Explore the possibilities, rationale, strategy and challenges of selling DFW Digital Outdoor Billboard displays in a network configuration to exceed the wasteful coverage of DFW radio stations. ;-)

1. HOW AGENCIES BUY
BROADCAST MEDIA
How CCO Digital
is stirring Up The Media Nest
TRiPs & GRiPs
Reach & Frequency
Cost Per Point
RESULTS

2. How Agencies Work
Big Dogs
THE CLIENT
• ACCOUNT SERVICES
• Strategic Planning
• Creative Team
•Media Planning
• Media Buying
• Production
• Traffic
Worker Bees

3. How Broadcast Sells Agencies
How Radio sells against Radio
• Our audience is BIGGER than their audience
• Is the right age
• Is the right sex
• Our audience is BETTER than their audience
• Has more money
• Is better educated
• Is employed
• Has more/less kids (women, men, 55+…)

4. How Broadcast Sells Agencies
How Radio sells against Other Media
• Live, Compelling & Relevant Content
• Closest to Purchase
• Mobile Audience
• In-Office Listening (water-cooler talk)
• Listening when your store is open
• Targeted audiences: Quantitative/Qualitative
• Demographics/Lifestyles
• Creativity, Flexibility & Fast Production Turnaround
• Live Appearances/Remote Broadcasts
• Personality Endorsements
• Contests & Promotions

5. How Radio Works Coverage Maps

7. DFW Digital vs Broadcast Coverage
• The Case for Fixed Digital Networks
• It’s about reaching people where they live, work & play!

8. DFW Digital TOTAL Broadcast Coverage
We Reach People Where They Live, Work & Play!

9. Ratings 101
ARBITRON :: Portable People Meter :: PPM
Listener ratings provided:
Cume - the cumulative number of unique listeners over a
period.
Average Quarter Hour (AQH Share) - the average number of
people listening in a given 15-minute period
Time Spent Listening (TSL)
Market breakdowns by age, gender, and race/ethnicity.
* The Cume only counts a listener once
* The AQH is a product of “Cume" and Time Spent Listening.
• For example, if you looked into a room and saw Fred and Jane, then
15 minutes later saw Fred with Sara.
• The Cume would be 3 (Fred, Jane, Sara)
• The AQH would be 2 (an average of 2 people in a 15-minute period).

10. Ratings 101
ARBITRON :: Portable People Meter :: PPM
Equal to one
meter for every
3,541 people!
or 1 : .00028

11. Coverage Comparison
• Their Weekly Audience and Reach
Dallas-Ft. Worth, TX Rank: 5
6+ Population: 5,301,200
Ethnic Composition: Black - 15.72% Hispanic - 26%
Station Format Owner/LMA 12-Jul 12-Aug 12-Sep Cume
KHKS CHR Clear Channel Media & Entertainment 8.1 7.3 6.9 1,795,400
KLTY C. Christian Salem Communications Corp. 5.1 6.3 6.2 910,800
KPLX Country Cumulus Media, Inc. 5.2 4.9 5.4 1,260,100
KDMX Hot AC Clear Channel Media & Entertainment 3.9 4.0 4.4 1,534,700
KZPS Classic Rock Clear Channel Media & Entertainment 4.5 4.8 4.3 1,050,800
KLNO Reg'l Mex. Univision/Broadcasting Media Partners 3.9 4.2 4.0 638,100
KLUV Classic Hits CBS Radio, Inc. 4.6 4.4 3.9 1,092,400
KSCS Country Cumulus Media, Inc. 3.9 3.9 3.9 912,600
KKDA-F Urban Service Broadcasting Corp. 4.0 3.3 3.6 981,200
KJKK Adult Hits CBS Radio, Inc. 3.2 3.3 3.2 1,030,800
Next Release: 10/29/2012
Market Swept: 13x/year
Totals are Persons 6+, Mon-Sun, 6am-midnight
This profile contains a quarter hour share (AQH) rating -- the average number of persons, ages 6+, who listened
during any average quarter hour from 6am to midnight, Monday through Sunday in the Metro Survey Area.

