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GROWING YOUR
BUSINESS WITH
DIGITAL MEDIA
71 TELEVISION
STATIONS
TRUSTED LOCAL MEDIA
FOR 75 YEARS
1 IN 4 U.S.
HOUSEHOLDS
Media General is one of the
nation’s larges...
LIN Digital creates and delivers
powerful brand experiences at scale
to drive measurable impact across
all digital platfor...
IT’S ABOUT CONNECTING
WITH PEOPLE
While technology evolves, marketing remains the same.
HOW DO WE CONNECT
WITH PEOPLE DIGITALLY?
Introduce Your Business
Tell Prospective Customers Why They Should Buy
Convert Your Audience Into Customers
Keeping And Gr...
INTRODUCE YOUR
BUSINESS
DISPLAY & VIDEO
AWARENESS
THEHANDSHAKE
STRONG BRANDING
Deliver your ads in engaging animated ads
t...
PRECISE REACH
Reach the people most likely to buy based on
key demographic and behavioral factors
EFFICIENT SPEND
Pinpoint...
CONVERT YOUR AUDIENCE
INTO CUSTOMERS
SEARCH ENGINE MARKETING
IN-MARKET USERS
Reach the people who have “raised their
hands...
INTERACTION
Garner real-time interactions
to drive brand engagement.
WORD OF MOUTH
Place your brand in the heart of the
co...
Run of Audience
DISPLAY & VIDEO
SOCIAL
AUDIENCE
TARGETING
SEARCH
Category Channel Custom Channel
Behavioral Contextual In-...
LIN DIGITAL SUCCESS STORY
DISPLAY & VIDEO
GOAL
STRATEGY
RESULTS
Acquire leads for M.D. Anderson’s Proton Therapy at a cost...
LIN DIGITAL SUCCESS STORY
TARGETING
GOAL
STRATEGY
RESULTS
Drive online traffic to local agents’ microsites and achieve a C...
LIN DIGITAL SUCCESS STORY
SEARCH
GOAL
STRATEGY
RESULTS
Drive traffic to the client’s website and maintain a competitive av...
LIN DIGITAL SUCCESS STORY
SOCIAL
GOAL
STRATEGY
RESULTS
Drive traffic to the client’s Facebook page and generate likes to i...
FIRST-CLASS SERVICE
FOR EVERY CAMPAIGN
CAMPAIGN MANAGEMENT
CAMPAIGN
STRATEGY
Solutions designed to
achieve your specific
c...
ACTIONABLE INSIGHTS
RESULTS YOU CAN MEASURE
VIDEO COMPLETION RATE
DISPLAY CTR
1.25
AVG. SEARCH POSITION
3,000
SEARCH CLICK...
THANK YOU
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LIN Digital Services - 2015

