LSN – The Leader, Working With The Best• ABC OTV• Azteca• Cox Media• Hearst• Hubbard• Landmark• LIN TV• Local TV, LLC• McGraw Hill• Nextsar• Raycom• Telemundo• TribunePartial Client List

Wireless Partners• Verizon Wireless• AT&T• Spint PCS• T-Mobile• Alltel • US Cellular• Cricket• MetroPCS• Embarq• Virgin• Boost• Cellular South• Cellcom• Yahoo• Google• MMA

Growth• 14 Carriers’ News decks• Almost 250 million page views a month– Over 1.2 billion in 2009

• 450 mobile applications – iPhone, Android and Blackberry– Over 7,000 downloads a day

• Over 10 million text messages a month

Mobile Hotter Than Ever!• Over 285 million cell phones in use in the U.S.–More than any other electronic device–More phones in use than people aged 13 and older!– 20% of households are wireless only

• 93% are web enabled– 25% Smartphone• 6% iPhone• Android now beating Apple• RIM has double that• Represent 40% of mobile web traffic

– Don’t forget the other 75%

• 99% can send and receive SMS text– Over 150 billion texts every month

Local News & Information Platforms

• Mobile Web– News, weather and other local content– XML data feed from content source– Sports, Lottery, Gas Prices, Horoscope,

Movies, Flight Tracker and more– Search

• Video• Apps– iPhone, BlackBerry, Android…

• SMS/Text– Set up of carrier approved text alerts– Breaking News, Weather– Contesting, Polling, Voting

Seamless, Fully Automated Delivery

Expansive Content

• Sections– News–Weather– Sports–Movies– Horoscopes– Lottery– Flight Tracker– Gas Prices

Intelligent Mobile Websites

Feature Phones QTD/Smartphones 1 Click Access for BlackBerry & iPhone

Features• Story “freshness”• Expanded/dynamic content categories–Multiple news categories– Special events

• Slideshows• School closings, HS scores, Traffic– Integration with station systems

• Video integration• Send to a Friend– SMS and E-Mail

• Facebook & Twitter• News Tips submission

Carrier Deck AccessSprint

Verizon

User navigates to city or enters in zip

What & When

Calendar of Special Sections

Ad Delivery• Client logo at top of

page– 120 X 50– 216 X 54

• Up to 30 characters of text below for call to action• Can either link to

client’s mobile site or optional mobile splash page

• Specials/Offers• Location lookup• Click to Call• Send to a Friend

Apps• Your local content– News, Weather, etc.– Delivered in mid-late January

• Localized third party content• iPhone, Android & BlackBerry• Free to users• New inventory

Advertising• Persistet 300X50 element at

bottom of pages– Link to advertiser microsites• Specials/offers• Location finder• Click to Call

– Targeted

Mobile Video• Ingested from website video platform– Transcoded to multiple mobile formats– Device detection for appropriate format• Over 4,000 devices

• Video on Demand menu• Linked in News stories• Advertiser pre and post roll spot

LSN Aggregated App• Includes over 250 affiliates• Users navigate by city or use GPS function

Individual Station App

Same content as in aggregated App – everything station branded

New Updates• Server Side control of

Headline Quantity• User Ability to Reorder

Tabs• Filter notifications• Video sharing• Support for larger

images with photo sharing• Swipe motion to move

story to story

Local Advertiser Sales Support• LSN provides complete support– Strategy, packages, training, and in-market support– Station retains 100% of the revenue

• Very strong consumer and advertiser response – 3% average click through rate– High conversion rate

• Advertiser mobile micro-sites– Specials– Location finder– Viral Elements

• Support for mobile friendly ad servers

Best Practices• Focus on 4 main sponsorships– News, Sports, Weather, and Lifestyle & Entertainment• Typically annuals – 6 month• High value $15-20 cpm– 100% SOV– Average 3% click through rates

–Mobile web and apps either sold together or separately• Price point

– Client likes owning the section and seeing their ads• Link to micro site– Specials and messages can change as often as client needs

–Mobile ad server available – $1 cpm– Impression selling an option, but commoditizes inventory• Sell for lower cpm and short periods

Demographics• 25-44 is the sweet spot– Younger than online and on-air– 44+ are also users

• Even male/female• Content dictates– News, weather broad– Sports more male–Match the client needs

Prospects• DON’T LOOK FOR A MOBILE SPONSOR!• Look for an advertiser that needs to market it new ways and reach a new

audience– Same old categories• Auto• Food• Banking• Health• Legal• Education

– Look at companies that aren’t spending money with you• Not just offering commercials

Mobile Delivery• Mobile presence– Special, offers, sales– Locations– Click to Call– Sent to a Friend– Share on Facebook or Twitter

• Keep utility in mind• Keep it fresh• Measurable by web metrics – impressions

& click throughs

Food Example – Daily Special

Health

Education

Additional Examples

Location Finder

SMS Text• Alerts– Breaking News, Weather, Sports Scores– Fully Automated–Manual options– Sign up through mobile websites

• Full interactive– Polling, view comments• Real time tally

• Advertiser options– Sponsorships– “Text In” for offers and specials

Text Messaging Sponsorships• Touching consumers each

and every day!• Ability to include Click-to-

Call and Click Through to mobile web page

Mobile Marketing• Advertisers promote “Text In” for offers– Keyword based– Response message– On-air promotion– Future push messages• Weekly offers

Contesting

National Ad NetworkWe offer top brands and advertisers a one stop shop for all their mobile

marketing needs with interactive mobile advertising, mobile search, SMS and customized mobile campaigns. All while generating revenue for our affiliate partners.– DART for mobile ad serving with Omniture reporting• Compelling analytics

– Associated with mobile ad networks Quattro, Millennial, and JumpTap– Geo-targeting capability in all 210 major markets

Recap• Delivering mobile websites and SMS services in January– Highly optimized– Great content–Mobile applications will follow

• Sales starts with display advertising/sponsorships–Mobile web, mobile applications, video– Start working on elements and price point– Set date for sales training and market visits

• Follow up with SMS text– Sponsorships–Mobile Marketing• Group sales?• Seminars?

Think About This…

TEN YEARS AGO:

APPLE WAS going out of business, and Google was merely a sound a baby made. You got phone numbers from the phone book, and driving directions from gas station attendants. Travel agents booked your flights. MTV and HBO were the places to watch videos and movies, viral referred to viruses and YouTube wasn't even an idea yet.

Let's face it - the media landscape is changing faster than most marketers can keep up with