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

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Presentation on theme: "Advertising for Results Presented by: Imani Laners Interactive Sales Manager."— Presentation transcript:

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

2 Why A Local TV Website? 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 2 nd 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

3 Advertising Opportunities

4 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

5 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 or Video Post-roll - :20 or :30 Large rectangle – 336x280 or Medium rectangle – 300x250 Logo – 88x31

6 Video Video Pre-roll - :10 or :15 or Video Post-roll - :20 or :30 Large rectangle – 336x280 or Medium rectangle – 300x250

7 Section Sponsorship Video Pre-roll - :10 or :15 or Video 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

8 National/ Local Custom Integrated 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.

9 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) - theyll 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

10 Mobile Web Display Opportunity Detailed Information Store locator – Enter zip code on landing page Click to call – Reach customer service/ reservations Data capture – Enter 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

11 Mobile Web Landing Pages/Microsites Examples Rate: $2,000 - $5,000 Features like Tell a friend, Link out, Opt-in as lead generation can be included at no additional charge

12 Custom Integrated Sponsorship Content features Fresh blog posts Featured fan comments Next on broadcast info Character of the week Integrated logo/link to your site Leaderboard – 728x90px Integrated buttons that can link to Store Locator or client site areas beside content links appealing to fans

13 Adver-gaming Objective: Increase local awareness about 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:

14 WE LOVE RICH MEDIA!

15 Homepage Peel back

16 Interstitial

17 Sliding Billboard

18 WPIX ONLINE

19 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 demos for news programming Destination network (The CW) for young adults 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

20 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

21 User Profile Demographic Profile Women…………………………………………….56% Men………………………………………………….44% Household Income $35,000+…………………………………………88% $50,000+…………………………………………52% $75,000+………………………………………..48% $100,000+……………………………………….31% Marital Status Single……………………………………………….63% Married…………………………………………….37% Age 18-34…………………………………………………80% 25-54………………………………………………..50% 35+…………………………………………………..31% 55+……………………………………………………..5% *Sources Site Metrics and Scarborough Research Education High School Graduate+………………………..90% Some College/College Grad+………….…..65% Graduated College+……………………………..28% Postgraduate Degree+………………………….11% Occupation Student (employed Part Time)……..…..…20% White Collar…...……………………………..……..55% Blue Collar……………………………………………..25% Professional / Managerial……………………..40%

22 Channels

23 News

24 Blogs

25 Entertainment

26 Sports

27 Traffic

28 Weather

29 Shows

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

31 Rates All 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)

32 Creative Specs Leaderboard – 728x90 pixels 72 dpi, Flash,.gif,.jpg; max. file size = 40K Large Rectangle – 336x280 pixels 72 dpi, Flash,.gif,.jpg; max. file size = 40K Medium Rectangle – 300x250 pixels 72 dpi, Flash,.gif,.jpg; max. file size = 40K Banner – 428x90 pixels 72 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 page Ad between page. 30K, 10 sec. max. User initiated audio. Must have Skip or Close button. Must include PIX11 branded header. Introstitial Full 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. Video Pre-roll and post-roll, see full specs at: Logo/Button – 88x31 integrated into Section graphic

33 Imani Laners Interactive Sales Manager Phone: Fax: Cell: Chris Mangan Campaign Manager Phone: Fax: Cell: Address: PIX11 | 220 East 42 nd Street | 10 th Floor | New York, NY Contacts


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