ANM digital training chapter 1 3 2012

ANM Integrated Sales Training

How do you consume your social media?How has social media changed your routines and media consumption?

Is it a better world?Chapter 1

By the end of this course, participants should be able to…

• Describe the benefits of integrated advertising in terms of reach, frequency & response.

• Identify the signs that a business would benefit from digital or magazine advertising as part of their media mix

• Generate excitement around the opportunities presented by a multi-platform campaign

• Confidently speak to clients about the measurement metrics for adelaidenow & mobile and the projections for digital advertising growth in Australia

• Understand the positioning of each of ANM’s platforms in the 24 hour news cycle

• Confidently pitch integrated ANM solutions for increased marketshare at the expense of radio and TV

Our vision for you

ANM’s success relies on strong print revenue

Working Together

Share some stories of how online has helped open up communication channels with clients or helped us get print based campaigns over the

line.

adelaidenow – 37,200

TA*M – 4,700 AN win stuff –

3,600

adelaidenow – 10,000 TA*M – 4,620

TA*M – 150

730k UA p/m

200k UB p/m

1k subs

3k subs

M-F 446k reach

Sat 529k reach

588k reach

Source: Press Readership – Roy Morgan to Mar 12, anow UA Nielsen Apr-Jun av

40k+ books 300k+ magazines 90k+

directories

Understanding Environment vs Audience

Understanding Reach + Environment

Discuss how our reach, environment & audience work together to provide us with a significant competitive advantage in this market

E•Eff

ectiveness

=

M •Mass x

C2

•Connection x

•Creativity

ANM print & web together

“Newspapers and their websites capture the undivided attention of users, making them the ideal environment to influence consumers behaviours””

Advertising in both newspapers and their online newspapers Instant mass reach

Drive visitors to a website for customers acquisition Quality audience

Opportunity to increase frequency at short notice Topicality

Measurable pre/post brand awareness

Source: Nielsen Media Research National Readership Survey Q4 06 – Q3 07 All People Aged 15+

Differences

Newspapers offer different reason for usage compared to their websites

Newspapers are about providing a mind expanding read, while theirWebsites ‘scratch the news itch’

Newspapers Trigger Call To Action

In depth, exploratory: 45min

Sets the daily agenda

Stimulates Conversation

Linear read covering a broad spectrum

Bite size, Snapshot: 8min

Provides up to the minute breaking news

Provides a platform for expressing opinion

Sectional modules with navigatable links

Content

Descriptive, Detailed

Predominantly call to action

Informative

Measurable in response

‘beyond the rectangle’

Eye catching, click provoking

Predominantly call to click

Visual

Measurable in clicks & views

Rich/Video

Advertising

Does this follow your media consumption?Do you pay attention to advertising in the paper & online, or do you shut it

out?Do you prefer your advertising to be relevant to the content, or just relevant

to you?

The 4th Pillar

Facebook referrals growing

Advertising

7 News Mix SAFM Nova AdelaideNow0

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10000

15000

20000

25000

30000

35000

Series1

Social Media Engagement

9 News 7 News Nova AdelaideNow0

1000

2000

3000

4000

5000

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7000

8000

Series1

Tweet

25

Endorsement for an event or sale to our 4,600 followers + wider #adelaide

Editorial Blurb

Webpage link

Facebook Post

26

Endorsement for an event or sale to our 4,700 loyal fans

Editorial Blurb

Image

Webpage link

Pinterest listing

27

Topical product or brand pin/s

Editorial Blurb

Opportunity to feature price

Webpage link

How do you consume your social media?How has social media changed your routines and media consumption?

Is it a better world?

How do you consume your social media?How has social media changed your routines and media consumption?

Is it a better world?Chapter 2

The Big Picture

Creating and distributing high quality news, sports and entertainment worldwide. 0

1

Influencing more Australians every day than any other media company

Every day we engage audiences across multiple platforms with high quality content.

Our trusted portfolio of news, lifestyle, sport and search brands reaches six million Australians a month.

NewsNews SportSport LifestyleLifestyle SearchSearch

Sales & Support: A knowledgeable team backed by a strong support network.

Strong Support Team

Comprising of strategists, product managers, campaign managers, producers and an engaged editorial team make it easier to facilitate your campaign from beginning to end, with high quality results.

Quality Sales Team

Knowledgeable salespeople focused on delivery of high quality advertising solutions for clients and agencies.

