Presentation is loading. Please wait.

Presentation is loading. Please wait.

The one-stop-shopping solution to publishers increasing need for targeted Internet advertising.

Similar presentations


Presentation on theme: "The one-stop-shopping solution to publishers increasing need for targeted Internet advertising."— Presentation transcript:

1 The one-stop-shopping solution to publishers increasing need for targeted Internet advertising

2 If youre selling things, you dont necessarily need to massively expand your product range to tap long tail markets. You can instead just reach the long tail of customers,… the potential pockets of demand that dont necessarily lie within your normal marketing channels. Christopher Anderson, The Long Tail

3

4 Publishers traditional marketing channels are shrinkin g: Disappearing advertising, review and publicity media, e.g. print newspapers, Washington Post Book World Disappearing advertising, review and publicity media, e.g. print newspapers, Washington Post Book World Eroding bookstore baseindependents; Borders (?) Eroding bookstore baseindependents; Borders (?) Internal budgetary pressures Internal budgetary pressures Competition for consumers mindshare Competition for consumers mindshare

5 The One-Stop Concept Provide book publishers with customizable niche vertical networks (Reader Channels SM ) to target a books specific market. Each Reader Channel SM offers an aggregate of high-quality websites designed to optimize the reach and effectiveness of online ad campaigns. Offer the latest in demographic, behavioral, contextual and retargeting technologyavailable through a unique partnership with leading ad network, Burst Media. Accommodate all standard display units and rich media. Provide full site-level reporting and transparency to the highest BPA audit standards.

6 Online audiences spend most of their time on content websitesnot portals. Targeted niche and specialty content sites offer the best marketing environment for book publishers. The majority of traffic online comes from sites beyond center portals. Page Impressions * comScore Media Metrix – February 2008 Users spend most of their time online beyond the portals. Time Spent Why Go Vertical?

7 High composition and performance: Verso Reader Channels SM are comprised of both hand-selected and algorithm-based websites designed to optimize the buy and provide the greatest customization. Verso acts as an industry-wide aggregator to deliver highly competitive CPMs ($6.00 on average) and added-value placements. According to comScore, the Verso/Burst Media network attracts visitors with a Buying Power Index (BPI) > 100, higher than average Internet users. Reader Channels : Buy Rationale SM

8 The Verso Network reaches book-buyers! comScore Media Metrix: April, 2008

9 There are now over a dozen Reader Channels SM available, with more being added by Winter/Spring Among the first are the following: Business and Finance Channel Womens Health and Fitness Channel Thought Leaders Channel Teen Channel Womens Romance Channel Science Fiction and Fantasy Channel Eco Channel Pop Culture Channel Food and Wine Channel Fiction Select SM Channel Sample Reader Channels SM

10 Demographic: based on continually updated Web survey data, target your campaign by specific gender, income, age, geographic or other statistical variables Contextual: based on predefined content channels or algorithmically derived websites Behavioral: based on historical visit patterns within the Network Reader Channels : Targeting Capability SM Retargeting: selects previous visitors to campaign websites, or tags author-affiliated sites, for repeat advertising

11 Reader Channels : Affordable and Effective

12 SAMPLE CHANNELS Each Verso Reader Channel consists of hundreds of high-quality, clutter-free websites out of a universe of more than 4,000 specialty content sites. Each Verso Reader Channel SM consists of hundreds of high-quality, clutter-free websites out of a universe of more than 4,000 specialty content sites.

