Today

Convert the DG Shopper Into

of store visitors use their devices before or during a shopping trip.

DID YOU KNOW?

Digital shoppers bring higher store traffic, conversion and spending.

DollarGeneral.com shoppers engage in many online activities across multiple screens and are more likely than the average dollar channel shopper to: • Shop online • Purchase online • Use online coupons (paid & free service)

Why Advertise On DollarGeneral.com

Source: 1comScore, Plan Metrix, Dec 2014; 2Deloitte, Apr 2014, Digital Influences More Than $1 Trillion in Retail Store Sales..

2

1

1

2 84%

HOUSEHOLD INCOME

of visitors are between the ages of

35-64 71%

46% are

19% with 3 members 28% with 4 members 18% with 5+ members

Understanding the Dollar General Shopper

Source: comScore, Demo. Profile Report, Multi-Platform, Dec. 2014.

56% of visitors are

FEMALE

Have Children 52%

MARRIED

55,900

Source: 1comScore, Media Metrix, Monthly Average, Jan 2014-Dec 2014; 2DollarGeneral.com Internal Data, 2013

Convert the Dollar General Shopper Into Your Customer Today

Ranks among the largest of top-quality brands made by America’s most trusted manufacturers!2

11,000 Stores

2,700 40states! transactions per store, per week across2

Dollargeneral.com reaches

2.5MM

visitors per month1

820K Unique Online Visitors1

Serving

35MM households2

1.7M

M

mobile visitors per month1

4

Reach More of Your Ideal Shoppers With Our Multi-Channel Advertising Solutions

Grab their attention on DollarGeneral.com

Continue the conversation with Audience Extension

Tie it all together with mobile

Source: 1comScore Media Metrix Multiplatform & Mobile Metrix, U.S., March 2013 – June 2014.

of consumers use multiple devices to discover, explore, purchase and engage on their own terms.

60 %

Reach Shoppers Looking For Popular Brands At Everyday Low Prices With DG 360 Digital Opportunities. Integrate Your Branded Content Into The DG Shopping Experience

E-Circular Feature Your Brand

Within The Weekly Online Circular And Include

A Custom Product Video.

Custom Video Solutions Showcase Your New Or Existing Product Within

A Brand Showcase, e-Circular Feature, In-Banner And Off-site via Mobile And

Audience Extension.

Email Integration Feature Your Brand And

Reach DG Shoppers.

Coupons Launch Dollar General Specific Online Coupons To Drive Awareness, Trial and Conversion Of Your New Or Existing Product.

Seasonally Relevant Content And High Impact Placements Feature Your Brand Throughout The DG Site Experience By Featuring Your Product In Branded Banners And Sponsoring A Key Seasonally Relevant Category and Center.

Branded Content Solutions Tell Your Brand Story Including Custom Video, Expert Advice And Seasonal Product Assortment.

Reaching the Dollar General Shopper Doesn’t Stop Here….

ON-SITE

6

Target Your Shopper Off-site While They Are Browsing And Engaging In Other Online Activities. Feature Your Product And Custom Video While DollarGeneral.com Consumers Are Engaged In Other Relevant Brand Content

Audience Extension Reach Your Shopper While They are Researching And Browsing On Their Favorite

Content Sites.

DG Social Media Integrate Your Brand Into The

Social Media Conversation Including Promoted DG Posts

On Facebook & Twitter.

DG Mobile Coupons

DG Mobile App & Site Feature Your Brand In The Mobile App AND On The Mobile Site and Engage Your Shopper With A Custom Mobile App!

Search Targeting Launch A Search Targeting Campaign To Support Your Brand’s Key Product Benefits Driving Them Back To Your Brand Experience On-site.

DG360 Reaches Your Brands Shopper and Builds Relationship On- and Off- site.

OFF-SITE

7

Launch Dollar General Mobile Specific Coupons.

Target your shoppers through highly relevant search terms and direct them to your product or brand page within the “results” page of the DollarGeneral.com site.

Search Term Targeting

Top Category Searches 1. Household

2. Food

3. Cleaning

8

Dollar General Specific Coupons*

To drive awareness, trial and conversion of your new or existing product. Available both on-site and via the mobile app.