12. Coverage Comparison
• Our Weekly Reach
Plan 1 - Two Step
Weeks Plant Location Cross Artery Direction Plan Weekly Plan Plan Target In- Weekly Total
Target EOI
Unit ID Facing TRP TRP Reach Avg Market EOI Total
(%) Freq A18+ EOI
4 078549 STEMMONS FRWY INWOOD RD E 74.8 18.7 12.9 5.8 3,941,528 986,885 3,947,540
4 078723 LBJ FRWY DENTON DR E 69 17.2 12.4 5.6 3,636,797 912,813 3,651,252
4 001725 Central Expwy Spring Valley N 54.7 13.7 9.2 5.9 2,885,934 730,523 2,922,092
4 003856 THORNTON FRWY JIM MILLER RD E 43.6 10.9 7.8 5.6 2,297,381 574,720 2,298,878
4 001253 I-45 RL THORNTON S 39.5 9.9 6.3 6.3 2,079,717 520,090 2,080,360
4 078686 WALTON WALKER AIRPORT FRWY S 37.1 9.3 6.1 6.1 1,956,538 489,996 1,959,984
4 078605 AIRPORT FRWY COUNTY LINE RD E 35.6 8.9 7 5 1,874,768 468,692 1,874,768
4 001054 HWY 360 I-20 S 34.2 8.5 6.3 5.4 1,800,144 451,964 1,807,856
4 002936 LOOP 820 SE WICHITA ST W 33.4 8.4 6.4 5.2 1,761,286 449,438 1,797,752
4 006041 TOM LANDRY HWY WESTMORELAND W 24.1 6 5 4.9 1,272,588 318,147 1,272,588
4 006448 South Frwy Hargrove Ln S 22.9 5.7 4 5.7 1,207,652 301,913 1,207,652
4 006570 LBJ FRWY MILLER RD W 21.3 5.3 5.6 3.8 1,123,664 280,916 1,123,664
4 045193 HWY 67 MAIN ST S 10.8 2.7 2.5 4.3 569,408 142,352 569,408
4 078073 I-35W FM 407 S 8.2 2.1 1.7 5 434,288 108,572 434,288
4 045276 HWY 380 FM 423 W 6.1 1.5 1 6.4 323,270 82,836 331,344
4 078709 FM 423 WITT RD N 4 1 0.7 5.8 208,653 52,332 209,328
4 519.3 129.8 59.7 8.7 27,373,616 6,872,189 27,488,753
Total $49,280 Half $24,640
Target Population: 5,271,248 Weekly $12,320 Half $6,160
Market: Dallas-Ft. Worth, TX (DMA), Target: All Daily $1,760 Half $880
Telmar Outdoor Planning System, Version 2.2.1.4 How much radio could you buy each week for $12,320 or $61600?

13. Media Planning 101 SQAD:
The go-to CPP source for
Agency planners & buyers

14. Media Planning 101

15. Media Planning 101
A Typical
Agency/Buyer
“Avail”
or
RFP
The Station’s Goals:
• SHARE
• RATE
• CPP
• Clear Spots
• Clear Bumps

16. Metrics for Success

17. Competitive? Radio: 21%
LOCAL RADIO NEWSPAPERS US INTERNET-
BRAND TOTAL DOLS DOLS DOLS OUTDOOR DOLS SPOT TV DOLS DISPLAY DOLS
Q2_2012 TOTAL $ 352,678,612 $ 73,609,395 $ 126,596,009 $ 29,752,502 $ 117,275,607 $ 5,445,129
21% 36% 8% 33% 2%
Tom Thumb Food Store $ 1,587,217 $ 919,985 $ 214,583 $ 452,649
Pepsi $ 943,451 $ 851,841 $ 41,976 $ 49,580 $ 54
Kroger Food Stores $ 2,588,458 $ 785,565 $ 530,038 $ 197,228 $ 1,071,089 $ 4,538
Sleep Experts Store $ 1,484,164 $ 782,357 $ 19,296 $ 669,606 $ 12,905
Verizon Wireless $ 1,644,799 $ 773,035 $ 189,000 $ 254,047 $ 383,968 $ 44,749
BOOTHE EYE CARE&LSR CTR $ 767,997 $ 767,997
AT&T $ 1,337,241 $ 750,369 $ 124,391 $ 2,309 $ 405,838 $ 54,334
Toyota Full Line $ 797,748 $ 717,490 $ 80,254 $ 4
Charter Communications Cable $ 1,104,331 $ 702,083 $ 13,500 $ 388,498 $ 250
Six Flags Theme Parks $ 1,084,144 $ 648,128 $ 435,319 $ 697
Anheuser-Busch $ 678,029 $ 638,891 $ 39,138
Geico $ 1,519,861 $ 616,191 $ 398,127 $ 505,106 $ 437
T-Mobile Wireless Store $ 582,373 $ 581,078 $ 1,295
Walmart $ 1,870,415 $ 573,761 $ 858,704 $ 58,470 $ 345,110 $ 34,370
Mattress Firm Store $ 1,560,407 $ 567,974 $ 380,876 $ 579,870 $ 31,687
Subway $ 1,064,096 $ 548,609 $ 85,321 $ 429,688 $ 478
McDonalds $ 1,948,059 $ 518,693 $ 2,444 $ 706,615 $ 699,116 $ 21,190
Office Depot Office Supply $ 1,190,424 $ 472,530 $ 227,584 $ 489,965 $ 345
Coca-Cola $ 659,700 $ 468,876 $ 190,791 $ 33
Reliant Energy $ 1,549,074 $ 467,620 $ 31,828 $ 94,088 $ 898,437 $ 57,102
Albertsons Food Store $ 824,467 $ 454,055 $ 365,422 $ 1,344 $ 3,646
MillerCoors $ 570,974 $ 441,752 $ 129,222