13 Target Audience: Men 25+ Business readers/enthusiasts HHI $75K+ Campaign Objectives: To drive sales of books Generate awareness for author/book/publisher Verso Solution: The Business and Finance Reader Channel has a high composition of males 25+, high HHI Targeted Buy comprised of business, finance, and baby boomer content Target Audience: Men 25+ Business readers/enthusiasts HHI $75K+ Campaign Objectives: To drive sales of books Generate awareness for author/book/publisher Verso Solution: The Business and Finance Reader Channel has a high composition of males 25+, high HHI Targeted Buy comprised of business, finance, and baby boomer contentPlacementUnitsCPMImpressions Net Budget Optimized Custom Business and Finance Channel Standard728x90300x250160x600$6.00UnlimitedTBD Added Value Impressions Custom Business Channel TBDTBD TBD Verso Business & Finance Channel Overview Targeted content with a focus on business, finance, investing and careers: 160 high quality websites 6.6 million monthly uniques 72% manage finances online

14 Gender Male65% Female35% Age % % % % % % Income $35,000 - $49,99910% $50,000 - $74,99915% $75,000 - $99,99914% $100,000 or more28% Education Some College23% College Grad29% Post-Graduate Work11% Post-Graduate Degree26% Verso Business & Finance Channel Content

15 Verso Womens Health & Fitness Channel Overview Target Audience: Women 25+ Health & Fitness Lifestyle West and East Coast Recreational Markets Fashion oriented HHI 75+ Campaign Objectives: To drive sales of books Generate awareness for author/book/publisher Verso Solution: Womens Health and Fitness Reader Channel: 200+ womens sites covering health, fitness, fashion, cooking and healthy living content Target Audience: Women 25+ Health & Fitness Lifestyle West and East Coast Recreational Markets Fashion oriented HHI 75+ Campaign Objectives: To drive sales of books Generate awareness for author/book/publisher Verso Solution: Womens Health and Fitness Reader Channel: 200+ womens sites covering health, fitness, fashion, cooking and healthy living contentPlacementUnitsCPMImpressions Net Budget Optimized Custom Womens Health & Fitness Channel Standard728x90300x250160x600$6.00UnlimitedTBD Added Value Impressions Custom Business Channel TBDTBD TBD Targeted content with a focus on womens health, fitness, dieting, wellness, cooking and fashion: 200 high quality websites 6.2 million unique views/month

16 Verso Womens Health & Fitness Channel ContentGender Male24% Female76% Age % % % % % Income $35,000 - $49,9999% $50,000 - $74,99917% $75,000 - $99,99916% $100,000 or more29% Education Some College26% College Grad34% Post-Graduate Work10% Post-Graduate Degree22%

17 Verso Thought Leader Channel Overview Target Audience: Men 35+ C-Suite influencers Political and environmental activists and bloggers Northwest, West Coast and East Coast (Boston/D.C. axis markets) HHI $75+ Campaign Objectives: To drive sales of books Generate awareness for author/book/publisher Verso Solution: Thought Leaders Reader Channel: includes quality content in national and world news, politics, business and green activity. Target Audience: Men 35+ C-Suite influencers Political and environmental activists and bloggers Northwest, West Coast and East Coast (Boston/D.C. axis markets) HHI $75+ Campaign Objectives: To drive sales of books Generate awareness for author/book/publisher Verso Solution: Thought Leaders Reader Channel: includes quality content in national and world news, politics, business and green activity.PlacementUnitsCPMImpressions Net Budget Optimized Custom Thought Leader Channel Standard728x90300x250160x600$6.00UnlimitedTBD Added Value Impressions Custom Business Channel TBDTBD TBD Targeted content with a focus on local, national and international news, information, business and technology: 135 high quality websites 20.3 million unique views/month

18 Gender Male60% Female40% Age 18 – 24 Years12% 25 – 54 Years51% 55 or More Years32% Education Attended/HS Graduated22% Attended/ College Graduated78% Income Less Than $35,00020% $35,000 to $74,00029% $75,000 or More45% Frequency Daily23% Weekly25% Monthly19% First Visit33% Verso Thought Leader Channel Content

19 Verso Teens Channel Overview Gender Male53% Female47% Age Less than 18 Years78% 18 – 24 Years13% 25 – 34 Years8% Frequency Daily32% Monthly27% First Visit35% Other6% Site Bookmarked Yes44% No56% The Verso Teens Channel reaches Internet users between the ages of 12 – 17 with targeted content sites that focus on music, entertainment, gaming, sports and fashion: 300 high-quality websites 6.6 million unique views/month $6.00 CPM