Client or

Agency

Research & Insights

Site Sales Managers

Ad Operations

Product Managers

Integrated Sales Specialist

ANM Digital TeamYou

Integration with News

Limited papers

and magazines

Audience

Our compelling content attracts large audiences across key demographic groups.

Isabella25-44 yr old female

Zac & Amy16-24 yr olds

Gerald25-54 yr old male

Jane & FrankThe ABs

Alisa OR JohnGrocery Buyer with

Kids

Audience

Time poor worker who increasingly turns to net for quality news, business, technology and the latest gadgets and follows sport.

NDM reaches 2.525 million men 25-54 years daily (UAs) *

25-54 yr old male

Gerald

*Roy Morgan Research Single Source SEP 2011 Visited NDM network exc Kidspot In L4W x Nielsen Online Answers DEC 2011

Professionals who follow leading news, business and lifestyle content as an anchor for their busy lives.

NDM reaches over 2.192 million AB (UBs) monthly, 56% more likely than the general population to visit the NDM network*

TheABs

Jane & Frank

* Source: Roy Morgan Research Single Source SEP 2011 Visited NDM network exc Kidspot in L4W x Nielsen Online Answers DEC 2011

Gender-balanced Australian household. Like a broad range of news and lifestyle, but also food and value sites.NDM reaches 1.524 million GBs with kids (UAs) monthly*

Grocery Buyer with Kids

Alisa OR John

* Roy Morgan Research Single Source SEP 2011- Visited NDM network exc Kidspot in L4W x Nielsen Online Answers DEC 2011

Gaming, popular brands and passionate about entertainment!

NDM reaches over 1.258 million (UAs) monthly*

16-24yr olds

Zac & Amy

* Roy Morgan Research Single Source SEP 2011 Visited NDM network exc Kidspot In L4W x Nielsen Online Answers DEC 2011

Highly engaged reader across lifestyle categories including health, fashion, food and interiors.

NDM reaches over 1.777 million women 25-49 (UAs) monthly *

25-49 yr old female

Isabella

* Roy Morgan Research Single Source SEP 2011 Visited NDM network exc Kidspot In L4W x Nielsen Online Answers DEC 2011

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Social Media Followers

New

slett

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Subsc

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= average session durationSource- Nielsen online SiteCensus August2011

Audiences engage for longer with our premium content, including branded newsletters and social media sharing.

ASD=03:29

ASD=08:00

ASD=11:25

ASD=03:54

Consumer behaviour is changing rapidly and we keep up, owning the agenda throughout the day.

15

10

5

12108642 108642

AM PM

% of total activity

Key Sites

Australia’s largest food and recipe network

• A unique channel combination that brings together the most powerful food brands in Australia

• An extensive brand platform with multiple consumer touch points at each stage of the purchase cycle

• Home to Australia’s and the world’s top food talent

• Suits everyone from the novice to the confident cook

• Driven by tried, tested & trusted recipes from Australia’s leading food magazines

Australia’s #1 health, happiness and wellbeing media brand

body+soul newspaper section

body+soul online

MOTIVATIONAL & ME TIME

‘trusted source, credibility & building

advocacy’

DEEP DIVES & INDEPTH ADVICE

‘research, planning & community’

5.5m Weekly Readers14+ Minutes of Me Time

…………….

Getprice users are more likely to purchase

Consumer search begins

Point of Sale at Online Retailer

Independent product reviews

User reviews and product comparisons

Product and Price comparison

SELECTION & ACQUISITIONRESEARCH

• Reach qualified shoppers at critical point in buying process

• Near point-of-sale, preparing to purchase• Not just price: emphasis on value, product features

• 1,202,000 Unique Audience – NOR July 2012

• 1200 Online & Multi Channel Retailers – Approx 2.8 million products

• Hitwise Number 1 Shopping and Directories website - 2010 and 2011

• Deloittes Top 50 fastest growing technology company in 2009 ,2010 and 2011

• 115,000 shoppers now signed up to the Getprice Newsletter

• Getprice partner network includes News Digital Media, Yahoo, MSN Shopping,Choice, News.com.au, Taste, Shop Ferett, PC World, Good Gear Guide and C-Net.

