Online Perspectives

Slide 1: Clear Channel Boston Online Perspectives Online Advertising and Marketing, December 21, 2005

Slide 2: Clear Channel Boston Presentation Agenda Points: 1. Life Online 2. Internet Advertising 3. Sales Essentials Question: What would you like from the presentation?

Slide 3: Clear Channel Boston Life Online Flickr: http://www.flickr.com/photos/curiouskiwi/ 137 Million, 2/3 of Americans online -Pew Internet & American Life Project Reports (10/05) TXT * Blogger * You’ve Got Mail * AIM * Flickr * Myspace * Google* WII-FM * Opt-In * Tivo * Xbox 360 * Tagging * Web 2.0

Slide 4: Clear Channel Boston American’s Online by Demographic Significance: comScore Networks found 18 to 34 2. Statistical Issues year-olds are online are the highest 3. Emperor’s old clothes percentage online. 4. Resources: Nielsen, Com Score, Pew, Click Z By Demo: 26% of those 65+ 67% of those 50-64 80% of those 30-49 84% of those 18-29. *Pew Internet and American Life Projects, 10/05

Slide 5: Clear Channel Boston ONLINE HEADLINES, 2005 35 Million Consumers used Web Search Travel Planning in April 2005 25 million people have used the Internet to sell something 94 Million Americans Viewed Online Videos in June 57% of Teen Internet Users Create, Remix or Share Content Online Online Holiday Sales Top $19 Billion This Year http://www.flickr.com/photos/rosinante/49922000/ Significance: Snapshot of Vertical + Horizontal Growth

Slide 6: Clear Channel Boston Snapshot: Your Listeners’ Life Online •Online Communities •Online Bill of Rights •Consumer Generated Media http://www.flickr.com/photos/kosmar/62381076/ "If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language in which they think.“ David Ogilvy

Slide 7: Clear Channel Boston Listeners’ Life: Online Communities What are they? 2. Myspace: 30MM members 3. Facebook: 5.8MM; 300k HS 4. Linked-In: Professional Connecting "Pedro just listen 5. Black Planet – Mi Gente to your heart, that's what I do!" What do they do? Female 7. Social Connections 94 years old 8. Affinity Groups: College, Music, Professional 9. Viral energy MEDFORD, MASSACHUSETTS MySpace.com has more members than NYC has residents

Slide 8: Clear Channel Boston Listeners’ Life: Consumer Generated Media 1. Blogs • 1 in 6 American’s visited a blog • 70% of journalists consult blogs • MSNBC, Audi online blog buy 2. Video • Google, et. al 3. Mobile • 66 American’s text • MMA standardization • 15 Million mobile video 2009 4. Tagging • del.icio.us • Flickr It’s easy to share who we are 5. Podcasting • Consumer radio broadcasts

Slide 9: Clear Channel Boston Online User’s Bill of Rights 1. Email 2. Interactive 3. Instantaneous 4. Long Tail (Niche needs) 5. “Google it,” 6. Quality vs. Quantity (pop-ups) We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better. – Jeff Bezos http://flickr.com/photos/eob/72236053/

Slide 10: Clear Channel Boston So How Does This Help Me Sell? •What creates value online – conversion •What drives trends – advertisers •Key background concepts for campaigns

Slide 11: Clear Channel Boston What’s so special about online? 1. Growth +20% 2. Measurement – metrics 3. Targeting– behavioral / contextual/ SEM 4. CRM – list management 5. Reach – instant, pervasive

Slide 12: Clear Channel Boston Online Channels •Web sites -What’s an effective web site? •Online Ads -rich media -behavioral -contextual • SEM -seo vs. paid (keywords) •List Management -email / newsletters -landing pages •Viral

Slide 13: Clear Channel Boston Key Concepts for Online Advertising •Impressions: unique •Conversions •CPM: Cost per thousand •CPA: Cost per action •CPC: Cost per click •CTR: Click through rate •CPL: cost per lead •IAB Standards •Rich Media

Slide 14: Clear Channel Boston How to read an online media kit Top 50 Internet Advertisers by Media Value, Uniques October 2005 Page Views Position Advertiser Media Value Sector ($ 000) Ranks 1 Vonage 16,711 Tech -Hitwise, Doubleclick, Nielsen, Alexa 2 Overstock. 11,599 Ret com 3 Classmate 10,410 Misc Radio: s.com Campaigns: 4 Netflix.co 9,526 Ent m -Lead generation 5 Circuit City 7,486 Ret -Banner Ads 6 RealArcade 6,814 M/E -Contests Games -Channel Sponsorships 7 Ameritrade 6,582 Fin Brokerage -Streaming -Flat rate 8 Scottrade 5,717 Fin Stock -360 marketing Brokerage -Brand awareness 9 Monster.co 5,571 Class m -Direct Marketing 10 Dell VAR 5,406 Tech Citation: NS Intelligence posted by Click Z: http://www.clickz.com/stats/sectors/advertising/article.php/3570361

Slide 15: Clear Channel Boston Case Studies 1. MTV (Media Buying) 2. Flocabulary (site representation) 3. Elevate (small business)

Slide 16: Clear Channel Boston Search Engine Marketing

Slide 17: Clear Channel Boston Adwords: PPC

Slide 18: Clear Channel Boston Landing Pages

Slide 19: T Clear Channel Boston Viral Marketing 1. What is it? 2. What makes it work? • Check it out factor • Forward button • Incentives 3. What makes it interesting? • Turn 1 customer into 3

Slide 20: Clear Channel Boston What Radio Offers Online? 2. Growth 3. Loyalty 4. At-work audience 5. Internet radio vs. radio online 5. 360 Scale 2. National 3. Local 4. Boston Flickr: http://flickr.com/photos/victory/6861859/

Slide 21: Clear Channel Boston Resources 1. www.clickz.com 2. www.mediapost.com 3. www.marketingsherpa.com 4. www.internetadsales.com 5. www.imediaconnection.com 6. www.bloglines.com 7. www.linkedin.com

Slide 22: Clear Channel Boston Contact: Zachary Braiker zach@refineandfocus.com Blog: www.quiverandquill.com • Interactive Marketing • Online Advertising • 360 Marketing + Communities

Slide 23: Clear Channel Boston

Slide 24: Clear Channel Boston