Presentation given to the AdFed Luncheon Series in Louisville, KY on March 23, 2010.

1. Media Convergence March 23, 2011 Christy Belden, Vice-President Media + Marketing

2. Christy Belden 2 Vice President, Media + Marketing, LeapFrog Interactive Experience: 11 years The Courier-Journal University of Louisville SEMPO Certified Google AdWords Individually Certified Christy knows marketing. PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.

3. LeapFrog Interactive 3 Twitter: @LFI #marketing #mediaconvergence #digitalmedia Facebook: www.facebook.com/LeapFrogInteractiveAgency Blog: www.leapfroginteractive.com/blog

4. Agenda + Convergence Theory Defined + Convergence Theory History + Convergence Theory Changes + Media Statistics + Channel Implementation + Case Study + Convergence Execution 4

5. Convergence Defined Convergence: n. [kuhn-vur-juhns] – the merging of distinct technologies, industries, or devices into a unified whole. 5

6. Convergence Defined 6

7. Convergence Defined “the flow of content across multiple media platforms, the cooperation between multiple media industries and the migratory behavior of media audiences who will go almost anywhere in search of the kinds of experiences they want.” - Henry Jenkins, Director of Comparative Media Studies Program at MIT 7

8. Convergence Defined 8 Unite Group Combine Confluence Meeting Consolidate Mass Merging Assembly Aggregate Union

9. Convergence Defined Convergence Culture “where old and new media intersect, where grassroots and corporate media collide, where the power of the media producer and the power of the consumer interact in unpredictable ways.” -Convergence Culture: Where Old and New Media Collide 9

10. Convergence Defined Convergence Culture - 10

11. Convergence Defined Convergence Culture - 11

12. Convergence Defined Three Principles of Convergence + Entertainment – content across all different platforms and media + Social Culture – the new ways we interact with the culture + Marketing – utilize the above to create new marketing strategies and brand experiences for the consumers 12

13. Convergence Defined History of Convergence 13

14. Convergence Defined Convergence Defined 14 People Media

15. What’s New? 15

16. Media Statistics 16 Source: eMarketer.com

17. Media Statistics 17 Time Shifted TV Viewing Up 13% in Q4 2010 Source: MarketingCharts.com

18. Media Statistics 18 Source: MarketingCharts.com

19. Media Statistics 19 Source: http://www.seomoz.org/blog/whats-the-future-of-mobile-search-and-seo

20. Channel Implementation TV 20 + “Home Center” + Media Content + Events + DVR. Tivo + Stream Netflix, Pandora + Google TV. Apple TV

21. Channel Implementation Laptop 21 + “Workhorse” + Central repository of content, media + Work life revolves around the medium

22. Channel Implementation Mobile Cellphone 22 + “Everywhere” + Media content any time, any where + Media “on the go” + Instant communication

23. Channel Implementation Tablet 23 + “The New Home Entertainment” + Serves media, gaming, content + Use at home in place of laptop + On the go information and media

24. Case Study Pepsi Refresh Project 24

25. Case Study Disney 25

26. Case Study NCAA CBS March Madness 26

27. Convergence Execution Who is your audience and how do you find them? + Demographics + Psychographics + Habits + Viewership + Media Devices + Break down audiences as small as possible 27

28. Executing Convergence Theory Steps to take + Plan, Plan, Plan + Vendor + Execute 28 Digital Media Traditional Media

29. Any Questions? 29