2010 FNAME Summer Learning Series Digital Media Sales, James Holmes

Today’s Agenda Online Audience and Ad Trends Identifying the Most Effective Solutions Evaluate Customers’ Sites Creative Review Managing Expectations

Growth of Internet readers has kept pace with declining print readership. Even though print readership is down 10% in the last two years, readership on the web is up almost one third and exclusive web reading is up 48%. Source: Scarborough Research Ft Myers/Naples, Jacksonville, Orlando/Daytona/Melbourne, Miami/Ft Lauderdale, Tampa/St Petersburg, West Palm/Ft Pierce DMAs, representing more than 80% of Florida adults 18+. Audience measures: Newspaper – one daily/one Sunday, Internet – one week. In the Six Major Florida DMAs 8,997,000 9,123,000 8,999,000

Newspaper’s web sites have grown to account for one third of all their readers. Every year, online readers are more important to local newspapers. Today 860,000 adults in Florida ’ s six largest markets, 10% of all readers, read only online. In the Six Major Florida DMAs Source: Scarborough Research Ft Myers/Naples, Jacksonville, Orlando/Daytona/Melbourne, Miami/Ft Lauderdale, Tampa/St Petersburg, West Palm/Ft Pierce DMAs, representing more than 80% of Florida adults 18+. Audience measures: Newspaper – one daily/one Sunday, Internet – one week.

Online Advertising Challenges Online Advertising Trends In Oct 2008, PubMatic reported display ad rates were down 27% In Oct 2008, Business Insider wrote ‘Online display- ad spending will fall in 2009, probably sharply. It will probably fall again in 2010.’ In Jun 2009, The Guardian wrote ‘online display has become the runt of the digital litter’

Online Advertising Rebounds Online Advertising Trends In July 2009, Business Insider then published ‘Hey, Online Display Ads Don't Suck After All!’ In Q1 2010, ComScore reported U.S. Internet users viewed 15 percent more display ads than they did a year ago Mecom: online newspaper advertising surged 47% in the 1 st 6 months of 2010 WSJ reported 19% growth in its Q2 digital sales Yahoo! display advertising was up 19% in Q2 of 2010

In the beginning… Social Media Buzz

Which Solutions are Best for Your Customer? Guide Your Customer to the Right Solution

Step 1: Learn About Your Customers Search for terms relevant to their industry Compare their site to the competition How functional is their site for prospective buyers? Ask questions about their goals Discuss your findings Developing an Online Sale

Search for the customer’s website. Evaluate Your Customer’s Websites Does their site appear on the first page of results? Where are their primary competitors? Conduct multiple searches to learn where their SEM is focused.

What is the goal of their website? Evaluate Your Customer’s Websites The home page of a website tends to have the highest bounce rate. First impression is key.

What is the goal of their website? Evaluate Your Customer’s Websites

Are their competitors’ sites superior? Evaluate the Competition’s Website The home page of a website tends to have the highest bounce rate. First impression is key.

What is the goal of their website? Look for Best Practices Some web design firms specialize in specific industries.

Be a consultant – share your findings! Share Feedback with Customers Build credibility by identifying key areas of opportunity. Offer constructive feedback about their site’s design. Show them what their competitors are doing worse and/or better. Discuss the importance of offering customer interaction. Is the customer’s site setup to achieve their goals?

The Right Stuff Various Solutions Targeting vs. ROS/RON Branding vs. Call-to-Action Consumer Engagement Managing Expectations Which Solutions are Best for Your Customer?

PPC vs. SEO Search Engine Marketing SEO PPC Google Places

Free Directory Services

“Google Keyword Research Tool”

Display Advertising  Consumer response increases with combined exposure  Search clickers exposed to display advertising were 22% more likely to produce a sale than those who were not exposed*.  Your Newspaper.com  CPM Model vs. PPC Display Advertising works with PPC Source: September 2008 study of Microsoft’s Engagement Mapping system by Atlas Solutions

Run of Site Advertising – Interaction Broad target audience, lower demand for foot traffic and a focus on branding are ideal for ROS/RON campaigns. Display Advertising on Your Newspaper.com

Use Engaging Creative When targeting sections, a higher share of voice can be achieved with fewer impressions. Section Targeting Drives Results

Online Branding – the digital TOMA Branding to our Affluent Audience

Call-to-Action Corner Peel High-Impact Ad Units Drive Results

Call-to-Action Corner Peel

Pencil/Push-Down Ads High-Impact Ad Units Drive Results

Pencil/Push-Down Ads High-Impact Ad Units Drive Results

Embedded Video Interactive Ad Units Drive Results

Video w/ More Info and Share Drive More Consumer Engagement

Video w/ More Info and Share Drive More Consumer Engagement

Help Wanted Promotion Drive More Consumer Engagement

Wallpaper Advertisements Capturing Reader Attention with Creative

Wallpaper Advertisements Capturing Reader Attention with Creative

Managing Customers’ Expectations and Improving Retention What is the goal of the campaign? Work with the client to define ‘SUCCESS’. Design multiple creative units for larger campaigns. How will the customer track performance on their end? Set firm plans to review campaign performance.

Questions? James Holmes Herald-Tribune Media Group

Thank You.