Local Success Stories Yahoo Newspaper Consortium YAHOO CONFIDENTIAL

Local Success Stories Yahoo! Newspaper Consortium YAHOO! CONFIDENTIAL 1

Education YAHOO! CONFIDENTIAL 2

Advertiser Local Success Stories Education • Liberty University (Lynchburg News and Advance) • Rock Valley Community College (Register Star Media) • Carnegie Mellon University (Bay Area News Group) • Ave Marie University (Naples Daily News) • The College of Saint Rose (Times Union) YAHOO! CONFIDENTIAL 3

Education – Multi DMA Client: Liberty University Category: Education Total $: $93, 600 (YTD: $130, 000) Yahoo! $: $79, 000 DMAs: Roanoke/Lynchburg, Raleigh-Durham, Richmond, Jacksonville, Norfolk, Charlotte, Houston, San Antonio, Tampa, Philadelphia, Lubbock, Knoxville, Greenville-Spartanburg, Tulsa Campaign Length: 12 Months Campaign Start Date: September 3, 2010 2009 Spend: $0 Key Considerations by Client: • The ability to target the 10 “hot spots” for Liberty University Online degree program to increase enrollment in these already proven areas. • The client took into consideration the ability to easily reach their feeder schools and areas, cost effectiveness, ease of execution, results, and consultative collaboration. Client Objections & Resolutions • Client was upset with follow-up and fulfillment from an earlier campaign and was not sure that it had “moved the needle. ” They knew we could deliver the local area but were initially skeptical as to whether we could assist them on a larger scale. Our resolution was a multi-step process where we helped show that the earlier campaign had done its job, both in views and in clicks. • Second, we developed results for their top feeder areas, more than 22 DMAs across the country. We then assimilated the appropriate newspaper web-sites, television web-sites and Yahoo! DMAs to build a very competitive and effective CPM that resulted in 1. 1 MM impressions of the 728 x 90 ad. To seal the deal, our digital director developed a weekly campaign results form. For September, before the new Yahoo! campaign began, the weekly recap summarized impressions, clicks and CTRs for two different ads, one built by MG and one by LU. The client likes the MG ad better and it is outperforming by 25%. 4

Education – Multi DMA Campaign Makeup Client bought several different combinations of ROY + Custom-created geo zones + Age and Gender Client Feedback Wendy (our LU contact) has been “blown away” by our responsiveness, our willingness to “test” creative campaigns and the weekly analysis currently being provided each Friday. She also said that she is seeing results on their website tracker systems. She is making a market visit and initiated a lunch to meet everyone and thank us for our hard work developing a symbiotic partnership. Key Takeaway: The best opportunities lie with our largest customers where we have strong relationships. By employing all the vast resources we have, including Yahoo, broadcast, newspaper, local. com, creative services and hands-on consultative selling, we can develop compelling recommendations that are client-focused and deliver results far beyond what we use to be able to provide * Creative samples are examples of previous campaign artwork! 5

Education – Multi DMA Client: Rock Valley Community College Category: Life Stages/Education/Continuing Ed Total $: $70, 000 Yahoo! $: $31, 813 RRSTAR. com: $3, 214 ROP/Rockford Woman Magazine: $35000 DMAs: Winnebago and Boone Counties Campaign Length: 12 months Campaign Start Date: August 1, 2010 Yo. Y Total Spend: $23, 00 Media Mix/ Current Buy vs. Historical This advertiser has historically ran ROP, Rockford Woman magazine, and Home page Big Box. With this program we added audience targeting on rrstar. com and Yahoo. Adding over $23, 000 in incremental spending. Their current spending is as follows, 5 o% ROP/Rockford Woman magazine to 50% online. Upgrade to existing client This client has always seen the value of advertising in our core products however, with the addition of audience targeting they saw the benefit of “no waste” advertising. This enabled them to get their message in front of the best prospects who were looking to further their education. Sales Cycle Being a community college, they have always been fairly consistent. They do tend to spend more before their enrollment periods. Client’s Advertising Objective • To reach the online consumer looking for information on continuing their education. With the current unemployment rates in Winnebago and Boone counties being number one and number two in the state, they saw this as a great opportunity. Products Purchased: • BT segments: Life Stages/Education/Continuing and Adult Education, ROY 6

Education – Multi DMA Sales Pitch Strategy • Deliver their message to the right prospect at the right time while eliminating the waste by targeting the Life Stages/Education/Continuing Ed category. Giving them 100% SOV on our local site and 67% SOV on Yahoo in Winnebago and Boone counties. Objections that were overcome • They were concerned with the increase to their budget and also did not have a clear understanding of what audience targeting was and what it could deliver. After walking them through the process and comparing our strategy to their radio campaign, they shifted radio dollars to make this program fit into their budget. Customer Expectations vs. Campaign Performance • Client is very happy with the performance thus far. To date the campaign has delivered a CTR of. 15 Describe Optimization Tactics or Renewal Strategies • We have had fresh creative to promote research surveys, fill open classes, and brand Rock valley Community College as “the” place for more opportunities and more choices, at an affordable price. 7

