GROWING YOUR BUSINESS WITH DIGITAL MEDIA

71 TELEVISION STATIONS

TRUSTED LOCAL MEDIA FOR 75 YEARS

1 IN 4 U.S. HOUSEHOLDS

Media General is one of the

nation’s largest multimedia

companies, engaging audiences

from coast to coast with premium

quality news and entertainment.

LIN Digital creates and delivers

powerful brand experiences at scale

to drive measurable impact across

all digital platforms.

DISPLAY VIDEO SEARCH SOCIAL

IT’S ABOUT CONNECTING WITH PEOPLE

While technology evolves, marketing remains the same.

HOW DO WE CONNECT WITH PEOPLE DIGITALLY?

Introduce Your Business

Tell Prospective Customers Why They Should Buy

Convert Your Audience Into Customers

Keeping And Growing Your Customers

AWARENESS: THE HANDSHAKE

CONSIDERATION: THE CONVERSATION

PURCHASE: THE SALE

LOYALTY: THE PARTNERSHIP

INTRODUCE YOUR BUSINESS

DISPLAY & VIDEO AW

AREN

ESS

TH

E H

AN

DSH

AKE

STRONG BRANDING

Deliver your ads in engaging animated ads

that make you top of mind

REACH & SCALE

Reach audiences where they spend the most

time with cost-effective scalability

CAPTIVE AUDIENCES Capture users’ uninterrupted attention with

TV-like experiences via digital video

PRECISE REACH

Reach the people most likely to buy based on

key demographic and behavioral factors

EFFICIENT SPEND

Pinpoint ad delivery to only your most valuable

audiences to maximize ROI

CUSTOM MESSAGING Deliver the messaging most relevant to where

each user is in the decision process

TH

E C

ON

VE

RS

ATIO

N

TELL LIKELY CUSTOMERS WHY THEY SHOULD BUY

AUDIENCE TARGETING

CO

NS

IDE

RATIO

N

Woman

Age 25-54

Interested in Fashion

CONVERT YOUR AUDIENCE INTO CUSTOMERS

SEARCH ENGINE MARKETING

IN-MARKET USERS Reach the people who have “raised their

hands” to learn more about your business

TARGET COMPETITORS Engage users searching for your competitors

and redirect their attention to your brand

CONVERSION-READY Capitalize on KPI-driven search features

such as phone and address listings

PU

RC

HA

SE

TH

E S

ALE

Florists Near Me SEARCH

INTERACTION Garner real-time interactions

to drive brand engagement.

WORD OF MOUTH Place your brand in the heart of the

conversation to grow reach.

RETENTION Follow up with customers to retain

top-of-mind awareness.

LO

YALTY

TH

E P

ARTN

ERSH

IP

SOCIAL MEDIA ADVERTISING

GROW YOUR RELATIONSHIP WITH CUSTOMERS

Run of Audience

DISPLAY & VIDEO

SOCIAL

AUDIENCE

TARGETING

SEARCH

Category Channel Custom Channel

Behavioral Contextual In-Market

Google/PPC Yahoo! / Bing SEO

Facebook News Feed Facebook PPC

LIN DIGITAL SUCCESS STORY

DISPLAY & VIDEO

GOAL

STRATEGY

RESULTS

Acquire leads for M.D. Anderson’s Proton Therapy at a cost-per-lead of under $600.

Deliver display, rich media, and pre-roll executions to M.D. Anderson’s most likely audiences through

a variety of targeting tactics including custom channel, behavioral targeting, and site retargeting.

The campaign flight began in September 2014, and has delivered over 27 million total impressions.

More importantly, the campaign has achieved a cost-per-lead of $331.23, exceeding the client’s goal by 44%.

M.D. ANDERSON

LIN DIGITAL SUCCESS STORY

TARGETING

GOAL

STRATEGY

RESULTS

Drive online traffic to local agents’ microsites and achieve a CTR of .1% or higher.

We leveraged behavioral targeting to identify and reach each agent’s most likely customers,

and used geo-targeting to ensure the agents’ messaging was delivered to their corresponding DMAs.

The campaign successfully delivered personalized messaging for over 500 agents in local DMAs across

the nation. The most successful DMAs, Columbia, SC; Florence, SC; and Dublin, GA, achieved CTRs

of .40%, .39%, and .36%, respectively.

MAJOR INSURANCE PROVIDER

LIN DIGITAL SUCCESS STORY

SEARCH

GOAL

STRATEGY

RESULTS

Drive traffic to the client’s website and maintain a competitive average search position.

We implemented a geo-targeted SEM campaign, and partnered with the client to develop a keyword

list comprised of search terms related to dentistry.

The campaign delivered over 1.5 Million impressions, garnered over 6,000 clicks, and continuously drove

quality traffic to the client’s website. In addition, the campaign maintained an average search position of 3.08,

highly exceeding the client’s expectations.

FOX POOLS

LIN DIGITAL SUCCESS STORY

SOCIAL

GOAL

STRATEGY

RESULTS

Drive traffic to the client’s Facebook page and generate likes to increase their page’s reach.

We developed a Facebook PPC campaign using their profiled-based targeting capabilities to reach users who

lived in Indiana or Pontiac, MI, and expressed interest in outdoor recreation and RVs.

The campaign has delivered over 100,000 impressions, and garnered 900 likes. The client was so pleased

with the results, they added a Google PPC campaign and doubled their campaign spend.

ZOOMERS RV

FIRST-CLASS SERVICE FOR EVERY CAMPAIGN

CAMPAIGN MANAGEMENT

CAMPAIGN STRATEGY Solutions designed to

achieve your specific

campaign goals

CREATIVE PRODUCTION

Full-service creative by

leading artists & developers

as added value

OPTIMIZATION

A dedicated team to actively

monitor and optimize your

campaigns

REPORTING

Actionable insights and

weekly reporting to inform

future campaigns

ACTIONABLE INSIGHTS

RESULTS YOU CAN MEASURE

VIDEO COMPLETION RATE

DISPLAY CTR

1.25 AVG. SEARCH POSITION

3,000 SEARCH CLICKS

1,800 FACEBOOK SHARES

THANK YOU