The document discusses strategies for leveraging digital and on-demand media. It provides statistics on the growth of media choices and technology adoption in the US over the past 10 years. The document then outlines demographic data on online users in the local market and recommends 7 ways local advertisers can leverage digital media right now, including a time when online audiences are highest.

1. Strategies for an on-demand world
Presented by: Raul Vielma, Director of Digital/Hispanic Solutions
Evolution of media choices
Media growth in the past 10 years
Adoption of technology in the U.S.
Local advertisers leveraging digital
Demographic profile of online users
7 ways to leverage digital right now
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2. Increase in media choices continues to evolve
In the beginning there was only Now there are almost too many to count
one vehicle to reach consumers
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3. Last 10 years of media growth in the U.S.
US
2000 2005 2010
Internet Hosts No measure 115 million 383 million
(sites)
Broadcast 1,500
1 500 1,500
1 500 2,218
2 218
Television
FM Radio Stations 5,000 8,950 8,961
AM Radio 5,000 4,854 4,789
Stations
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Source: Central Intelligence Agency, World FactBook 2000,2005,2010

4. U.S. household technology adoption
During 2008;
Nearly 10 million households
added an HDTV set to their
homes.
More than 8 million purchased
broadband.
Slightly more than 3 million
installed a DVR.
Home networks forecast
shows an aggregate growth
rate of 13% over the next 4
years.
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Source: *Forrester State of Technology, 2009

5. “Media choices are evolving; the adoption of new tech is
on the rise and staying ahead is a marketing challenge.”
challenge
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6. Clients taking advantage of
digital advertising solutions
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7. Local advertisers leveraging digital
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8. Demographic profile of online users & th “
D hi fil f li the “new primetime”
i ti ”
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9. Who’s online? M th 7 outt off 10 adults iin our market are online
More than d lt k t li
82% of online adults are between 18 and 44
2 out of 3 are college educated
Nearly half (48%) have household incomes of
$75,000 or more
68% are employed
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Total Adults in the West Palm Beach-Ft. Pierce, FL DMA: 1,508,700
Source: 2009 Scarborough Report, Release 2

10. Reaching consumers when exposure to other types of
media are the lowest
14,000
13 000
13,000
12,000
11,000
10,000
9,000
8,000
7,000
6,000
6 000
5,000
4,000
3,000
2,000
1,000
0
2 AM
1 AM
2 AM
3 AM
4 AM
5 AM
6 AM
7 AM
8 AM
9 AM
0 AM
1 AM
2 PM
1 PM
2 PM
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5 PM
6 PM
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8 PM
9 PM
0 PM
1 PM
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PalmBeachPost.com audience peaks between 8 a.m. and 5 p.m., enabling you to reach the at-work audience.
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Source: Omniture SiteCatalyst Average Weekday Hourly Unique Visitors,
January 1-14 2010

11. Online Spending Forecast for
West Palm Beach-Ft. Pierce, FL DMA
Local Interactive Ad Spending Projections
(in millions)
DMA Online Di l
O li Display E-mail
E il Search & Di t
S h Directory Streaming Audio/Video
St i A di /Vid Total
T t l
2009 $35.36 $7.63 $32.89 $8.35 $84.23
2010 $32.38
$32 38 $10.07
$10 07 $35.62
$35 62 $10.05
$10 05 $88.13
$88 13
In 2010, $88.1 million projected to be spent on online advertising in
our market.
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All projections in $ Millions, Full-year estimates as of Q2 2009
Source: 2009 BORRELL ASSOCIATES INC.

12. “In this market, 7 out of 10 adults are online.”
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13. 7 ways to leverage digital
1. Monitor your site traffic
2.
2 Maximize the Googles of the world
3. Take advantage of the new shopping paradigm
4. Improved targeting opportunities
5. View your website as a business p
y partner
6. Use free tools
7. Learn about Social media
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14. Monitor your site traffic
Understand how you measure up, monitor the traffic your site is generating
Page Views: The number of times a web page is requested from a server.
Unique Visitors: The number of users who have accessed a website with a given
period of time.
Using sites like compete.com, you
Google Analytics features: can see how your site is doing
Advertising ROI compared to your competition.
Visualize Data
Customize reporting
Multimedia Tracking
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15. Maximize the Googles of the world!
More than 213 million searches done per day, 86% of those searches are local.
SEM or
Paid
Listings
SEO or
Organic
O i
Listings
First step is to search for your business by name, products and services
and see where you show up!
Claim
Cl i your b ibusiness on organic b i
i business di
directories.
i
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Source: Neilsen NetRatings Nov 2007 & Small Business Resources 2008

16. The New Shopping Paradigm
89%
of people regularly/occasionally
research online
before buying offline*
y g
yet only…
7% of retail sales occur online
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Source: *Forrester State of Retailing Online 2007

17. Improved targeting opportunities and benefits
Who they are (Demographic)
What they do (Behavioral)
Answering the who, what, where and how
What content they consumer
Where they are (Geographic)
How they accessing the web (Mobile)
Guaranteed delivery
Brings users within ONE click to you
Answering the WHY Flexible and dynamic
Measurable
Trackable
T k bl
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18. Look at your website as your business partner
What is the purpose of your site?
To generate leads Encourage prospects
Facilitate business transactions Build your brand
How is it representing your company’s brand?
How does your site display on a mobile enabled device?
Differentiate your site through:
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Newsletters Referral Programs Account Personalization
Online only specials VIP offers Web enabled brochure
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19. Maximize free tools
Free blogs
See how you compare
Free web analytics
Free websites/blogs
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20. Understand social media
Social media is an umbrella term that defines the various activities that integrate
technology, social interaction and the construction of words, pictures, videos
and audio.
3 out of 4 Americans use social technology.
Time spent on social networks is growing 3xs the overall internet rate,
accounting for ≈10% of all internet time
time.
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21. Three categories of social media
Share
Network
Publish
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22. “Find the presentation at http://bit.ly/aE6kaT ”
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23. Digital Assessment – the first step to leveraging digital
PalmBeachPost.com’s online consultants will analyze y
y your website and offer
recommendations to best serve your customer based on the goals and challenges you
identify.
The Digital Assessment will identify ways to:
g y y
1. Improve current navigation, information, tools, etc.
2. Optimize SEO/SEM campaigns
3. Enhance lead generation/e-commerce
4. Use analytics and tracking sources to improve ROI of marketing dollars
y g p g
Email rvielma@pbpost.com to sign up or go to pbpost.com/rsvp
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24. Questions?
rvielma@pbpost.com or twitter.com/rvielma
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