Education – San Francisco Client: Carnegie Mellon University Category: Education Total $: $36, 000 Yahoo! $: $16, 500 DMA: San Francisco Campaign Length: 8 months Campaign Start Date: October 2010 Prospect Identification? • Previous Advertising Partner Sales Cycle? • Educate client on NP Digital and Yahoo capabilities focusing in on geo/behavioral targeting. Expand beyond email blast interests and test Yahoo BT. Encouraged narrow Geo/BT targeting, increased audience reach, increased exposure, and increased user engagement – resulting in more info session attendance. Client’s Advertising Objective? • Increase info session attendance and enrollment. Products Purchased: • Education BT 8

Education – San Francisco Objections that were overcome? • Client was only interested in email blast opportunities. Previous banner campaigns did not meet expectations. Customer Expectations vs. Campaign Performance? Client had low expectations due to previous campaign failure. However, improved banner campaign provided better audience targeting, increased exposure/reach, and more user engagement – resulting in more website traffic and info session attendance. Describe Optimization Tactics or Renewal Strategies: • Campaign was monitored and optimized on an on going basis. Tested different BT categories and optimized to best performing placements. Improved results helped secure long term commitment and exclusive media partner. 9

Education – Multi DMA Client: Ave Maria University Category: Education Total $: $75, 000 Yahoo! $: $42, 000 Campaign Length: 12 months Campaign Start Date: 10/1/10 (Yahoo mid-October) Prospect Identification? • This client has been a sporadic print and newspaper. com advertiser that we had identified as having a much larger potential. Sales Cycle? • This was an extensive sales cycle; that lasted nearly 6 months from initial CNA to close based on revised budgets, change of intended goals of campaign, etc… Client’s Advertising Objective? • The goal of the campaign is to reach potential students in high-percentage Catholic communities that were identified by the University and increase the number of qualified applicants and enrollments from those areas. Sales Pitch Strategy? • The goal was to have one media partner that could target effectively and meet their objectives. • It was important to include aspects that focused on extending the reach outside the market as well as local print regarding events, seminars and speakers that they have at their campus. 10

Education – Multi DMA Objections that were overcome? Their main objections were staffing, budget, creative design and reporting. These were the 4 highest priority concerns that we answered throughout the sales cycle. Customer Expectations vs. Campaign Performance? The campaign has only partly launched to this point; Yahoo display started in mid. October. The expectation is to drive potential students and their families to the Ave Maria University website and increase applications from the areas that we are targeting. Describe Optimization Tactics or Renewal Strategies: The campaign had a mid-October 2010 launch. We will closely monitor performance across the various DMA’s, adjust the budget to higher performing markets and add or delete markets as needed. We have several creatives to use as well to determine the right message for this multi-DMA campaign. Words From The Wise… “We uncovered the unique opportunity of this school wanting to increase their applicants and enrollment from outside the area. The creative and management of the campaign was a concern as they have a very limited staff to execute this campaign; we sold the benefit of one local point of contact, our campaign specialists and great creative capability as an extension of their resources. Within creative, it was a goal that this ad not be lumped in as a typical, online University ad- this is a local University in Southwest Florida. It was important to make that clear. ” - DAVE CUDDIHY, Advertising Manager Naples Daily News 11

Education – Multi DMA Client: The College of Saint Rose Category: Education Total $: $84, 360 Yahoo! $: $67, 300 DMAs: Albany and New York City Campaign Length: 12 months Campaign Start Date: September 1, 2010 Prospect Identification? • Current timesunion. com and print advertiser. They were managing their own SEM campaigns outside the Albany DMA. Sales Cycle? • Worked with client on answering questions regarding the Yahoo! network and targeting capabilities. Within two months we built the customer’s confidence in the Yahoo! product so she could educate and sell her board. Client’s Advertising Objective? • Needed to efficiently use their budget to get the highest ROI. The current enrollment trends rely on gaining more students from the NYC DMA. Sales Pitch Strategy? § Focused on the best solution for reaching their target audiences for undergraduate and graduate programs. Utilizing the age demographic allowed them to leverage their program message based on age targeting. Products Purchased: • Education BT 12

Education – Multi DMA Objections that were overcome? • Needed to show that Yahoo! would be more effective than their in-house managed SEM campaigns. Outlined the targeting and plan details so customer was educated and confident about Yahoo!. The annual campaign mirrored their enrollment and open house schedules. Customer Expectations vs. Campaign Performance? The customer’s expectations were exceeded with the review of their first month’s performance. We recommended one small targeting change to improve performance. Describe Optimization Tactics or Renewal Strategies: • We’ve scheduled monthly performance reviews with the customer. In addition, we are internally monitoring the campaigns weekly. We’re also designing new creatives each month. 13