Best Aggregation Channel - Online

Retail Industry Awards 2011 & 2012

Key Stats & Demo’s

Demographic info Behaviours Attitudes

Average number of times bought products/shopping over the internet in last 3

mths – 5 times

87% visited online communities & messaging

sites in the last 4 weeks

59% Men41% Women

Average Age: 41 years

Average HH income : $121K

Quality is more important than price(73%)

Born to shop (16%)

I buy more store’s own products than well known brands (40%)

I enjoy clothes shopping (42%)

I am always ready to try new & different products (61%)

Source: Roy Morgan Research March 12; visited getprice.com.au in last 4 weeks

AB Socio economic Group: 36%Big Spenders: 64%

76% visited News & Newspaper sites in the last 4

weeks

Getprice Audience

Monthly Audience

148,000 UAs

891,000 PIs

110,000 Video Views

270,000 Newsletters

3m 50s Time Spent per Person

Audience Profile

72% male

64% age 18-34

92% have bought something online in the last six months

89% will buy a smartphone as next phone

68% exercise between 2-6 times / week

55% drink beer at least once / week

58% hold an undergrad or postgrad degree

19% fly 6 or more times / year

22% have an investment property

*Nielsen Answers – May 2012

These guys are active and avid consumers...

*Source: Effective Measure independent user survey- April 2012

Men’s Lifestyle

The Premiere DestinationFor Videogame and

Entertainment Content

Monthly Unique Audience 842,000

Month on Month UA Growth +11%

Monthly Page Views 11,521,000

Time per Person 9m 20s

Source: Nielsen Online Ratings April 2012

• Targeting people (Men 18-34 in particular) who play games and have an interest in broader entertainment

• Exactly 50% of IGN’s audience are age 21-34

Guinness World Records crowned IGN.com “World’s Most Popular Video Games Website”- June, 2011

Demographic info Behaviours Attitudes

Source: Roy Morgan Research March 12; visited Carsguide.com.au in last 7 days

20% intend to buy a new car within the next 5 years

Are 148% more likely than the total population to buy a new car within the next year

70% Men; 30% Women

Average Age: 41 years

Average HH Income $109K

Believe quality is more important than price (78%)

Choose a car mainly on its looks (17%)

You can tell a type of person by the type of car they drive (36%)

Buy a product because of the label (31%)Are 20% more likely than the

total population to have comprehensive vehicle

insurance I’ll go out of my way in search of a

bargain (41%)

B S

D A

CARSGUIDE.COM.AU AUDIENCE

Buyers on the search for their perfect match in the next 12 months, whether it’s new or used.

Sellers who no longer find their car to be a perfect match. These break-ups can be due to a number of reasons: new job, new baby, travelling or an emptying of the nest.

Car dealers use us to connect with those on the hunt for a car. In turn we allow them to generate more leads.

Advertisers use us to connect with our consumers who are actively in market to buy and sell, source useful tips and advice and connect with our dealers.

Our online audience has been broken out into four segments:

CONSUMER PROFILING: PATH TO PURCHASE

Seek – 4 months

Consumer considers an initial set of brands, based on brand

perceptions and exposure to recent touch points. There are

3.8 brands on their radar at this point and two model types.

Involve – 2.5 months

Consumers add or subtract brands as they evaluate what they want. There is usually 2.2 new brands

added as they start to learn more about the brands. They are now convinced on one type of model.

Act – 1 month

Ultimately, the consumer selects a brand based on value for money.

‘The deal’ can sway the brand and model decision.

The consideration process stretches across 7.5 months.

News &

Reviews

Search

* Roy Morgan Platinum: Dec ‘10 – Oct ’11

1. Holden Ute 2. Toyota Landcruiser

3. Porsche Panamera

4. Holden Commodore

5. Volkswagen Golf

MOST SEARCHED NEW MODELS

*UNICA May 2012

Search generates 70% of Carsguide.com.au’s traffic

CareerOne

How do you consume your social media?How has social media changed your routines and media consumption?

Is it a better world?Chapter 3

DIGITAL

AGENDA

• The Digital Landscape

• The Competitor Landscape

• Demystifying Digital

• Our Digital Offering

• Useful Resources

THE DIGITAL LANDSCAPE

TOTAL MEDIA SPEND: $9,893,135,000 (APRIL 11- MARCH 12 )

Source: Nielsen Adex Data

THE DIGITAL MEDIA MIX

ONLINE VIDEO ADVERTISING EXPENDITURE

MOBILE USERS> DESKTOP INTERNET USERS WITHIN 5 YEARS

Morgan Staley Research

THE COMPETITOR LANDSCAPE

THE COMPETITIVE LANDSCAPE

COST

PUBLISHERS

The ‘Top 5’ represent 63% of the total display revenue in Australia

Publishers own or create the content on their sites

AD NETWORKS

• Ad networks are typically third party companies that sell Australian eyeballs on a range of national and international sites or on behalf of independently owned sites.

