Catherine Badalamente , Director Digital Media, Post-Newsweek Stations

Catherine Badalamente, Director Digital Media, Post-Newsweek StationsCatharine Van Mater, Director, Digital Sales Solutions, Internet Broadcasting

Jesse McCambridge, VP Market Development, Internet Broadcasting

David Dominato, Digital/Local Sales Manager, ClickOrlando.com Ashley Parker, Digital/New Business Development Manager, KSAT.com Paul Vignau, Internet & Business Development Manager, JustNews.com

JD Blair, Online Sales Manager, News4Jax.com Vance Collins, Digital Sales Manager, Click2Houston.com

Monday, September 13, 2010

Conquering Online Objections

Session III:Monday, September 13Monday, September 13

Measuring Results

Measuring Results

Common Complaints

• “How can I measure if Web works?”

• “How can you prove the viewers to your site are true?”

• “How many impressions do I need for effective campaign delivery? Web impressions don’t lead directly to sales.”

• “I’m not sure if people filling out the contest are good leads –they just want free stuff.”

• “How do I place it, measure it, how do I compare this to buying rating points?”

• Comscore shows a large portion of audience is coming from outside the DMA, so how am I assured I’m buying a local audience? Your internal numbers don’t match Comscore, what is the true delivery?”

“How can I measure if Web works?”

Compared to other media, online advertising is the most measureable since computers track viewers activity.

We use a third party, WebTrends to track Page Views, Click thru’s and content viewed.

Looking at performance for your promotion, we can create a campaign that is designed to drive traffic to your site, help generate sales leads, build a database or promote a unique feature.

Let’s look at these metrics and create a promotion we can track.

“How can you prove that the viewership to your site is accurate?”

We have several industry approved metrics that are reliable sources to understand how viewers use our site.

WebTrends anf Google Analytics are highly regarded nationally recognized third-party software programs that cookie viewers to track Page Views and Unique Visitors to our site.

ComScore is another metric that ranks local sites using a random telephone survey and an online recruitment where participants online activities are monitored.

We also have local demographic/psychographic research through Scarborough to learn more about the profile of our viewers.

Our radio research also shows our site has more viewers than all the radio combined in this market.

“How many impressions do I need for effective campaign delivery?”

Scheduling the correct volume of ads (impressions) during your flight time period is key.

During a four week period, we suggest scheduling XXX,000 impressions per month in this market.

Campaigns typically run for 6 – 12 months with an average of XXX,000 impressions running per month unless we are scheduling a concentrated promotion or contest within a two week period.

As important, is the creative with a call-to-action to engage the viewer when they see your ad or offer.

“I’m not sure if people filling out the contest are good leads –they just want free stuff.”

You will always have a percentage of people that like to enter contests. If your prize is targeted, you will also reach your desired audience. Don’t give away something that doesn’t have anything to do with what you are trying to sell.

Many of our clients have used contesting to create a database and “fill their funnel” with great results.

“How do I place it, measure it, how do I compare it to buying rating points?”

You buy online based on number of impressions and CPM. Different creative units have different CPMs.

Who are you trying to reach? If you are trying to reach women – run in Entertainment and Family, men – run in Sports.

What is your goal? How will you measure success? Do you have a compelling offer or are you interested in branding?

Your creative message will determine the level of engagement = CTR.

“Comscore shows a large portion of audience is coming from outside the DMA, so how am I assured I’m buying a local audience? Your internal numbers don’t match Comscore, what is the true delivery?”

“70-75% of our audience comes from within the DMA and the second biggest group is from within the state.”

comScore isn’t a true representation of our audience

comScore data is acquired via 2 methods, using one or a combination of these two methods:

• A panel - approximately 2,000,000 Global online users.  This includes 150,000 within the United States.

• Beaconing - a comScore tag has been placed on the site.

The at-work panel is relatively small in size, largely because panelists must install comScore software on their computers, which is often forbidden by most corporations.

Due to a small at-work panel, sample sizes are generally low.  Therefore, viewership data may be subject to fluctuations, especially in smaller markets where only a panel measurement is used and they typically experience less than 30,000 viewers.

Measuring Results

Easy to Measure• Online advertising is the easiest media channel to measure

WebTrends• We use the third party, WebTrends to track page views, click

thru’s and content viewed

Double-Click• We use Double-Click to track impressions, click-thrus and a

variety of other metrics

Campaign Creation• We create campaigns that:

1) Drive traffic to your site

2) Generate sales leads

3) Promote your site’s unique features

Comparing Your Capabilities

Comparing Your Capabilities

Common Complaints

• “How is your site different from the competition?”• “What are the benefits to advertise online?”• “The buyer at the agency seems to be stuck in the “added

value” mode.”• “Our current advertising (TV, billboard, radio, print, direct mail)

is performing, why add online to the mix?”

“How is your site different from the competition?”

