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Maximizing Ad Sales Revenue: Strategies for Driving AUD $15MM in 2008

This document outlines strategic initiatives to drive AUD $15MM in advertising sales revenue for 2008. Key focus areas include hiring a sales team, nurturing strategic partnerships, and enhancing behavioral targeting to maximize monetization across all levels of the yield curve. Notable partnerships, such as a $1MM sponsorship with CareerOne and a $250k annual agreement with motors partners, highlight the importance of integrating advertising within the network. The contribution of ad sales to overall revenue growth is crucial, targeting an 8% increase in site revenue for the year.

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Maximizing Ad Sales Revenue: Strategies for Driving AUD $15MM in 2008

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  1. Beverly’s H208 notes

  2. AU Ad Sales to drive USD$15MM revenue in 2008 Ad Sales Revenue ($AUD) Null ads ATF Text $11.6MM SDC Google Above pagination Graphical $4.3MM Optimiser hire SPG x1 Salesperson hire Agency x40+ Agency commences Ad Sales contributes ~8% of 2008 AU site revenue(36% of revenue growth) 2

  3. Internal Sales deal with CareerOne • First-ever category sponsorship of our new Jobs category • $1MM partnership consisting of: • Jobs page • Category text links inclusion • Global header category LTS in 1 week.Advertiser achieved #2 in Career market status

  4. Motors integration on site • 3 motors partners integrated throughout the site • $250k/yr partnership consisting of: • Tile on homepage • Text links through site • Banner inventory

  5. Display Advertising monetisation curve To maximise revenue, we need to monetize our site across all levels of the yield curve Strategic Partnerships:increase and nurture Behavioral Targeting: productionalise targeting capabilities on Core External Premium Vertical Channels: Utilise Fairfax or buildinternal sales force) Internal Vertical Channels: Professionalise Ad Centre for sellers eCPM External Non-Premium Vertical Channels:Ad Centre for externals Leverage Performance Ad Networks: (Fairfax, Adconion, DrivePM, etc) 5-10x High Low Site Volume + Frequency 5

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