Cherry-Picked Audience

INTERNAL DOCUMENT ONLY

Quick Reference Guide

Remember, UT Audience Select is not an ad network! UT Audience Select is a service you can offer to your customers!
UT Audience Select, the service, consists of a suite of products ranging from Facebook, Mobile banners, Behavior Targeting, ESPN.com, YouTube: Pre-roll and beyond. UT Audience Select will utilize Centros Campaign Operations team to ensure your ads start on time, deliver in full, and perform at a high level. UT Audience Select is designed to drive more revenue for yourself and deliver stronger results to your advertisers. UT Audience Select allows you to think, plan and sell like a media planner and find the best possible solution for your local advertisers.

Cherry-Picked Audience-FAQs
Who handles the ad serving for the campaigns? MediaMind: Premium News Network, Advanced Targeting, Site Direct Can I sell this product to advertising agencies? UT Audience Select is a client-direct solution and is where we have seen the majority of success in other markets. Centro has a large sales team based in San Diego engaging agencies with the same products as well as local solutions. (UT San Diego) How much time does Centro need to launch a campaign? All Mediamind placements (see above) will typically go live within one day. Category Targeting, Mobile, Facebook, Pre-roll can sometimes take up to 3 or 4 days.

What ad unit sizes do we need? All display campaigns (unless otherwise noted) require a 728x90, 300x250, and 160x600 to effectively deliver in full.
Can I sell other local competitors sites? No, this program is designed specifically to help your local advertisers receive a local presence on National sites. Do I need pricing approval prior to closing a deal with a customer? Great question! Some products require more customization and in-depth proposals (Mobile, Pre-roll, Sitedirect). Please reach out for these.

However, there are products you can go ahead and sell without reaching out for a proposal! (Premium News Network, Category Targeting, Advanced Targeting, Facebook)
Are there minimum spends for any of the products? Yes, the minimum spends are indicated on the rate card.

FAQs from Advertisers

Will my ads be above and below the fold? Yes, your ads will be a mixture of above and below the folds with most of the product offerings. We dont break out these percentages in reports. Can I buy specifically above the fold ads? Yes! But it must be a site-direct premium placement buy. We can do this through several large National sites if the budget and objectives warrant it. Do you think Ill see my ad? There is a possibility, but like any online buy, it is hard to pinpoint where a certain ad might be. This solution puts your ad on thousands of sites viewed by San Diego-area residents, which is the important thing! What will my share of voice be? SOV is very difficult to predict when buying across numerous sites in a network setting. We can predict share of network avails when targeting a specific group. (Males 35-44, HHI $75K+) Can I sell multi-DMA or Multi-state targeting? Absolutely! If you have numerous locations across the state or beyond, this solution is for you!

Cherry-Picked Audience-Products
Premium News Network The Premium News Network is an ad network, owned by Centro that consists of 2,500 Newspaper, Broadcast and Radio sites. Sell-points? Extend in-market reach from 40% to 80%. Extension of what you are already selling premium news content. Brand Elevation...Local ads on National News Sites. Low Cost Display Solution What sites will my ads run on? Any site within the 2,500 site network could display your ad within the San Diego DMA. Example: Local San Diego resident who grew up in Denver and is a big fan of the Broncos. While sitting in San Diego, he reads the Denver Post everyday to stay upto-date on his favorite team. A local San Diego advertisers display ad may show up on denverpost.com Target by DMA or Zip code. (Minimum 15 zips) Local competitors within San Diego DMA are removed Reporting: 1 line item. Premium News Network, San Diego DMA Ads will be a combination of Above & Below the Fold. Ad units needed: 728x90, 160x600, 300x250 Site list attached in back.

Cherry-Picked Audience- Products

Category Targeting Category Targeting is a custom built grouping of 30-40 National websites based upon a specific content channel of sites. (health, sports, retail, men, travel, etc.) Sell points? Advertiser runs alongside relevant content Brand elevation with the exposure of running on National sites. Lower cost by grouping sites together instead of going site-direct.
Impressions are divided up between 30 sites based on in-market traffic and availability. Reporting: 1 line item. Category Targeting, Health, San Diego DMA Site list is 100% transparent Centro cannot accurately predict SOV per site You CAN remove sites from the lists, but keep site lists around 20 (minimum) You CAN mix/match from different lists Targeting DMA Radius (minimum 10-mile radius from city or address) Zip Targeting (minimum 10) Category targeting must be Broken out by month on Insertion Order Ad units needed: 728x90, 160x600, 300x250

