The Almighty Local Dollar — Eric Ronning

Panelists:

01: ONLINE RADIO STORY 02: TARGETSPOT 03: INVENTORY 04: CASE STUDIES

The Way To Accurately Buy Spot Radio Online

LOCAL OVER THE AIR RADIO LOCAL OVER THE AIR RADIO

Buyers work directly with stations or Buyers work directly with stations or station rep firms.station rep firms.

Station-focused: Markets are defined by the Station-focused: Markets are defined by the reach of the broadcast signal.reach of the broadcast signal.

Audio spots run during commercial breaks; Audio spots run during commercial breaks; all listeners hear the same spot.all listeners hear the same spot.

Campaign cost is based on audience Campaign cost is based on audience estimates from 3rd party measurement estimates from 3rd party measurement service. service.

Buyers work directly with stations or Buyers work directly with stations or station rep firms.station rep firms.

Station-focused: Markets are defined by the Station-focused: Markets are defined by the reach of the broadcast signal.reach of the broadcast signal.

Audio spots run during commercial breaks; Audio spots run during commercial breaks; all listeners hear the same spot.all listeners hear the same spot.

Campaign cost is based on audience Campaign cost is based on audience estimates from 3rd party measurement estimates from 3rd party measurement service. service.

Terrestrial Radio Campaign New York DMATerrestrial Radio Campaign New York DMA

ONLINE RADIO ADS 1.0ONLINE RADIO ADS 1.0

Buyers work directly with stations or station Buyers work directly with stations or station rep firms.rep firms.

Station- focused: Markets defined by a station Station- focused: Markets defined by a station call letters. However, actual reach beyond call letters. However, actual reach beyond geographic boundaries.geographic boundaries.

Audio spots run during commercial breaks, are Audio spots run during commercial breaks, are interactive; ads are inserted at source of content; interactive; ads are inserted at source of content; all listeners hear the same spot.all listeners hear the same spot.

Campaign cost based on audience estimates Campaign cost based on audience estimates from 3rd party measurement service.from 3rd party measurement service.

Buyers work directly with stations or station Buyers work directly with stations or station rep firms.rep firms.

Station- focused: Markets defined by a station Station- focused: Markets defined by a station call letters. However, actual reach beyond call letters. However, actual reach beyond geographic boundaries.geographic boundaries.

Audio spots run during commercial breaks, are Audio spots run during commercial breaks, are interactive; ads are inserted at source of content; interactive; ads are inserted at source of content; all listeners hear the same spot.all listeners hear the same spot.

Campaign cost based on audience estimates Campaign cost based on audience estimates from 3rd party measurement service.from 3rd party measurement service.

Online Radio 1.0 Campaign New York DMA - Potential ReachOnline Radio 1.0 Campaign New York DMA - Potential Reach

ONLINE RADIO ADS: TARGETSPOT ONLINE RADIO ADS: TARGETSPOT

Buyers work with a TargetSpot account manager.Buyers work with a TargetSpot account manager.

Listener-focused: Market defined by Listener-focused: Market defined by listener’s listener’s location NOT by station locationlocation NOT by station location ..

Listeners receive ad, based on geographic criteria Listeners receive ad, based on geographic criteria set by advertiser…TargetSpot Follows The set by advertiser…TargetSpot Follows The Listener.Listener.

3rd party panel data provided; ad delivery is 3rd party panel data provided; ad delivery is measured exactly based on exact number of measured exactly based on exact number of impressions delivered.impressions delivered.

Buyers work with a TargetSpot account manager.Buyers work with a TargetSpot account manager.

Listener-focused: Market defined by Listener-focused: Market defined by listener’s listener’s location NOT by station locationlocation NOT by station location ..

Listeners receive ad, based on geographic criteria Listeners receive ad, based on geographic criteria set by advertiser…TargetSpot Follows The set by advertiser…TargetSpot Follows The Listener.Listener.

3rd party panel data provided; ad delivery is 3rd party panel data provided; ad delivery is measured exactly based on exact number of measured exactly based on exact number of impressions delivered.impressions delivered.

TargetSpot Online Radio Campaign New York DMA - Sample ReachTargetSpot Online Radio Campaign New York DMA - Sample Reach


02: TARGETSPOT ►




• Real life data, where data

OUT-OF-MARKET AUDIENCESOUT-OF-MARKET AUDIENCES

New York 67%Out of Market 33%New York 67%Out of Market 33%


Source: TargetSpot Network Data March 2009


New York Station 1

New York Station 2

New York Station 3

• Real life data, where data

OUT-OF-MARKET AUDIENCESOUT-OF-MARKET AUDIENCES

02: TARGETSPOT ►

Los Angeles 65%Out of Market 35%Los Angeles 65%Out of Market 35%


Source: TargetSpot Network Data March 2009


Los AngelesStation 1



Technology

The Almighty Local Dollar — Eric Ronning