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1

How to Construct an Effective Digital Marketing Plan

Presented By

Jon Schulz, EVPSpecific MediaNovember 7, 2011

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2

My Background

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Who Is Specific Media

Our innovations help us…address relevant advertising and content to receptive audiences.

• Cross-media platform • Addressable advertising • Content creation

Specific Mediathe digital media company.

• Since 1999 • 700+ employees • 11 Countries • O&O, Network & Delivery

On a mission to make sense of the media landscape,Specific Media is relevance personified, impact defined.

• Holistic reporting • Custom analytics

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4

Agenda

Digital Media Landscape for Advertisers

Request For Proposal (RFP) Process

Finding the Magic

Building the PLAN

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5

Landscape: Choices & Reasons

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6

Living Room

StandardTV

IPTVTablet

Mobile

Desktops & Laptops

Landscape: Many Digital Devices

TV everywhere? says who?It’s a digital world! Whether it’s a laptop, IPTV, tablet, desktop or smartphone, we’re exposed to digital media at every turn—and we love it!

Personal Computer

Mobile

StandardTV Standard

TVStandard

TV

StandardTV

StandardTV

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7

Landscape: Digital Delivery Ad Channels

Ad Category Breakouts:

Search 49%

Display 28%

Classifieds/Lead Gen 14%

Video 6%

Content Sponsorships 3%2011 Internet Advertising Bureau

FastestGrowing

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Landscape: Digital Consumption Advantage

2009 2010 2011 2012 2013 2014

135.1147.5

160.2173.1 183.6 193.1

U.S. Online Video Viewers Growing2009-2014 (millions)

Source: eMarketer, April 2010

2009 2010 2011 2012 2013 2014 20150

40

80

120

160

0%

20%

40%

60%

62.677.8

91.4104.4

115.1125.5

135.2

U.S. Mobile Internet Users and Penetration2009-2015 (millions & % of total population)

Source: eMarketer, February 2011

Source: eMarketer, February 2011

More People Watching TV Online2009-2015 (millions)

2009 2010 2011 2012 2013 2014 2015

44.054.5

69.481.0

88.995.0 99.2

Source: Strategy Analytics, October 2009

2009 2013

5.3

15.5

U.S. IPTV Subscribers Growing2009 & 2013 (millions)

192%

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Landscape: Digital Engagement Advantage

TV Viewers More Likely To Be Multi-Tasking

Surf the web Talk to others Doing things around the house

37%28%

19%

60%52% 52%

Web TV

Source: Next New Networks, YouTube, and firm Frank N. Magid Associates, October 2010

General Recall Brand Recall Message Recall Likeability

65%

50%

39%

26%

46%

28%21%

14%

Online Video TV

Source: Nielsen, April 2010

Online Video + TV Drives Brand Metrics

Source: eMarketer, May 2011

Online video is less cluttered, making your brand more noticeable

Online Video Offers Less Cluttered Ad Channel

Online TV

Source: comScore Video Metrix, December 2010

1.6%

98.4%

Ads

Content

25.0%

75.0%

Expandables Flash

34%

11%

Display Lifts Brand Recommendations(average lift in likelihood to recommend brand/product)

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Landscape: Custom Sponsorship

Myspace Tron Integration

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Landscape: Targeting

Subscribers Pass Along?

Listeners Arbitron, sample based

Viewers Nielsen, very small sample

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We analyze the compiled data to build consumer profiles and our cross-media ad platform makes real-time decisions about when and where to serve ads.

THIRD PARTY DATA

Digital Targeting is Census & Sophisticated

We leverage various data sources to compile anonymous data on browsing behaviors, search activity and consumption patterns.

LICENSED PUBLISHER

DATA

Have you ever been retargeted?

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Agenda

Digital Media Landscape for Advertisers

Request For Proposal (RFP) Process

Finding the Magic

Building the PLAN

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Request For Proposal Process

1. Company & Product

2. Campaign Objectives

3. Success Measures

4. Budget

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RFP: Company & Product

IndustryRetailers

Competition &Market Position

Product Brief

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RFP: Campaign Objectives

Brand Building

Conquest

Direct Response

CONSIDERATION

PURCHASE

FAVORABILITY

AWARENESS

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RFP: Success Measures

Brand Building

Conquest

Direct Response

Brand Lift (survey)

Market Share (sales)

Key Performance Indicators

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RFP: Budget

• Campaign Scale

• Level of Experimentation

• Overall Media Mix

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Agenda

Digital Media Landscape for Advertisers

Request For Proposal (RFP) Process

Finding the Magic

Building the PLAN

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Finding the Magic: Broad Research

Ad Industry Focused

Digital Advertising World

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Finding the Magic: Client-Specific Research

www.target.com/grocery?

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Finding the Magic: Benchmark Competitors

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Finding the Magic: “Custom” Solutions

Custom CreativeOriginal Programming

Integrated Programs

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Finding the Magic: Original Programming

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Agenda

Digital Media Landscape for Advertisers

Request For Proposal (RFP) Process

Finding the Magic

Building the PLAN

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26

Building the PLAN

1. Quality over quantity

2. Address RFP objectives

3. Highlight your unique proposition

4. Research and measurement support

Thanks!

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Myspace Acquisition

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29

Myspace Survey

I need your opinion

1. Before tonight, have you heard of Myspace?

2. Do you have a positive opinion of Myspace?

3. Have you visited Myspace in the past 30 days?

4. What does Myspace mean to you?

PROPRIETARY & CONFIDENTIAL © Myspace, LLC. Names and logos are trademarks or registered trademarks of their respective owners.

30LEVERAGING THE LARGEST AUDIO & MUSIC CATALOG IN THE WORLD

Unsigned Bands(exclusive to MySpace)

+4,000,000ARTISTS

+30 Million

SONGS

MajorLabels

+400,000ARTISTS

+5 Million SONGS

IndieLabels +500,000

ARTISTS+7 Million

SONGS

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31

Myspace Connects

. . . CONSUMERS TO ARTISTS AND MORE MUSIC BETTER THAN ANYONE ELSE

The LARGEST Song Catalog

Myspace 42M Songs

iTunes 20M Songs

Spotify 15M Songs

Pandora 800K Songs

Reaches a LARGE Audience

Myspace iTunes Pandora Spotify

31M

21M19M

2M

32

FUTURE VIDEO

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33

Myspace Rebranding

1. Is MUSIC important to you?

2. What does Myspace need to bring you back?

3. Questions for me…

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34

Bye, bye, bye