Promoted via DG: On-site

• Coupon Center (print or add to phone)

• Website Banners

• Brand Showcase

Off-site • Mobile App (digital or add to phone)

• Social Media

• Audience Extension

In-Store • Shoppers can redeem via a printed

coupon, digital coupon or enter their phone number at checkout

* Redemption values not included in Online Media Program. $1,500 coupon fee billed directly by Dollar General. Source: comScore Mobile Monthly Average, Jan-Dec 2014.

Digital or Print Available.

View Coupon Center

9

of DG.com traffic comes from mobile.

67%

Custom Video & Sponsorships*

Clorox Aloha Breeze Scented Bleach Lysol Power & Fresh Cleaner Coca-Cola Holiday Arm & Hammer Laundry Detergent

Showcase your new or existing DG product with your own custom video series.

Feature in your brands: 1. Brand Showcase

2. In-Banner

3. e-Circular

CUSTOM VIDEOS

10

B

Source: Dollar General first-party data 2014. *Banners will direct to the DollarGeneral.com site.

Email Integration* Reach more than 700K loyal DG shoppers with your custom message and take advantage of this premium opportunity now.

Feature your brand within these DG email distributions: 1. DG Friday Blast

2. Advertiser Exclusive Brand Feature

3. Seasonal Content Feature

4. DG Bi-weekly Blast

Bi-weekly Email Integration Limited: 2x per month

Content Emails Limited: 1x per month

Advertiser Exclusive Emails Limited: 1x per month

Friday Email Integration Limited: 4x per month

11

Key Seasonal Features

Content-rich seasonal features heighten awareness of merchandise and branded shopping solutions.

Summer Seasonal

Summer/Outdoor

Back-to-School/College

Fall Football

Halloween

Holidays

VISIT OUR SEASONAL SOLUTIONS

RECIPES

TIPS & COUPONS

CUSTOM VIDEO

BRAND MESSAGE

12

DG Easy Meals Custom Sponsorships

Opportunities: 1. Brand Overview

2. Advertiser Lockout

3. Custom Video

4. Custom Skins

5. Sponsored Content View Coke Example

13

14

STATIC Brand Page $10K

Standard page that highlights your brand’s products and offers.

Features • POVs now extend the full width of the page • Single or multi-product brand message

on each POV • Highly engaging call-to-action

VIEW EXAMPLE

Brand Pages

INTERACTIVE

15

Brand Pages $15K

HOT SPOT (Up to 3)

When you have a lot to say but want to keep things uncluttered, interactive hotspots with rollovers are a sure-fire way to get results. This is a lower LOE execution yet still adds an interactive element to the page.

PRIMETIME Give your custom-produced Triad video (or

supplied video) the leading role on your page. Option to reach shoppers everywhere with HTML 5 video that plays right in your email blast.

Features a product scroller Up to 12)

Features a product locator

VIEW EXAMPLE

VIEW EXAMPLE

Brand Pages

16

INTERACTIVE TABS This type of interaction allows for multiple products/product lines or features to be displayed within unique branded tabs/sections, giving each slide a title for higher user engagement.

CAROUSEL Sliding functionality rotates through 3 to 5 of your product’s best features to tell a deeper story.

Features tips or content slider (Up to 6)

VIEW EXAMPLE

VIEW EXAMPLE

Brand Pages

INTERACTIVE Brand Pages $15K

ENHANCED TABS

17

Brand Page $20K ENHANCED TABS

Tabs on steroids. Rather than just a changing POV, the entire brand page swipes with more content and features relevant to a specific product.

VIEW EXAMPLE

Brand Pages

DEEP DIVE

18

Brand Page $21K Showcase your product in-depth with an interactive page that progressively reveals product features as you scroll down the page. This type of page would be great for projects with a lot of content and can feature multiple interactive elements on the page creating a very engaging and dynamic page. There can be an option to use a fixed side navigation bar to also navigate through the content.

VIEW EXAMPLE

Brand Pages

The Share‘N’Save Experience After the customer enters their name and email address, they chose which social network to share the page. Once the page has been shared, the coupon is available for the shopper to print at home and redeem in store at their nearest Dollar General.

Reach your target shopper by featuring your brand in the DG mobile app and site experience. 1.7M users accessed Dollargeneral.com exclusively on their mobile device 67% of DG.com shoppers used a mobile device to access the site

Feature your brand while your shopper is on-the-go!

