2. 71 TELEVISION
STATIONS
TRUSTED LOCAL MEDIA
FOR 75 YEARS
1 IN 4 U.S.
HOUSEHOLDS
Media General is one of the
nation’s largest multimedia
companies, engaging audiences
from coast to coast with premium
quality news and entertainment.
3. LIN Digital creates and delivers
powerful brand experiences at scale
to drive measurable impact across
all digital platforms.
DISPLAY VIDEO SEARCH SOCIAL
6. Introduce Your Business
Tell Prospective Customers Why They Should Buy
Convert Your Audience Into Customers
Keeping And Growing Your Customers
AWARENESS: THE HANDSHAKE
CONSIDERATION: THE CONVERSATION
PURCHASE: THE SALE
LOYALTY: THE PARTNERSHIP
7. INTRODUCE YOUR
BUSINESS
DISPLAY & VIDEO
AWARENESS
THEHANDSHAKE
STRONG BRANDING
Deliver your ads in engaging animated ads
that make you top of mind
REACH & SCALE
Reach audiences where they spend the most
time with cost-effective scalability
CAPTIVE AUDIENCES
Capture users’ uninterrupted attention with
TV-like experiences via digital video
8. PRECISE REACH
Reach the people most likely to buy based on
key demographic and behavioral factors
EFFICIENT SPEND
Pinpoint ad delivery to only your most valuable
audiences to maximize ROI
CUSTOM MESSAGING
Deliver the messaging most relevant to where
each user is in the decision process
THECONVERSATION
TELL LIKELY CUSTOMERS
WHY THEY SHOULD BUY
AUDIENCE TARGETING
CONSIDERATION
Woman
Age 25-54
Interested in Fashion
9. CONVERT YOUR AUDIENCE
INTO CUSTOMERS
SEARCH ENGINE MARKETING
IN-MARKET USERS
Reach the people who have “raised their
hands” to learn more about your business
TARGET COMPETITORS
Engage users searching for your competitors
and redirect their attention to your brand
CONVERSION-READY
Capitalize on KPI-driven search features
such as phone and address listings
PURCHASE
THESALE
Florists Near Me SEARCH
10. INTERACTION
Garner real-time interactions
to drive brand engagement.
WORD OF MOUTH
Place your brand in the heart of the
conversation to grow reach.
RETENTION
Follow up with customers to retain
top-of-mind awareness.
LOYALTY
THEPARTNERSHIP
SOCIAL MEDIA ADVERTISING
GROW YOUR RELATIONSHIP
WITH CUSTOMERS
11. Run of Audience
DISPLAY & VIDEO
SOCIAL
AUDIENCE
TARGETING
SEARCH
Category Channel Custom Channel
Behavioral Contextual In-Market
Google/PPC Yahoo! / Bing SEO
Facebook News Feed Facebook PPC
12. LIN DIGITAL SUCCESS STORY
DISPLAY & VIDEO
GOAL
STRATEGY
RESULTS
Acquire leads for M.D. Anderson’s Proton Therapy at a cost-per-lead of under $600.
Deliver display, rich media, and pre-roll executions to M.D. Anderson’s most likely audiences through
a variety of targeting tactics including custom channel, behavioral targeting, and site retargeting.
The campaign flight began in September 2014, and has delivered over 27 million total impressions.
More importantly, the campaign has achieved a cost-per-lead of $331.23, exceeding the client’s goal by 44%.
M.D. ANDERSON
13. LIN DIGITAL SUCCESS STORY
TARGETING
GOAL
STRATEGY
RESULTS
Drive online traffic to local agents’ microsites and achieve a CTR of .1% or higher.
We leveraged behavioral targeting to identify and reach each agent’s most likely customers,
and used geo-targeting to ensure the agents’ messaging was delivered to their corresponding DMAs.
The campaign successfully delivered personalized messaging for over 500 agents in local DMAs across
the nation. The most successful DMAs, Columbia, SC; Florence, SC; and Dublin, GA, achieved CTRs
of .40%, .39%, and .36%, respectively.
MAJOR INSURANCE PROVIDER
14. LIN DIGITAL SUCCESS STORY
SEARCH
GOAL
STRATEGY
RESULTS
Drive traffic to the client’s website and maintain a competitive average search position.
We implemented a geo-targeted SEM campaign, and partnered with the client to develop a keyword
list comprised of search terms related to dentistry.
The campaign delivered over 1.5 Million impressions, garnered over 6,000 clicks, and continuously drove
quality traffic to the client’s website. In addition, the campaign maintained an average search position of 3.08,
highly exceeding the client’s expectations.
FOX POOLS
15. LIN DIGITAL SUCCESS STORY
SOCIAL
GOAL
STRATEGY
RESULTS
Drive traffic to the client’s Facebook page and generate likes to increase their page’s reach.
We developed a Facebook PPC campaign using their profiled-based targeting capabilities to reach users who
lived in Indiana or Pontiac, MI, and expressed interest in outdoor recreation and RVs.
The campaign has delivered over 100,000 impressions, and garnered 900 likes. The client was so pleased
with the results, they added a Google PPC campaign and doubled their campaign spend.
ZOOMERS RV
16. FIRST-CLASS SERVICE
FOR EVERY CAMPAIGN
CAMPAIGN MANAGEMENT
CAMPAIGN
STRATEGY
Solutions designed to
achieve your specific
campaign goals
CREATIVE
PRODUCTION
Full-service creative by
leading artists & developers
as added value
OPTIMIZATION
A dedicated team to actively
monitor and optimize your
campaigns
REPORTING
Actionable insights and
weekly reporting to inform
future campaigns
17. ACTIONABLE INSIGHTS
RESULTS YOU CAN MEASURE
VIDEO COMPLETION RATE
DISPLAY CTR
1.25
AVG. SEARCH POSITION
3,000
SEARCH CLICKS
1,800 FACEBOOK SHARES
