Effective Use of Webscan, DART and WebTrends

1. Effective Use of Webscan, DART and WebTrends July 14-16, 2008

2. Today’s Agenda • Introduction – Dedicated Teams • Order placement - Webscan • Ad Trafficking - DART • Web Metrics - WebTrends • FAQs and Helpful Tools

3. Dedicated Teams – effective 7/15 • Increased ownership and accountability within teams • Better communication between customer and team resources • Improved customer prioritization and management of work volume • More efficient workflow • Increased cross-departmental collaboration within customer teams • Michelle K. Johnson (Sales Operations Manager) • Susie Thom (Team Lead) • Art Sears – JAX, DET • Karie Pitzl – ORLPN • Jamie Wise – MIA, ANT, HOU Benefits Team Members

4. Points of Escalation Team Lead – Susie Thom • Attend and participate in all Team Standups • Point of escalation at the campaign level • Primary trainers for Sales Support group • Oversee status of campaigns through the production process • Facilitate weekly calls with partners/stations • Prioritization of work across the partners • Accountable for information on Sales Extranets • Serve as “floor managers” for the group Manager – Michelle K. Johnson • Manage relationships between stations/partners and IB • Oversee Ad Operations processes • Point of escalation at station, partner and campaign level (Manager should be copied on anything that Team Lead is copied on) • Manage and ensure quality of Sales Support team

5. Effective use of Webscan – Order entry Common Themes • Weekly calls with stations will help in creating a level-set between IB and the station in what should be included in the orders. • Complete information in the Webscan order – “Standalone order”. • When in doubt, wait until you have all the information and elements before submitting a Webscan order. • Proper turnaround/launch dates, based on IB Production Timelines. • Communication with Campaign Specialist prior to submission of a “Red Flag” order. • Expedited Turnaround • Complex production • Complex targeting • New Sections or Multi-sponsor programs

6. Effective use of Webscan – Order entry FAQs • What can we do to turn campaigns around faster? • Tools are forthcoming that will enable stations to create their own ads, and allow for more flexibility for the stations to make changes on the fly. • Complete orders will minimize the back and forth that slows down the production. • Communication of expedited campaigns ahead of time will allow for realistic expectations to be set for the station, IB and most importantly, the client. • What is the status of the changes outlined in the “Webscan Wish List”? • IB is actively reviewing the list of suggestions and requests from Post and other partners, and will be using said requests in determining what tool changes will be implemented and in what timeframe.

7. Effective use of DART – Ad Trafficking Complex Targeting • Complex targeting will limit the number of available impressions for your client. • Available GEO-targeting capabilities: • Zip Code • Region • City • DMA • Behavioral targeting • Users do not register for the sites, therefore the information necessary for true behavioral targeting is not currently available. • Dayparting is available through DART • 24 hour turnaround expectation for any scheduling adjustments, including changes to impressions, redlight/greenlight, priority changes, etc.

8. Effective use of DART – Ad Trafficking FAQs • Can someone at the station have access to make changes in DART? • Tools are forthcoming that will enable stations to make adjustments to CPM, impressions, and ad priority. • For now, final trafficking permissions will remain with IB subject experts. • Can the stations have access to pull the reports that show the creative? • Tools are currently being created to allow for the stations to be able to pull that information. In the meantime, please continue to utilize your Campaign Specialist for assistance. • Can the DART weekly and monthly reports be automated? • The DART Query Tool is available to create auto-generated reports and have them emailed to specified users. These can be done on the station and/or campaign level. (EXAMPLE) • Solbright will also allow for more custom reporting.

9. Effective use of DART – Ad Trafficking FAQs continued… • How do campaigns underdeliver when we are not sold out? • In most cases, campaigns will underdeliver because the scheduling for that particular client creates limitations in available impressions, either for themselves or the client’s goals have an adverse effect on other campaigns. We will continue to address campaigns on a case-by-case basis when questions arise about sellout and underdelivery, as there may be cases of a scheduling error. • Why would I see house ads when I have campaigns that are underperforming? • DART paces it’s campaigns for even distribution across the life of the campaign. When you see house ads on your “side” of the inventory, 99% of the time that means your campaigns are pacing on schedule (OSI)

10. Effective use of DART – Ad Trafficking FAQs continued… • The naming conventions for ads are inconsistent – why? Can that be changed? • There is not currently a template for naming conventions when creating ads, however the Dedicated Team model will allow for a more streamlined approach. Are there preferences? • Why are there inconsistencies in getting ads scheduled? Sometimes it is done right away, and other times it takes an entire day. • The expectation should be 24 hours, however there are internal processes that allow for expedited timelines when necessary. • The Dedicated Team model, along with increased permissions for Team Leads, will assist in expediting simple changes in DART.