Source: comScore, Media Metrix, Mobile Monthly Average, Jan 2014-Dec 2014

ENGAGE YOUR SHOPPER WITH MOBILE

Demographic Behavioral Retargeting Tactical Context Content Geo-Targeting

Enhanced targeting capabilities including:

20

*Source: Third-party sourced data, Millennia Media, 2014.

CO-MOBIS

21

Enhanced Targeting and Co-Branding with Dollar General

• Co-branded, retailer/advertiser mobile ads targeted to both smartphones and tablets • Reaches shoppers on the comScore Top 100 sites and applications • Drives NEW traffic to the site! • Utilizes advanced targeting: Demographic, Geo-fencing, DMA, Behavioral

Co-branded placements get 15-75% higher CTR than average*

Extend Your Reach Integrate your brand into the DG facebook media space by including your product in the promoted posts and/or developing a custom app to feature your brand and engage your shopper!

Source: 1Deloitte, Apr 2014, Digital Influences More Than $1 Trillion in Retail Store Sales; 2comScore Plan Metrix Dec 2014.

SOCIAL MEDIA ENGAGEMENT

75% of all DollarGeneral.com shoppers share their online experiences via Social Networks each month.2

of consumers said product information found on social channels influenced their shopping behavior and enhanced loyalty.1

50% Nearly

22

Integrate your brand into the Dollar General Twitter communications strategy and reach new potential shoppers off-site.

SOCIAL MEDIA ENGAGEMENT

23

“46% of U.S. executives said that an increase in brand advocates was one of the most important benefits of social media.” - Branderati.com

Retail Social Media SOCIAL

24

Customize a game, quiz or interactive tab on the Dollar General’s Facebook page.

Extend Your Reach

Continue the conversation with your shopper while they are researching and browsing other sites.

AUDIENCE EXTENSION

Increase your digital ad scale. Audience Extension enables your brand to reach

the Dollar General audience while they are visiting

other brand-safe websites. Packaged with your on-site

program, you can increase reach and frequency to

Dollar General Shoppers at significant scale.

25

26

AUDIENCE EXTENSION

You can make your digital shopper marketing program 2x, 3x even 10x bigger with Audience Extension.

You will still reach Dollargeneral.com shoppers, but you’re simply reaching them elsewhere across the web and directing them back to your brand on Dollargeneral.com.

A way to increase your digital ad scale.

1

User visits Dollargeneral.com, browses and is grouped in an audience segment based on desired target, then leaves Dollargeneral.com

2

Brands serve targeted ads to chosen Dollargeneral.com audience segments as they browse other sites.

3

Ad drives Dollargeneral.com users to relevant content and brand pages.

SELECT TARGETING* Audience: Choose between 2-5 category based shoppers AND All DollarGeneral.com Visitors

Geo: Zip codes of Dollar General stores

$30K | 2 Months

BASE TARGETING* Audience: All DollarGeneral.com Visitors

Geo: US National

$7500 | 1 Month

750,000 Impressions

PREMIUM TARGETING* Audience: Choose between 2-5 category based shoppers AND All DollarGeneral.com Visitors

Geo: Zip codes of Dollar General stores

$20K | 2 Months

2,0000,000 Impressions

3,0000,000 Impressions

* Minimum Package Amount

27

AUDIENCE DISCOVERY

Enable your brand to reach your target audience utilizing Triad Retail Media’s third-party data partnerships. Through contextual audience targeting, these campaigns will allow you to capitalize on the Dollar General brand in order to drive incremental traffic to your Dollar General brand pages.

Audience Discovery will help find new Dollar General shoppers for you!

A way to find new audiences.

1

User browses the web and based on browsing behavior, is grouped in an audience segment; based on desired target.

2

Brands serve targeted ads to chosen off-site audiences.

3

Ad drives visitor to Dollargeneral.com relevant content and brand pages.

