMING SOON: ability to personalize your news!
NEW ADVERTISING OPPORTUNITIES:
• Enhanced ad map: more and bigger ad positions
• Robust targeting coming soon

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O&O SMARTPHONE APPS
HOME:
● Modern sliding cards design
● Commenting through Disqus
● Prominent display of social tallies (# of comments & Facebook “likes”) to draw users into articles
● Clean layout with a single button that reveals sections, settings, and login
● Color scheme customizable to fit the property’s brand
● Numerous ad positions and sizes possible within the headline stream
ARTICLE:
● Easy to read
● One button to return to headlines
● Prominent social sharing and social data to engage the user
● Prominent inclusion of Tout
● Mid-article, end of article, footer ad positions
● “Related articles” position
AFTER! BEFORE
• Design is over 2 years old
• Inconsistency between Smartphone app and iPad app
• Limited ad positions
• Limited targeting capabilities
• Slow content notifications

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O&O IPAD APPS
● Design is over 2 years old
● Inconsistency between Smartphone app and iPad app
● Limited ad positions
● Limited targeting capabilities
● Slow content notifications
• Consistent with the smartphone design
• Additional ad positions of various sizes possible
AFTER! BEFORE

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O&O Smartphone App: HOME
320 x 50 Adhesion Banner,
always visible!
Mid-stream ads that can be
either size listed below. They
render below (or after) the 2nd,
8th and 15th article:
300 x 250
300 x 250
300 x 250

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O&O Smartphone App: ARTICLE
320 x 50 Adhesion
Banner, always visible!
300 x 250 mid-stream
300 x 250 anchor

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O&O Smartphone App: INTERSTITIAL
• 320 x 480 interstitial available, (only portrait)
• Currently available every 4-5 “engagements” – (click, section, pv, etc)

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iPad App: HOME
• One 728 x 90 banner ad position
currently available
• We are replacing the 180 x 150
ad position with another in-grid
ad, (details TBD)

34
O&O iPad App: ARTICLE
• One 728 x 90
banner ad position
• One 300 x 250
banner mid-stream
• One 728 x 90
banner anchor

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O&O iPad App: INTERSTITIAL
• 1024 x 768 interstitial available, (both orientations)
• Currently available every 4-5 “engagements” – (click, section, pv, etc)

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O&O MOBILE AD MAP RECAP
Smartphone App Smartphone Mobile Site iPad App
Section/
home page
• 320 x 50 adhesion banner
• Two (300 x 250) mid-stream
banners
• 300 x 250 anchor
• Two (300 x 250) mid-stream
banners
• 300 x 250 anchor
• 728x90 adhesion banner
• Additional in-grid ad will be
available after launch,
dimensions TBD
Article
page
• 300 x 250 in-stream
banner
• 320 x 250 in-stream anchor
• 300 x 250 in-stream banner
• 320 x 250 in-stream anchor
• 300 x 250 in-stream banner
• 728 x 90 anchor
Interstitial • 320 x 480 (portrait only)
Serving 1x after 4-5 engagements
• 320 x 480 (portrait only)
• 1024 x 768 both orientations

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O&O MOBILE TARGETING CAPABILITIES
AFTER! BEFORE
• Ad Position Targeting
• Section Targeting
• Geographic Targeting – (State, DMA, City or Zip Code)
• Device Targeting – (phone vs tablet, or by mobile carrier)
Available Day #1:
• Ad Position Targeting
• Section Targeting
• Ability to match similar AdTaxi out-of-network targeting capabilities!
̶ Content Targeting – (gaming, food, ent, travel, news, sports, biz, finance)
̶ Device Targeting – (iPad, Tablet, iPhone, Smartphones)
̶ Geographic – (DMA, City, Zip Code, or Radius of location)
̶ Day-Parting
COMING SOON . . . more sophisticated data sets will be available after launch,
as Rumble gathers data sets and analyzes it for segmenting purposes. This includes:
• Behavioral – (matching desktop data segments by category – slide #11)
• Demographic – (age, gender, marital status, children, HHI, education, occupation)
• Location – (latitude/longitude, zip code, city, state, DMA, MSA)
• Engagements – (time patterns, places patterns, usage patterns, push patterns)
• Semantic – (places, people, markets, industries)
LAUNCH
DATE TBA!

