6/28/2011 1 Ad Models How to Price & Position Your Content & AD Inventory
May 16, 2015
6/28/2011
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Ad Models
How to
Price & Position Your Content
& AD Inventory
6/28/2011
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What you
will learn
today
• Salaried exec directs web sales effort
• AD inventory BEST PRACTICES
• CPM – Under value inventory
• CPM - confuse client
• Advertisers can’t see their banners
• You say you’re sold out? Duh
• Ad networks are killing your business
• Making money with editorial video
• What your media kit should look like
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Who Runs Site?
• make it cool
• drive page-views
• win awards
• sell more print
Financially motivated?
?
Webmasters & Designers
Tell you
what you can
and can’t sell
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Always done it that way
Platform can’t do it
We don’t offer it
Don’t have time
Too expensive
Bad user experience
• Hit our web budget
• Web rev up 500 %
• Web traffic is strong
• 50,000 Facebook Fans
Beware
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Bigger Not Always Better
News Hole
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Online
Ad hole
LOGO sections
promo
You Lose Pricing Power
Un-limited Supply +
Commodity Unit +
Limited Demand
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Ad Pricing
‘Your cpm is too high’
Avoid This Nonsense…. instead….sell flat fee to local/directs
Interactive Media Queen
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CPM vs FLAT FEE
SUPER PREMIUM Inventory • X-tra large ads • Home Page • Section Fronts • Above Fold
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SUPER PREMIUM Inventory
• THURSDAY & FRIDAY • 10a-2p, 6a-6p
Home Page
Premium Unit 300 x 600
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EXCELLENT AD POSITION in reader view
Simple Design
> Branding
> Message Awareness > Call to action
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Rate Card & Pricing
• Retail or “Rack Rate”
• Discount off that number
• Price & Sell……
• Based on Supply & Demand
Smart Practice weekly instead of monthly rates
$ 400. per month
sounds expensive
sounds reasonable $ 95. per week
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Ad Units
Super Premium
Ad Units
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WEAK
AD POSITION
outside of reader view
visually bland
See any Super
Premium ad positions ?
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• Page takeover
• Site take-over
• Sponsorship
• Roadblock
easiest ad unit to sell
Sliding Billboard
smart practice
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Sliding Billboard
or Curtain Ad
Sliding Billboard
• Exclusive & limited supply
• EZ for rep to sell
• EZ for client to see value
• EZ to design & execute
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Sliding Billboard
• 100% share of voice for 24 hrs
• Flat, daily fee
• Short term deal - find market value
• In-house promos, if not sold
• 60% sell out…. raise rate
Sold Out ?
Congrats !
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• Under-valued unit
• Leave $ on table
• Inventory management
• Poor forecasting
• Pray: page-views
Unfortunatley….
We HOPE you…. • Signed short term deal
• 3 months max
• Auto renew every month
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Ad Networks
Are Killing You
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Danger !
Looks like editorial
NEVER run this on home page
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Ad networks diminish value of
their brand and content
by spreading it so widely
ultimately threatening
existing relationships with advertisers
QUOTE:
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Ad Networks
But we make money ! We get a check every month
DUMB National Ad Networks
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• Easy money
• No upfront costs
• 3rd party reps inventory
• Local biz gets on site…cheap
• Commoditize your inventory
Good
Bad
Ad Networks 3rd Party, Remnant, Google Ad Sense
Ad Networks REMOVE : home-page & section fronts
• Day-part • Secondary sections • Below Fold, Non-prime positions
Inform Advertisers • We don’t accept remnant buys • Show super-premium positions
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DUMB
National Ad Networks at local level
Media Kit • Online • Print • Email (PDF)
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Website: xx,000 Unique / readers
Mobile: x,000 Apps, alerts
Social: x,000 Facebook, Twitter
Email: xx,000 Opt-ins YouTube: xx,000 Subscribers
Total Readership Newspaper: xxx,000 Online: xx,000 Total Reach: xxx,000
Total Online
Reaching xx,xxx Chicago Adults each month
Print, Online & Event Marketing Services for Chicago Business
How We Help:
• Brand & Message Awareness Be seen, Get your message out
• Search Engine Marketing Get found on Google
• Online Presence & Reputation Looking good online
• Database Marketing Customer email & Mailing Lists
• Online Couponing Daily Deals, Promotions, Sampling
Who We Help:
• Yoga, Fitness & Health
• Beauty & Hair
• Boutiques & Retail
• Restaurants & Food
• Entertainment & Culture
• Special Events
• Family & Kids
• Contractors
• Service Providers
• Doctors, Dentists, Lawyers
Client Logo
Client Logo
Success Stories……can we do this for you ?
Contact &info Phone Email Office Location Twitter FaceBook
LOGO
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Can’t see my ADS
Don’t See My Ads
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• Day-part (9a-3p)
• Pick a day (wed)
• Pick a section (sports)
Target Impressions
Internet Prime Time Mon-Fri 9a-5p
Morning 6a-10a Mid-day
10-3p
Evening8-11p
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Video
Online Video show me the money
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Remember all that video stuff you bought for the newsroom? Take back half of it, and give it to the sales department.
Online Video that pays
If person in charge of web is salaried…or no digital financial pressure ( bonus & penalty )
YOU WILL LIKELY FAIL • Newsroom editor • Web editor • Webmaster • Ad director
Warning These ideas are proven….BUT…
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Mel Taylor Online Revenue Strategy for Local Media
@MelTaylorMedia [email protected] 267-625-5313
MelTaylorMedia.com
Mel Taylor Background
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Mel Taylor Online Revenue Strategy for Local Media
@MelTaylorMedia [email protected] 267-625-5313
MelTaylorMedia.com