18. Competitive? TV: 33%
LOCAL RADIO NEWSPAPERS US INTERNET-
BRAND TOTAL DOLS DOLS DOLS OUTDOOR DOLS SPOT TV DOLS DISPLAY DOLS
$ $
Q2_2012 TOTAL 352,678,612 $ 73,609,395 $ 126,596,009 29,752,502 $ 117,275,607 $ 5,445,129
21% 36% 8% 33% 2%
Pol-US Senate $ 5,103,241 $ 257,235 $ 4,846,006
Time Warner Cable $ 4,385,894 $ 301,099 $ 127,711 $ 9,100 $ 3,903,900 $ 44,083
PoL-Congress $ 3,308,889 $ 394,102 $ 10,332 $ 186,591 $ 2,717,863 $ 1
Rooms To Go Furniture Store $ 5,413,862 $ 223,807 $ 2,644,049 $ 2,545,579 $ 427
AT&T U-verse $ 2,412,795 $ 2,410,301 $ 2,494
Chevrolet Silverado $ 1,473,039 $ 1,471,638 $ 1,401
Sonic $ 1,642,748 $ 433,936 $ 2,190 $ 1,206,506 $ 115
Ford F-Series $ 1,090,515 $ 1,090,495 $ 20
Kroger Food Stores $ 2,588,458 $ 785,565 $ 530,038 $ 197,228 $ 1,071,089 $ 4,538
Toyota Camry $ 1,039,119 $ 1,038,777 $ 342
$
Jim S Adler Attorney $ 1,006,017 1,006,017
Toyota Tundra $ 968,005 $ 967,881 $ 124
TXU Energy $ 1,623,535 $ 433,452 $ 23,199 $ 203,553 $ 963,330
Nissan Altima $ 957,666 $ 956,877 $ 789
Ford Focus $ 951,219 $ 950,148 $ 1,071
Jack In The Box $ 1,107,715 $ 56,405 $ 121,963 $ 929,332 $ 15
Reliant Energy $ 1,549,074 $ 467,620 $ 31,828 $ 94,088 $ 898,437 $ 57,102
Empire Today Home Services $ 848,753 $ 848,753
Volkswagen Jetta $ 785,979 $ 785,711 $ 268
Chase Bank $ 996,551 $ 197,082 $ 26,563 $ 761,062 $ 11,844
Honda Accord $ 760,949 $ 760,865 $ 84
Whataburger $ 1,234,931 $ 228,203 $ 245,587 $ 760,261 $ 880

19. Competitive? Newspaper: 36%?
LOCAL RADIO NEWSPAPERS US INTERNET-
BRAND TOTAL DOLS DOLS DOLS OUTDOOR DOLS SPOT TV DOLS DISPLAY DOLS
$ $
Q2_2012 TOTAL 352,678,612 $ 73,609,395 $ 126,596,009 29,752,502 $ 117,275,607 $ 5,445,129
21% 36% 8% 33% 2%
Frys Electronics Store $ 5,824,748 $ 5,824,297 $ 451
News America FSI $ 3,650,127 $ 3,650,127
Dir $ 3,639,007 $ 3,639,007
Valassis Coupons $ 3,001,486 $ 3,001,486
Rooms To Go Furniture Store $ 5,413,862 $ 223,807 $ 2,644,049 $ 2,545,579 $ 427
Sears $ 2,153,802 $ 238,484 $ 1,903,877 $ 2,095 $ 9,346
Bankrate.com $ 1,761,349 $ 1,761,349
Target $ 1,773,481 $ 28,775 $ 1,660,934 $ 77,681 $ 381 $ 5,710
Macys $ 1,789,878 $ 63,956 $ 1,642,050 $ 81,645 $ 2,227
Best Buy Electronics Store $ 1,501,239 $ 975 $ 1,494,184 $ 342 $ 5,738
Plant Shed Nursery $ 1,444,178 $ 1,442,063 $ 2,115
Ashley Furniture Home Store $ 1,789,914 $ 1,427,435 $ 27,060 $ 335,251 $ 168
Kohls $ 1,744,438 $ 147,597 $ 1,378,432 $ 205,946 $ 12,463
Classic Chevrolet $ 1,409,795 $ 154,065 $ 1,252,826 $ 2,904
Dillards $ 1,207,512 $ 27,405 $ 1,178,835 $ 1,272
HP $ 1,206,642 $ 27,270 $ 1,167,425 $ 11,875 $ 72
Bank Of America $ 1,613,735 $ 15,000 $ 1,123,920 $ 404,791 $ 70,024
T-Mobile Wireless $ 1,184,083 $ 1,097,738 $ 82,915 $ 3,431
Cars.com $ 1,016,749 $ 25,465 $ 990,797 $ 487
Classic Auto Dealer $ 907,052 $ 24,179 $ 882,873
Sprint Wireless $ 930,732 $ 881,370 $ 27,198 $ 22,164
Walmart $ 1,870,415 $ 573,761 $ 858,704 $ 58,470 $ 345,110 $ 34,370