®TARGETING SOLUTIONS & MOBILE PRICING:
38

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MOBILE ROLLOUT TIMELINE:
Daily Newspaper Rollout Schedule:
• https://docs.google.com/a/denverpost.com/spreadsheet/ccc?key=0An6LZkF6xHdUdFVU
NGlQS0paeDZHNncweF9iRlBpV3c&usp=sharing#gid=0
Weekly Newspaper Rollout Schedule:
• To Be Announced

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TARGETING SOLUTIONS OPS PROCEDURE ® EAST

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The Process: Getting Started
1) Begin the process by making the sale with the client, and providing them with
the proper paperwork required.
2) Review the complete list of O&O targeting options available, making it easier to
select during the ordering process:
• http://ads.digitalfirstmedia.com/save/newspaper/localdemo.asp
• http://ads.digitalfirstmedia.com/save/newspaper/localbt.asp (Coming Soon!)
3) Login to the Digital IO Tool and fill out the “Local Digital Ads”
form:
• http://advertising.digitalfirstmedia.com/jrc/login.asp
• http://advertising.digitalfirstmedia.com/mngi/login.asp
4) Once the order has been submitted, please allow 48-hours for ad scheduling of
the flights (normal turnaround).

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New Digital Opportunities for Sales
®
1) Targeting Solution
• WHAT IS IT? Sophisticated BT, Demo & Geo targeting available on all owned & operated
assets: newspaper.com web sites, mobile & tablet apps, and mobile sites.
• VALUE PROPOSITION: We can deliver platform-agnostic campaigns across all of our O&O assets,
with targeted data segments that are synced between Mobile, Tablet and Desktop.
• This matches the level of targeting available on the AdTaxi Exchange!
• LAUNCH TIMELINE:
• Training Webinars starting for sales April 24, 2014
• Data segments available in DFPP as early as April 28, 2014 (Demographic Targeting only at this
time).
• Data more reliable after May 28, 2014.
• Behavioral Targeting BT, (Launch schedule TBD)
2) Redesigned DFM Mobile/iPad Apps & Mobile Sites
• WHAT IS IT? Newly redesigned DFM Mobile and iPad Apps, and also Mobile Sites for all daily
newspapers!
• ROLL-OUT SCHEDULE BY PROPERTY:
• https://docs.google.com/a/denverpost.com/spreadsheet/ccc?key=0An6LZkF6xHdUdFVUNGlQS0pae
DZHNncweF9iRlBpV3c&usp=drive_web#gid=0
1) AdTaxi "DNA" - (Dynamic News Audiences)
• WHAT IS IT? AdTaxi DNA is a new capability that gives you the ability to target DFM users
(and look-alikes) on the exchange.
• LAUNCH TIMELINE: Available immediately.

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Digital IO Tool
 Visit:
 http://advertising.digitalfirstmedia.com/jrc/login.asp
 http://advertising.digitalfirstmedia.com/mngi/login.asp
 Login using your unique username and password:
 If you do not have one, “Click to create an Account” as shown below.
 http://advertising.digitalfirstmedia.com/jrc/login.asp?login=createnew

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Ordering Digital Advertising
Choose your Product (Local Digital Ads)

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Choose the Proper Form (Local Digital Ads)

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Local Digital Ad Form
 Required = *
 Billing Info:
Pre-populated based on Login
 Advertiser/Agency Info:
Name/financial account #.
 Campaign Info:
Important information and
scheduling details.

48
Local Digital Ad Form
 AdType/Size
 Delivery/Revenue Info
Terms, Budget, and IO Attachment.
 Content Targeting:
Website placement/targeting type.

