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Advertising for Results Presented by: Imani Laners Interactive Sales Manager
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Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Mar 26, 2015

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Page 1: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Advertising for ResultsPresented by:

Imani LanersInteractive Sales Manager

Page 2: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Why A Local TVWebsite?

A new report from the Online Publishers Association* concluded that consumers are more likely to take action after viewing ads on local media sites, such as local newspaper, TV station and magazine sites compared to other local online sites. Local TV websites ranked 2nd at 44%. 

*Conducted by JupiterResearch 2008

DID You Know?

Local TV news content is the biggest audience draw on-air and on digital platforms – and it is the most effective video advertising platform.

After search engines, local TV news websites** are the most frequently used for local news and weather.

Online video viewing of local TV news content is higher than that for any other genre.

Local TV websites are the “most important source” for weather information.

Among the online population, local-news viewers are relatively affluent technology adapters: 44% have DVRs, 32% have HDTV sets.

**Research conducted by Frank N. Magid Associates. The Magid survey, one of the most ambitious such studies mounted, included more than 2,700 local news viewers, age 25-54

Page 3: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Advertising Opportunities

Page 4: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Solutions

IAB Standard Display Ads

Pre-roll and Post-roll Video

Custom Sponsorships

Search Engine Marketing (Web Visible)

Adver-gaming and client-sponsored games

Sweepstakes / contesting

SMS/Texting

Broadcast / online / mobile promotions

Page 5: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Ad Gallery Pencil Ad / Sliding Billboard –Expanding 970x300px to 970x30px

Full Banner – 468x60px

Leaderboard – 728x90

Leaderboard – 728x90px

Large rectangle – 336x280 or Medium rectangle – 300x250

Video Pre-roll - :10 or :15 orVideo Post-roll - :20 or :30

Large rectangle – 336x280 or Medium rectangle – 300x250

Logo – 88x31

Page 6: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Video

Video Pre-roll - :10 or :15 orVideo Post-roll - :20 or :30

Large rectangle – 336x280 or

Medium rectangle – 300x250

Page 7: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Section Sponsorship

Video Pre-roll - :10 or :15 orVideo Post-roll - :20 or :30

2 Large rectangles – 336x280 or

2 Medium rectangle – 300x250

2 Leaderboards – 728x90px

Logo – 88x31

Advertiser has exclusive control of all ad units in section

Page 8: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

National/ Local CustomIntegrated Sponsorship

Click for interaction with live site

Case Study:

Objective: •Drive consumers to Amtrak stations on May 10, for National Train Day thru the use of our local websites and television stations in LA, CH, DC and NY.

•Increase local awareness

•Drive consumers to 4 separate National Train Day events.

Solution:

A campaign was created that:

•Generated buzz and awareness

•Drove thousands of consumers to enter the NTD contest online

•Visit client site, NationalTrainDay.com

•Attend select Amtrak station events for "NTD" in LA, CH, DC and NY.

Page 9: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

SMS/Texting Opportunities

• Include a text component in your campaign to provide additional opportunities for engagement with your customers – in a recent poll, 30% of consumers said they would like to receive mobile coupons.

• Customers will see or hear your text offer via your traditional media ads. They will request your information by responding via text - sending a keyword to our shortcode (a 5 or 6-digit telephone number we provide) - they’ll receive your message in the palm of their hand within seconds.

• Simple Text Campaigns

• $1,000 per week in addition to the schedule purchased on your web site and medium to promote the campaign

• Keyword “rental”

• $800 - $2,000 per word per month

• Use of Keyword can be used in all advertising for integrated campaigns

• Copy change up to four times per month

Text messages must follow carrier compliance. Phrases such as “Standard message charges apply” and “Text stop to quit” need to be present and legible.

Source: Jupiter Research via Mobile Marketer 3/5/09

Page 10: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Mobile Web Display Opportunity

Detailed Information Store locator – Enter zip code on landing page Click to call – Reach customer service/ reservations Data capture – Enter email or phone/text for updates Coupon – Bring phone to store for special discount

Banner ads on our mobile site:All of our ads can be clickable to a customized landing page with:

Rate: $35 CPM Features like click to call from the ad can be included at no additional charge

Daily Mobile Web consumption of news and information doubled from January 2008 to January 2009: comScore

Page 11: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Mobile Web Landing Pages/Microsites Examples

Rate: $2,000 - $5,000Features like Tell a friend, Link out, Opt-in email as lead generation can be included at no additional charge

Page 12: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

CustomIntegrated Sponsorship

Content features• Fresh blog posts• Featured fan comments• Next on broadcast info• Character of the week

Integrated logo/link to your site

Leaderboard – 728x90pxIntegrated buttons that can

link to “Store Locator” or client site areas beside content links appealing

to fans

Page 13: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Adver-gaming

Objective:

Increase local awarenessabout Verizon FiOS

Solution:

Attach the Verizon brand to a $100K giveaway for a sport targeting men.

