Revenue Ideas You Can Use! - ananews.com Marketing Services –Differentiators ... Leverage content franchises that are core strengths: sports, ... Big Growth Opportunity for Local

Revenue Ideas You Can Use!Arizona Newspapers Association, 2017 Convention

Jed Williams

Chief Innovation Officer

Local Media Association

[email protected]

@williamsjed

mailto:[email protected]

• An umbrella organization representing ALL local media, including

newspapers, TV, radio, directories, pure play publishers, R&D

2,800+ total members across our ecosystem

Members include a diverse mix: Nexstar Broadcasting, McClatchy,

E.W. Scripps, GateHouse Media, Gray Television, BH Media, Swift

Communications, Schurz Communications, Sinclair Broadcast

Group, Deseret Digital, and many more.

Our Mission: “We Are Intensely Focused on Helping Local Media Companies

Discover New and Sustainable Business Models”

This is a Session about:1) Things we’re already doing that

have untapped opportunity2) New areas to pursue

(viable + potentially lucrative)

This Is NOT a Session About Shiny Objects

4

Today’s Digital Revenue Ideas

5

Facebook

Video: O&O + Advertiser

Engagement Campaigns

Digital Marketing Services – Differentiators

Q&A / Discussion

YOUR IDEAS!

Facebook: 2 Key Trends

Traffic Referral

Mobile

Top Traffic Referral Sources, 2016

The First Priority (still):

Build an Engaged, Loyal Audience

105 The River: Scranton, PA (DMA 56): ~900k Fans!

Direct Revenue Opportunities

Instant Articles

Facebook Live

Sponsored Video

Branded Content

Instant Articles

Direct-sold IA campaigns seeing 2x CPM as Mobile Web

(but note, this is the exception today)

Instant Articles: Calls to Action & Customer Acquisition

Instant Articles: Calls to Action & Customer Acquisition

Facebook Live

WRAL-TV: Facebook Live Advertiser

Programs as Part of Multi-Platform Buy

“Car Smarts” Series:

- Helpful content for car buyers & auto enthusiasts

- Facebook Live from the dealer showroom & involving station and dealer talent

WRAL & Facebook Live: Behind the Curtain

19

Facebook Live: Local Sports

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• GAME OF THE WEEK

• FB LIVE GAME UPDATES/SCORES

• Q&A FROM THE AUDIENCE

• INTERACTIVE POLLS/VOTES

Source: Share Rocket

Facebook Live: Local Sports

21

Source: Field59

Sponsored Video

LancasterOnline: Sponsored

Video Series “Pete Eats”

• Local personality sampling

different restaurants

• Wide distribution: Facebook,

YouTube, website, mobile

• Traditional sponsorship model –

title sponsor for the series

• $20k+ in revenue

Best Practices for Selling Facebook Video

Leverage content franchises that are core strengths: sports, lifestyle, etc.

“Tentpole events” (festivals, parades, etc.) are ideal for sponsorships

Utilize FB Insights to show video engagement (views, completions, actions)

Bundle into larger, multiplatform programs to extend reach

Facebook Branded Content

Source: Social News Desk


Branded Content with Advertiser Video


Best Practices for Selling Branded Content

Sell advertisers on the scale and engagement of your social brands

Enable the audience to take specific action (take quiz, enter contest,

register for event, etc.)

Publish selectively: quality brands & content; respect your audience

Consider video for a more engaging format

Video

31

32

25.62% CAGR!

Source: Statista

Video Looks Great…on a Graph

Where Can You Get Started?

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3 Opportunities:

1) Owned & operated (beyond pre-roll)

2) Advertiser: production/distribution

3) Native opportunities

Creating New Video Inventory, Idea #1: Outstream Advertising

Unlock video advertising revenue that previously wasn’t accessible

Create video inventory in non-video environments…“bringing the power of

sight, sound, and motion to text” (source: Teads TV)

Complements in-stream inventory & attracts larger budgets beyond preroll

Note: Can be done without any new video production

(Source: eMarketer)

inRead DemoOutstream Sample

http://y5at6tu6j39.proxy.teads.tv/news/local/community/miami-dade/coral-gables/article132693479.html

http://y5at6tu6j39.proxy.teads.tv/news/local/community/miami-dade/coral-gables/article132693479.html