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Advanced Audience Targeting Advanced Audience Targeting is the ability to target people based on who they are or what t hey are searching for on the internet. We find these users over a network of 5,000+ sites based on 3rd party data (cookies). What is it? Demographic Targeting (Registration infocredit card apps, airline rewards, gym memberships, Pandora, etc.) Behavior Targeting (recent google searches, sites visited, etc.) Contextual Targeting (display ads run alongside content of certain keywords) Re-Targeting (serve ads to users who have already visited your web site) Sell Points Demographic Targeting:: Advertiser needs to reach a certain demographic of people. Womens dress store, Casino (21+), High-end Real Estate (HHI $150k+) Behavior Targeting:: Auto-Enthusiasts, Home-buyers, Education Seekers Contextual Targeting:: Real-time Behavior Targeting by matching display ads with keywords within content. Re-Targeting:: Similar to Direct Mail! Ads are ONLY served to users who have already been to clients web site. ReTargeting must be combined with either Demo, BT, or Contextual ReTargeting pixel should be placed on site 30 days prior to start of campaign to begin collection of user pool Contextual: Must include 15 or more keywords. Runs over national network of over 5,000+ sites (sample site list attached) Geo-Target by DMA or Zip. (Minimum 10 zips) Ad units needed: 728x90, 160x600, 300x250

Cherry-Picked Audience- Products

Facebook
What: Facebook is a social network that has more than 500 million active users (70% outside the US). 50% of the users log in on a daily basis. Overall people spend over 700 billion minutes per month on Facebook.

Targeting: Gender: All/Male/Female Interested In: All/Male/Female Relationships: Single/Engaged/In a Relationship/Married Languages: Various Likes: Profile page users list activities, music, teams, movies, sports etc. Education: College Grad/In College/In High School Workplaces: users list where they are employed as well.
Geography: Target by: City Radius. 10, 25, or 50 miles. (e.g. 25 mile radius from the City of Detroit) Minimums A minimum of 250,000 impressions per month. What do you need to get started? Image: 110x80 Pixels. No Flash or Animation. 5 mb max. Ad title: Limited to 25 Characters At Body: Limited to 135 Characters Click-thru URL: Can be standard url or Facebook fan page

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Multimedia Streaming (video) Re-purpose :15 second TV spots to run pre/mid/post roll via YouTube or National TV Networks. Sell points: (All video opportunities) CTR is extremely high. (usually over 1.25%) Ability to Channel or Demo-Target Engage in conversations with clients who have large TV budgets. :15 sec or :30 sec video ad. YouTube Targeting Capabilities: DMA or State Important to know CPM: $24 Ability to Channel Target Must be pre/mid/post roll. (Cannot guarantee pre-roll only) National TV Networks Targeting: State, DMA, Zip Good sell if client wants guaranteed Pre-roll CPMs are higher than YouTube and fluctuate based on zip and channel Multimedia Streaming Pandora Web & Pandora Mobile Display & Streaming Audio Pricing based on amount of targeting Mobile Ask the questionwhat are your goals and who are you trying to reach? Let us build custom solutions for you. Mobile Display Opportunities

Cherry-Picked Audience-Process
Pre-Sale Process
After meeting with client and deciding that UT Cherry is the right fit, please send RFP directly to your Sales Assistant. Be sure to include the following. Sales manager/digital rep Name of advertiser and URL Target audience (Ex: women, 35-54, HHI 100K+) Current digital spend, marketing mix, etc. Monthly budget Indicate wholesale or after the markup Target goals and objectives (Clicks, branding, ticket sales, etc.) Flight dates Interest in specific products Date of follow-up meeting Due date Any other relevant information Post-sale Process 1. 2. 3. 4. 5. 6. 7. 8. Campaign is sold by UT Media Sales Rep Digital Manager (i.e. Karin) fills out Insertion order, signs, send to Centro Account Manager. Centro Processes the Insertion Order Web sites are contacted and placement is confirmed. Centro receives ads (or tags) from The UT 3 business days prior to campaign launch. Centro traffics ads out to sites and confirms launch with Digital manager. Email is sent to AE and Digital Manager once Campaign is live. Reports come to Richard and other Managers mid-month and end-of-month verifying delivery, pacing, and CTR.