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Clear Lake Dental Care June 2011 Product Update

Clear Lake Dental Care June 2011 Product Update. Reach Your Customers – Where Ever They Are. Leverage our Expertise, Technology and Local Knowledge of Houston: Chron.com – sponsor editorial and classified content that reaches your customers

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Clear Lake Dental Care June 2011 Product Update

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  1. Clear Lake Dental Care June 2011 Product Update

  2. Reach Your Customers – Where Ever They Are Leverage our Expertise, Technology and Local Knowledge of Houston: Chron.com – sponsor editorial and classified content that reaches your customers Houston Chronicle – display and classified ad, zoned to reach your customers Direct Marketing- demographic and geographic distribution available Search Engine Marketing – reach users looking to do business with you in Houston

  3. Each Of Houston Chronicle’s Properties Reach Over HALF A MILLION Houstonians Our daily readers are 17% more likely to visit dentists than the total Houston population, while our chron.com audience is 29% more likely. KPRC-AM’s audience is 11% less likely to visit dentists. (Number of adults reached by media vehicle: used a dentist in the past 12 months) Index = 100 (Compared to total Houston dentist visitors) 117 115 129 89 (M-F/6am-10am aqh) (past 30 days) (average) Source: Scarborough Recontact 2, 2010; Houston DMA.

  4. Houston Chronicle’s Audience Is More Likely To Have Had Cosmetic Dentistry Performed Our daily readers are 15% more likely to have had cosmetic dentistry procedures than the total Houston population, while our chron.com audience is 31% more likely. KPRC-AM’s audience is 64% less likely to have had cosmetic dentistry procedures. (Number of adults reached by media vehicle: non-surgical cosmetic dentistry: veneers, whitening, etc., past 3 years (HH)) Index = 100 (Compared to total Houston population: cosmetic dentistry) 115 122 131 36 (M-F/6am-10am aqh) (past 30 days) (average) Source: Scarborough Recontact 2, 2010; Houston DMA.

  5. MAIN NEWS Houston Chronicle Main News Section Audience Profile Reader Snapshot Main News Section Audience Demographic Profile Main News Section (avg. weekday) • Every week, the Main News section reaches 1.9 million Houstonians. • 1.5million are reached every Sunday with the Main News section. Our younger audience is growing! +28% (2009-2010) • 49% of the Main News section readers feel that the advertising source that is more helpful in planning where to shop is newspaper ads. Followed by Internet (16%.) chron.com Main News Section* (2010) 14.8 million average monthly page views. Retail Categories Internet and Wireless Habits: Main News Section Readers (adults) 3 in 4 (76%) access the Internet. Top Ways They Are Using The Internet: 26% currently have a Smartphone. 76,000 plan to purchase a Smartphone in the next 12 months. • E-mail: 72% • Weather: 50% • Social Networking: 41% • Pay Bills: 39% • National News: 37% • Find a business address • or phone number: 36% • 7. Local News: 34% Source: Scarborough Research, 2010 & 2009 Recontact 2; Houston DMA. Base (2010): 4,480,492 A18+. (*) Omniture Jan-Dec 2010, chron.com

  6. The Houston Chronicle Has The 2nd Highest Print and Online Penetration Among The Nation’s Top 10 DMA’s Source: Scarborough 2010 Release 1, Local DMA Daily/Sunday Newspaper Penetration Report *Integrated Newspaper Audience is 5 insertions daily, 1 insertion Sunday and one week of Chron.com

  7. US Online Social Network Ad Spending by Venue

  8. A New Model Local Advertisers develop deep relationships with their audience 2. Advertise to get fans 1. Build a page 3. Publish to your network

  9. U.S. SEO Spending

  10. U.S. Search Advertising Spending

  11. Clear Lake Dental – HMS versus Reach Local

  12. Managed Programs What You Get • Get the most clicks at the best price to achieve advertiser’s goals (no guarantee on number of clicks) • More campaign flexibility • Multiple ad groups allowed • Multiple DMA targeting • Up to50geo-modifiers

  13. Managed Programs You get greater control and flexibility • Keyword and text ad review permitted prior to go-live (adds 72 hours to the projected launch date) • No restrictions on keyword changes • Keyword-level detail provided in reports • Daily, weekly or monthly reports

  14. What Makes Us Different? • Why Hearst SEM versus Somebody Else? • Relationship & Support • Packaging & Bundling • Pacing & Optimization (PCOE) • Proxy Pages = Tracking • Complete Reporting Transparency

  15. Pacing & Optimization? PCOE is a big competitive advantage • Automatically optimizes and paces campaigns • Generates the most clicks at the most efficient spend • Ties post-click behavior to keywords searched

  16. M4M Proxy Technology Proxy pages are a big competitive advantage • M4M creates a duplicate of the advertisers website on-the-fly every time their ad is clicked • Any changes to the website will be captured since the proxy is generated on-the-fly • Proxy enables M4M to capture and track all post-click activity • Proxy enables a provable ROI on SEM

  17. M4M Proxy Technology What CANNOT be Proxied • Flash pages or flash elements to a page (banners, animated logos, slide shows, etc.) • Static images are a work-around • Custom-built Flash elements are a work-around • Secure pages or secure sites • Imbedding tracking codes are a work-around

  18. Monitor Your Results

  19. Performance Manager • Human safety net for PCOE • Daily monitoring of every campaign you have running • Flagging of potential pacing issues • Proactive Communication • Informing you and your M4M regional manager of possible pacing problems • Recommend solutions • Weekly review calls and variance reports • M4M wants to always be ahead of a potential issue

  20. The Right Message to the Right User at the Right Time Yahoo! Offers Reach, Engagement and the Ability to Target the Right People for Each Advertiser’s Unique Message Yahoo! offers many unique targeting capabilities to find an advertiser’s most valued customers, eliminate waste and improve return on investment.

  21. Yahoo! Banners in Houston Community Zones

  22. 16 GEO-TARGETED ZONES Zone 1 Conroe Zone 2 Kingwood/Humble Zone 3 Pasadena/Baytown Zone 4 The Woodlands/ So. Montgomery Co. Zone 5 Katy Zone 6 Bay Area Zone 7 Pearland/Friendswood/Alvin Zone 8 East End/3rd Ward Zone 9 Bellaire/River Oaks/West U Zone 10 Heights/Neartown Zone 11 Aldine/North Houston Zone 12 Memorial/Spring Branch Zone 13 Alief/Southwest Zone 14 Spring/Klein/Tomball Zone 15 Fort Bend Zone 16 Cy-Fair

  23. Pinpoint an Advertiser’s Most Valuable Prospects Information Captured Anonymously Across the Yahoo! Network • Shopping(Research/Transactions) • Behavior • (Clickstream) • Interests • (Inferred) • Search Interests • (Keywords) • Geo-location • (IP address, Inferred) • Campaign Response • (View/Click) • Demographics • (Registration) • Attitudinal • (Survey) • Interests • (Declared)

  24. Yahoo! Reaches 3 Out Of 4 Internet Users Yahoo! v. Other Sites (Monthly) Yahoo! reaches nearly 180 million users each month in the U.S. – the equivalent to 84% of all internet users. Source: comScore Media Metrix, June 2007

  25. Health | Dental Folks who care about their pearly whites. +79.8% CTR Lift Includes users anywhere on the Yahoo! Network who have demonstrated active interest in dental health. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category. Example search terms qualified for this target: Dentist Teeth Dental Braces Dental Insurance 1800 Dentist Invisalign Root Canal Sonicare Example Yahoo! Pages visited: Oral Care topics in Health Dental Health related questions in Answers Dental Conditions section in Health

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