Broadcasters' Billion-Dollar Digital Opportunity with SMBs

“Connect, Matter, Monetize”

‘Help!’Local businesses’ most pressing need isTV’s best opportunity

Opportunities Retrans revenue expected to

triple by 2018 to $6B* Local political revenue grew

$1B in 2012 **

Where’s revenue growth?

Risks … Networks to claim up to 60%

of retrans revenue ** TV political budget share

shrinking, shifting to digital, and data-driven, hyper-targeted buys**

* USA Today 8/213 | ** TVB Forward 2013 “Future of Political Campaigns’

What about local growth?

Broadcasters service approximately 1 out of 15 businesses in a market.*

* Gordon Borrell, Borrell & Associates

What about local growth?

So where are opportunities to start a relationship with the other 14?

“I want people to be able to find us, our location, and our website.”[visibility]

What about local growth?

So where are opportunities to start a relationship with the other 14?

“What should we focus on … Facebook, Pinterest, Instagram?”[social marketing]

What about local growth?

So where are opportunities to start a relationship with the other 14?

“Encourage guests to leave reviews.”[reputation management]

What about local growth?

So where are opportunities to start a relationship with the other 14?

“Mobile!”[responsive design site]

What about local growth?

So where are opportunities to start a relationship with the other 14?

“Appearing in search engines.”[local search]

What about local growth?

So where are opportunities to start a relationship with the other 14?

“Time and personnel.”[simple, managed for me]

What about local growth?

So where are opportunities to start a relationship with the other 14?

“I am technology illiterate.”[a trusted advisor]

Emotional opportunity

Local business owners are entering an uncharted, emotionally-charged territory. And they feel …

Fear Frustrated Embarrassed Distrust Hopeless

Wanted: Trusted advisor

“Local digital marketing is hand-to-hand combat … the key advantage is history, brand, recognition and trust.”-- Gordon Henry, Deluxe Corp.BIA Kelsey Local SMB Conference, Austin

“Real opportunity,

real business owners”

From the street

From the street

Challenge: Recently expanded, no website, limited visibility, no social

Debbie Head, ownerPoole Bros. Nursery$3M annual revenue; yellow pages advertiser

From the street

Challenge: Staff management, customer service

Ann Webb, ownerAnn Webb Skin ClinicFirst review: “These are the most rude people I’ve ever dealt with, I can’t believe they’re still in business.”

From the street

Challenge: Reaching new customers and showcase reputation

Jessie Campbell, ownerPrice AutomotiveCurrently owns a single two-star Google review

From the street

Challenge: Customers only move every 4.5 years

Wayne Lombard, ownerSquare Cow Movers“I don’t use the yellow pages, so I’m not likely to advertise there. I’m going to steer away from things I don’t personally use.”

From the street

Dr. Erin BearDrs. Benjamin, Bear Family Dentistry

Sol BravermanNewark Nut Co.

Tamara QuinnPulling Down the Moon

How big’s the market?

“$43.5B U.S. market for SMB online marketing solutions”

-- Nathan Hanks, President Reach Local

• 2013 revenue $515M+• Advertisers 23K • Campaigns 35K

* ReachLocal Second Quarter 2013 Results

Why does it matter?

Because this is how people view a business today

Mobile Site

Visibility

Reputation

Social

Open the Virtual Front Door

Introduce business to those who need their product, service … but don’t know them yet?

TV excels at events

Super Bowl

Elections

Hurricanes

It’s an everyday opportunity

Helping businesses attract new customers is the business … and it’s long-term

Emotional challenge

Local business owners are entering an uncharted, emotionally-charged territory. And they feel …

Fear Frustrated Embarrassed Distrust Hopeless

Broadcast

ers

So what’s stopping us?

So what do we know?

Digital marketing services is big … $43B+

It’s being pulled out of your markets right now … $515M+

Time is now … new revenue awaits, these new advertisers won’t

Next steps …

Next Steps …

Jim Thompson, SVP Local Salesjthompson@worldnow.com 212.389.5197 | @jtpush2

Questions, comments?