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2015 ADA MouthHealthy.org Media Kit: Digital Advertising Expand your reach through one of America’s most trusted brands.

2015 ADA MouthHealthy Media Kit: Digital Advertising

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Media Kit Contents Audience Category Demos. . . . 3 Site Metrics.. . . . . . . . . . . . . . 4 Editorial Calendar.. . . . . . . . . . 5 What’s New in 2015. . . . . . . . . 6 Digital Ad Opportunities. . . . . . 7 Ad Specifications. . . . . . . . . . . 8 Contact.. . . . . . . . . . . . . . . . . 8

About Us Oral health is an important part of overall health. That’s why the America Dental Association created MouthHealthy.org — a website from America’s leading advocate for oral health that addresses the dental needs of everyone from babies to seniors. MouthHealthy.org provides you a unique and effective way to reach your customers. We can build custom advertising programs to assist you in showcasing your products and services to an audience seeking credible oral health information. The American Dental Association is the professional association of dentists that fosters the success of a diverse membership and advances the oral health of the public. For more than 150 years, the ADA has provided the public with information on the importance and benefits of regular oral health care. We’ve done that by using brochures, radio commercials and now with the consumer-dedicated site MouthHealthy.org.

Be Mouth Healthy for Life!

2015 ADA MouthHealthy Media Kit: Digital Advertising

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Audience – Category Demographics Comscore Analytics — Dental Health Category

Audience by Gender Dental Sites 37% Male 63% Female

44% Dental Health and Hygiene

12 million people

31% Product Information

(5% of the online population) visit dental health information each quarter

27% Dentist Directory

Total Internet 49% Male 51% Female

13% Shopping

Audience by Household Income The majority of visitors to dental product, health and hygiene, and association sites tend to have HHIs above $100,000.

15% 16%

11% 12% 6%

7%

Less than $15,000

6%

10% 12%

34%

32%

17% 16%

6%

$15,000 $24,999

$25,000 $39,999

$40,000 $59,999

$60,000 $74,999

$75,000 $99,999

$100,000 or more

Key n Dental Sites n Total Internet

All Internet | Dental Sites

Audience by Age 19%

6%

11% 15%

11% 16%

15%

15% 17%

16% 13%

14% 11%

Age 2-17 years 18-24 years 25-34 years 35-44 years 45-54 years 55-64 years 65+ years

10%

Average MouthHealthy.org User: 25-54 year-old woman with a household income of $100,000+

2015 ADA MouthHealthy Media Kit: Digital Advertising

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Audience – Site Metrics MouthHealthy.org Analytics* MouthHealthy.org

2013

Q1+Q2 2014

2,567,781

1,342,761

Visits

792,926

448,676

Visitors

693,000

387,816

5:58

6:05

2,173

2,479

Page Views

Avg. Visit Duration Visits/Day Page Views/Day

7,048

7,419

Ý

Ý

13% increase

5% increase

in daily visits in 2014

in daily page views in 2014

*Source: Webtrends January 2013 - June 2014

Video Analytics*

All-time Top 10 A-Z Topics 1. Eruption Charts

1:05

2. Premedication or Antibiotics 3. Joint Replacement

 verage time A played = 1 minute and 5 seconds

4. Brushing Your Teeth 5. Dentures 6. D.D.S. vs. D.M.D. 7. Baby Bottle Tooth Decay 8. X-rays

Q1+Q2 2014

9. Gum Disease

57,000+ video plays on MouthHealthy.org

10. Flossing *Source: Limelight January 2014 - June 2014

ADA® Dental Symptom Checker™ App • Launched in 2012 • 18,000 downloads since launch

2015 ADA MouthHealthy Media Kit: Digital Advertising

MouthHealthy.org Key Features

• Oral health information for every life stage (from pregnancy through 60+)



• ADA® Dental Symptom Checker™



• ADA® Find-a-Dentist™



• ADA Seal of Acceptance products



• Nutrition content



• Over 100 videos on oral health topics



• Fully bilingual, offering English and Spanish versions of the site

MouthHealthy.org 2015 Editorial Calendar Month

Oral Health Focus

January

New year, new dental habits

February

Children’s Dental Health Month Alternatives to chocolate (Valentine’s Day)

March

Pregnancy and dental health

April

Oral cancer and how to prevent it

May

Summer sports safety

June

Aging and oral health

July

Oral and overall health

August

Back to school smiles (make going to the dentist fun)

September

Cancer and dental health

October

Women’s Dental Health Needs Alternatives to candy (Halloween) Diabetes and oral health Smoking and its effect on your mouth

November December

Nutrition and the mouth

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2015 ADA MouthHealthy Media Kit: Digital Advertising

What’s New in 2015 Homepage redesign. The new and improved MouthHealthy homepage puts patients one click away from the most relevant and topical dental health information on the web.