20. If you don’t ask, you don’t get.

21. Metrics for Success
• Rating Points? Reach? Frequency? Monday Morning Memo
Roy Williams
The Wizard of Ads

22. Do the Math

23. Metrics for Success
• Rating Points? Reach? Frequency?
Who Is Your Customer? Media Buying Lesson Number One
I’ve never seen a business fail because they were reaching the wrong customer. But I’ve
seen hundreds fail because they were saying the wrong things.
Most ads answer questions no one was asking.
How did we Americans become so fixated on “targeting the right customer” in our
advertising?
That question has two answers. The first is, “because it’s completely logical” and our
natural inclination is to follow the footsteps of lovely Logic, even when she leads us to
erroneous conclusions.
The second reason we’re fixated on targeting the right customer is, in two words,
“advertising salespeople.”
The Wizard of Ads – Roy Williams

24. Metrics for Success
• Rating Points? Reach? Frequency?
Question:
Has anyone done a one-week, let alone one month campaign
where are we are directly connected to measureable results?
(i.e., a product or service only advertised on our displays or a
special landing page for the digital campaign.)
CCO:
We’ve seen advertisers gather measurable results from a one-
week campaign, it was always because they had done a huge
volume of coverage during that short term run … tipping the
scales at 14, 28 or more digital billboard locations. Seen this
move the needle on event promotions, major grocery retail
pricing responses…

25. Measurements for Success

26. Metrics for Success
• Rating Points? Reach? Frequency?
Question:
What’s a recommended buy?
CCO:
One network (14 locations) or two networks (28
locations) or other large-scale programs generate
the best ROI… We have had several clients with
success using these levels of coverage

27. Measurements for Success

28. Metrics for Success
• Rating Points? Reach? Frequency?
Question:
What Works? TRP levels? Reach levels? Frequency
levels? (or do we just make this stuff up?)
CCO:
Our networks range in the following per 4-week
period
• Reach 40% – 50%
• Frequency 13x – 15x
• TRP 580 – 680
• Impressions 24 million - 28 million

29. Measurements for Success

30. Presentation 101
• Media Comparison
• Media Mix
• Getting our fair share…And more!
• START Selling in Days/Weeks!
• STOP Selling in Periods!

31. 28 Days
BULLETINS

32. DIGITAL
28 Hours!

33. Presentation 101 Ask For Our Fair Share

34. Eyes On Media Comparison
Market: Dallas/Ft Worth Target: Adults 18+ Duration: 4 weeks Budget: $24,600
Avg Gross Imp CPP CPM
Media/Units Reach TRPs
Freq and EOI
Newspaper
2 quarter page ads 19.7% 1.6x 32 1.5 million $750 $15.84
Television
16 30-sec spots 27.0% 1.5x 41 2.1 million $611 $11.69
5 day parts
Radio
180 60-sec spots 37.5% 2.3x 86 4.1 million $286 $6.05
M-F 6am - Midnight
Outdoor
6 Digital Billboards 23.8% 5.6x 134 6.8 million $183 $3.60
Network 1
Disclaimer: Be advised that the EOI reported for digital billboards represent the complete EOI for the locations. They are not adjusted to account for the number of messages displayed.
Sources: Telmar Outdoor Planning System for TAB 2.0; Media Market Guide; Scarborough; Telmar MediaPlanner &
TV Plan Systems
Disclaimer: EOI reported for digital billboards represent the complete EOI for the locations, unadjusted
to account for the number of messages displayed.