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Custom Targeting
Demographic and Behavioral (New Options)
 Demographic Targeting:
Targeting based on user interest and the
way they use the Internet.
 Behavioral Targeting (BT):
Date Available TBD!
 Geography
Targeting a specific audience based on
their geography (city/state, zip code, DMA).

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Asset Collection and Additional Info

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Ad Operations Support and Contacts
DFM sales order and form support:
– formsupport@digitalfirstmedia.com
– DFM Emergency Contacts:
• Annette Cortiana Clark 734-231-7586
• Renee Roullier 734-246-0085
DFM Orders and General Questions:
– bannerrelease@journalregister.com

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TARGETING SOLUTIONS OPS PROCEDURE ® CENTRAL/MNG

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Ordering Local Digital Advertising

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Choose New AdTaxi Request (even for Local Digital Ads)

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Local Digital Ad combined with
an Adtaxi Campaign
 Required = *
 Billing Info:
Pre-populated based on Login
 Advertiser/Agency Info:
Name/financial account #.
 Campaign Info:
Important information and
scheduling details.

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Choose the Products that (even for Local Digital Ads)
 Upload Buysheet:
All appropriate line items included
on buysheet for reference;
Buysheet should include the new
“Targeting Solution” in the BT
column for your O&O line
 Choose all products and
the numbers of line items
per product that are listed
on the buysheet:
 Upload Creatives:
All creatives for all products
needed

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AdTaxi Support and Contacts
DFM sales order and form support:
– formsupport@digitalfirstmedia.com
– DFM Emergency Contacts:
• Jodi Romero 303-954-1861
• Hillary Hendrix 303-954-6443
DFM Orders and General Questions:
– adops@adtaxinetworks.com

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Ordering AdTaxi DNA
Simply include the DNA product on your buysheet
 Uploaded Buysheet:
The Line items requesting the
new DNA product, should be
represented this way.

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NEXT STEPS
• Study the training and have a clear picture of the value proposition
• Value Proposition
̶ A more powerful, synchronized set of targeting capabilities allows me to
deliver your message to the right audience on a more consistent basis for
greater impact and performance.
̶ A seamless digital marketing program will reach your ideal target audience
wherever they are, on desktop or mobile, moving them to action.
̶ You can place your complete marketing program with me, making
implementation, optimization and reporting easier.
̶ When would you like to start selecting the audience you’d like to target with
these new capabilities?
• Look for the client-facing decks soon
• Put together a list of prospects and clients who would benefit from most from
these new capabilities

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KEY CONTACTS
®Targeting Solution
• Ben Kofron – Director, Platform Sales for Exelate / (646) 380-4324 / benk@exelate.com
• Michael Fibison - Vice President, Sales Pricing & Planning / (267) 907-5058 / MFibison@digitalfirstmedia.com
Mobile Apps / Sites
• Christian DeGennaro - Vice President, Mobile Sales / (914) 886-5505 / CDegennaro@digitalfirstmedia.com
• Dave Elchoness - Senior Director, Product / (303) 954-5425 / DElchoness@digitalfirstmedia.com
AdTaxi DNA
• Brian Kroll - Regional Director, AdTaxi Sales / (925) 719-1051 / bkroll@adtaxinetworks.com
• Jessica Thornton - Director, AdTaxi Sales Development / (303) 954-3329 / Jessica@adtaxinetworks.com
Ops / Fulfillment
• Doug Gesiorski – Vice President, Operations / (303) 954-2487 / dgesiorski@digitalfirstmedia.com
• Phil Lee – Director, Digital Product & Fulfillment for BANG / (408) 920-5942 / pglee@bayareanewsgroup.com
• Jodi Romero – Sr. Director, Digital Operations / (303) 954-1861 / jodi@adtaxinetworks.com
• Annette Cortiana-Clark – Director of Ad Ops, East Coast / (734) 246-0095 / aclark@21st-centurymedia.com
General:
• Marc Calvanico - Vice President, Sales Training / (408) 920-5848 / MCalvanico@digitalfirstmedia.com
• Lennie Changeux - Director, CMN & Adv Ops / (303) 954-2533 / LChangeux@digitalfirstmedia.com

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