local media consortium - naa mediaxchange 2014

Christian A. HendricksChair, Executive Committee

Rusty CoatsExecutive Director, LMCPresident, Coats2Coats

Consortium

Ad serving tech & network Search Content integration

THE PAST

TODAYNEWSPAPER CONSORTIUM BECOMES LOCAL MEDIA CONSORTIUM

Consortium Reboots Beyond Papers, Yahoo(September 2013) The Newspaper Consortium is retooling, getting a new name – the Local Media Consortium – and new partners with broadcasters joining the fold. “The idea for the Consortium is that we are going to seek out deals with companies that are beneficial to all members in every aspect of every deal,” says Rusty Coats, the Consortium’s executive director, “Leveraging the scale of the entire consortium without putting handcuffs on any one part of it.”

Governance Agreement1. Five year term2. One member, one vote3. Membership independent of deals4. Dues based on share of total membership

HOW IT WORKS

Executive Committee

The Consortium is led by an eightmember Executive Committee,elected by the full membership, andan Executive director.

LEADERSHIP

Partnerships and dealsCURRENT FOCUS

The full membership is actively involved in focus and priority setting and task forces of SMEs work with Executive Committee to create RFPs, negotiate with potential partners and craft deals.

✔ Advertising systems✔ Analytics✔ Search

✔ Content and audience✔ Non-locally sold ad inventory✔ Audience extension

Opportunity areasPOTENTIAL

① Private exchange placement tools② Data management platform③ Native advertising platform④ Consumer facing products⑤ Ad network partners⑥ Digital marketing agencies

SAY WHAT?

AUDIENCESCALE + PREMIUM

CONTENT = Optimize existing revenue New revenue opportunities Improve pricing

SCALE MATTERS.

42HOLDINGCOMPANIESANDGROWING

SCALE MATTERS.

SCALE MATTERS.800+ newspapers

200+ broadcasters

SCALE MATTERS.240 MILLION

Monthly unique visitors

Source: LMC partner audit, January 2014

SCALE MATTERS.10+ billion

premium ad impressions

Source: LMC partner audit, January 2014

People, not machines.

PARTNERS

Ad Exchange

LMC Network

Simpli.fi

Centro

Yahoo

Newspaper Digital

AVAILABLE ADVERTISING INVENTORY

Benefit: [Potential] Provide demographic, behavioral and geographic targeting capabilities to customers through audience extension partnerships

Cost: [Potential] Wholesale/Retail

AUDIENCE EXTENSION

Benefit: [Potential] Drive audience through LMC content integration on Yahoo News and use of personalization and recommendation engines on LMC sites.

Cost: [Potential] Revenue share for ads on LMC content on Yahoo.

CONTENT INTEGRATION

DEAL POINTS① Ad Serving platform [DFP Premium & SB]② Search monetization [AFC, AFS]③ Site search④ AdX integration⑤ Private exchange

A la carte offerings include:

Optimize existing revenue New revenue opportunities Improve pricing

SCALE MATTERS.

PRIVATE EXCHANGE

PREMIUMAUDIENCE

PREMIUMBUYERS

Local Company LMC

Lever scale to reach brand buyers and improve rate and revenue.

CPM - NGD

PRIVATE EXCHANGE

PREMIUMAUDIENCE

PREMIUMBUYERS

Local Company LMC

Lever scale to reach brand buyers and improve rate and revenue.

CPM - GTD

The promise.

LMC: Onward

Christian A. HendricksChair, Executive Committee

Rusty CoatsExecutive Director, LMCPresident, Coats2Coats