SELECT TARGETING* Audience: Choose between 2-5 category based shoppers AND All DollarGeneral.com Visitors

Geo: Zip codes of Dollar General stores $30K | 2 Months

BASE TARGETING* Audience: All DollarGeneral.com Visitors

Geo: US National

$7500 | 1 Month

750,000 Impressions

PREMIUM TARGETING* Audience: Choose between 2-5 category based shoppers AND All DollarGeneral.com Visitors

Geo: Zip codes of Dollar General stores

$20K | 2 Months

2,0000,000 Impressions

3,0000,000 Impressions

* Minimum Package Amount

The best of short- and long-term social reach in one package

Combined effect: • Quick-start social impact with sustained, long-tail traffic support and highly targeted, far-reaching messaging

• Cross-platform brand/experience impressions increase reach and penetration

+

+

Blog, Twitter, Facebook Combo Campaigns

Blogs • Extend the lifespan of the

social buzz • Speak to targeted audiences

via a trusted source • Add high-quality links to

the experience

• Maximizes reach and impressions • Minimizes net campaign CPM • Allows for precise audience targeting

Facebook Media

• Maximizes out-of-the-gate performance • Leverages celebrity followings and

consumer brand interest

Twitter

Extend your custom media plan off-site and target the DG Shopper with

relevant seasonal and category solutions via: Mobile Site & App, Social

Media and Audience Extension (reach your shopper at scale).

FEATURE YOUR BRAND AND INTEGRATE YOUR PRODUCT ON DOLLARGENERAL.COM Contact your Account Director to discuss DG360 media

& custom content planning today.

Let’s Get Started

ENGAGE YOUR SHOPPER WITH EXPERT BRANDED CONTENT & VIDEOS Work with our experienced Account team to develop custom branded

content solutions including articles, interactive tools and video to

surround the shopper with expert advice and tips.

TARGET AND REACH YOUR SHOPPER ON-SITE AND OFF-SITE

CONTACT ME TODAY! 29

Example Media Packages

30

All package components are subject to inventory availability.

Media is not reserved until signed Supplier Agreement is received by Triad Retail Media.

General Digital Media Packages

$27,000

Option 1 Option 2

Option 3 Option 4

$50,000

$80,000 $100,000

31

Responsive Brand Page & Banner Production

DG.com Media Impressions, approx. 400k

Facebook Promoted Post, approx. 564k reach

Email, Friday or Biweekly Sunday

Responsive Brand Page & Banner Production

DG.com Media Impressions, approx. 500k

Facebook Promoted Post, approx. 996k reach

Email, Friday or Biweekly Sunday

Social Media Traffic Drivers: Blogs, Tweets

Offsite Traffic Driver Ads

Responsive Brand Page & Banner Production

DG.com Media Impressions, approx. 500k

Facebook Promoted Post, approx. 1.5MM reach

Advertiser Exclusive Email

Social Media Traffic Drivers: Blogs, Tweets

Offsite Traffic Driver Ads

Custom Video or Facebook App

Responsive Brand Page & Banner Production

DG.com Media Impressions, approx. 750k

Facebook Promoted Post, approx. 1.5MM reach

Advertiser Exclusive Email

Social Media Traffic Drivers: Blogs, Tweets

Offsite Traffic Driver Ads

Custom Video

Custom Facebook App

www.triadretail.com

Katie Allina Account Executive, Triad Retail Media Phone | 727.914.2019 Email | kallina@triadretail.com

32

33

APPENDIX

Dollargeneral.com Visitors Are Similar To In-Store Shoppers

DG SITE VISITOR

DG SITE PURCHASER

DG IN-STORE SHOPPER

19%

18%

18%

18%

25%

26%

14%

26%

22%

18%

18%

18%

12% 8%

9%

11%

13%

10%

<$20k $20-29.9k $30-49.9k $50-69.9k $70-99.9k $100k+

Married Single Divorced Widowed Domestic Partner

DG SITE VISITOR

DG SITE PURCHASER

DG IN-STORE SHOPPER

55%

55%

50%

16%

16%

17%

17%

34%

7% 5%

8% 5% 17%

Similar presence of lower income households and married couples

Source: 2013 DG Survey –Demographics DG Site Visitors N=3,255, DG Site Purchasers N=1,851

Consumers Demographics 2013 DG Survey

34

Source: 2013 DG Survey Q3: Which of the following activities have you done in the past 90 days? Total Excl Dollar: N=1,624, Dollar Channel Visitors N=4,404, DG Site Visitors N=3,255, DG Site Purchasers N=1,851

