LANG Online Advertising

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LANG On-line Advertising

• We have a team of rich media specialists and web
  site developers to create innovative campaigns
  and partnerships with you.
• Our online traffic is local! 66 of our online
  traffic lives in the LA DMA. (Compare to the LA
  Times local traffic of only 26.)

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• MediaNews Group Yahoo!

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Add Yahoo! and reach 86 of all adults in the
market.
The Los Angeles Newspaper GroupInteractive
Print, togetherwith Yahoo!, reach nearly 9in 10
total market adults.
Total adult reach
adults 18
62 Reach
Los Angeles Newspaper Group-Interactive Print
86 Reach
Yahoo! and Los Angeles Newspaper
Group-Interactive Print
Among total LANG Market adults, reach remains
highly impressive. Alone, Los Angeles Newspaper
Group-Interactive Print reaches 62 of market
adults. With Yahoo!, LANG Market reach climbs to
86.
Note Based on the LANG Market Adults 6,474,322
Source 2008 Scarborough Report, Rel. 2 Jan
May 2008 6 month avg. Omniture for online traffic
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Yahoo! has more than 500 million users,
reaching 3 of every 5 Internet users in
the world, and 3 of every 4 in the U.S.
comScore MediaMetrix WW, April 2008 and Yahoo!
Internal Data
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Yahoo! is in the top 3 position in 25 vertical
categories.
Entertainment News 1. OMG! 2. TMZ 3. People
E-mail 1. Yahoo! Mail 2. MSN Hotmail 3. AOL Email
Groups (Custom) 1. Facebook Groups 2. Yahoo!
Groups 3. Google Groups
Television 1. Yahoo! TV 2. AOL Television 3. MSN
TV
Movies 1. IMDB 2. Moviefone 3. Yahoo! Movies
Music 1. AOL Music 2. Yahoo! Music 3. MTV
Networks Music
Finance 1. Yahoo! Finance 2.
AOL Money Finance 3. MSN Money
Shopping (Comparison) 1. Shopzilla.com 2.
Shopping.com 3. Yahoo! Shopping
Games 1. Yahoo! Games 2. EA Online 3. Disney
Games
Search 1. Google 2. Yahoo! Search 3. Ask Network
Careers 1. Careerbuilder 2. Yahoo! HotJobs 3.
Monster
Reference 1. Wikipedia 2. Yahoo! Answers 3.
Answers.com

Web Hosting 1. Yahoo! Geocities 2. Lycos
Tripod 3. Freewebs.com
Home Pages 1. Yahoo! FrontPage 2. Google
Homepage 3. MSN Homepage
Real Estate 1. Move Network 2. MSN Real Estate 3.
Yahoo! Real Estate
Sports 1. Yahoo! Sports 2. ESPN 3. FOX sports on
MSN
Autos 1. eBay Motors 2.
Edmunds.com 3. Yahoo! Autos
My (Custom) 1. My Yahoo! 2. iGoogle 3. My MSN
Photos 1. Facebook 2. Photobucket 3. Flickr
IM (application) 1. Yahoo! Messenger 2. MSN
Messenger 3. AIM
Personals 1. Singlesnet.com 2. Yahoo!
Personals 3. True.com
Radio 1. Clear Channel Online 2. Pandora 3.
LAUNCHcast
News 1. Yahoo! News 2. MSNBC 3. CNN
Travel 1. Travel Ad Network 2. Yahoo! Travel 3.
Tripadvisor
Source comScore Media Metrix, May 2008 Base P2
U.S. data. Note Homepages, My and Groups are
not traditional categories in comScores
service Additional properties not shown Yahoo!
Weather
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APT Targeting Solutions
For Local Businesses
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The APT Ad Platform Targeting Advantage
The Right Message to the Right User at the Right
Time
Yahoo! offers many unique targeting capabilities
to find an advertisers most valued customers,
eliminate waste and improve return on investment.
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APT Demographic Targeting Creating a Yahoo!
Account.
APT Geographic Targeting Industry-leading
Accuracy
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Yahoo! Behavioral Targeting Solving the Experience

• Joan is interested in buying an MP3 player
• Y! BT system begins to decipher her activity on
  the Y! network
• Based on what she does, how much and how often,
  she is assigned to relevant BT categories and
  served ads based on those categories.