35. Cost Efficiency Comparison
Cost Per Thousand by Media
Market: Dallas/Ft Worth Target: Adults 18+ Duration: 4 weeks Budget: $24,600
$20
Newspaper
2 quarter page ads
in Dallas Morning News
$15.84
Television
16 30-sec spots
$11.69
5 day parts
$10
Radio
$6.05 180 60-sec spots (top 5 stations)
$3.60 M-F 6am - Midnight
Outdoor
6 Digital Billboards
Network 1
Newspaper TV Radio DOOH
Sources: Telmar Outdoor Planning System for TAB 2.0; Media Market Guide; Scarborough;
Telmar MediaPlanner & TV Plan Systems
Disclaimer: EOI reported for digital billboards represent the complete EOI for the
locations, unadjusted to account for the number of messages displayed.

36. Presentation 101
• Media Comparison
• Media Mix
• Getting our fair share…And more!
 Effective Reach & Frequency
 Efficient CPP/CPM
 Immediate Speed of Light (faster than sound)
 Creative Speed & Accuracy
 Flexible Day-parting/Week-parting
 Interactive Social – FFL (fans for life)
 Dynamic Live Content – Connected

38. Creative 101
It’s not about Geography anymore…
It’s about people searching for & finding you.
It’s
Google-ography!

39. Creative 101
“Begin with the End in Mind” :: Stephen Covey
• Who?
• What?
• When?
• Where?
Who? Name/Logo
What? When? Where: URL
With only 8 seconds of windshield “screen” time:
Use the website for the details!
Mobile & Tablet websites are different.

40. NEXT STEP: Let’s Get Going!
“We Help Our Clients…”
THE CLIENT
• ACCOUNT SERVICES
• Strategic Planning
• Creative Team
• Media Planning
• Media Buying
• Production
• Traffic

41. THANK YOU!
• Questions?

42. Additionally…
• Our Digital build-out is nearly completed for the DFW market.
• As a result we are now able to offer an audience based
platform for this product, much like radio or other broadcast.
• While we are making the transition to this platform of set
audience levels, we value your business and know that this is a
product that is working for you as you are currently doing it.
• Because of that, we are happy to secure the following spots for
you out of network and at a premium rate card price of $5,000
each location, you are still getting great value for these two
locations!
- DS -

43. Additionally…
How do we talk to a local agency about our local strategy, and that carry over to
other markets that offer Digital?
Since this will come up with many multi-market advertisers – this is good question.
I would simply get my spiel down from the very beginning of the conversation….
With the Dallas digital footprint one of the largest in the country, we are able to offer
full market distribution in terms of audience measurement, much like your broadcast
(radio/TV) can deliver. In many of our other markets, digital still needs to be utilized
for your call to action campaigns and as a supplemental program for your traditional
message – the measurement and distribution levels will just be a little smaller in
nature while they are still building their footprint out.
That’s pretty much it – your recommendations are based on the clients needs with
every campaign – and there isn’t much discussion involved with “why Dallas does
this” or why “Ft. Smith does that” – your recommendation as the OOH expert is still
based on the client needs along with our parameters.
- DS -

44. Additionally…
• Between now and the end of the year you may price as you’ve been pricing, even build virtual networks as you have been – BUT –
you need to explain where we’re going & why. (Debra’s email yesterday included a great PURPOSE for our network structure.
• Some locations are in High-Demand.
• So, in 2013…
• Yes, each location that is solo as in not sold in one of our network is $5000 per location per period (vs the $3080 local network).
• Example: Hand-pick one location from each of the networks. 7 X $5000 = $35,000 for the period.
•
• There are 4 networks of 16
• Each is $16,000 per week (full spot)
• That buys 53 minutes of radio spots compared to 18,144 minutes within our broadcast coverage.
•
• The Business Women’s Network is 8
• $8000 per week (full spot)
• That buys 27 minutes of radio spots compared to 9,072 minutes within our broadcast coverage.
•
• Denton County is 7 – not Tarrant
• $7000 per week (full spot)
• That buys 23 minutes of radio spots compared to 7,938 minutes within our broadcast coverage.
•
• Tarrant County is 4 -- the one-sheet has been corrected
• $4000 per week (full spot)
• That buys 15 minutes of radio spots compared to 4,536 minutes within our broadcast coverage.
•
• All the network location lists are on the common drive: Digital/Networks/EOI Reports
•
• Change your mindset. DO NOT SELL DIGITAL IN 4-Week PERIODS….
• Most Agency Broadcast Buyers and Direct clients buy Radio in one to two week flights spread out over a quarter to support
their promotions and events.
•
• Example:
• Talk to your current clients about 12 months of static and 2 weeks of digital per month.
• Talk to everyone else about their radio & tv campaign strategy!