Co-branded online and on-air promotional ads.

Exclusive Sponsorship

Case Study:

Page 14: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

WE LOVE RICH MEDIA!

Page 15: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Homepage Peel back

Page 16: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Interstitial

Page 17: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Sliding Billboard

Page 18: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

WPIX ONLINE

Page 19: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

WHY Add WPIX.com to Your Buy?

Who is WPIX.com?

Online component to WPIX station in New York which reaches over 7.3 million* TV households

Trusted local online destination for news, traffic, weather, sports, videos and CW programming

WHY WPIX.com?

Year-to-year ratings increases in 25-54 demos for news programming

Destination network (The CW) for young adults 18-34

Exclusive video segments; Over 250K monthly video streams

Top prime time programming with exclusive online sponsorship opportunities

Choose WPIX.com

Generate traffic or leads and increase branding, product awareness/education

Decrease competitive separation

On-air integration opportunities with WPIX-11

Target NYC local residents

*Scarborough and Omniture data, 2008

*Scarborough and Omniture data, 2008

Page 20: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Online Stats

Average Monthly Page Views: 3.8 Million**

Average Monthly Unique Users:

275,000*

Average Monthly Video Streams:

250,000**

Average Monthly Ad Impressions: 6.6 Million***

*ComScore Media Metrics data, February 2009**Omniture, March 2009

***Doubleclick ad data, March 2009

Page 21: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

User Profile

Demographic ProfileWomen…………………………………………….56%Men………………………………………………….44%

Household Income$35,000+…………………………………………88%$50,000+…………………………………………52%$75,000+………………………………………..48%$100,000+……………………………………….31%

Marital StatusSingle……………………………………………….63%Married…………………………………………….37%

Age18-34…………………………………………………80%25-54………………………………………………..50%35+…………………………………………………..31%55+……………………………………………………..5%

*Sources Site Metrics and Scarborough Research

EducationHigh School Graduate+………………………..90%

Some College/College Grad+………….…..65%Graduated College+……………………………..28%Postgraduate Degree+………………………….11%

OccupationStudent (employed Part Time)……..…..…20%

White Collar…...……………………………..……..55%Blue Collar……………………………………………..25%Professional / Managerial……………………..40%

Page 22: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Channels

Page 23: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

News

Page 24: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Blogs

Page 25: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Entertainment

Page 26: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Sports

Page 27: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Traffic

Page 28: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Weather

Page 29: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Shows

Page 30: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Shows

Programs fans love

•CW Network Shows•Exclusive Video Interviews•CW Scoop & Gossip•NY Top Model Casting Call•Other WPIX Shows•Hot Photos•Primetime Listings

Page 31: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

RatesAll Rates Quoted Are Net

ROS Banners- $10 CPM 728x90, 300x250 and 468x60

In-banner Video (Mixpo) - $20 CPM Pre-roll Video- $40 CPM

<:20 seconds Post-roll Video- $20 CPM

>:20 seconds Mobile Texting Campaign- $1K/ week Mobile Banners- $35 CPM Mobile Landing page- $2K-$5K Web Contest-$1K+/ month Twitter placement sponsorship- $3K/ month Custom Micro-site- $5K+ Section Sponsorship- $2K-$5K/ month

Includes Sponsored by client logo Ad exclusivity (banner and pre/post roll video)

Page 32: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Creative Specs Leaderboard – 728x90 pixels

72 dpi, Flash, .gif, .jpg; max. file size = 40K

Large Rectangle – 336x280 pixels72 dpi, Flash, .gif, .jpg; max. file size = 40K

Medium Rectangle – 300x250 pixels72 dpi, Flash, .gif, .jpg; max. file size = 40K

Banner – 428x90 pixels72 dpi, Flash, .gif, .jpg; max. file size = 40K

Sliding Billboard – 970x300(in-unit and pencil ads) 90K (billboard) and 15K masthead, 10 seconds max. No looping. Auto expanded 1 per user per day.

Interstitial – Full pageAd between page. 30K, 10 sec. max. User initiated audio. Must have Skip or Close button. Must include PIX11 branded header.

IntrostitialFull page as user enters the site. 40K, 10 sec. max. No looping. Must have a Skip or Close button. Auto expanded 1 per user per day. Must include PIX11 branded header.

VideoPre-roll and post-roll, see full specs at: http://tribuneinteractive.com/specs/

Logo/Button – 88x31 integrated into Section graphic

Page 33: Advertising for Results Presented by: Imani Laners Interactive Sales Manager.

Imani LanersInteractive Sales Manager

Phone: 212.210.2663

Fax: 212.210.2805

Cell: 914.772.8499

Chris ManganCampaign Manager

Phone: 212.210.2652

Fax: 212.210.2891

Cell: 917.363.4294

Address: PIX11 | 220 East 42nd Street | 10th Floor | New York, NY 10017

Contacts