Deborah Esayian/Co-PresidentSam Caputa/Manager, Affiliate Sales

Support

Selling Engagement – The Path to Building a

Successful Local Interactive Business

8:30am – 10:00am•The Opportunities beyond traditional CPM-driven tonnage inventory (banners)•The Fundamentals:  Establishing a common interactive vocabulary and nomenclature•Understanding website metrics and their meaning when selling ideas•Exploring the Eight Fundamental Elements of Successful Interactive Programs

10:30am – 12:00pm•Introduction to “Basic” interactive inventory w/ success stories•Pricing Local Interactive Inventory – Theory and Formulas                                                                                                             12:00pm – 1:00pm Lunch Break

Today’s Agenda

Today’s Agenda

1:00pm – 2:30pm   •Introduction to Advanced Local Interactive Inventory w/ success stories•Q&A about the technology behind the solutions•How to intelligently forecast interactive revenue

3:00pm – 4:30pm•Prospecting Wisely•The Pre-sell Capabilities Presentation – Educating the Advertiser FIRST•Proper Interactive Selling Technique•Managing Client Expectations•Final Q&A

+ Emmis Interactive is a Software as a Service (SaaS) provider

+ Formed in 2002; now a wholly owned subsidiary of Emmis Communications + We provide local media companies with technology and sales consulting services to help them develop a profitable interactive business

+ We provide services to local media companies in the US, Canada and UK

+ Based in Chicago, IL, USA

Who We Are

Our team is comprised of 58 technology and media professionals:

Customer Service

Technical Support

Product Training

Marketing

Direct Sales

Senior Management

Product Designers

Software Engineers

Quality Assurance

Graphic Designers

Flash Animators

Systems Personnel

Who We Are

Who We Serve

Astral Media RadioCorus EntertainmentCanadian Broadcasting

CorpGreater MediaEmmis CommunicationsLincoln Financial MediaRenda BroadcastingMaverick MediaBig League

Broadcasting

Carter BroadcastingCapitol BroadcastingGross CommunicationsDittman GroupOasis BroadcastingRiviera GroupWLFM-FM, LLCMonitor Latino NY State Broadcasters

Assoc.

Radio

Publishing, TV, Sports and Entertainment

National Hockey League (Canada)

Vancouver CanucksComcast SportsGroupTexas MonthlyLos Angeles MagazineAtlanta MagazineHudson Valley MagazineWestchester MagazineMain Line Magazine

KUSC – FMEntravisionBustos Media EnterpriseMarshall KKCK-FMUKRD Group/United

KingdomImpact Radio GroupRadio Milwaukee.C Sparks EntertainmentPacific Radio Group

Manhattan Media Delaware Today MagazineFrontiers Magazine The Wine Experience.comRadioAlaire.com Rebecca-Burns.comRequisitefilms.com Wawascene.comMichaelMahonen.com State of California/DDTPMetro Custom Golf Alliance 180Radio Tracking Data Disc Jock ProRipley Entertainment Texas Monthly Custom PubIHSAA.org Ecolifest.com

U.S. Internet Advertising Revenue

Source: IAB

2009 $22.7 (-3.4%)2008 $23.4 (+24%)2007 $21.2 (+24%)2006 $17.0 (+36%)2005 $12.5 (+30%)2006 $ 9.6 (+32%)2007 $ 7.3 (+22%)2008 $ 6.0 2009 $ 7.12010 $ 8.11999 $ 4.6

Local Internet Advertising Revenue

Source: Borrell Associates

2009 $13.3 (+ 3%)2008 $12.9 (+70%)2007 $ 7.7 (+12%)2006 $ 6.9 (+45%)2005 $ 4.8 (+78%)2006 $ 2.7 (+29%)2007 $ 2.1 (+22%)2008 $ 1.7 2009 $ 1.42010 $ 1.11999 $ 0.4

Local Media’s AdvantageA Relationship of Trust

BROADCAST

Integrated MediaThe Strength of Both Worlds

INTERACTIVE MEDIA

“Bringing Small Groups Of Very Interested

People To The Advertiser”

Superior Advertising SolutionsRequire Two Main Ingredients

IntegratedMulti-Touchpoint

Campaigns

Measured Campaign

Results

Traffic Measurement Terms• Total Page Views Measurement of the # of pages requested by visitors to a web site. One way of judging the

total activity on a site.

• Unique Visitors Each DIFFERENT visitor to a website during a specified period of time (5 minutes) - Similar to

unduplicated cume, this is a measure of reach.

• Total Visitors Total number of visitors to the site – includes duplication.

• Time Spent (Average Session Length) How much time a user spends on a site during a certain period of time.

• Average Page Views per Session Number of pages people view in a session.

• Database Size Total number of opt-in members.

• Channel Sponsorships• Channel Placements• Cursor Ad• Birthday Card Sponsorships• Poll Sponsorship• Feature Channels• Interactive Contests• Prediction, Trivia and Skill Games • Custom Games and Interstitials• Tip/Fact/Joke of the Day• Integrated Product and Brand

Placement• Interactive Events• Custom Microsites• User Generated Content

• Cyber Remotes™• Pop Quiz• Email Marketing• Mobile Marketing• Podcast Prerolls• Streamed Audio and Video Prerolls• On-Demand and Real Time Webcasts• Video Infomercials• Moderated Chat• Brand Extensions• Skyscrapers, Banners, Tiles• Facebook/MySpace Takeovers• Sponsored Widgets• Cyber Street Teams• Sponsored Lexycasting

Interactive Inventory

8 Key Elements to Successful Interactive Campaigns

Feature Key Communication Points Always an “Opt-In for More” Personalization Participation Entertainment Persuasive Component Viral Component Database Capture

SIMPLE, LOW ENGAGEMENT INVENTORY

Component #1: CPM Base

COMPLEX, HIGH ENGAGEMENT INVENTORY

Component #1: CPM Base

Component #2: Production cost

Component #3: 20% premium for being on your site

INTERACTIVE PRICING THEORY

• Channel Sponsorships• Channel Placements• Cursor Ad• Birthday Card Sponsorships• Poll Sponsorship• Feature Channels• Interactive Contests• Prediction, Trivia and Skill Games • Custom Games and Interstitials• Tip/Fact/Joke of the Day• Integrated Product and Brand

Placement• Interactive Events• Custom Microsites• User Generated Content

• Cyber Remotes™• Pop Quiz• Email Marketing• Mobile Marketing• Podcast Prerolls• Streamed Audio and Video Prerolls• On-Demand and Real Time Webcasts• Video Infomercials• Moderated Chat• Brand Extensions• Skyscrapers, Banners, Tiles• Facebook/MySpace Takeovers• Sponsored Widgets• Cyber Street Teams• Sponsored Lexycasting

Interactive Inventory