11. Effective use of DART – Ad Trafficking FAQs continued… • 3rd party ad tags – FAQs • Expect discrepancies in reporting, however the likelihood is lessened by use of Internal Redirect (InRed) tags • Always provide tags in Notepad or HTML whenever possible. Pasted code in Word and Email will insert undesired characters and formatting that alters the code. Testing – what is involved, and why does it take so much time? • First step is determining what kind of code has been sent. • Within the javascript we look for placeholders for cachebusting and clicktracking macros. Cache busting macros keep the creative that is delivered through the ad tag from being saved to cache, which insures that a fresh ad call and impression is counted with each ad request. • Test the code to insure that it performs in DART's preview environment, and depending on the type of creative will traffick the ad tags to an IB test page. There we are testing for impression counting and click through functionality. • Most 3rd party ad tags are fairly familiar to us so we have established protocols for modifying each

12. Effective use of Inventory FAQs • What are the best tools/systems to use to control inventory? • Daily Ad Report (sent daily) – displays ads from live campaigns that delivered impressions the previous day • 6 Month Inventory Report (sent every Wednesday) – uses rolling 12 week data instead of the previous 7 days. • Avails on Demand tool in Webscan – 6 Month Inventory Report available any time, every day CLICK FOR DEMO • DART Query Tool – creates custom reports • NEW – Campaign Status Report (sent daily). Information is gathered from IB internal tools, showing you updated status of all of your campaigns that are currently in production.

13. Effective use of WebTrends – Site traffic Helpful Hints • Click here to log in to WebTrends. • WebTrends should not be used to predict available impressions in IAB ad sizes – not every page includes each ad unit. • WebTrends should be used when predicting available impressions for section sponsorship. • Use “Content Analysis” for trends in: • PVs per section and subsection (Media Type by Topic) • Predicted impressions for section and story sponsorships (Media Type by Topic) • Use “Visitor Data” for trends by: • DMA • Hour of Day

14. Helpful Tools Post Extranet: sales.ibsys.com/post • Training presentations, updated page views, helpful links: • LOGIN: post PASS: postsales • Click here to download the presentation DART Training • DART training document on the Post Extranet: • Click here to download the presentation Product Catalog • Product Catalog and available sales products (products.ibsys.com): • Click here to access the Product Catalog • LOGIN: post PASS: webproducts! • Also available through the Post Extranet

15. Helpful Tools Ad Specs • The Product Catalog has ad specs for all sizes. • IB is releasing a printable, “one sheet” version of the ad specs page that can be found here. Webscan Training • Webscan training document on the Post Extranet: • Click here to download the presentation WebTrends Training • WebTrends training document on the Post Extranet: • In-depth WebTrends training can be provided by IB subject matter experts – preferably as a group. • IB is working on producing an easy-to-follow training document that will be posted on your Extranet.

16. What did we hear yesterday? Impressions • There is a need for IB contact information to be posted. • Solution – working on a PPT slide that will include contact phone, email, escalation, etc, which will be posted on the Extranet. • IB should share the available tool that is used to check clicktags in Flash creative. • Solution – Patrick sent an email on Tuesday with the information. DEMO • Looking for this action script: on (release) {             getURL(_level0.clickTag, "_blank"); } You will also want to make sure that there is no imbedded linking URL in the ad (see example)

17. What did we hear yesterday? Impressions continued… • IB needs to adapt to a “breaking news” model. • Impression forecast “formula” for sponsorship placements • Further Sales Access to DART and Phaedra • IB needs to continue to work with the stations on solutions – either Catalog or Custom

18. GOAL: The hardest part of selling the web is getting the contract signed