Search Page Views Search Clicks Ad Clicks
Ad Views Y! BEHAVIORAL TARGETING
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Examples of Actions Yahoo! Tracks for Behavioral
Targeting
Search
Behavioral Targeting
A multitude of actions make up a users
behavioral profile.
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Guide Users Through the Marketing Funnel
Two exciting ways to target Yahoo!
Engagers Yahoo! Shoppers
Nothing moves people closer to purchase than
getting the right information at the ideal
moment. Target your customer segment accordingly
with Engagersif your goal is to build brand
awareness and engagement. Or with Shoppers to
generate clicks and leads.
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Benefits of Behavioral Targeting

• Y! BT is an aggregation of users interested in a
  certain product or service based on their
  activities across the Y! network.
• Broad reach to quality audiences interested in a
  specific category or product.
• Provides unmatched consumer insights which
  enables marketing messages to be highly targeted
  to a very specific audience.
• Over 400 Behavioral Targeting Categories

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Automotive BT Categories
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Automotive Price Economy
Behavioral Targeting Shoppers
73.5 CTR Lift
5,600,000 looking for a great deal on a car
Example search terms qualified for this target
Hyundai Saturn Mini Kia Focus
Accord Honda Civic Escape Corolla Mazda
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Includes users anywhere on the Yahoo! Network who
have demonstrated interest in Economy priced
cars. 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 Yahoo! Pages visited
Honda Civic Used Model Pages in Autos Toyota
Yaris Make and Model Pages in Autos Scion Vehicle
Detail Pages in Autos
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Automotive Price Midrange
Behavioral Targeting Shoppers
73.5 CTR Lift
3,200,000 in the middle of the road.
Example search terms qualified for this target
Includes users anywhere on the Yahoo! Network who
have demonstrated interest in vehicles in the
middle of the price range. Interest is targeted
through searches and clicks, relevant pages
viewed and/or advertising clicked during the time
horizon defined uniquely for this product
category.
Camry Nissan 350Z Passat Accord Audi A4
Example Yahoo! Pages visited
BMW 3 Series Make and Model Pages in Autos Nissan
Maxima Make and Model Pages in Autos Chrysler 300
Vehicle Detail Pages in Autos
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Automotive Price Luxury
Behavioral Targeting Shoppers
73.5 CTR Lift
2,100,000 looking for a Luxury Priced Vehicle
Example search terms qualified for this target
BMW Audi Lexus Mercedes Benz
Porsche Cadillac Saab M5 Jaguar Land
Rover A8
Includes users anywhere on the Yahoo! Network who
have demonstrated interest in vehicles in the
luxury price range. 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 Yahoo! Pages visited
BMW New Make and Model Pages in Autos Lexus Make
and Model Pages in Autos Mercedes Benz Vehicle
Detail Pages in Autos
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Autos Alternative Fuel Vehicle
Behavioral Targeting Shoppers
Results from a recent client campaign on Yahoo!
Network
139.8 CTR Lift
3,400,000 looking for eco-friendly cars.
Example search terms qualified for this target
Includes users anywhere on the Yahoo! Network who
have demonstrated active interest in
environmentally friendly cars. Interest is
targeted through searches and clicks, relevant
pages viewed and/or advertising clicked during
the time horizon defined uniquely for this
product category.
Hybrid Cars Electric Cars Toyota Prius
Biodiesel
Example Yahoo! Pages visited
Hybrid section in Autos Alternative Fuel Cars
page in Clubs Toyota Prius Kelley Blue Book page
in Autos
Source Campaign Click thru Rate lift is
determined by Yahoo! Internal research. Audience
size represents the audience within this
behavioral interest category that has the highest
propensity to engage with a brand or product and
to click on an offer. Date March 2006
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Local Search-Keyword Marketing
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Thank You