Total Excl Dollar Dollar Channel Visitors DG Site Visitors DG Site Purchasers

Dollargeneral.com Consumers Engage in Many Online Activities The majority of consumers pay bills, use coupons and purchase online today

PAID BILLS ONLINE

VISITED ON ONLINE RETAILER

PURCHASED PRODUCTS ONLINE

USED ONLINE COUPON

DOWNLOADED MOBILE APP

0%

20%

40%

60%

80%

100%

120%

85%

96%

84% 84% 80%

94% 92% 91% 95%

90% 88% 85%

73% 70% 67%

61%

28% 29% 31% 32%

Consumers’ Online Activities Past 90 Days, 2013 DG Survey

35

Source: 2013 DG Survey Q8: In the past 90 days, how much would you estimate you have spent online on merchandise/products? Total Excl Dollar: N=1,624, Dollar Channel Visitors N=4,404, DG Site Visitors N=3,255, DG Site Purchasers N=1,851

DG Visitors Spend More Online Than Average DG visitors are more likely to spend than the average consumer, offering opportunity

0%

20%

40%

60%

80%

100%

10%

30%

50%

70%

90%

Claimed Online Spending (Past 90 Days) 2013 DG Survey

TOTAL EXCL DOLLAR

DOLLAR CHANNEL VISITOR

DG SITE VISITOR

DG SITE PURCHASER

7% 7% 7%

11%

20%

20%

21%

6% 3%

2% 3% 5% 9%

18%

22%

26%

10%

5%

2% 4% 8%

18%

22%

28%

11%

6%

7%

15%

22%

33%

14%

7%

2%

$1000+ $501-1000 $201-500 $101-200 $51-100 $31-50 $16-30 $1-15 None

36

Heavy Crossover of DG Shoppers to Amazon Overall, DG site visitors are actively visiting many other online retailers

Source: Nielsen Netview Panel, July 2013

Audience Overlap by Retailer Netview Panel, July 2013

7.8 1.6 1.6 6.1 15.7 21.5 35.6

83.9 2.8 2.7 14.7 31.6 34.5 43.9

80.3 12.9 14.9 19.3 32.5 46.7 75.9

79.2 12.5 14.9 11.0 28.8 44.4 69.2

80.8 17.9 5.0 2.9 32.4 40.6 61.8

79.5 14.8 3.3 2.9 12.4 33.7 55.5

79.5 11.8 3.4 3.3 11.4 24.6 58.9

75.8 8.6 3.2 2.9 10.0 23.4 33.9

SITE

37

Heavy Crossover of DG Shoppers to Amazon Overall, DG site visitors are actively visiting many other online retailers

Source: Nielsen Netview Panel, July 2013

Audience Overlap by Retailer Netview Panel, July 2013

80.3 12.9 14.9 19.3 32.5 46.7 75.9

75.8 8.6 3.2 2.9 10.0 23.4 33.9

79.2 12.5 14.9 11.0 28.8 44.4 69.2

83.9 2.8 2.7 14.7 31.6 34.5 43.9

7.8 1.6 1.6 6.1 15.7 21.5 35.6

80.8 17.9 5.0 2.9 32.4 40.6 61.8

79.5 14.8 3.3 2.9 12.4 33.7 55.5

79.5 11.8 3.4 3.3 11.4 24.6 58.9

SITE

38

The Power of Digital

As e-Commerce Sales Continue to Grow, Stores Sales Are Increasingly Influenced by an Online Presence.

Source: Forrester. 1) Excludes non-specific “other retail categories” because these categories are not forecasted. 2) Consumers who research their purchases online but buy the product in the store. The term "research" is broad and varies from looking up a store location to making brand or purchase decisions online.

Online Sales

Online Influenced Offline Sales2

9%

52%

Offline Sales Not Influenced By Online

Presence2

39%

Online Sales

Online Influenced Offline Sales2

12%

65%

Offline Sales Not Influenced By Online

Presence2

23%

(excludes financial services)1

US Retail Sales

2011E

$2.2T

2016E

$2.6T

39

nearly 50¢ of every dollar spent at retail stores in 2014 was influenced by digital.

It’s estimated that

Source: Deloitte, Apr 2014, Digital Influences More Than $1 Trillion in Retail Store Sales.

spent at retail stores.

By 2016, it’s estimated that figure will rise to

of every dollar 65¢