McClatchy Case Study (partnered with Teads TV)

15x increase in

total video inventory

38% increase in total video revenue

resulting from outstream video advertising

Creating New Video Inventory, Idea #2: Content Matching (BH Media/Inform)

Content Matching (cont’d)

Video Production for Advertisers

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Surging Opportunity:

Borrell: $2.4B revenue opportunity this year

Fast-growing service ($1.2B increase in SMB spend)

Different Approaches:

Internal

Outsourced

Hybrid

In-House Production Example:

Full-Service Digital Agency

40

“We do everything in house. Our design team and our creative director

produce, shoot and edit everything, so it’s not like we have video-only

employees. We purchased about $50k worth of cameras, lighting,

microphones and editing software and we were off.”

The projects we do at the agency now are so varied: TV, social, long-form

web, YouTube, etc., and much higher quality that there really isn’t any other

way around doing custom quotes. The way we put the quotes together is

essentially an estimate of hours based on the number of people needed to

work the project, and its complexity.”

Hybrid Sourcing Example

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1) “Good Package” = $750 for video production by an outside vendor to include

50k medium rectangle (300x250) targeted display impressions (in-banner video

with sound defaulted off on O&O sites). Photo-slideshow type video.

2) "Better Package" = $1,200 for everything in the Good Package plus 2 hours of

onsite video production from in-house photographer/videographer.

3) "Best Package" = Custom quote for onsite video production using in-house

resources. Producing this video strictly for web distribution.

Good Better Best Tiers

Outsourcing Example (MDS/BetterVideo)

42

Native / Sponsored Content: Text + Video –

Shaw Media Case Study

• Shaw Media produces quality text and video content related to Your Business category

• The Content is delivered to our audiences in the same format as other Shaw Media produced content such as news

• Educational, informative content that the audience is engaged with.

• Your Business video is also posted to Facebook and available for Your Website

• The content is delivered across multiple Shaw Media platforms in relevant categories

• Sponsored Content is linked back to Your Business Website

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Examples of Topic Ideas for Client

• January –• How much insurance is enough?

• February –• What happens when you get hurt at

work?

• March –• What to do if you get hit by a car

• April –• Tips on Foreclosures

• May –• 12 things to know about injury cases

• June –• All injuries counted for in a claim

• July –• What to know about a Liable Driver

• August –• How to get the most out of your

injury case

• September –• What to know when you miss work

• October –• Workers Comp

• November –• Commercial Litigation

• December –• What to look for when choosing an

Attorney

Average Monthly Activity:

• Impressions: 19,090

• Engagement: 4,872

The Engagement

Funnel

47

20 Years Ago...

20 Years Ago...20 Years Ago...

#SecondStreetSum

mit

20 Years Ago...

Today...

Today...

Today...

Takeaway 1:

The consumer is now

in control

Takeaway 2:

Advertisers are

focused on digital

conversions

56

Middle of the

FunnelConsumer Experience

Big Growth Opportunity for Local Media

Advertiser Consumer

Engagement

Campaigns

Will...

★ Drive Leads &

Conversions

★ Access New Dollars &

Business Categories

Hear ClearlyWPSD-TV | Paducah, KY

4th Year

of

Success


Survey

Questions


381 Opt-Ins


125 Plan to Purchase


122Interested in

Lunch &

Learn

Home for the HolidaysNorthwest Florida Daily News | Fort Walton Beach, Florida

Targeted

Local Military

Families


370

Opt-Ins


Community

Engagement


New Business

from Airport

The Great Pave OffWHAM-TV | Rochester, NY


Survey

Questions


148 Opt-Ins


66 Estimate

Requests


$250KBusiness Booked

Baseball IQ QuizTimes-Union Media | Jacksonville, FL


1,100 Opt-Ins


Warm

Leads

Home Decor Personality QuizWPSD-TV | Paducah, KY

Highlight

Store

Products


Survey

Questions


74%Opt-In

Rate

Advertiser Ballots

Jed Williams

Chief Innovation Officer

Local Media Association

[email protected]

@williamsjed

Thank You!

mailto:[email protected]

Revenue Ideas You Can Use! - ananews.com Marketing Services –Differentiators ... Leverage content franchises that are core strengths: sports, ... Big Growth Opportunity for Local

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