24/7 Newsource - First, take a look at our Homepage and you’ll notice frequent content updates by the minute. Viewers want fresh updated content.

Web staff - We have dedicated online editors that publish the online news sitting along side of our on-air newsroom producers.

Video – We can take our camera footage and digitize it to be up on the Web 24/7.

Viewer Engagement – The length of time visitors spend on our site and the number of pages viewed per visit is outstanding compared to the other sites in the market.

“The buyer at the agency seems to be stuck in the “added value” mode.”

Hundreds of advertisers are currently using our website as an effective part of their media mix.

Those that give their website away do so because it has no value. Ask what they are getting as “added value”— if it is a banner ad on a radio station website—they are getting what they pay for (nothing).

We create custom advertising solutions that drive results for clients.

“Our current advertising (TV, billboard, radio, print, direct mail) is performing, why add online to the mix?”

Why Advertise Online?Cost effective: Online advertising is one of the most cost-effective advertising methods available for creating, delivering and executing marketing campaigns.Target: You can reach a specific demographic based on geography, areas of interest and context of the content.Reach: 74% of all adults use the internet.* Measure: Online advertisement is transparent. Reporting and analysis gives comprehensive evidence of return on investment on all promotional activities.Act now: Direct response and lead-generation campaigns have proven especially effective online. Consumers can immediately click on a link to access more information, make a direct purchase or register for services.Interactive: Online creative engages the user.Quality Audience: 94% of Internet users have a HH income over $75k.*

*Source: The Pew Research Center's Internet & American Life Project 2010

TV, Internet Dominate Daily Media Use

Magazines, 15.6

Newspapers, 26.4

Mobile, 19.2

Radio, 91.2

Internet, 98.5

Television, 236.6

Time Spent Yesterday (In Minutes) Persons 18+

Source: Television Bureau of Advertising Media Comparisons Study, 2008

TV, Internet Dominate Daily Media Use

Source: TVB Media Comparisons Study 2010.  Knowledge Networks Inc. Custom Survey.

“lean back”

“lean forward”

“on the go”

“synch and go”

The consumer is in control…

The Power of your local website

We target and capture audiences near the top of the funnel that are “thinking to buy”.

Research shows the best leads are those that come from your own site.

We have the tools to drive traffic to your Web sites with full page ads, push-down rich media, video and flash ad campaigns.

We differentiate you from your competitors and make your message stand out.

IB Capabilities

Features• Viewers come to our site for updated news, sports, local

weather, and entertainment.

Driving Traffic• We drive online traffic with breaking news alerts, special

sections, weather forecasts and mobile updates.

Constant Message

• Viewers see your ads and targeted messages online throughout the entire work day.

• IAB UNITS – Weather Triggered• Haircast• Hover Ads• eNewsletters• Custom Weather Widget• Pencil Ads

Proof of Performance!-----Original Message-----From: Philippe Vanier [mailto:[email protected]] Sent: Wednesday, March 10, 2010 9:53 AMTo: Tracy SmithSubject: Web SiteWhatever you did yesterday please keep it up, we spiked right up to our biggest day so far. We now have a total of 672 redirections from your site as off last night.Thanks,Philippe

-----Original Message-----

From: Philippe Vanier [mailto:[email protected]]

Sent: Wednesday, March 10, 2010 10:00 AM

To: Tracy Smith

Subject: Web Site

One more bit of info for you. Most of the traffic is generated by the banners and the animated banners. just weather.com generated 22 redirects and the haircast 9 out of the total I sent you earlier. The number of coupons also jumped up yesterday. If all these people show up I may get to 40 minutes installs or I am going to have to hire more people.

Best,

Philippe

12 Appointments

Proper Contesting – Dental Client

Ad Name Ad Size Impressions Clicks Click Rate

Homepage Display

300x250 169,119 847 0.50

Homepage Leader

728x90 172,902 932 0.54

Pencil Pushdown Ad

1000x30 to 1000x40

165,624 226 0.14

JustWeather Leader Bonus

728x90 50,125 438 0.87

Click2Houston Leader Bonus

728x90 50,125 223 0.44

Click2Houston Display Bonus

300x250 150,375 863 0.57

Total -- 758,281 3,529 1.43

Buffer Page Links

Link Clicks

Coupon 6,776

Find a Wendy’s 313

WendyMail 210

Buffer Page Metrics

Page Views 4,697

Visits 4,210

Wendy’s Premium Fish Fillet CampaignFebruary 15, 2010 to February 19, 2010

Bubbles Car Wash Push Down

Every site visitor received one pushdown and then it sat at the top of the website all day as a pencil (1000x40) ad.

This provided a Great offer – with no hook, for one day only. Text campaign was up all day and yielded over 150 carwash customers that day – a cloudy rain threatened day.

Thank You !

Next Session:Monday, October 11Monday, October 11thth

5:00 pm ET5:00 pm ET