Sponsored content opportunities will live on the new

homepage under the “From our Sponsors” section. These slots can link to pages within MouthHealthy where the sponsored content lives.

New videos. We are always creating new content for the site, especially through exciting new videos. Now, we are expanding our MouthHealthy Moments video series and introducing the Science Explainer video series, which gives viewers an inside look at the makeup of fluoride, how the tooth whitening process works and just what goes into their toothpaste. New MouthHealthy Moments 1. How to brush 2. How to floss 3. What to expect during a dental checkup 4. Oral care challenges caused by cancer therapy 5. Do you have a cracked tooth? 6. What’s the ADA Seal mean? 7. Living with dentures 8. How to prevent baby bottle tooth decay Science Explainer Series 1. Fluoride – the superhero of cavity fighting 2. How does teeth whitening work? 3. What’s in my toothpaste and why? 4. What causes bad breath?

New “Ask an ADA Dentist” Blog takes frequently-asked dental questions and gives reliable and credible answers from ADA dentists. New Cancer Section. Patients going through cancer treatment have a lot on their minds. MouthHealthy explain what to expect for their dental health before, during and after cancer treatment.

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Digital Advertising Opportunities

B

Standard Ad Units A Rectangle 180 x 150 px B Leader/Footer 728 x 90 px C Skyscraper 160 x 600 px

Targeting Capabilities

A

Take advantage of our targeting capabilities and guarantee that the right audience sees the right message at the right times. • Geography – Directs ads to users determined by: • Postal code • County • City • State/Province

• Day Part – Serves ads during specific times of the day: • Morning, Afternoon, Evening • International/Time zones

B

• Language – Tailor your ad creative for either language: • English • Spanish

B

B

• Country

A

• Life Stage Channels – Reach your desired group: • Pregnancy •P  re-Teens & Teens • Adults Under 40 • Babies

C

Video Capabilities

• Adults 40-60 • Adults Over 60

MouthHealthy.org offers video content on a wide variety of dental health topics including fluoride, cavities, gum disease and mouthguards, as well as videos for all life stages. MouthHealthy provides users an interactive way to connect with your message. • 15 second Pre-Roll ad • 30 second Post-Roll ad

• 1 minute standalone advertiser video embedded by relevant content (ad content approval required)

Mobile Site MouthHealthy offers a mobile optimized version of the site that allows advertisers to reach our audience through another digital outlet. We offer a static 320 x 50 banner ad.

ADA Dental Symptom Checker/ Find-a-Dentist App The ADA Dental Symptom Checker helps users understand what their dental symptoms may mean, in order to make informed decisions about their dental health. The Find-a-Dentist feature aids in finding an ADA member dentist in your area. We offer a static 320 x 50 px banner ad.

2015 ADA MouthHealthy Media Kit: Digital Advertising

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Ad Specifications Standard Banner Units

Dimensions File Formats Accepted

Rectangle

Leaderboard/Footer

Skyscraper

Mobile Footer

180 x 150 px

728 x 90 px

160 x 600 px

320 x 50 px

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . GIF, JPEG, SWF, 3rd Party Ad Tag . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

File Size

40 KB

40 KB

40 KB

5 KB

Looping

3x

3x

3x

n/a

Animation

:15 sec

:15 sec

:15 sec

n/a

• Ad creative should be submitted 5 businesss days prior to campaign launch to allow for testing and to ensure a timely campaign launch. • No expandables. • All Flash files submitted need an accompanying back up GIF/JPEG version of the creative. • Flash files must be Flash 10.1 or under. • All ads will launch in a new window when clicked on.

Proper ClickTAG implementation for tracking Flash creative clicks: on (release) { if (clickTAG.substr(0,5) == “http:”) { getURL(clickTAG, “_blank”); } }

Visit MouthHealthy.org/advertise for additional guidelines.

Contact MouthHealthy is continually creating high quality content, adding features and increasing our audience. We can help you develop a customized advertising campaign to meet your objectives and budget. Amber Carlson American Dental Association Manager, Digital Advertising [email protected] 312.440.2777