• Most commonly sold on a blind performance based model or by vertical

THE LONGTAIL

• May be lower reach but engagement with the audience is strong

• Niche sites covering specific interests/passion points

• Examples: Blogs, Forums, Sporting Associations, Film Reviews, Music and Artist fan clubs, Casual Gaming, Mobile Downloads, Wedding Planning, Baby and Parents

DEMYSTIFYING DIGITAL

DIGITAL JARGON

Page Impression: Also known as page requests or page views. Page impressions refer to the number of times that a web page is requested from a server.

Unique Browser: This is a visitor tracked by IP. Each IP is counted only once.

Unique Audience: The number of unique individuals who have visited a Web site at least once in the reporting periodThink of this as Circulation

Average Session Duration (ASD)This is ‘time spent’ or a metric for engagement

CPM= Cost Per Thousand Page Impressions

STANDARD DISPLAY SIZES

LEADERBOARD 728X90HALF PAGE 300X600

MEDIUM RECTANGLE

300X250

TEXT LINK: 25 Heading and 70 Character Body

STANDARD BANNERS

• Standard banners account for 70% of all online ads

• 30KB to 40KB in file size

WHAT IS RICH MEDIA??

• Rich media is a terms for advanced technology used on internet ads, these include streaming video, audio, interactivity, and special effects

ONLINE COST MODELS

method cost reason example

Time Based Fixed Price High Awareness and Impact

Daily Homepage Buyout

Sponsorship Flat Fee Exclusivity of Content

100% SOV of Business

CPM Cost Per 1000 Impressions

Purchase based on desired reach SOV

Run of Site/Section

CPA Cost Per Acquisition Only pay for an identified action

Performance buy

CPC Cost Per Click Only pay when a user takes interest

Performance Buy

BUY TYPE BASED ON CLIENT OBJECTIVES

HOW IS AN AD SERVED?

OUR DIGITAL OFFERING

OUR USP

Combining quality content and leading digital advertising technology, backed by superior service.

• Leading media brands• Dedicated journalists• Premium content

environments• Made for medium

content

• Apps & Devices• Targeting• Social integration• Sophisticated

advertising solutions

• Inspiration & Insights

• Innovation & Updates

• Sales & Support• Integration &

Collaboration

OUR DIGITAL NETWORK REACHES 6 MILLION PEOPLE PER MONTH

NewsNews SportSport LifestyleLifestyle SearchSearch

AUSTRALIAS MOST AWARDED NETWORK

Source – Nielsen Market Intelligence Apr 2011

Each month our sporting fanatics spend nearly 4million hours with our sports content.

Our foodies will spend about 4m hours on Taste.com every year

Each month gaming enthusiasts leave an average of 14,000 and ‘Like’ articles 62,000 times per month.50% of bodyandsoul.com.au members

are interested in fitness Reaching over 746,000 women searching for the latest in entertainment news

Our fashionistas will contribute around 20,000 posts on Vogue.com.au every month

WE CONNECT THROUGH OUR AUDIENCES PASSIONS

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Size of dot = average session duration

ASD=03:29

ASD=08:12

ASD=11:25

ASD=03:54

Source- Nielsen online SiteCensus August 2011

OUR AUDIENCE IS HIGHLY ENGAGED AND LOYAL

Editorial Newsletters Ticker

Double Column Block

High Impact

RMX

Extender

Performance

Social Media integration

Solus edm by brand

Integrated solutions

Pre-Roll

Apps & DevicesDisplay Video Custom Targeting Email

Standard Ad Units

Lightbox

The Perk Solus edm

Audience Targeting

Keyword Targeting

Custom Segments

Cost Per Click

Low CPM

M- Sites

Masthead App Network

Social Media Apps

Lifestyle Apps

OUR AD PRODUCTS

TRAILER ROYALE

• Tells a story in a dominant, theatrical way.

• User initiated means interactivity and engagement.

• Versatility allows for extensive targeting options across NDM websites.

• Extensive user reporting gives advertisers access to customer interaction data.

PUSHDOWN

• Take prime position above the page content- Loads a large panel above page header

• Subsequent impressions load a polite panel to revisit your message

• Extensive engagement reporting gives insights areas that drive the most interest

PAGE WRAP

• Online version of a page wrap.

• Wrap your brand around most NDM site homepages.