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LIN Digital Services - 2015

  1. 1. GROWING YOUR BUSINESS WITH DIGITAL MEDIA
  2. 2. 71 TELEVISION STATIONS TRUSTED LOCAL MEDIA FOR 75 YEARS 1 IN 4 U.S. HOUSEHOLDS Media General is one of the nation’s largest multimedia companies, engaging audiences from coast to coast with premium quality news and entertainment.
  3. 3. LIN Digital creates and delivers powerful brand experiences at scale to drive measurable impact across all digital platforms. DISPLAY VIDEO SEARCH SOCIAL
  4. 4. IT’S ABOUT CONNECTING WITH PEOPLE While technology evolves, marketing remains the same.
  5. 5. HOW DO WE CONNECT WITH PEOPLE DIGITALLY?
  6. 6. Introduce Your Business Tell Prospective Customers Why They Should Buy Convert Your Audience Into Customers Keeping And Growing Your Customers AWARENESS: THE HANDSHAKE CONSIDERATION: THE CONVERSATION PURCHASE: THE SALE LOYALTY: THE PARTNERSHIP
  7. 7. INTRODUCE YOUR BUSINESS DISPLAY & VIDEO AWARENESS THEHANDSHAKE STRONG BRANDING Deliver your ads in engaging animated ads that make you top of mind REACH & SCALE Reach audiences where they spend the most time with cost-effective scalability CAPTIVE AUDIENCES Capture users’ uninterrupted attention with TV-like experiences via digital video
  8. 8. PRECISE REACH Reach the people most likely to buy based on key demographic and behavioral factors EFFICIENT SPEND Pinpoint ad delivery to only your most valuable audiences to maximize ROI CUSTOM MESSAGING Deliver the messaging most relevant to where each user is in the decision process THECONVERSATION TELL LIKELY CUSTOMERS WHY THEY SHOULD BUY AUDIENCE TARGETING CONSIDERATION Woman Age 25-54 Interested in Fashion
  9. 9. CONVERT YOUR AUDIENCE INTO CUSTOMERS SEARCH ENGINE MARKETING IN-MARKET USERS Reach the people who have “raised their hands” to learn more about your business TARGET COMPETITORS Engage users searching for your competitors and redirect their attention to your brand CONVERSION-READY Capitalize on KPI-driven search features such as phone and address listings PURCHASE THESALE Florists Near Me SEARCH
  10. 10. INTERACTION Garner real-time interactions to drive brand engagement. WORD OF MOUTH Place your brand in the heart of the conversation to grow reach. RETENTION Follow up with customers to retain top-of-mind awareness. LOYALTY THEPARTNERSHIP SOCIAL MEDIA ADVERTISING GROW YOUR RELATIONSHIP WITH CUSTOMERS
  11. 11. Run of Audience DISPLAY & VIDEO SOCIAL AUDIENCE TARGETING SEARCH Category Channel Custom Channel Behavioral Contextual In-Market Google/PPC Yahoo! / Bing SEO Facebook News Feed Facebook PPC
  12. 12. LIN DIGITAL SUCCESS STORY DISPLAY & VIDEO GOAL STRATEGY RESULTS Acquire leads for M.D. Anderson’s Proton Therapy at a cost-per-lead of under $600. Deliver display, rich media, and pre-roll executions to M.D. Anderson’s most likely audiences through a variety of targeting tactics including custom channel, behavioral targeting, and site retargeting. The campaign flight began in September 2014, and has delivered over 27 million total impressions. More importantly, the campaign has achieved a cost-per-lead of $331.23, exceeding the client’s goal by 44%. M.D. ANDERSON
  13. 13. LIN DIGITAL SUCCESS STORY TARGETING GOAL STRATEGY RESULTS Drive online traffic to local agents’ microsites and achieve a CTR of .1% or higher. We leveraged behavioral targeting to identify and reach each agent’s most likely customers, and used geo-targeting to ensure the agents’ messaging was delivered to their corresponding DMAs. The campaign successfully delivered personalized messaging for over 500 agents in local DMAs across the nation. The most successful DMAs, Columbia, SC; Florence, SC; and Dublin, GA, achieved CTRs of .40%, .39%, and .36%, respectively. MAJOR INSURANCE PROVIDER
  14. 14. LIN DIGITAL SUCCESS STORY SEARCH GOAL STRATEGY RESULTS Drive traffic to the client’s website and maintain a competitive average search position. We implemented a geo-targeted SEM campaign, and partnered with the client to develop a keyword list comprised of search terms related to dentistry. The campaign delivered over 1.5 Million impressions, garnered over 6,000 clicks, and continuously drove quality traffic to the client’s website. In addition, the campaign maintained an average search position of 3.08, highly exceeding the client’s expectations. FOX POOLS
  15. 15. LIN DIGITAL SUCCESS STORY SOCIAL GOAL STRATEGY RESULTS Drive traffic to the client’s Facebook page and generate likes to increase their page’s reach. We developed a Facebook PPC campaign using their profiled-based targeting capabilities to reach users who lived in Indiana or Pontiac, MI, and expressed interest in outdoor recreation and RVs. The campaign has delivered over 100,000 impressions, and garnered 900 likes. The client was so pleased with the results, they added a Google PPC campaign and doubled their campaign spend. ZOOMERS RV
  16. 16. FIRST-CLASS SERVICE FOR EVERY CAMPAIGN CAMPAIGN MANAGEMENT CAMPAIGN STRATEGY Solutions designed to achieve your specific campaign goals CREATIVE PRODUCTION Full-service creative by leading artists & developers as added value OPTIMIZATION A dedicated team to actively monitor and optimize your campaigns REPORTING Actionable insights and weekly reporting to inform future campaigns
  17. 17. ACTIONABLE INSIGHTS RESULTS YOU CAN MEASURE VIDEO COMPLETION RATE DISPLAY CTR 1.25 AVG. SEARCH POSITION 3,000 SEARCH CLICKS 1,800 FACEBOOK SHARES
  18. 18. THANK YOU

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