20 Introducing: Verso Fiction Select Program SM Target Male Audience: 39.9 million years 69.9% shopped online in past six months 50.2% say the Internet is primary source of information on products they are considering for purchase Target Female Audience : 42.7 million years 66.7% shopped online in past six months 85.6% are primarily responsible for their households shopping Campaign Objectives: To drive sales of general fiction books Generate awareness for author/book/publisher Verso Solution: Customized Fiction Select Channel campaign Target Male Audience: 39.9 million years 69.9% shopped online in past six months 50.2% say the Internet is primary source of information on products they are considering for purchase Target Female Audience : 42.7 million years 66.7% shopped online in past six months 85.6% are primarily responsible for their households shopping Campaign Objectives: To drive sales of general fiction books Generate awareness for author/book/publisher Verso Solution: Customized Fiction Select Channel campaignPlacementUnitsCPMImpressions Net Budget Optimized Custom Fiction Select ChannelStandard728x90300x250160x600$6.00UnlimitedTBD Added Value Impressions TBDTBD TBD Uses demographic targeting by gender, income, age or geo market to cast a wide net for potential general-fiction buyers: Broad list of over 500 high quality sites Men: 39.9 million monthly uniques Female: 42.7 million monthly uniques

21 Content Category Reporting Adcode Reporting (Site Level) Custom Reporting The Verso Ad Network provides you with full access to site level reporting, which in turn gives you the knowledge and insight as to which placements and sites perform the best for your campaign. Reporting available: Site levelGeography CategoryCreative CTRAction rate CPAand more! Customizable reports can be sent as requested by the client. Transparency and Full Site-Level Reporting create knowledge and provide security for Book Publishers

22 Verso Reader Channels SM meet strict eligibility requirements Verso Network websites must: Be written in English Be written in English Attract over 5,000 page views/month Attract over 5,000 page views/month Operate on own top-level domain (no free-hosted sites) Operate on own top-level domain (no free-hosted sites) Contain no links to adult or obscene content Contain no links to adult or obscene content Observe all intellectual property and copyright laws Observe all intellectual property and copyright laws Display banners based on page view, not timed rotation Display banners based on page view, not timed rotation Provide screenshots of reported site traffic, clicks & views Provide screenshots of reported site traffic, clicks & views Display an up-to-date Privacy Policy Display an up-to-date Privacy Policy Be COPPA (Childrens Online Privacy Protection Act) compliant Be COPPA (Childrens Online Privacy Protection Act) compliant

23 Verso Pop Culture Reader Channel SM Screenshots for Lion Among Men by Gregory Maguire (William Morrow, 11/08)

24 Lion Among Men Box ad

25 Lion Among Men Leader ad

26 Lion Among Men Widesky ad

27 Verso Standard Campaign Reporting

28 Verso Pop Culture Reader Channel SM Campaign Results for Lion Among Men Run dates: Oct. 14-Nov. 10, 2008 Run dates: Oct. 14-Nov. 10, 2008 Total impressions: 5,950,000 Total impressions: 5,950,000 Ad types: Standard 3 sizes; flash ads; call to action; click for preview Ad types: Standard 3 sizes; flash ads; call to action; click for preview Measureable results:.14% average CTR (click-through rate) Measureable results:.14% average CTR (click-through rate) Publishing result: New York Times # 4 Fiction for 1 st week on-sale Publishing result: New York Times # 4 Fiction for 1 st week on-sale

29 Reader Channel SM Optimization * Patriotic Grace by Peggy Noonan (HaperCollins, 9/08)

30 Niche publishers in the Long Tail tend to hold two powerful characteristics core to attracting, and influencing, an engaged consumer audience: credibility and expertise on specific topics. For advertisers looking to surface the most engaged consumer, getting out of your head and into the Tail might be a good place to start. Rob Crumpler, Wagging the Dog, Media Daily

31 VERSO READER CHANNELS Solutions for the digital age.SM


Download ppt "The one-stop-shopping solution to publishers increasing need for targeted Internet advertising."

Similar presentations


Ads by Google