• Seamlessly integrated creative execution with page content.

HUMDINGER

• Dominant panel loaded above all content

• Large palette for creative flexibility

• No frequency cap (loads full panel for entire day)

CATALOGUE AD UNIT

• An engaging retail experience

• Rollover initiated expanding catalogue

• Social integration

• Store locator and catalogue download

Over-The-Page (OTP)

• Standard or full pages sizes available.• Provides maximum exposure.• Creatively convey an array of brand messages.

Standard Full Page

In-Player Video

1. Pre-Roll & Companion• Solus ad break

• Pre roll up to 15 secs

• Companion Med Rec on some players

2. Skinning & Integration• Create a strong branded experience

• Clickable, static skins

• CTA follows video to enhance brand recall

3. Video Overlay• Appears for 10s from 30” on clips

• Dimension 450x50

• Provide flv or text link creative

Video Light Box: Expanding Video Player

• Click initiated video medium rectangle

• Expanding into full-page light box with video

Video Extender

• Users can expand the TVC to their ideal sizeExpanding medium rectangle video unit

• Playful teaser prompts user interaction

VIDEO: RMX

300 x 600

• Showcase TVCs in standard size placements

• Half page RMX offers TVC placement and 3 CTAs

• Tracking and reporting on user interaction

300 x 250

Daily Newsletters: Effective, targeted, direct.

• Reach over 1.6 million subscribers each week.

• Higher ROI than display alone.

• Email averages a 0.10% CTR.

Solus eDM

• Stand-alone emails dedicated to one brand/product.

• Co-branded with trusted NDM brands.

• Perfect for tactical offers to generate buzz.

• Entice your consumers – format allows creative freedom.

Ticker

• Integrated hard coded placement- Premium placement amongnst content.

• Convey a range of messages within page boundary.

• Reinforces and enhances standard roadblock buyout.

* Subject to site discretion

Double Column Block

• Advertising placed among homepage content.

• Below the fold unit – high impact, large format

• Similar CTR to Medium Rectangle despite being lower on the page

Side Skins

• Offers increased ownership and visibility- great visual branding opportunity

• Skin homepages and breaking news sections across the network.

• Convey multiple messages, utilizing all elements:

– medium rectangle

– Leaderboard

– side skins

Integrated Solutions

• Access to a team delivering new innovative solutions.

• Align with the strongest media brands in the market.

• Take advantage of a loyal and engaged audience.

Social Integration

Integrate your campaign seamlessly with social media:

• Site-specific brand and twitter pages allow sharing online.

• Integrated share functionality within all article pages.

• Social Media Applications linking your campaign to:

– NDM network

– Facebook

– Twitter

– LinkedIn

Social Integration

Our service team also:

• Know where people talk about your product.

• Can get you into the conversation.

• Build your strategy around our brands for greater reach and interaction.

Cross Platform Integration

• We work with you to deliver innovative campaigns across multiple platforms.

• We strive for simpler, easier implementation.• Platforms include newspapers, magazines and digital (online, iPad, mobile).

Magazines

Online

Newspapers

TARGETING

Why NDM Targeting?

• Flexible and transparent customer segmentation.

• Utilise our trusted data on consumer behaviour across brand sites.

• Our audience span a range of different interests.

• Connect with around 6 million engaged consumers.

How Do We Target?

Behaviour: Behavioural targeting and retargeting helps you connect with our audience based on interests, attitudes and purchase intent.

Relevance: Keyword and contextual targeting utilises brand values and associated categories.

Compass: First Impression gives a HUGE reach, Demographic and Ad Server (time / geo / browser) targeting offer increased effectiveness at no charge.

PERFORMANCE

• Get access to a highly engaged Australian online audience.

• Wide ranging and high reaching quality touch points:

– Quality Leads: optimization matches ads to individuals likely to respond

– Cost Effective: low cost solution for direct response marketing

– Brand Safety: trusted content with an engaged online audience

– Minimal Wastage: buying model ensures you only pay for results

MaximiseQualityLeads

CostEffective

BrandSafety

MinimalWastage

What is ‘integration’

Leaderboard

Medium Rectangle

Integrated Header/Skin

Sponsored Content Module

NEWS LIMITEDS DIGITAL STRATEGY

FOUR KEY AREAS FOR 2012

TABLET APPS

• Australia’s leading App network across News and Lifestyle.• Leaders in publishing content across multiple platforms.• Adapting content to consumer behaviour throughout the day.